There is no doubt that Purpose is the fifth P within the marketing mix today. A brand's purpose should define not what product or service they sell but the higher order of why they exist in society. More and more brands are realizing the importance of acting as purposeful, values-driven organizations, living that purpose through all they do and communicating it through all they say, following in the footsteps of smart, purpose-led brands like Proctor & Gamble and ANN INC.

However, because many marketers are focused on finding the next big idea or testing multiple cause, Corporate Social Responsibility or other issue related strategies to live out and communicate their purpose, they often miss another critical P – People. Companies are run by people, it is people that invest in brands, and people that buy products and services. No matter what industry - B2B or B2C - everyone is ultimately trying to reach people in more meaningful ways. It is the combination of purpose plus peop