A fractional CMO on why brand purpose keeps failing — 'they need the governance spine to survive and thrive'

Prasad works as a fractional CMO. He walks the book's cases, from Anthropic's trust to Costco's governance fortress, and argues that one-off purposeful gestures read as stray actions because the organisation is not built to choose the mission when it costs money.

“Because, mostly, the organisation itself isn’t built to make mission-aligned choices when they hurt the numbers in the short-term. So if brands are serious about their purpose and ethos, they need the governance spine to survive and thrive.” — Manu Prasad on LinkedIn