This week an eye-catching new brand identity was launched - eye-catching both because it changed the name of an organisation that had existed for over 100 years, and because it happened in the normally conservative sector of investment and insurance. Standard Life Aberdeen became Abrdn.
Welcome to the On Purpose Interactive Assessment Tool. You can use this tool to measure how purposeful your business is. It’s also a chance to find out how your brand compares to the brands featured
in On Purpose the book.
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