You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Well-Defined Is Your Brand's Ideal? 'Grow' Author Jim Stengel Aims to Bring Analytical Rigor to Purpose-Driven Marketing By Jack Neff, Published on January 16, 2012 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.