Thinking in terms of Purpose Driven Marketing is the starting point. And an interesting way to articulate the idea of purpose driven marketing is the "Potent Business Expression" from the folks at BSSP. Found over at Influx, there's great thinking and examples throughout this presentation.
The actual P.B.E. articulation begins on slide 54. The notes section in the transcript is very guiding. I particularly like slide 55 which defines P.B.E. (I've added some punctuation for the purposes of this post...)
P.B.E. More than a corporate vision, it’s an externalized and internalized expression humanized for conversations. The high bar gets employees motivated. Big emotional construct. Human truth/corporate truth that connects to the zeitgeist. Allows multiple forms and expressions and hybrids. Provides an anchor/glue/cement. The un-ambitious will limit it to a campaign. The brave will use it to fundamentally transform their business. Left unactioned and without visible manifestations, it will appear shallow and hollow.
Wonderfully stated.