Become a meaning maker - Purposeful meaning making

Companies are under increasing pressure to take a social stand and go beyond functional utilitarian benefits. In response they have tried to adopt a social or environmental purpose, besides their mission of making profit. Such positive initiatives may have unexpected consequences and side effects, resulting in consumer backlash and brand hijack. What can go wrong that communicating a higher purpose meaning that is expected to improve organisations image, lands brands into hot water.

Discuss the factors that need to be considered when choosing, designing, and implementing a higher purpose meaning. What factors contribute the most to successful/unsuccessful higher purpose meaning making? In your analysis, you may consider factors such as authenticity, relevance, organisation's culture, internal meaning clarity, the level of fit between the organisation's already established values and the new brand purpose, and the execution and communication of the meaning. Provide a mix of examples to support your arguments with a list of references.