Brand Purpose at a Crossroad: Evolve or Self-Implode
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Brand Purpose at a Crossroad: Evolve or Self-Implode
Brands don’t need purpose. They should help customers achieve their purpose
Robert Thiemann • WELLNESS SHOULD BE THE FOUNDATION OF ALL CUSTOMER EXPERIENCES
sari added
Mike Renaud and added
Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more
From Brand Strategy to Brand Anarchy
Keely Adler and added
Yet, the world we live in is shifting rapidly. Consumers’ changing expectations and behaviours are affecting the ways in which brands can be borne and built. Complexity and choice paralysis has increasingly become the norm.
How small brands can hit the big time
Joe Maceda added
In a world with free information, abundant data, and virtually no barriers to entry, companies will succeed by selling purpose, not a product.
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
sari and added
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
Keely Adler added
P&G has entered the arena of “purpose-driven brands.” The company’s approach has evolved over time, and finding authenticity for a particular brand has been a process of discovery. But connecting a brand with a mission is, Duncan feels, essential. “I believe we have a powerful responsibility to do something constructive with the affinity we hav
... See moreDebbie Millman • Brand Thinking and Other Noble Pursuits
The main idea of purpose-driven brands is about recognizing, embracing, and celebrating the fact that brands can enhance people’s lives and help them to feel better about themselves—whether it makes them look better, do a task better, or even gives them the opportunity to do good in the world.