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How Airbnb found its Purpose and why it’s a good one.
Brand should be the ongoing, guiding force that drives how a business behaves.
Emily Heyward • Obsessed: Building a Brand People Love from Day One
most marketers actually have the same “purpose.” To be successful. To engage with people in a way that benefits both sides. To be respected, seen, and appreciated. To make enough of a profit to do it again. That’s your why. That’s why you go to work. Okay, got it. But a better business plan takes that universal need and makes it specific—describing
... See moreSeth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
Brands don’t need purpose. They should help customers achieve their purpose
Robert Thiemann • WELLNESS SHOULD BE THE FOUNDATION OF ALL CUSTOMER EXPERIENCES
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
In order to make sure that your community’s purpose is grounded in your people’s needs, and that it expresses what you can accomplish together, consider: 1. What do my people need more of? 2. What’s the change we desire?
Kai Elmer Sotto • Get Together: How to build a community with your people
One of the favorite questions of Airbnb’s Joe Gebbia is What if we could start with a blank page?—a question that works as well in personal relationships or life choices as it does in business.