Category: Purpose-Based Marketing

These days, the marketers behind nearly every brand on Earth are being told to “find their purpose”—their reason for existence that transcends their products and services. The one that can endear them deeply to their customers on a more fundamental, human level and ensure their efforts contribute to more than just profit generation. This is […]

If we, as marketers, are proficient at anything, it’s beating a wonderful concept to death. Whether it’s a popular meme or graphic design style, we are adept at grabbing hold of the latest trend, bending it to suit the whims of our brands, and subsequently wringing every last ounce of utility and creativity out of […]

In today’s marketplace, brands are increasingly expected to represent something larger than their product or service. Consumers crave a deeper meaning in order to establish connection & loyalty.

Humanability. It’s a relatively new word that means doing more good things for the world. And, it appears that many consumers want — and expect — humanability from brands.

“When everybody plays, we all win” underscores the tech giant’s larger purpose … and no, it’s not “a computer on every desk” anymore.

“Know who you are as a brand, explain what you believe in, and say what you do for customers. That’s all we need to do as marketers. It’s simple and it works.”