add meaning and purpose to a brand

There are many factors that add meaning and purpose to a brand, and they all stem from a single source: empathy. Empathy is the ability to walk in another person’s shoes. That is, to see and experience the world from a perspective different from your own. Here we explore how empathy plays a vital role in shifting brands from a bland and vulnerable position, to one that is robust in meaning and purpose. Empathy as a driver of brand strategy When you’re close-in to a business’s daily operations it’s hard to see how your brand is perceived by the people you serve, both as customers and...