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purpose

Win by Going Beyond Features and Benefits

September 7, 2016 —

Win by Going Beyond Features and Benefits

Convincing minds by capturing hearts: the new brand-building approach What comes first? The rational decision to take the next step on the path to purchase, or the emotional trigger that gets them started on that path? Aren’t we humans cool? We pride ourselves on our cognitive skills, our ability to weigh pros and cons, and our decision-making power. After all, these factors separate us from other life forms. We also prefer to emphasize our thoughts because we are able to talk about them, explain them, and defend them. However, what is clear is that we are emotional beings. We navigate...
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Brand Strategy: Why Are Purpose and Feelings so Important Now?

October 2, 2014 —

Brand Strategy: Why Are Purpose and Feelings so Important Now?

Brand Strategy: Why are purpose and feelings so important now? An emotive brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around a meaningful and purposeful promise. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, an emotive brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, an emotive brand is:  – Proactively meaningful across all its actions  –...
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Purpose-Led Brands: Is Purpose Only Created by Adopting a Cause?

July 25, 2014 —

Purpose-Led Brands: Is Purpose Only Created by Adopting a Cause?

There is a fantastic post from PR company Edelman on their notion of “purpose”. They see purpose as the next evolution of cause marketing. They point to 1983 as the start of cause marketing, when American Express sponsored the restoration of the Statue of Liberty by having each American Express Card purchase trigger a donation to the cause. They now claim we are in “Cause 4.0”, which leads to what is called “Social Purpose”. This is all about business doing well by doing good, but is it really only cause marketing? We don’t believe that a business...
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Should You Aspire to Have a Meaningful Brand?

July 21, 2014 —

Should You Aspire to Have a Meaningful Brand?

The idea o a  “meaningful brand” is taking industry by storm as more and more enterprises look for ways to prevail in the 21st Century, a time of great change and innovation. Should you join this bandwagon? Not before you fully understand what it means to be a meaningful brand, what it entails from an organizational change point of view, and what it can do for your business. Here, we provide top-line answers to a few of the most commonly asked questions. What is a meaningful brand? A brand transcends the market when it decides to look beyond the profit agenda and see its business...
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Branding in a World Full of Screens

June 18, 2014 —

Branding in a World Full of Screens

A world full of screens Joel paints a picture of a world that’s filled with screens – far more than the four business currently focuses upon: “The basic dilemma for marketers is this: there are now too many screens to count. Set aside PCs, tablets, smartphones, and TVs (connected or otherwise), for a moment. Your car, your thermostat, your washer and dryer, your refrigerator are all on their way to being “smart” as well – connected to the internet and to each other, featuring screens that offer up all sorts of information, from usage data to content, like a fridge that suggests recipes based...
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