There is something irresistible about a brand purpose - the idea that your brand could be financially successful and also make a big difference in a life.
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How to find a Big Audacious Meaning that the organization can feel confident will resonate with everyone that the organization serves.
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A Big Audacious Meaning gives everyone a clear view of what’s really important. And what’s possible.
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Let’s not just settle for occupying a space in our prospect's mind. Let’s start a movement that will change their minds completely. Let's find our purpose.
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It is not easy to create caring. It means moving beyond features to finding the real meaning your brand can bring to your prospects.
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Brand purpose is emotional and feel good. But is that it? Not hardly.
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We all love great stories. Finding a brand purpose helps us get to those great stories that make for great advertising.
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There has to be more than just sensationalism. More than just shocking someone into paying attention. There has to be meaning if we want people to care.
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We're learning a lot about how humans make decisions thanks to research from the rational worlds of behavioral economics, psychology, and even neuroscience.
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We all have our favorite brand or brands. They are the ones that have the ability to connect with us. What is it that they do that builds that connection?
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We get really stoked when we feel like what we are doing is making the world a little better place. That's what brand purpose can do.
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So-called brand "gurus" cause the world to think that working with brand consultants is a crap-shoot at best. We all deserve a better brand process.
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Start simple, learn, and iterate. This is the modern marketing mantra.
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Acting on your purpose means delivering on the promise that your brand sets forth.
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While we’re throwing out advertising, let's be careful not to throw out what people really want. That’s a big idea.
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What do your prospects and customers want? It changes. Customer journey mapping helps you answer the question no matter where they are along the path.
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So you’ve converted that prospect into a customer. Congratulations! Now what? Well, it’s time to move to Step 5 of the customer journey mapping process.
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We’ve come to the point in the customer journey mapping where your prospects are ready to commit. They just need to validate or confirm the decision.
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At Step 3 of the customer journey mapping process, prospects want to weigh the options so they feel like they can make the very best choice.
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In Step 2 of customer journey mapping, your potential customers start to search for ways to solve a problem or take advantage of an opportunity.
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