Purpose is easily thought of as doing good. But that's just the half of it. What often gets lost is that it's just as much about doing well.
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Brands become powerful assets when people identify with them. That only happens when the brand strategy is intent on bringing meaning to the relationship
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Creating a content plan sounds like a dreary chore. So we're going to make this easy by answering just three simple questions.
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People want great content and reward companies for providing it. What the data is showing us is that we’re just not doing it right.
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When people say, "It's just good business." I don't think they mean that it's the most optimal thing to do for the business
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We don't have to wait for the entire organization to adopt a larger purpose. We can bootstrap, prototype, and pilot purpose.
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The story hierarchy can be an invaluable addition to all our messaging efforts since it illustrates how our Big Audacious Meaning gets put to use.
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Your brand values can be powerful assets. Assets that help you bring to life what you believe as well as guide what you do.
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You can know why you do what you do (your brand purpose), but if you don't know who you are (your brand personality), nothing that you do will ring true.
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Nobody leaves the workshop without feeling that incredible sense of hopefulness and excitement that defining a purpose brings.
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A purpose is impressive and inspiring. Add in stories and the purpose becomes concrete, emotional, relatable – and unforgettable.
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We can only go so far if we just stick to the features. We need to get to our profound purpose. And then let it lead us to the benefit of the benefit.
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A manifesto can’t be faked. It has to be inspired by a meaningful purpose. If you’re having trouble writing something moving, revisit your purpose.
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Choosing the right stakeholders and prepping them leads to something inspiring and magical happening as we pursue our purpose.
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The benefit-driven, human-centered brand approach recognizes that we are messy, irrational decision makers. And that’s an awesome thing.
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It’s not a matter of whether a Big Audacious Meaning exists. It's a matter of how deep that statement of purpose is buried.
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Telling people what you do is a symptom of a less evolved brand. Highly evolved brands go beyond to reveal what they do for those they serve.
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Branding is essential to help people understand why you’re relevant, different, genuine, and valuable. It helps them discern why you’re right for them.
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What if we had the courage to say that there is a bigger brand purpose to our 9 to 5? Imagine spending our days driven by something that inspires us.
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Businesses continue to realize the benefits of discovering and promoting a purpose. Here is what these organizations continue to uncover and advance.
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