Your brand has a purpose, now what? More and more brands and companies have a purpose statement but fewer are bringing it to life. Having a purpose allows you to more deeply connect with people and stay true to your brand’s DNA. It enables disruption and fuels brave acts that make the brand meaningful in new ways.
No Nordstrom Rack, while I am an occasional shopper in your store, I DEFINITELY don’t like that Bodysuit. It popped up on my social media feed, enabled by who knows what Artificial Intelligence (AI) program, triggered by something I purchased.
Who knew that the critical new skill on everyone’s mind at ANA Masters of Marketing Conference was… YOGA? But this yoga doesn’t require you to jump into your spandex at work (thank goodness!). What it does suggest is that marketers and agencies learn new agility, flexibility and core strength moves.
Brand Purpose was everywhere at ANA’s Masters of Marketing Meeting in Orlando in October 2018. In fact, Suzy Deering, CMO for eBay North America, joked that Purpose was such a buzz word that it could become a drinking game.