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Yesterday, I was having a conversation with a purpose-led founder. She had seen my 4B Brand Model – Big, Bold, Brave and Beloved (see previous article here) – and was asking me if I thought she should “fight” for
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Recently I had a conversation with a purpose-driven start-up that is struggling to break through. Their product challenges the codes of the industry they are playing in. In theory, a bold idea that has the potential to make a big impact.
One of the biggest misconceptions I hear about marketing is that it boils down to paid media. Start-ups are therefore often reluctant to invest in marketing at the beginning, thinking it will come later, once they have a viable produ
...In the world of marketing, purpose is a word often used, yet frequently misunderstood. From those who use it as an empty promise to sell more products, to those who believe it is about trying to serve everyone, the misconceptions arou
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It can be so tempting to cast a wide net and appeal to the broadest possible audience.
To showcase all the amazing benefits your brand has to offer.
Because why would you want to risk losing anyone who could be interested in your brand?
It is such a...
I have had conversations recently with several purpose-led brands who are struggling to convert.
All of them believe that marketing and, more specifically media, is the solution to their problem.
But there is a fundamental shift that needs to happen first...
In today’s world, we see a lot of talk about purpose, but less brands are actually walking the talk. You may have a beautifully articulated purpose statement, but unless it serves to make a difference in the world, then it remains just that, a statement, no...
Have you ever wondered how the constant bombarding of messaging and pushy marketing that we live with every day came to be? Marketing as we know it today not only created but continues to exponentially fuel the consumption economy.
I should know. I spent 20 year...
I spent 20 years working in the beauty industry, many of which were in hair care. We were great at adding ingredients, creating new hair benefits and adding on steps to the hair care routine. All this to sell more products. And of course, it worked. We grew the brands,
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Purpose is a word that is often misunderstood. Navigating between a vision, mission, purpose or positioning statement can be confusing.
Throughout my career, I have sat in many workshop sessions to define brand equity, positioning, and in more recent years, purp...
This may seem like one of those, “well duh!” moments, but somehow it seems to be the missing ingredient in how we build and market our brands today.
We get so focused on the product benefits, how to differentiate from the co...
I recently read an article entitled “we can’t all be Patagonia”. The article was suggesting that most companies still believe that Patagonia is an exception to the norm and that profit and purpose are mutually exclusive.
Unfortunately, we are seeing a growing lev...
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