OPINIONS. THOUGHTS. BELIEFS.

Brand purpose is now more about a brand having a social conscious. Not what it is meant to be. A brand purpose is about why the brand should exist in the life of a person. Why the brand will make their life that little better. Doing good could be a part of that, but doesn't have to be.

HAS PURPOSE LOST ITS PURPOSE?

Everything around us shapes our thoughts, beliefs, opinions, what we buy and what we don't. The world is full of isms. Racism, terrorism, sexism, Trumpism, activism, and so much more. Our culture influences our choices and every brand needs to be aware of its surroundings.

CULTURE IS THE SHAPE OF US.

I can't remember walking into a store and seeing a robot at the checkout. People buy stuff and only people. Our industry has sold its soul to technology because, frankly, it's easier to understand than people. Humans are complex creatures who make decisions with their emotions.

HUMANS BUY STUFF.

NOT ROBOTS.

There is fierce competition in virtually every category these days. From finance to soap. Instead of blindly staying within a category there may be an opportunity to create your own. Business has changed dramatically. The old ways may not be the new ways.

WHY NOT CREATE YOUR OWN CATEGORY?

Look closely at a client's business. Not just what they make or how they make it, but why. What they believe, how they think, look at their customers differently. Businesses fail when all they can focus on is the product or service and can't look beyond what's in front of them.

THE BEAUTY OF A FACTORY TOUR.

Look closely at a client's business. Not just what they make or how they make it, but why. What they believe, how they think, look at their customers differently. Businesses fail when all they can focus on is the product or service and can't look beyond what's in front of them.

Once a brand purpose has been defined, never underestimate the power of creativity. It is the difference. Everyone has access to data and information. What you do with it is key. Creativity is the most important asset in business today. In every department. 

BE HUMAN. BE CREATIVE.