Advice, tips and inspiration to help you perform at your best
Brand Purpose is a hotly debated topic in the world of marketing. To add to the discussion, I wanted to share my favourite purpose-led brands. The brands that I feel are doing a great job in articulating and delivering a mission to change the world. To help narrow down my choices, I thought I’d focus on relatively new businesses vs brands that are part of multi-nationals.
There are many different brand positioning models in the world of marketing. In the early days of my old agency Added Value, we created a tool called the ‘Bullseye’. I also remember developing a tool with Unilever which became the famous ‘Brand Key’.
Every brand owner and agency has their own version, which they claim to be unique or proprietary. Of course, it isn’t. In marketing, nothing is. The shape of the boxes might change as do the names, but essentially, it’s the same kind of thing. A positioning model.
I share a love of football, cycling and music with an old friend of mine from university. We live in different parts of the UK, but keep in touch via WhatsApp and meet up when our paths cross. He’s funny, outgoing and has a lovely family. However, our politics are very different and we hold conflicting world views. I really don’t understand why an otherwise decent guy can hold such opinions. I’m sure he thinks the same of me. Luckily, this doesn’t stop us being friends.
