There is an old list of marketing clichés that get trotted out with remarkable frequency by lame marketing professors and hack marketers. You can’t go a week without one of them cropping up and infecting us with its dreadful ennui-laden awfulness.
It’s getting very tiring reading lately about how digital marketing doesn’t work. First, the brand questioning this possibly isn’t taking the correct approach in our new normal because they may not have the characteristics needed to succeed.
As we all know, there are two sides to every argument or debate. When developing a brand, whether it’s the identity, positioning, or marketing, differing points of view will often collide.
Can the same brand take two quite different positions? Yes. And no.
What evidence is there that Purpose-driven brands do any better than others?
