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Purpose - Page 4 of 35 - Branding Strategy Insider

A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. Branding Strategy Insider explores the best practices in defining an effective brand purpose.
by Paul Friederichsen
The Age Of The Sustainable Brand
Brand Management

The Age Of The Sustainable Brand

November 21, 20225 min

There has been a lot in the news about “The Great Reset” when it comes to converting from fossil fuels to renewable energy. Brands should also consider another kind of “reset” … one that deals with marketing themselves as sustainable. There’s no doubt that a greater emphasis on sustainability is here to stay and will affect how business responds, especially when it comes to marketing themselves. But the right response is no longer whether your...

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by Walker Smith
Sell The Category Not Sustainability
Brand Strategy

Sell The Category Not Sustainability

October 11, 20223 min

The barrier for sustainability is price. Typically, this is blamed on consumers. Marketers say to themselves that consumers are not living up to their values, because if they were, they’d prioritize sustainability and pay for it. So, the job for brands is defined as getting consumers to follow through on good intentions. This involves segmenting consumers by sustainability attitudes to develop marketing appeals.

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by Paul Bailey
The Art Of Brandalism
Advertising

The Art Of Brandalism

September 29, 20223 min

There is an image of an advertising campaign poster making the rounds on social media that has been marked with comments that question the motives and manipulative methods behind the design. (See Below) It is a good example of social and cultural commentary being added onto a commercial poster, but it is far from a new idea.

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