Nailing a magnetic brand purpose

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...

The secret ingredient to building a love brand.
Drumroll please… Love!

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...

Stepping Up As Thought Leaders

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...

Where did marketing go wrong?

Consumer culture promises us that we can buy our way to happiness, to success, to fulfilment. It convinces us that the reason we do not yet feel all those things is because we haven’t yet got the latest sports car, the biggest house, the fanciest job title. This is ...