Brand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed. – An article taken from MarketingWeek Winning at purpose is like a child trying to catch a pigeon....
As part of Ad Age’s weekly Marketer’s Brief podcast, on a monthly basis, we will explore the best and worst purpose marketing ads Below, my opinions on some recent campaigns – taken directly from AdAge. HITS Mentos is using some unlikely stars to help push a...
Yeah, you might think the Greta Thunberg-generation are fighting with banners in hand when your brand tries to rally the purpose movement? The second part of our research together with research agency GfK showcase it’s actually older generation that pays more...
As part of Ad Age’s weekly Marketer’s Brief podcast, on a monthly basis, Ad Age and I explore the best and worst purpose marketing ads. Here is the most recent podcast from the 2nd of October – article taken directly from the Ad Age website. Hits Paris-based La...
In the next episode of the recent Ad Age podcast, we discuss environmental marketing, and I give some insights and viewpoints. Check out the article and podcast (taken directly from Ad Age) below: According to purpose marketing expert Thomas Kolster, brands often make...
People are turning their back on preachy, too-good-to-be-true purpose statements from brands. From years of anti-smoking campaigns, we have learned that people don’t avoid the cigarettes, but rather the campaign. The same can be said about so-called purposeful brands’...
