I’ve been covering Super Bowls for years and seen how advertisers have embraced purposeful messages or good-vertising like bees around a honeypot. Money talks. If you’re willing to go deep into your pockets and take the public stage for Super Bowl, you better...
Let’s leave purpose preaching in 2019. Be good, and you might get lucky: Advertising’s new consumer pick-up line is all about a higher purpose and saving our world from all sorts of ills. Brands and business leaders try to outcry and outdo each other with big promises...
Brands often focus too heavily on making themselves come across as the “hero.” Too often they fall into a “hero trap”. If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion....