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Purpose-led marketing continues to grow each year and by now, any brand of a significant size would be errant in not acknowledging the importance of this. The explosion of social media over the past decade means that today’s 20-something consumer has grown up in a digital world with the understanding of the power each of them has, individually and collectively, to voice their opinion online on a plethora of platforms. However, it must be said, that purpose-led marketing is less about ‘marketing’ and more about ‘purpose-led’ business practices so brands and businesses should also understand that the ‘smoke and mirrors’ approach will not cut the mustard in 2023 and beyond. Purpose-led … [Read more...] about 10 purpose-led marketing trends for 2023

Video content is integral to a business’s marketing mix today, especially on social media platforms, your website and, of course, YouTube. YouTube alone has 1.7 billion unique monthly visitors. The 15-year old platform has simply gone from strength to strength as bandwidth and internet speeds have improved and video has become the preferred form of media consumption. META (Facebook, Instagram, WhatsApp) had been drilling marketers for some time now about creating more video content for campaigns vs. static images. Both still work, of course, but video content and been regarded for some time now to often offer better traction and reach. But here’s the big question… How long should … [Read more...] about Why Short and Long-form video content is important

purpose /ˈpəːpəs/  noun noun: purpose; plural noun: purposes 1.  the reason for which something is done or created or for which something exists. What about Purpose?  What if we all had purpose?  We hear so much about purpose these days. We are told to find our purpose, practice self-love and follow our dreams so that we can reach our potential. What does that actually mean though? Purpose is defined as "the reason for which something is done or created or for which something exists." How do we find our reason for existing? What have we come here to do?  I always wondered what my purpose was. What is my great work? What have I come here to do? Eight … [Read more...] about What if we all had purpose?

Purpose driven brands have been on a steady rise for some time now. In the past a company’s mission statement would promise commitment, the best service, competitive pricing and quality products. But today businesses with these type of mission statements are regarded as commodities and big brands try everything to avoid this label. READ: Your Brand Purpose is your Mission Statement Purpose driven brands seek to differentiate on a larger purpose, not on their products and services. To this end they work hard to identify what makes their brand truly meaningful – their larger positive impact beyond making money. A brand’s purpose should be a guiding light to a loftier ideal that … [Read more...] about Purpose driven brands – marketing hype or legit?

Purpose brands or purpose-led brands often focus on sustainability or environmental purpose and these are usually linked to marketing campaigns and/or budgets. This is not  a bad thing! Any form of tangible, genuine purpose that addresses these issues is good, right? In June 2021 we wrote a blog called Your Brand Purpose is your Mission Statement! This blog talks specifically about how purpose brands need to look past the balance sheet and marketing budgets to take a more holistic view of its brand identity and by extension its purpose. There are three elements to purpose-led business: Environment, Sustainability and Governance. Purpose brands are doing the first two well, and … [Read more...] about Purpose brands – beyond marketing