Brand purpose should not be confused with a brand promise or a brand’s mission statement. A company’s mission statement has traditionally always promised things like quality, exceptional service and competitive pricing and revolved around the performance of the business and its employees. There was not a lot to differentiate between most corporate mission statements to be honest. Brand purpose is a reason for a brand’s existence beyond making a profit. “People don’t buy what you do, they buy why you do it.” Bestselling author of ‘Start with Why,’ Simon Sinek said this and it perfectly sums up why brand purpose has become so important to the modern consumer. A brand purpose … [Read more...] about Your Brand Purpose is your Mission Statement
non-profit organisations
How NFT could impact the future of marketing and storytelling
A lot of people are still trying to get their head around Blockchain technology and now there’s a new kid on the block called NFT. If you are still struggling with the concept of Blockchains beyond the trading of crypto currencies such as Bitcoin, Ethereum and others, we wrote a blog on How Blockchain may benefit Non-Profits which explains how this digital accounting ledger works and its potential benefits. In its simplest form this is what a Blockchain is. A ledger that keeps record of a digital token. An NFT, much like crypto currencies is also a token, hence NFT being an acronym for Non-Fungible Token. What is an NFT exactly? NFT is a non-fungible digital token. What this … [Read more...] about How NFT could impact the future of marketing and storytelling
Bigger Than Me partners with Hashtag Our Stories
Bigger Than Me has partnered with Box Smart Media and Hashtag Our Stories to help build purpose-led South African brands. Marketing and advertising have come a long way since the days of early mass production. In the ‘20s it was all about pushing product and making the sale, but by the time the golden marketing era of the ’50s came round, the hotshot marketers realised that they had more success if they slowed down on the hard sales pitch and actually considered the consumer’s needs. People first… This ‘people-first’ approach became a tried and tested method that continued to morph in its application throughout the years. Marketers believed they were truly onto something, and perhaps … [Read more...] about Bigger Than Me partners with Hashtag Our Stories
The DNA of a purpose-driven business strategy
The third in our blog series which looks at a purpose-led or purpose-driven business strategy unpacks the various components that inform such a strategy and why we strongly believe that it is the future of industry, globally. Part one and part two offer a more in-depth look at purpose-driven business with many compelling studies to back up the argument in favour of this. READ: Purpose-Led Business – the results are in and they are telling… READ: A Purpose-Led Business model goes beyond the customer Aside the obvious ethical values that a purpose-driven business strategy can provide, and not discounting the business world wanting to do more to make the planet and the … [Read more...] about The DNA of a purpose-driven business strategy
A Purpose-Led Business model goes beyond the customer
In Part 1 of our current blog series on the Purpose-Led Business model, we focused on how purpose in business leads to higher consumer advocacy, loyalty, and willingness for customers to pay more for brands they view as having a positive impact on the world around us. READ: Purpose-Led Business – the results are in and they are telling… This study tells part of the story… The Kantar Purpose Study in 2020 revealed that over a twelve year period, those brands that were perceived to have a positive impact by leading with a purpose-led business model had a brand growth of 175% versus 86% for medium positive impact and 70% for low positive impact businesses. It would be best to … [Read more...] about A Purpose-Led Business model goes beyond the customer