What could my brand purpose be?
If you can’t answer this question in one sentence, you’re not alone. I often wonder why so few companies are[…]
Can my brand benefit from a clear purpose?
To answer this question I use a simple matrix based on two dimensions: purchase frequency and purchase importance.Brands in the[…]
Meaningful versus expendable brands
Branding comes before marketing. Without a well-thought-out brand, marketing becomes just a tactical tool for achieving business goals. A lack[…]
In search of meaningful brands with a clear purpose
Welcome toIt’s happened. I’m 43 years old, and I’ve started thinking more about the meaning of life. And since I’m[…]
