Finding your brand purpose

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.

A sceptic and an enthusiast walk into a bar… They walk out with a new brand resolution. That might not be the funniest joke you've ever heard. Well, it's not meant to be one. Read on to find out how these two polarising characters land on a more purpose-driven brand role.

For a brand to survive and thrive in an increasingly commoditised world, it needs to justify its existence in people's lives. A brand purpose is built on a specific point of view about the world we live in. It has beliefs, attitudes, a tone, a personality, and, most importantly,...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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