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How businesses can take their beliefs and make them real for consumers.
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Scooped by Trish Sadar |
Scoop.it!
Trish Sadar's insight:
Excellent article shared by Karen Dietz!
It is not only your product but also more about where your product/brand stands for from the viewpoint of the social human being
I'm rescooping this from Karen Dietz (thanks Karen!). This is one of the finest articles I've read on the subject of purpose -driven marketing. I've read a number of books on this subject since it is very much related to StoryBranding, but this article, by Jessica Blotter, does a terrific job of collecting the major points.
When I read articles like this, I have a bitter-sweet reaction. On the "sweet" side is the excitement I feel for a belief I deeply hold true. But on the "bitter" side is knowing that many public corporations can only provide lip service to the idea of purpose-driven marketing. Many CEO's are held hostage by Board members, shareholders or private equity investors who care most about profits from one quarter to the next. Many can't (or won't ) see beyond the bark of the tree, let alone the forest to which it belongs. . Nothing wrong with profits! But, purpose-driven marketing (and its corollary StoryBranding) takes a long term vision as well as a long-term committment to that vision. More importantly, support has to come from the people who control the purse strings, not just the people in charge of filling the purse.