My vision is that we take brand development and ownership out of the brand teams. Yes, that’s right. I’m suggesting we move it upstream, to leadership. Here’s why.
To start off on a positive note, experience tells me that more and more businesses are talking brand purpose. They’re in search of Simon Sinek’s “Why”: that guiding light that will give a business direction and its people a meaningful reason for doing what they do.
However, experience has also shown me that businesses are going about developing their brand purpose the wrong way round. They are starting from the outside in, rather than the inside out.
It seems that for many businesses, brand purpose is born within the silo of the marketing team. It is often crafted in conjunction with a brand positioning: sometimes in a rush to get into a creative brief, sometimes to make it into a
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