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It’s Time for Brands to Stop Climate Grandstanding and Listen to Consumer Needs

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Be good, and you might get lucky: Advertising’s new consumer pick-up line is all about a higher purpose and saving our world from all sorts of ills. Brands and business leaders try to outcry and outdo each other with big promises and pledges, like chattering bids at a cattle auction. The bidding war might benefit the …

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Brands Need to Stop Putting Themselves First When Focusing on a Purpose

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If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion. The latest attention-grabbing ad from Nike hits the nail on the head. “Believe in something, even if it means sacrificing everything.” The whole purpose space has moved from being a trust-building commercial exercise to …

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