Articles and guides which refer to the concept of purpose, especially brand purpose. With a focus on how to use it in marketing, creative and e-Commerce.
Get in touch with your questions or ideas if you can’t find what you’re looking for in the search results.
We explore the ups and downs of building business ideas. Learn where most companies go wrong, and what to do instead. Read this to get better at building business ideas that mean business.
We explore why you should banish marketing buzzwords. Learn how they make you sound less clear, inclusive and original. Read this to learn the benefits of banishing marketing buzzwords to the back of beyond.
We share lessons from our least popular articles. Learn why a failure review should be a key part of your creative process. Read this to learn why knowing what doesn’t work is as valuable as knowing what does.
We explore how a “good” business villain strengthens your brand’s story. Learn how the villain creates the conflict your story’s hero needs. Read this to learn how to vamp up the business villain in your brand’s story.
We explore the value of telling your brand origin story. Learn when it works best, when it only kinda works and when you shouldn’t bother. Read this to work out when to share your brand origin story.
We share ideas on how to give better copywriting feedback. Learn how better copywriting supports your business objectives. Where it fits into the advertising process. And how to get more out of working with copywriters. Read this to improve how you give copywriting feedback.
We share 3 common barriers to creative thinking. Learn how to handle the types of people who block creativity. Read this to lower the barriers to creative thinking in your business.
We explore how story structure improves your brand story’s impact. Learn how it gives your story a familiar shape and creates drama to hook your audience. Read this to learn how to structure your brand story more compellingly.
We explore 7 popular story types with examples of brands that use them. Learn which story types work best for different types of brand challenges. Read this for ideas on how to tell a better brand story.
We look at the arguments for and against brand purpose. Learn why some say it’s a key to your brand identity and point of difference. And why others argue it’s too abstract and distracting. Read this to learn more about the purpose of brand purpose.
We explore the ins and outs of Customer Relationship Management. Read why CRM works better in some categories than others, plus its various IT challenges. Read this to learn how to use Customer Relationship Marketing to grow your business.
We look at search tools you can use to gather customer insights. Learn how looking at trending searches helps you identify customer needs. Read this to learn how to use trending searches to better understand what customers need.
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