Member-only story
This quarter’s most-read posts dove deeper into everything from what separates ‘purpose’ from ‘mission’ to how to mine the most potent parts of your brand. Here is a recap of those top 4 posts — click through to read the full versions.
- Purpose vs. mission: understanding the difference for your brand — Purpose and mission are two distinct but interconnected concepts that together define a brand’s identity and direction.
- Your brand’s benefits are not benefits — It’s not enough to expose people to your message. You have to give them a meaningful reason to care if you want to engage them.
- Sometimes it’s not a branding problem — Maybe it’s time to get with your sales colleagues and create something you’ll both feel good about.
- The counterintuitive magic every brand should embrace — We have to change our inclination from enumerating the rational things and thinking it’s enough to rely on the lightweight brand benefits.
Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations clarify their unique, undeniable, and unshakable sense of purpose and create innovative experiences that bring it to life.
Originally published at https://www.dansalva.com on April 4, 2024.
