When purpose emerged as a factor of modern marketing, there was a false perception that arose. Some mistakenly believed that adopting a purpose was the long-awaited secret to winning over prospects. This caused a problem as inauthentic marketers grabbed at the first purpose that they thought they could reasonably claim…

Your prospects’ decision to engage with you comes down to two questions. Do I like you? Do I trust you? At first glance, it seems like a pretty easy task to help them answer those. Except for that part where it’s not. You can’t expect to throw out a few…

I’ve always held that an inspiring message is more powerful (in the long run) than a fear-based message. But I have struggled with proving it beyond my personal experience. That’s what made a study from mntm research encouraging. Here’s an excerpt: “How do you hook an audience’s attention and get…

In a previous post, I laid out 4 ways to improve your brand message. After writing that post, it occurred to me that I left out one of my favorite pieces of advice for any brand. Be an onion Layers. Onions have layers. Your message should have layers, too. Your message becomes exponentially…

I was reading a consultant’s blog post in which he was offering advice to businesses curious about incorporating purpose into their approach. His advice was troubling. His view was that it was enough to simply make sure the business was viable. I agree that viability is the baseline. The business…

There is so much we want to say about our brands. So much that we want people to know. It’s easy to work ourselves into a frenzy, cranking out message after message to make sure our prospects recognize all the features of our offering. I had run into this not…

What have others found important to know when it comes to branding and taking a purpose-driven approach? Here are 5 of the most read posts from the first quarter of 2022 covering those topics. An easy brand language change that can make you irresistible — It is undeniably compelling when…