Why you need a purpose-driven brand: meaning matters more than ever

This is the second in a series that details the key factors that have given rise to the need to nurture a purpose-driven brand.

Think for a moment about what’s available to us today. As the internet has grown, our options for products and services have exploded. That has had a huge impact on all of us.

From the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story:

“This massive amount of information creates a much larger cognitive load for all of us. McGill University psychology professor Daniel Levitin illustrates the point for us in his book, The Organized Mind: Thinking Straight in the Age of Information Overload. “In 1976, there were 9,000 products in the average grocery store, and now it’s ballooned to 40,000 products. And yet most of us can get almost all our shopping done in just 150 items, so you’re having to ignore tens of thousands of items every time you go shopping,” says Levitin.”

You could call this the burden of choice. It can seem a little frivolous that too much choice is our problem, but it can become a challenge to our decision-making ability. It can cause us to become more miserly with our attention.

This overload of choice poses real problems for every brand today. It’s no longer as easy as it…