Brands are looking for ways to differentiate in an increasingly attention-deficit world. New features may get you a spike in attention. But with the flood of information we’re all exposed to, the new features become a fleeting memory quicker than ever before.

We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.

That something is meaning. When a brand discovers, defines, and delivers the larger meaning it serves, it creates a powerful emotional connection that aids recall and goes a step further to drive preference.

Here are three recent posts that dive deeper into why meaning is becoming a brand must:

• Rational positioning runs rampant in our information-overload world. This post looks at why rational positioning may be the most irrational thing you can do.
• A recent study found that while 75% of companies identified a higher purpose in terms of social or human benefit, only 11% convincingly demonstrated putting their purpose into practice. This post looks at the disconnect between positioning and proof of purpose.
• Too many brands are selling what we have plenty of: features, options, and fleeting lifestyle benefits. This post looks at the issue by asking the question, “How is the world better if your brand succeeds?"