Purpose isn't just a strategy for the moment. It is a foundational idea that can create sustained success and a lasting legacy.
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Understanding your customers' WIIFM puts those you hope to serve at the center of your brand strategy, allowing you to consistently address their needs and desires.
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It's easy to overlook the profound impact a simple brand purpose can have.
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Positioning can be a great tool. As long as you remember that, even though it is your brand’s positioning, it’s really not about you.
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The lowly case study is an underappreciated brand tool. Here’s why.
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Are you ready to make your brand more relevant and meaningful to those you hope to serve? Here are some ways to make that happen.
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A Big Audacious Meaning will give you direction. It will give you joyous motivation. And it will make the whole journey more meaningful. When do you want to make that a reality for you and your brand?
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You can choose to view AI as the thing that will end your career - or the tool that you will wield to do incredible things.
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Your brand message needs to be relevant and compelling. Here is a six-step process to making that happen.
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The brands that so easily abandon their purpose-driven approach are the ones that need to go.
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Every brand has the potential to contribute more than just an emotional benefit. Find it. Clarify it. And then connect it to your position.
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Purpose is not like an offering that you develop and launch. Think of it more as an evolution. Or better yet, a journey.
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Get to your benefit of the benefit and your brand will move from their heads to their hearts.
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Here are 5 posts that span the last 5 years and offer invaluable insight when it comes to developing a compelling rallying cry.
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When a customer feels this value behind the brand value, you get elevated. You create a brand that is not just successful, but truly beloved.
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How can our brands keep from adding to the noise? Or defaulting to another fear-based message? The answer is love.
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There is something about our brands that can have a big impact on those we hope to serve. If we identify that special something, we can create an irresistibility that is priceless.
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What does it take to get to a deep and meaningful purpose? Here’s a short quiz on unleashing the power of purpose.
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It is the answer that too few brands take the time to understand. But it is one of the most desirable things to their prospects.
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Figure out the emotional connection you can make with those you hope to serve. It’s the first thing your prospects want from you.
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