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How to Find Your Brand Mission Words

I hate the phrase ‘brand purpose’ simply because it’s been used too much by people that don’t feel its meaning deep in their souls. So, let’s say brand mission. Every business has a mission. Even if that mission is just to make as much money as possible. We need this mission to help us work […]


Real Brand Purpose for 2020

Brand purpose marketing has a bit of an ick factor. Over the last decade, many brands looked about for some kind of cause with which to cover themselves in glory. Any cause, seemingly. And guess what – consumers see through this. Virtue signalling is obvious. You can’t just slap a Pride flag on your logo […]


Authenticity Vs. Appropriation in Marketing

Your customers know authenticity. And they know when you’re faking it. Don’t appropriate what’s not yours Over the last couple of months, millions of people voiced their opinion about Scarlett Johansson playing a trans character. She quit the film. This week, it’s Jack Whitehall – cast as a gay man when he is, in fact, […]


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