In the world of marketing, purpose is a word often used, yet frequently misunderstood. …

It can be so tempting to cast a wide net and appeal to the broadest possible audience. To showcase all the amazing benefits your brand has to offer. Because why would you want to risk losing anyone who could be interested in your brand? It is such a natural tendency…

The first fundamental shift from traditional to purpose-led marketing is moving from communicating product benefits to connecting through purpose. If your brand has a transformative purpose which is seeking to challenge existing paradigms by shifting mindsets and consumption habits, talking about why a brand exists, its purpose, is the key…

I have had conversations recently with several purpose-led brands who are struggling to convert. All of them believe that marketing and, more specifically media, is the solution to their problem. But there is a fundamental shift that needs to happen first. Purpose-led brands can’t simply promote their products and go…

In today’s world, we see a lot of talk about purpose, but less brands are actually walking the talk. You may have a beautifully articulated purpose statement, but unless it serves to make a difference in the world, then it remains just that, a statement, nothing more. So I have…

Have you ever wondered how the constant bombarding of messaging and pushy marketing that we live with every day came to be? Marketing as we know it today not only created but continues to exponentially fuel the consumption economy. I should know. I spent 20 years working as a marketing…

I spent 20 years working in the beauty industry, many of which were in hair care. We were great at adding ingredients, creating new hair benefits and adding on steps to the hair care routine. All this to sell more products. And of course, it worked. We grew the brands…

Last week was International Women’s Day. One day in 365 to celebrate the superheroes that all women are. It seems like a ridiculous concept to have just one day a year which celebrates all women. But it remains a stark reminder that there is still a long way to go…

This may seem like one of those, “well duh!” moments, but somehow it seems to be the missing ingredient in how we build and market our brands today. We get so focused on the product benefits, how to differentiate from the competition, how to push sales and promote the brand…