Why brands must avoid the “Purpose Void”
Lynne Field
FutureBrand
- Part 1Celebrating strategic brand bravery
- Part 2 Why brands must avoid the “Purpose Void”
Show Notes
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00:00Authentic incorporation of social responsibility into brand strategyDiscussion on how brands can integrate social responsibility authentically.
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03:15Indicators of being at risk of operating in the "Purpose Void"Identifying key signs that a brand may be falling into the "Purpose Void."
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06:45Importance of staying true to core identity and valuesExploring the significance of maintaining authenticity in purpose-driven branding.
Quotes
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“People are really wanting to see their everyday needs being met. And for that reason, we're also seeing a big rise of the consumer sector: companies like Unilabor, Nestle, L'Oreal, Amazon, just these everyday indispensable brands who are solving tangible problems that are important to people.” - Lynne Field
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“Why are we doing innovation? I think it's just taking very strategic lens and connecting business to brand innovation to what's important to your customer.” - Lynne Field
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“The better job you can do at homing in on the exact problem, exactly what we need to do, the better job you're going to be in unleashing your creativity to bring an incredible idea that's going to connect with people in the execution.” - Lynne Field
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- Part 1Celebrating strategic brand bravery
- Part 2 Why brands must avoid the “Purpose Void”
Up Next:
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Part 1Celebrating strategic brand bravery
Head of Strategy at FutureBrand North America, Lynne Field, delves into the concept of strategic brand bravery and its impact on business transformation. By combining strategic rigor and design thinking, FutureBrand helps clients like Cigna, GM, and L’Oréal create and manage brands that resonate with consumers globally. Lynne's insights shed light on the importance of embracing brand bravery to drive positive change and differentiation in the competitive market landscape.
Play Podcast -
Part 2Why brands must avoid the “Purpose Void”
Head of Strategy at FutureBrand North America, Lynne Field, delves into the importance of brands avoiding the "Purpose Void." She explores how brands can authentically incorporate social responsibility and purpose-driven initiatives into their brand strategy without falling into common traps. Lynne shares insights on key indicators that signal a brand may be at risk of operating in the "Purpose Void" and offers strategies for realigning brand purpose effectively.
