Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place. There is power in purpose-driven brands. And yet, when every piece of marketing attempts to communicate some kind of social purpose, social purpose can start to lose its meaning, particularly when purpose is left to the agency.Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place.
Data viz - "I'll pause for a moment so you can let this information sink in."
Spiderman sketch in 10 min, 1 min, 10 sec
WSJ Pepper and Salt cartoon
"It's taken us 15 years, but we've finally figured out how the teenagers of the 90s think, act and consume media."
