Purpose is far from lazy strategy in fact, it demands more from strategists [Video]

Amid a whiff of backlash against the very idea of ‘purpose’ as a strategic principle for brands, Revolt’s Nick O’Quinn says we should take stock of what purpose-driven marketers are already achieving.

‘We’re not saving lives here’. Work in ad land long enough and this is a phrase every strategist is likely to hear. It’s supposed to make us feel better and give us a sense of perspective in the face of the challenges that come with developing and delivering campaigns.

But with purpose marketing becoming a more integral part of every strategist’s toolbox, while we still might not be literally ‘saving lives’, we’re increasingly having to help brands find meaningful and credible ways to make people’s lives better.

Love it or loathe it, purpose isn’t a fleeting fad. In the same way that digital transformation saw ‘digital’ move from the fringe to something fundamental, the expectation for brands to do better is only deepening…

Tags Digital Marketing, Entrepreneur, Lead Generation, Virtual Marketing