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Sue Imgrund's avatar

Looking forward to the next book!

You’re right that the “quiet voice” questioning Brand Purpose has been around far longer than Jim Stengel implies. And it wasn’t just the well-known commentators. Plenty of people getting on with their work in strategy, creative and marketing felt uneasy about the idea. In a blog post from 2008, I wrote:

'For a good few years now, we've seen a lot of "Brand Aid" brands find their insight (no little piddly "product insight", this, but the huge holy grail of a "category insight"), pump it up into a Cause and go forth to Save the World with their Brand.’

As you say, a strange - and rather prolonged - fever dream.

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Dean Oelschig's avatar

Too good, thanks again Nick. Not sure I’m thrilled to see your crusade coming to an end quite yet 😊. Thanks for fighting the good fight mate.

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