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Brand Purpose

03 Oct Stand for something or fall for anything

Posted at 21:21h in Blog, Brand Purpose by Angus Frazer

It’s easier to fall for anything than it is to stand for something. When you don’t have a North Star; a clear objective, a well articulated purpose or a deep sense of self, life seems easy. You simply go in the direction of the prevailing wind....

26 Sep Why flashing is a dying art

Posted at 20:17h in Blog, Brand Purpose, Connect, Inside-out by Jonathan Hopkins

You don’t hear much about flashers anymore. Growing up it was quite common to hear about strange men in trench coats flashing themselves in the park, giving old ladies a fright and a story to tell. So where have all the flashers gone? What has driven...

11 Jul Q: What is a brand?

Posted at 15:26h in Blog, Brand Purpose, Design, Inside-out by Angus Frazer

It’s a provocative and fundamental question, one that is often neglected while we place our focus and attention on technology, social, content or whatever the latest marketing trend is. It is easy to confuse a brand with marketing. The 5, 6 or however many “P’s”...

04 Jul How marketers are reaping rewards from LAM

Posted at 19:50h in Blog, Brand Purpose, Connect, Grow, Inside-out by Jonathan Hopkins

Local Area Marketing Manager was for decades the “Traffic Cop” of marketing careers; you either started there or got sent there because you couldn’t handle proper marketing. Well, guess what? The language and tenets of local area marketing are remarkably similar to those recently espoused by...

25 Apr More is not the answer

Posted at 15:12h in Blog, Brand Purpose, Connect, Inside-out by Angus Frazer

In a world where growth is the only metric upon which most professionals are measured against, more is becoming the default reaction. Want to grow sales? Spend more on advertising. Want to grow the connections you have with customers? Create more content. Want to grow...

15 Feb What we can learn from cults

Posted at 20:36h in Blog, Brand Purpose, Business, Connect, Inside-out by Jonathan Hopkins

There is a dark side to cults. One that might involve standing buck naked deep in a forest around a raging fire at midnight, eyes closed, chanting, whilst sacrificing a chicken. But there is much that can be learnt from them too. The characteristics of...

06 Nov Living your brand purpose: An intoxicating mix of content and activism

Posted at 03:21h in Blog, Brand Purpose, Inside-out by Jonathan Hopkins

Outdoor adventure brand Patagonia have got behind real causes in a powerful demonstration of a brand living and breathing its purpose and standing for something meaningful to real communities. Their involvement is incredibly subtle but completely authentic – beautifully walking the tightrope of branded content...