Purpose-Driven Marketing

For pretty much forever, now, there’s been a discussion about companies needing to choose between purpose and profit. To this we say, that’s stupid. Why? Because in today’s world, where people (be they consumers, customers, employees, vendors) expect brands to be active participants in making the world a better place. And if we align purpose to brand, business and audience well, nothing drives profit like this well executed.

We’re all voting with our dollars and are ready to reward those brands that stand for something and stand with us, and boycott those that don’t. To us, this isn’t about CSR and it’s not necessarily about philanthropy, the world is in a world of hurt and there are lots of ways for brands to make it better. What it is about is marketing and making quantifiable and qualitative differences and being rewarded because you did. Win: Win.