If you’re not familiar with purpose marketing, you’ve come to the right place. Customers today want to buy from brands that make a positive impact in the world, so everything a brand does must tell a meaningful story. Read on for the brands, books, and blogs leading the purpose marketing conversation.
#1 Bill Gates on Purpose and Legacy [Video] – Microsoft founder Bill Gates shares his perspective on how purpose has shaped both his professional and personal life. In this video, Gates draws from personal experience to explain how purpose will shape his global legacy.
#2 When the Path to Purchase Becomes the Path to Purpose [Blog Post] – Google explores how brands can deepen their relationships with today’s digitally savvy consumers. The graphics here are sure to please.
#3 10 Ways Today’s Purpose-Driven Brands Can Bring Their Core Values to Life [Article] – This article is a great place to start getting your brand story juices flowing.
#4 P&G’s Always Aims to Change What it Means to Be “Like a Girl” [Article] – By now you’re probably curious how purpose is activated through marketing and social storytelling. Look no further than #LikeAGirl from Always. Full Disclosure: We’re a little partial to this campaign: our purpose work uncovered the campaign insight artfully brought to life by Leo Burnett.
#5 How P&G, Google and Southwest Learned to Sell With Purpose [Article] – Using illustrations from some of the biggest names in business, Fast Company explores how mission and vision fall short without purpose.
#6 Businesses With a Strong Sense of Purpose Are More Successful [Article] – Purpose doesn’t just impact profits, it impacts people. Want a more engaged workforce? Cultivate a clearly defined culture of purpose. This article sums that concept up nicely.
#7 TED Talk: Reframing Business Around Ideals [Video] – Jim Stengel, former global marketing officer of Procter & Gamble, the largest consumer goods firm in the world, talks purpose. His journey to purpose-driven marketing is powerful and personal.
#8 GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies [Book] – Jim Stengel makes a case for a cause and effect relationship between financial performance of the world’s 50 best companies and their ability to connect with fundamental human emotions, hopes, values, and greater purposes.
#9 ACA Marketers Pulse [Study] – The Association of Canadian Advertisers and the World Federation of Advertisers (WFA) recently conducted studies addressing the importance of purpose marketing. Both studies indicated that “marketers almost universally believe that purpose marketing is important to brand-building efforts.” Give it a read for more insights.
#10 General Mills CMO: The Key To Good Marketing Is Having A Purpose [Article] – Behind every remarkable brand there’s a team of remarkable thinkers. In this article, General Mills CMO Mark Addicks talks about the qualities of a remarkable brand and the purpose that drives it all.
And if you’re still curious, we humbly suggest a book written by BrightHouse’s own Joey Reiman:
#11 The Story of Purpose [Book] – The definitive manual for purpose-driven business. Named one of the top 25 books corporate America is reading right now, The Story of Purpose addresses the purpose journey from concept to fruition. A great resource for any company.