I'm rescooping this from Karen Dietz (thanks Karen!). This is one of the finest articles I've read on the subject of purpose -driven marketing. I've read a number of books on this subject since it is very much related to StoryBranding, but this article, by Jessica Blotter, does a terrific job of collecting the major points.
When I read articles like this, I have a bitter-sweet reaction. On the "sweet" side is the excitement I feel for a belief I deeply hold true. But on the "bitter" side is knowing that many public corporations can only provide lip service to the idea of purpose-driven marketing. Many CEO's are held hostage by Board members, shareholders or private equity investors who care most about profits from one quarter to the next. Many can't (or won't ) see beyond the bark of the tree, let alone the forest to which it belongs. . Nothing wrong with profits! But, purpose-driven marketing (and its corollary StoryBranding) takes a long term vision as well as a long-term committment to that vision. More importantly, support has to come from the people who control the purse strings, not just the people in charge of filling the purse.
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