marketing

Just read Nick Asbury's latest on brand purpose. 

A few thoughts:
1. Corporate authenticity IS possible, but only when brands accept they're not for everyone. Real purpose means focusing on specific people and problems, which alienates others. Brands chasing universal appeal struggle most.
2. Not every company should try to save the world. Some have clear societal benefits. Others support causes founders care about. But jumping on trending issues? Hollow.
3. the real trap: making social responsibility marketing's job instead of the company's. Purpose should flow FROM what you do, not BE what you claim.
4. On younger consumers expecting social stances: just because they expect it doesn't mean every brand should deliver. Sometimes the most authentic thing is focusing on making an excellent product.
The strongest brands picked their lane early and let actions speak louder than purpose statements.

Just read Nick Asbury's latest on brand purpose. 

A few thoughts:
1. Corporate authenticity IS possible, but only when brands accept they're not for everyone. Real purpose means focusing on specific people and problems, which alienates others. Brands chasing universal appeal struggle most.
2. Not every company should try to save the world. Some have clear societal benefits. Others support causes founders care about. But jumping on trending issues? Hollow.
3. the real trap: making social responsibility marketing's job instead of the company's. Purpose should flow FROM what you do, not BE what you claim.
4. On younger consumers expecting social stances: just because they expect it doesn't mean every brand should deliver. Sometimes the most authentic thing is focusing on making an excellent product.
The strongest brands picked their lane early and let actions speak louder than purpose statements.

https://nickasbury.substack.com/p/stengel-and-a-strange-purpose-autopsy