Stef Hamerlinck - The purpose of brand purpose.

Are consumers really buying because of ‘why’?

In this episode, I talk about the purpose (and uselessness) of brand purpose. What does it mean? Where does it come from? Why is there so much conflicting research? Buckle up, because it's gonna get tricky!

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SHOW NOTES

We talk about:

• The Golden circle by Simon Sinek

• Edelman research: https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs

• Research on purpose (unbiased) https://twitter.com/thetenzer/status/1222933004558966784

• saffron-consultants.com/insights/predictions-for-2020/

• https://www.forbes.com/sites/johnkoetsier/2019/11/30/record-black-friday-sales-14-growth-to-72b-in-digital-revenue/#187b30de6aff

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