Displaying 1 - 36 of 6129 results
Purpose-driven marketing. Purpose-driven brands. Purpose-driven products. These days, it seems the industry is powered by purpose. Which is hardly a surprise, with poll after poll suggesting customers want to buy from brands that are more socially...
Posted by: Woven Agency
Today’s consumers are a more discerning bunch than those that came before. They don’t just want to know what a brand sells but what it stands for and this is where brand purpose comes into play; its reason for being beyond just making a...
Posted by: Benjamin Hiorns
Purpose is a small and complicated word. For many, it’s that indefinable ‘something’ that keeps us pushing against a brick wall even when we know it’s breaking our backs to do so and for many more it’s the thing that...
Posted by: Benjamin Hiorns
We’ve seen brands rise and fall during the last decade, but never as fast as in 2020. A correct approach to brand purpose could make or break a brand in the last year-and-something, and those regarding brand purpose as a shiny checkbox for...
Posted by: Antonino Lupo
It's now or never. Why 2021 is the year to reboot brand purpose However you feel about Vladimir Nabokov - if, indeed, you feel anything at all - it is hard to deny his knack for insightful observations. “Complacency is a state of mind that...
Posted by: B&B Studio
After speaking at the Brand Film Festival in London recently, I decided to share my approach when using video in a campaign with a cause (capital ‘C’, or otherwise). Film can be an incredibly powerful way of amplifying your brand purpose,...
Posted by: Creativepool Editorial
But a new wave of change-makers is here to change that… Is the branding industry’s obsession with purpose simply encouraging consumers to maintain bad habits? Nowadays we expect brands to weave a sustainable or charitable message into...
Posted by: B&B Studio
Purpose is a buzzword we've heard quite a lot in recent years. To some it's just a nice-to-have, a pleasant addition to the mission of your brand and a good complement for your products. For others, purpose is something else. It is direction,...
Posted by: Creativepool Editorial
The Covid-19 pandemic has seen a rise in popularity for brands who are more purpose-driven. The past year has shown us how important it is to have a purpose to which your customers can connect, one key message that can be described in one sentence...
Posted by: Creativepool Editorial
With Brand Purpose back on the agenda for debate, I thought I’d finally get round to telling everyone you’re doing it wrong, using the purist’s example of a Purpose led brand to make my case. Death Cigarettes. The term...
Posted by: Whistlejacket
It appears that only an incredibly small portion of Fortune 500 companies believe that they should focus on making profit and their actions, rather than social goals. Of course this is far from being negative. Such shift in perception heralds an era...
Posted by: Creativepool Editorial
Love the new Conscious products made-in H&M. At least 50% of Conscious products is made from sustainable materials! And the remaining half, well… We don’t care about that, do we? H&M often makes the headlines for all the wrong reasons,...
Posted by: Antonino Lupo
Early last year, Unilever doubled down on brand purpose and argued that investing more in purposeful communications is the smart thing to do for any brand. That was January 2020, and since then, a global pandemic has proven Unilever quite right, with...
Posted by: Antonino Lupo
Jason Foo Disruption is not the holy grail, businesses need meaningful purpose to future proof themselves. This is what Jason Foo, the CEO of BBD Perfect Storm, told delegates at the Dublin Tech Summit earlier today. “Relying on tech as your...
Posted by: Creativepool Editorial
About exactly 6 years ago, PWC published a study on the importance of purpose in the work environment. The multinational network highlighted the disconnect between claimed business purpose and the way business leaders operate on a human level. The...
Posted by: Antonino Lupo
If Cannes Lions 2022 has a singular united theme, it was “purpose.” Indeed, it’s perhaps been the unifying theme for the last decade. In the ensuing 12 months, however, we’ve all been purposed to death so when it came to the...
Posted by: Benjamin Hiorns
Craig Peasley, VP Product Marketing at VidMob tells us why he believes that social success depends on creative that's fit for the platform. Brands are facing a double creative control headache. While adhering to their own brand and creative...
Posted by: Creativepool Editorial
It was September 2016 when this article from The Guardian unveiled that millennials want “purpose over paychecks”. Fast forward to 2022, two years after the beginning of a global pandemic, and things are hardly looking any different. If...
Posted by: Creativepool Editorial
Not to get lofty, but what is life without purpose? An existence without something that drives us forward, gives us a feeling of achievement and a reason for being. Sometimes, it feels like advertising has taken purpose and turned it into a content...
Posted by: Social Chain
In 2015, audiences on social media platforms hit a critical mass. Brands suddenly needed to find a new way to speak to consumers. It seems unthinkable now that we all create thousands of video formats for single ad campaigns but it was a much simpler...
Posted by: Creativepool Editorial
According to research from PLAY, digital product studio and incubator, almost a quarter (24%) of Gen Z employees would not work at a business that profits from unsustainable practices. It’s a pretty considerable chunk of the up and coming...
Posted by: Creativepool Editorial
Have you ever looked at yourself in the mirror and wondered who that uninspired individual was starting back at you? This existential crisis is something I found myself experiencing on an almost daily basis since turning 35 and, as a professional...
Posted by: Benjamin Hiorns
There’s something almost ‘James Bond’ about living as a digital nomad. Imagine waking up to the gentle sound of waves in Bali one week and sipping coffee in a quaint café in Prague the next, all while working on the same...
Posted by: Benjamin Hiorns
How many times in your career have you been forced to choose between a lucrative gig that feeds your coffers but chips away at your soul and a low-payer or pro-bono gig that would make you feel like you’re contributing something positive to the...
Posted by: Benjamin Hiorns
Comedy is a funny thing (naturally). For one thing, it’s incredibly subjective. Indeed, one person’s lol can be another person’s lawsuit. When it comes to humour in advertising, this means there’s an even finer line to tread...
Posted by: Benjamin Hiorns
“So bad it’s good” is a line that’s been used to forgive woeful creative for eons now, but has it ever been applied to a popcorn bucket before? I’m referring, of course, to the viral popcorn bucket celebrating the launch...
Posted by: Benjamin Hiorns
Sometimes we creatives get so caught up in the finest details that we forget about the deeper meaning of our works and creations. We forget about the story. We forget about the message. Freelance graphic designer Simone Warnecke has several works...
Posted by: Creativepool Editorial
Having worked in a wide range of industries, including broadcast, exhibition and education, motion graphics designer Gizmo Beardon has learnt that for a vision to succeed, the design needs to sit within the boundaries set by its context and...
Posted by: Creativepool Editorial
Inevitably, you have to try your hand at different things before you find your true vocation. It was the case of artist Adrian Penu, who spent some time with photography, film and various crafts before landing in fine art and painting. Since then,...
Posted by: Creativepool Editorial
Amstel is one of the largest beer brands in the international scene. Few will know, however, of its humble origins in 1870, and how it rose to such worldwide success. Fast forward over a century later and Amstel now stands for friendship and...
Posted by: Creativepool Editorial
Image is everything in the world of branding. Quite literally. Yes, it’s great to have a moral compass and all that but even the most benevolent brand in the world would still be a failure if it didn’t take the time to press the flesh....
Posted by: Benjamin Hiorns
Long before digital marketing started to suffocate emotional creativity in favor of unnecessarily complex, performance-based blindness, my agency presented a TV spot for a high-end audio brand. We were excited. We had a powerful concept, and we...
Posted by: Lysle Wickersham
In today's boardrooms, sustainability is increasingly becoming a vital aspect of an organisation's brand strategy. Consumers are becoming more conscious of the environmental and social impacts of the products they buy, and they are looking for brands...
Posted by: Continuous
This blog looks at how a good brand strategy can help you change the way people think, feel and act. But you have to embed it across the whole customer and employee experience, not just the brand expression. Branding is, and always has been, about...
Posted by: Creativepool Editorial
Duracell takes its brand beyond the bunny with a new internet ad featuring the NFL's first legally deaf offensive player Derek Coleman as a brand ambassador. Coleman has defied many critics and former coaches to make it to the NFL in what is an...
Posted by: bluemarlin
Getting Cozy with Brand Guidelines Hey there, design enthusiasts! Today, I'm diving into the wonderful world of brand guidelines - those nifty documents that make sure a brand stays true to itself, even when it's playing in different design...
Posted by: Peter Stylianou
