Branding With Purpose: Finding Balance In An Imbalanced World

Solving the challenges businesses are facing today requires a new mindset

Marc Posch
Jan 1, 2017 · 7 min read

Business In The 20th Century Was All About Profits.

The Call For Balance Is a Call For Social Responsibility

“You can’t just think narrowly about your business… that you’re just going to maximize earnings and not be concerned about what’s going on around you. It seems to me that companies are taking these things seriously.”

Millennials And The Quest For Meaning

“Globally, more than seven in 10 (73 percent) millennials believe businesses have a positive impact on wider society... When asked to identify the words or phrases that match their own ideals as to what business should try to achieve, millennials highlight “job creation,” “profit generation,” and “improving society.” — Deloitte, Mind the Gaps

What Does Purpose Really Mean?

“In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue — consumers want to support brands with a purpose — one that justifies an emotional engagement.” — Martin Lindstrom

Leading By Example

Purpose Motivates Employees

Time And Again, Purpose Has Proven Itself To Create A Competitive Advantage In B2B

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” — Seth Godin, Tribes: We Need You To Lead Us

1. Find a cause that people can relate to

2. Make sure you and all parties involved are being ethical

3. Be honest

Marc Posch Design/Opus Brand Consult

Creative Business Consultants. We help tech and manufacturing companies with brand development and marketing (LA/Munich/Paris) +1.213.446.7986

Marc Posch

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Brand consultant, designer. Swiss born, German raised, LA based. Phone/text 213.446.7986 (PT)

Marc Posch Design/Opus Brand Consult

Creative Business Consultants. We help tech and manufacturing companies with brand development and marketing (LA/Munich/Paris) +1.213.446.7986