build purpose into your brandThis is the eighth of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018.This ‘thought’ was part of a series examining the trends in marketing in 2018 and beyond. A TED talk viewed by more than 41 million people talks about the importance of ‘WHY’ – and […]

build purpose into your brandThis is the eighth of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018.This ‘thought’ was part of a series examining the trends in marketing in 2018 and beyond. A TED talk viewed by more than 41 million people talks about the importance of ‘WHY’ – and the importance of positioning ‘why’ as the priority consideration. Simon Sinek agrees that what a business does is important but believes that how it addresses its ‘why’ is more important, and that its ‘why’ should be its primary consideration. The ‘why’ he is referring to is ‘why it is in businesses’ – its ‘purpose’. Every business has to make money and create wealth for its shareholders and stakeholders. However, Sinek points out that truly great businesses (e.g. Apple) have a ‘higher purpose’. They are driven by something more important than money. Sinek, like many writers…