Purpose is key to a powerful brand

The days of telling your audiences your business, product, service or organisation is the best thing since sliced bread are well and truly over. In fact, that concept probably ended when Apple famously launched its ‘Think Different’ campaign in 1997. You’ll still find that campaign message on some Apple products demonstrating its power. 

But as consumers, we’re continually bombarded with brand messages and not all of them well thought out, plus we’re much savvier about who we want to engage with. We’re just not that easily won over anymore.