Evolving Brand Purpose: From Vague Missions to Authentic Intent
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Organizations & Institutions
- Elmwood - A long-standing craft design business with studios in five different countries, part of the MSQ Group, that works with major global brands on strategic brand design and experience design.
- MSQ Group - The group that Elmwood is a part of.
- Games Workshop - A company that transformed its stores into community spaces, demonstrating how intent can connect to growth by catering to customers' desire for community.
- Chase Media Solutions - An organization that helps brands reach Chase customers and turn offers into outcomes by driving measurable sales.
- JP Morgan Chase - The parent company of Chase Media Solutions.
- Edelman Trust Institute - The institution behind "The Trust Makers" podcast.
People Mentioned
- Daniel Binns (Global CEO at Elmwood) - The guest of the episode, discussing purpose and brand intent.
Brands Mentioned
- Patagonia - A brand cited as still "on fire" and very purpose-driven, succeeding despite cultural shifts.
- Ben & Jerry's - A brand mentioned for its continued success and purpose-driven approach within the Unilever portfolio.
- Magnum - An ice cream company within the Unilever portfolio, noted for doing well.
- Bombas - A brand highlighted for its Gen Z appeal and purpose-driven model of giving away socks.
- Fenty - A brand mentioned as one that thrives on having a distinct point of view that some people may not like.
- Ford - A mainstream brand used as an example of one that cannot afford polarization due to its broad consumer base.
- Walmart - A mainstream brand used as an example of one that cannot afford polarization due to its broad consumer base.
- Bud Light - Referenced for a past issue related to its involvement in social causes disconnected from its core business.
- Nike - Mentioned in the context of their "Run Clubs" as an example of brands providing community platforms for their customers.
- Athleta - Mentioned for offering yoga classes as an example of brands providing community platforms for their customers.
- Apple - A brand discussed as having evolved dramatically but maintaining fundamental core values of empowering creativity, and for its design-led community building and aesthetic.
Websites & Online Resources
- elmwood.com - The website for Elmwood, where listeners can find more information about the company's work and brand.
- advertisingweek.com/podcasts - Where listeners can find all of Advertising Week's podcasts.
Other Resources
- Gay Times - A publication mentioned to have lost a significant number of advertisers, prompting discussion about the perceived "death of purpose."
- The Trust Makers - A podcast from the Edelman Trust Institute, mentioned as being in its fourth season.