You have to have a purpose bigger than profits.
The landscape of branding has changed over time, and with the advent of two-way communication via the internet, a mission statement that prioritizes a financial responsibility to shareholders simply won’t cut it anymore. People want to support—and be a part of—the companies that aspire to a higher purpose and align with their own personal values.
How does a brand go about identifying its purpose? How do you do good AND do good business at the same time?
Today, Jeffrey sits down with Marty Neumeier, the Director of CEO Branding and de-facto thought leader at Liquid Agency. Marty is also a bestselling author, speaker and facilitator in the realm of helping people and organizations uncover their creative genius. Marty describes growing up with a mother who taught him the magic of art and a love of learning. He speaks to his time in Silicon Valley, learning to translate tech into English and pictures, and the history of branding from the agricultural age through the current consumer-led movement. Marty explains the concept of ludic learning, the difference between a brand and branding, and the business advantage of identifying a purpose beyond simply making money. Listen in for Marty’s insight around the nature of sin as the choice for a short-term, selfish good and learn the value in a brand driven by purpose for the benefit of society.
[3:15] Marty’s young genius
[5:58] The adults who nurtured Marty’s love of learning
[9:05] Marty’s experience in Silicon Valley
[18:55] The difference between a brand and branding
[20:31] How the landscape of branding has changed
[28:11] The shift to a customer focus
[30:15] How to hone your branding
[32:49] The brand advantage of being driven by purpose
[39:32] Marty’s take on campaigns like REI’s #OptOutside
[43:43] Marty’s insight on the nature of sin
[51:50] The definition of ludic learning
[54:29] Marty’s advice around unlearning
[57:30] What Marty is pursuing moving forward
The Third Wave by Alvin Toffler
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
Books by Al Ries and Jack Trout
The Brand Flip: Why Customers Now Run Companies and How to Profit from It by Marty Neumeier
Metaskills: Five Talents for the Robotic Age by Marty Neumeier
The 46 Rules of Genius: An Innovator’s Guide to Creativity by Marty Neumeier
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