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aglet

Brand purpose.

Brand purpose.

For every brand in a case study that achieved success because of brand purpose, there are 50 that achieved success without it. While marketers and strategists love buzzwords, trends and new, “cutting edge” tactics to grow brands, sometimes they’re just making shit up and there is absolutely no plausible or reliable data to back it up. We, personally, have been guilty of this in the past. Brand purpose is one of those bullshit philosophies that simply has no science behind it but looks great in a pitch presentation. Again, the number 1 rule is, how to make a brand get noticed. If purpose is the one thing that will get it noticed then great. But the idea behind the purpose is much more important than the purpose itself. It still needs to be original and relevant to get noticed.

Dove Run like a Girl, Dove Real Beauty Sketches, Toms one pair of shoes to the needy, and G-Star recycled plastic denim are all great ideas that made people believe purpose works. But they’re all great, original and RELEVANT ideas first, purpose second.

Only the best is good enough.

Only the best is good enough.

This quote is the internal philosophy of Lego and the standard they hold themselves to. It comes from the “Lego House – home of the brick” documentary on Netflix and it is an absolute must see. The business is built on incredible fundamentals that all of us should strive for; creativity, innovation, play, design, and more than anything, their incredible ability to execute and make magic happen. One specific quote that stuck out was, “If you have the right people, if you have the right idea, the results will come.” Add that to the belief that “Only the best is good enough” and you have a winning formula.

Don’t do it 2 days in a row.

Don’t do it 2 days in a row.

‘Don’t do it two days in a row’. Ate poorly? That’s ok, don’t do it two days in a row. Didn’t exercise? That’s ok, don’t do it two days in a row. Didn’t have a great day at work? That’s ok, don’t do it two days in a row. Bad mood? Slept badly? Didn’t read that thing you wanted to read? Didn’t get to that proactive idea you really want to do? Didn’t mail a client? That’s ok, don’t do it two days in a row.

Outcomes Focused!

Outcomes Focused!

It’s so easy to get caught up in being busy rather than focusing on the outcome. But by focusing on the big picture, we change menial tasks that have no material affect and feel like a chore and, when framed in the context of the outcome, seems critical and something we want to get done. Focus on the big picture. Focus on changing an industry, creating a magic piece of work, or making a brand famous.