#30: Brand activism, purpose & the rise of 'woke' advertising

07/06/20 • 11 min

‘Does brand purpose drive profit?’ This is the question I often get by clients waking up to the value of aligning with a cause in an age of non-stop political, economic, and social uprisings.

My answer? “Maybe.”

I say maybe because aligning with purpose isn’t an all or nothing strategy. Can it help? Sure. Can it drive new business? Of course. Can it make the world a better place? Yup. Can it better define your customer base? Mm-hmmm.

But it’s not guaranteed.

Today I want to share with you the three types of purpose that brands commonly embody and share why ‘woke advertising’ (a type of marketing strategy aimed at bringing attention to social issues via brands that target niche consumers) may not be your best bet.

And to download the FREE guide mentioned in this episode, click here: https://stephaniejiroch.lpages.co/brand-activism-guide
Resources:

Forbes article on Millennial consumerism: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#235055f96c8f
Tom Roach's article on brand purpose: https://thetomroach.com/2020/06/23/truth-lies-and-brand-purpose-the-biggest-lie-the-ad-industry-ever-told/

Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! --> Download Here!

‘Does brand purpose drive profit?’ This is the question I often get by clients waking up to the value of aligning with a cause in an age of non-stop political, economic, and social uprisings.

My answer? “Maybe.”

But it’s not guaranteed.

And to download the FREE guide mentioned in this episode, click here: https://stephaniejiroch.lpages.co/brand-activism-guide
Resources:

Forbes article on Millennial consumerism: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#235055f96c8f
Tom Roach's article on brand purpose: https://thetomroach.com/2020/06/23/truth-lies-and-brand-purpose-the-biggest-lie-the-ad-industry-ever-told/

Previous Episode

#29: The Power of Community w/ Caitlin Ball

Caitlin Ball is a Health & Lifestyle Coach helping women quit dieting so they can finally trust their food choices, be confident in their bodies, and love their lives. Through her Quit Dieting for Good group program, 1:1 coaching, and local workshops, she teaches women how to eat intuitively and take care of their whole self, inside and out.
In today's episode, Caitlin shares how she built a business while living overseas by leveraging the power of the community around her. Caitlin also speaks to the highs & lows of building an online business while relying on in-person meet-ups to scale her services.
To learn more about Caitlin and her work, join her Intuitive Foodies Community on Facebook and grab her 7-step guide to Kick Dieting to the Curb on her website at caitlinball.com.
Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! --> Download Here!

Next Episode

#31: Ash Ambirge on Going Global, Writing A Book & The Middle Finger Project

Ash Ambirge needs no introduction but just in case you have absolutely no idea who she is, get ready. In this episode of Empower Your Marketing, I get the opportunity to speak to my longtime mentor and favorite female CEO on all things marketing. When we're not sharing tales from our time on the road or living life to the fullest, Ash dishes on all things marketing and how to succeed in your online business.
My favorite topics from this episode:
• Why being true to yourself is the best marketing strategy

• Overcoming the "I'm not good enough" mentality

• Using words to wield power (and stand out from the crowd)
ASH AMBIRGE is an internet entrepreneur, creative writer, speaker, and advocate for women being brave and doing disobedient things with their careers and their lives. Her voice has been called, “the most memorable on the Internet,” “original in a world with too little of it,” “not safe for work at all,” and also, “really kinda sweary,” which is definitely her favorite description. She is the founder of The Middle Finger Project®, which is both the name of her hallmark lifestyle blog as well the title of her first book. She splits her time between Philadelphia, PA, and traveling the world. Learn more at https://www.themiddlefingerproject.org/
Ready to take your brand message to a new level? Grab your FREE copy of the BrandStory Blueprint to learn the simple strategy that’ll have you confidently & clearly communicating a captivating brand story to attract those raving, paying super fans! --> Download Here!