Employing Purpose

Millennials have made it abundantly clear that a brand’s purpose—its “reason for being”—is a significant motivator when making purchasing decisions. Brands like Toms have strong, passionate consumers who want not only the extrinsic benefits of well made, stylish clothing, but also the intrinsic satisfaction of knowing that their purchase served a greater purpose. But does…

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Heritage Branding the Hard Way

By their very nature, heritage brands—brands with a long history of character and values—have key advantages over their competitors. Name recognition, implied values and characteristics, and a spirit of authenticity are inherent heritage traits that other brands aspire to achieve. And yet, today’s heritage brands are facing tougher competition from less-established competitors primarily through their…

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Authenticity Matters

According to Euromonitor International, authenticity was the “standout consumer value” of 2017. For brands in pursuit of authenticity, a company’s heritage is the ultimate resource. Whether it’s to construct a new messaging strategy, re-engage with current customers or court new ones, heritage is the necessary proof that authenticates a brand’s core character and values. For heritage…

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