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Given our current divisive political environment, my opinion is that purpose-driven marketing and a brand’s ability to connect with its customers will be the differentiator that drives loyalty.

My hunch was confirmed at Edelman’s Earned Brand 2017 dinner in San Francisco recently. That evening, they told us:

“Ideology dominates the cultural conversation. Around the globe, consumers are putting their personal convictions front and center. From the grocery aisle to the car dealership, they’re buying on belief. Willing or not, brands of all kinds and sizes are now navigating this new reality. And in a lightning-quick digital world, the rewards and risks are equally high. Some brands are answering the call. Those that ignore it risk getting trapped in NO BRAND’S LAND, a danger zone where people are more likely to become indifferent to a brand.”

Watch my vlog (video blog) including highlights from the study’s findings and my reaction to it here:

 

In closing, I’m proud to report that SAP’s mission “To help the world run better and improve people’s lives”, inspires all of us working there to consider our purpose as we do our daily work. It’s am ambitious task, but these times make it essential to try – transform yourself, your workplace, your community. It’s good for you and your business.

 

Learn more about Edelman Earned Brand Study 2017 here.

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