Andy on Twitter

  • Can Virtual Assistants Gain Real Intelligence? by ,
  • What I love most about this Internet thing - a platform to expose real issues that mainstream media doesn't get to.… ,
  • Superhuman is Spying on You » Mike Industries ,
  • Brilliant. Talk about how your day really was.. “Fine”: A Day in the Life of a Fish | The New Yorker ,
  • The ACCC's Digital Platforms report is due next week With what just went down at the G20 th… ,
  • Why brands and fans can't get enough of Ash Barty ... What a welcome alternative to the Folau's of this world... ,
  • Would have to be really good to Pay $30 a Month to Check Your Email ... Especially if it needs personal handholding… ,
  • I enjoy ⁦@Spotify⁩ - mostly. And I enjoy my privacy. But why do I care if the labels have this information? If it h… ,
  • I’ve leaving Apple. Will this result in more or less cables ? ,
  • The Problem With Brand Purpose ... This is spot on and what I've been saying for years. Brand Purpose might be usef… ,
  • So people like the fave milky drink from downunder - and another which gives them the opp to have coffee with their… ,
  • Great to read about a leader this humble: "I didn't create Fortnite. But I did create and nurture the company that… ,
  • Great to see and @SK-ii making brands more human by harnessing the power of AI and autonomous animat… ,
  • What makes different from bots and digital puppets is AI that enables autonomous animation… ,
  • Inspired

Purpose Driven Brands Will Always Win

This fact struck home to me when reading Aaker’s latest missive on Coke:

Under CMO Joe Tripodi, who actually arrived just before Kent became CEO, the marketing group has a lot of new faces, a clear vision for its brands (for example, Coke is about universal refreshment and moments of happiness), and innovation throughout. Coca-Cola was named marketer of the year in 2011 with a litany of visible successful programs including becoming the leading brand in social media with over 42 million Facebook “Likes.”

2 Responses

  1. By David Redhill on July 8th, 2012 at 10:55 pm

    Andy, I’m writing a piece on ‘who owns marketing/brand’ and the need for marketers to operate at both the centre and the edge. I’ve heard you avow clearly understood corporate purpose as critical to success several times; here, at Adtech, and most recently in today’s B&T piece. “Whenever I meet a CEO I ask why their business exists, what purpose they serve…”
    So…I’d like to know, what was Ian Narev’s answer? And has the Can campaign been in response to that?

    • By Muhammad on August 6th, 2012 at 10:41 pm

      Thanks for the heads up. (I still don’t know how to do the northbound Red Line jaunt disnntguishiig between the one that goes into the valley and the tiny leg down Wilshire. I just follow the herd: when they avoid the train like the plague, it’s probably going towards the tar pits.) Also, militant angeleno, a coworker once told me you could get to San Diego via metrolonk and a San Diego rail transit line for less than amtrak.

Speak Up — Add Your Thoughts

Connections

  • Inspired
How did you connect?   [?]