Why brand purpose falls down

Rhiannon Lowe is in the top three finalists for the Brand Strategist of the Year Europe (Transform Awards) and joins us on the latest episode of Brand Bridge.

She observes that while many brands try to develop purpose, they still sound the same and look the same. This is often because the development of purpose is done in a vacuum so it doesn't connect with the people your organisation is trying to engage.

Rhiannon discusses the collaborative and co-creative process of developing something deeper than brand purpose - brand meaning. And how defining meaning can drive a more emotional connection and stronger brand experience, which then powers better performance.