8.
Purposeful
Creating a Deeper Connection to the Brand beyond the Product
Creating contextual experiences at the highest level depends on getting clear on your brand’s reason for being. Purposeful, the fifth and final element in the context framework, helps you achieve that clarity by shifting the focus of your brand experience beyond the product or service itself to a larger connection with your customer. Where authenticity is how well you are able to deliver against an expectation, purpose is the storyline behind the execution, the guiding force, the overarching theme. It is the heart of marketing.
Once you’ve articulated your brand’s higher purpose, it becomes much easier to find natural ways to share that purpose with audiences at ...
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