Apparently the topic of “purpose driven marketing” was in vogue at the latest Association of National Advertisers convention in late Oct.  You can read all about it in this Ad Age article.

It is great to see the advertising community getting on board with purpose.  I hope they don’t treat the idea of standing for something beyond $$ as a fad.

The greatest brands all stand for something above and beyond profit

The strongest brands (and people I might add) have a vision for the world beyond just trying to “buy low, sell high.”   Profits are obviously critical, but they aren’t everything.

In Kurzweilian times, brands need anchors…

Lets face it, we are all living in times of unbelievable change.  Brands struggle to keep up with it all.  Ray Kurzweil believes we won’t experience 100 years of progress in the 21st century—it will be more like 20,000 years of progress (at today’s rate).

Kurzweil even believes that within a few decades, we’ll experience technological change so rapid and profound it will represent a rupture in the fabric of human history…leading us toward something known as “The Singulartiy.

Whatever you believe about the future of human history, it is pretty obvious that a solid, well defined purpose will help provide an anchor in times of exponential change.  Purpose is timeless.

PS:  For all you modest geeks out there, “The Singularity in Near” movie is out now I believe.

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