It’s no secret: brands have to fit into a broader narrative these days which is not just about product and service delivery. Purpose-driven organizations create more good in the world, which begets greater profit, which allows them to then create even more good. It’s a virtuous, never-ending circle.

The purpose of my work is to give companies a purpose – a reason to exist for the greater good – by synergetically combining sustainability and brand health. #nopurposenolovebrand

But in today’s fragile world that is constantly becoming more unstable, a brand purpose and a worthy mission is not enough. While providing added social value is expected to be a hygiene factor of purpose-led brands, you’ve got to bring it to life through authentic, resonant and inspiring storytelling to avoid falling into disfavor with modern consumers: Top of mind, back of mind, out of mind. #nostorynoglory

The good news is people are longing for good stories because they can change the world for the better. The bad news is that many brands are getting it wrong. In a world full of noise, where consumers have clear values and an infinite choice, are better informed and tired of one-dimensional sales pitches, you want to cut through the noise by stopping to think content and starting to think story.

Find out more: About me
Read my book: Traum über Kopf (Ullstein)
Latest publication: Unf**k Brand Purpose (New Business, 18/2021)