JUST Branding S05.EP19 - Rethinking Brand Purpose with Nick Asbury
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Dec 3, 2024 In this engaging discussion, Nick Asbury, a creative writer and branding expert known for his thought-provoking insights, critiques traditional purpose-driven marketing. He argues that brands often mishandle their ethical responsibilities, leading to unintended consequences. By examining Patagonia's unusual campaigns, he highlights the tension between business profit and environmental ethics. The conversation also emphasizes the importance of authenticity, community support, and the need for brands to adapt over time, blending creativity with genuine purpose.
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Purpose After 2008
- Corporate purpose grew after the 2008 financial crisis as businesses tried to improve their reputations.
- It became a way to push a positive narrative, but the claim that businesses should drive social change felt like a stretch.
Critiquing Sinek's "Why"
- Nick Asbury critiques Simon Sinek's "Start With Why" concept, arguing it's based on debunked brain science.
- Sinek's examples of Apple, the Wright brothers, and MLK are post-rationalized success stories, not proof of "starting with why".
Occupy Movement Reflections
- Matt Davies recalls the Occupy movement in Nottingham, questioning their tangible goals and methods.
- Asbury highlights the movement's core idea: "representation not corporation," advocating separating business and politics.