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Brand purpose with Kantar: why we need it, cultural tensions, and 'nice to have' vs 'need to have'

For the latest Marketing Society podcast host Mike Piggott spoke to Head of Brand Domain Consultant team at the Insights Division at Kantar, Adele Jolliffe, about building brands with purpose.

They discussed the definition of purpose, how both emotional and rational parts of the brain are at play when it comes to decision moments, the gap between your values and your actions, being meaningfully different, and the dangers of purpose in derailing fundamental brand building.

Useful links...

Building brands with purpose: a new era for brands, but the old rules still matter (kantar.com)

Kantar Talks 2021: Winning the Growth Reset

Friends From A to Z | Podcast on Spotify (Adele co-hosts a podcast about TV show Friends)

About the Podcast

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.

About your host

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Mike Piggott

Mike is former Editor of The Marketing Society and has worked - in an editorial and content capacity - for the Society from 2013 to early 2021. In 2018 he launched their podcast channel and relaunched their website mid-2019. He also created and launched their publication, Empower - producing 14 issues in his time as Editor.

He now freelances as an editor, writer and podcast creator for various organisations. On the side he's also a spoken word poet, screenwriter, film and tv blogger, and music critic.