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Your Weekly Dose of Soul & Science
ft. Lindsay Harris, Chief Purpose Officer at Tombras
Jason Harris
February 07, 2024 • Estimated Reading Time: 5 minutes
Advertising Without Purpose is Like a Car Without a Steering Wheel
A brand’s purpose is the sum of the values, mission and passion that makes a brand what it is. Without a clear set of well-defined values, a brand has no sense of direction in what they’re selling, how they present it or how they behave in relation to their competitors.
In a world where brands are expected to behave more like people, it’s important to consider what kind of person your brand would be.
By building a brand based on mission and values, you’re able to connect with your consumers on a deeper level, bringing them back to you for more than just the product or service you’re selling.
I just dropped this episode of the Soul & Science Podcast with Lindsay Harris, Chief Purpose Officer at Tombras (also my wife).
We go deep into brand purpose- what it is, how to define your brand values and some examples of brands that are doing purpose right these days.
Let’s dive in and fast forward our marketing minds.
#61: A Purpose Beyond Profits | Lindsay Harris, Chief Purpose Officer at Tombras
Lindsay Harris, Chief Purpose Officer @ Tombras
“Whether it’s work or my personal life, I'm very passionate about what I do. So I try to infuse all the teams with that passion because yeah, I just feel like if you’re living and working and you’re not being passionate about it, you’re just not really working or living at all.”
Lindsay Harris, Chief Purpose Officer at Tombras
In the newly created role of Chief Purpose Officer, Lindsay works across disciplines at Tombras to ensure purpose is at the core of client strategy and campaigns, from creative and brand-thinking to media activation and communications. She also leads the agency’s relationship with the Tombras School of Advertising & PR at the University of Tennessee, which is focused on diversifying the next generation of industry talent. She joined me on the podcast this week to discuss brand purpose and how it’s shifting the state of the ad industry.
In today’s episode you’ll learn:
What makes leading with purpose different from virtue signaling?
How the marketing landscape is changing to focus on more purpose-driven work.
What brands are winning and what brands are losing when it comes to purpose.
Check the full episode - https://mekanism.com/podcast/podcast-lindsa-harris-tombras
Check Previous Episodes:
Biggest Mistakes Businesses Make When Rebranding:
Every year, businesses try and come up with new ways they can stand out, whether it's a logo change, product change, audience change, etc.
So I wanted to take a closer look at a couple of companies that decided they needed a ‘rebrand’.
If you’re thinking about completely changing your logo and revolutionizing your whole company, change it when you have a product change or a company change. But if you’re thinking about modifying your logo to make it look more ‘modern’ and less ‘outdated’ make sure it still captures the essence of the old logo. Bottom line: people hate change, even when its brands that change logos, so if you're going to change a whole logo make sure it's for a good reason and done well.
