Journal

December 16
2013


To really make our mark on our new Foster Street abode, we commissioned Sydney artist Brett Chan to create a custom entryway mural. A prolific and exciting creator, Brett Chan’s ‘future primitive’ style is now providing us some serious daily eye candy. In his own words… “If maths is the language of the universe, then geometry is a visual representation of that voice.”


December 2
2013


Purpose can be found in many places and many global brands are looking to their heritage to uncover the original founding principals that have renewed relevance and meaning for today’s audiences. Ruth Mortimer takes a look into a few examples of mining the past for “fuel for the future” in this Marketing Week: Why your brand’s founding purpose is an inheritance to remember


November 27
2013


The chasm between what brands are selling and what we’re really “buying” has never been wider—and therefore communicating your authentic reason for being has never been so important. In this AdNews article (Unilever: Find purpose or wither), Paul McIntyre looks at Unilever’s worldwide senior vice president for marketing— and “brand purpose” evangelist— Marc Mathieu’s advice for building and maintaining consumer trust.

Not a huge surprise from a Group whose brand purpose is to help people 'feel good, look good and get more out of life'—a purpose with roots in the company’s origins over 100 years ago.


November 25
2013


Purpose-built. Fit for purpose.
Defeats the purpose. Serves a purpose. Multi-purpose.

Purpose is a part of our everyday vernacular and yet, for many organisations, 
it’s hugely under-utilised.

A deceptively simple concept when applied to an uncomplicated object such as, say, a hammer; when an organisation is challenged to define their own purpose, one might be met with blank stares… or worse, a link to the mission vision and values section of their website.

Because—and here lies the tricky part—purpose is more than words on a homepage, or a paragraph in the annual review, or a tagline, or a new logo. Purpose, quite simply, is the reason an organisation exists. It doesn’t describe what it does, or how, or for whom—it forms part of its DNA; it captures the soul of the organisation.


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