The Problem with "Purpose" with Nick Asbury

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The Marketing Architects

Marketing Architects

224 episodes

11 hours ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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The Problem with "Purpose" with Nick Asbury

The Marketing Architects

42 minutes

1 month ago

The Problem with "Purpose" with Nick Asbury

A German professor compiled a list of 55 questionable Cannes award entries. And he’s far from the only one. Yet the industry keeps creating marketing to win awards over actual performance.

This week, Elena, Angela, and Rob are joined by Nick Asbury, creative writer and author of The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World. Nick challenges brand purpose, arguing it produces formulaic campaigns while the research supporting it is fundamentally flawed.

Topics covered:

[04:00] How the 2008 financial crash sparked the purpose movement
[12:00] The real story behind Dove's "Real Beauty" campaign data
[18:00] Why for-profit companies lack social license to lead causes
[21:00] Nick's crowdsourced fact-checking of Cannes award entries
[26:00] Debunking the Gen Z purpose myth after the 2024 election
[29:00] What respectful marketing looks like without purpose

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

Resources:
2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/

Nick Asbury’s LinkedIn: https://www.linkedin.com/in/nick-asbury/?originalSubdomain=uk

Nick's Substack: https://nickasbury.substack.com/

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