IdeaList: A blog with purpose


Vibrant brands today have both provenance and purpose. They know who they are, and they’re willing to stand up for the issues they believe in. It’s not always easy, but it’s worth it. We’ll show you how.


A human guide to brand behavior

People expect more from brands these days. How do you know if yours is living up to expectations? Ask yourself if you’re a brand people want to befriend.

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How to build trust in untrusting times

Meaningful marketing

Brian Lanahan   Feb 14, 2018

What should today's CEOs put at the top of their to-do list?

What gives your company the right to speak?

Meaningful marketing

Brian Lanahan   Nov 13, 2017

Why did Pepsi fail when it tried to take a stand, but Nike won? One word: Provenance.

Time to put the people back in purpose

Meaningful marketing

Brian Lanahan   Sep 18, 2017

Purpose was never meant to be a marketing concept. It’s about uniting people to work toward a common goal.

How to talk about your values

Meaningful marketing

Brian Lanahan   Aug 15, 2017

Values are at the heart of purpose-driven brands. How do you talk about them so that people believe them?

They: Can language create a safe space for everyone?

Meaningful marketing

Pamela Fiehn   May 18, 2017

A little pronoun can make a big difference in making your workplace more inclusive.

What’s the purpose of purpose?

Meaningful marketing

Pamela Fiehn   Mar 24, 2017

What’s the purpose of purpose-based marketing? Turns out it’s about fulfilling a very basic human need.

Five lessons marketers can learn from journalists

Meaningful marketing

Matt Sailor   Nov 28, 2016

When journalism and marketing come together, magic happens. Find out why journalists make great marketers—and what marketers can learn from journalists.

What marketers can learn from fighter pilots

Meaningful marketing

Brent Wilson   Oct 13, 2016

The marketing landscape is always shifting. A creative solution that works one day may be tired or obsolete the next. Here’s one tried-and-true method for gaining a competitive advantage in a world that’s moving faster than ever.

What the heck is innovation, anyway?

Meaningful marketing

Stacy Westbrook   Aug 5, 2016

Innovation isn’t all about the game changers. It just needs to solve a real problem for real people.

Stop telling stories. Start finding them.

Meaningful marketing

Sona Pai   Oct 28, 2015

Where’s the story? You have to look for it.

It’s not about you. It’s about them.

Meaningful marketing

Betsy Henning   May 21, 2015

In leadership, marketing and brand strategy, success comes from looking outward, to the people you’re trying to reach.

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How do you build a brand?

In this world, being true to who you are is the path to success. We’ve helped clients such as Johnson & Johnson, Charles Schwab and Google grow, adapt and succeed—time and time again.

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