This year, as I was walking the floor at CES, I was struck by many of the innovations that I encountered.
Innovation has spurred many dramatic advances and there’s a lot to be excited about.
What we do need, however, is a refinement of our relationship with technology and to reorient around purpose.
The Association of National Advertisers has identified “brand purpose” as one of the key CMO actions required to drive growth.
Brand purpose transcends the concept of corporate social responsibility (CSR).
While CSR is an important expression of an organization’s core values, purpose-built experiences must be founded upon the brand’s value proposition and primary functions.