Fresh Takes video podcast takes a fresh look at the ever-changing landscape of marketing. Find out how creativity and technology are innovating the world of brands and businesses to deliver genuine audience connections.

This week Lively’s CEO, Mike White is talking with Quiet Storm, CEO & Partner, Rania Robinson on how to master the balance between purpose-driven marketing and your brand mission.

Why has the meaning of “purpose” been hijacked

Most of the time when people talk about purpose, they really mean social purpose. The importance of standing for something and meaning something to people beyond your products and services is what will make your brand a real differentiator. 

The need for diversity in creative industries

Businesses must recognize the importance of diversity. It's an absolutely proven fact that with diversity comes business impact. it's not just about doing what's right and fair, it's about what's good for your business. Create Not Hate non-profit organisation is an excellent example of this, they believe that diverse and underrepresented talent is needed because they think differently. And original ideas come from people who think differently. 

Quantum behaviour: the emotional world

Constant new triggers and channels to reach our target are overwhelming but so is the information, and how we access it is changing. Fundamentally, what is still the same is that we’re emotional beings and we make decisions emotionally which is why it’s so important to keep the human side to create real connections with our audience. 

The future of advertising

Brands need to recognize and not lose sight of the importance of staying true to their brand missions and purpose because we tend to become risk-averse in a downturn. It's a bigger risk to not invest and disrupt than it is to just play it safe.

Watch the full episode for more insight on finding the balance between purpose, why the diverse team is crucial, and how to develop real connections with your audience.