The Reading Bud

Welcome to TRB Lounge. Today, I’d like to welcome author Laricea Ioana Roman-Halliday for sharing an excerpt from her latest release Brand Purpose – Less Unicorn, More Zebra?

About the book

Brand Purpose – Less Unicorn, More Zebra?

Purpose is a journey, not a destination. More business leaders, marketers and customers need to become aware of true brand purpose and act upon it through business strategies, marketing campaigns and their wallet. This book challenges the way brand purpose has been deployed over the past few years and examines ways of correcting misconceptions and misuses by providing practical solutions and examples of what good looks like. We all have a role to play in the community, so stop dreaming about unicorns and be more zebra!

You can find Brand Purpose here:

MyBestseller | Amazon | Blurb

Excerpt

There is a lot of confusion around purpose, especially when it comes to a brands’ purpose, how they deploy this concept in their marketing efforts and then portray it to the world. We are currently living in some really troubled times (probably not the worst in human history); but nevertheless constantly bombarded with bad news, apocalyptic images and consistent negative updates across politics, nature, economics and many other verticals. So naturally, people as consumers and as citizens of this world turn their attention – more than ever to social and environmental issues. 

There has never been such a desire to change, fix, improve, eliminate, or embrace actions that would make a difference to the current affairs and not only make us feel better about ourselves but genuinely help shape a better future. Specifically, for this reason more than 60% of consumers believe that brands play a greater role than governments when it comes to the future of this planet. Whilst this is all fabulous news for brands to be entrusted with such great confidence, some of them are taking advantage of this trend in an unorthodox manner. 

Here I present this book, hoping to highlight some of the issues around brand purpose and purposeful brands, attempting to better define brand purpose and dreaming to be able to make a difference in how people/consumers/marketers perceive brand purpose and its real importance and power.

I just don’t want to stay silent anymore and marvel at how some big brands who have been silently chopping down trees from nature reserves are getting praised on a wider scale for improving and changing our society for good. I want to bring bad examples to your attention, but I also wish to define genuine brand purpose to inspire those companies out there who are fooling themselves (and at times, us) that their brand purpose is real.

Thus, I hope you will enjoy this book and become inspired to evaluate the brands you are working on as a marketer or the brands you are buying as a consumer through the lens of “true brand purpose”.

About The Author

Laricea Ioana Roman-Halliday 

Laricea Ioana Roman-Halliday is a business leader, marketer, mentor, public speaker and brand specialist who has built her passion for brand purpose on the back of her meaningful marketing career with various Fortune 100 companies. Her experience includes working with Microsoft, Google, Unilever, Huawei, Hyundai and many more. She is a big environmental advocate who truly believes in successful business done for good and is constantly curious about driving it forward.

You can find author Laricea here:

Instagram | LinkedIn

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