Branding

A Higher Brand Purpose Brings in Customers, Profits

Headshot of Jeanette McMurtry
By Jeanette McMurtry

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

When we act like consumers and contemplate a higher brand purpose, we most often think about the importance of corporate social responsibility, and look for postings about how the brand supports the environment, employee rights, community causes, and the like.

However, there is another form of purpose that we don’t really talk about much. The kind of purpose that can’t be measured by donations to charities, the number of free items given away, or employee volunteer hours.

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Headshot of Jeanette McMurtry

Jeanette McMurtry

Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.

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