Brand loyalty is falling. Purpose-driven consumers are rising. And somewhere in that gap lives a question every organization should be asking.
My dad was an insurance man people called the Macy’s Santa Claus. He’d tell you straight if you didn’t need what he was selling. His mantra was simple: Do as much good as you can for as long as you can. He never called it a brand strategy. But his phone never stopped ringing.
I wrote about what he—and Fred Rogers and Trader Joe’s—could tell us about character, purpose and the loyalty that advertising can’t buy.
Read the full piece on Substack.
