• Jake Dyer

Brand Purpose(less) pandemic

I've written before about how an authentic brand purpose acts as an internal driving force and North Star for companies to inspire, guide and focus on doing the right things in the right way.

No doubt, the Covid-19 pandemic has been catastrophic in terms of the capital damage caused to people, communities and markets globally. So it's been rightly applauded when companies have selflessly stepped up to the plate and done their bit to actively help fight the impact of the virus. Such as the consortium of UK industrial, technology and engineering businesses who came together to produce medical ventilators for the NHS.

However, genuine or not, many businesses that also felt the urge to share their caring and purposeful side through their advertising should have put more originality into their communication. As the following wonderful video montage shows it feels like they've dipped their creative quill into the communal ink-well. Cue 'action'...

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