Honestly, I’ve tried really hard to get my head round the idea of a brand 'purpose'.
It hasn’t been easy because it’s like a moving target. Just when you think you understand what one person means by a ‘purpose’, someone else comes up with a different meaning. It’s like ‘insight’ all over again.
The whole thing seemed to start off in a couple of places....
You don’t get to meet them very often in research groups. 18-34’s are almost always in the sample because it’s kind of the law you have to talk to Millenials. 35-50’s too, because that’s family and lifestage is still as big a divide as ever.
Then 50+ is post-family. The lost souls of the newly abandoned or the gay abandon of the newly free. Or more like...
There’s no doubt which need has the most heroic-sounding definitions. Knowing your own mind. Going your own way. Holding your course. Keeping your nerve. Sticking to your guns. Staying true to yourself.
Independence is about strength of will. It’s the maverick in all of us, the part that doesn’t worry too much what others think.
I think it was Benny, but it might have been Björn. The one with the beard, although now they both have one. Married to Frida with the red hair, not Agnetha with the blond, who was married to Björn. Although no one’s married to anyone anymore.
Anyway, the pianist. I watched an interview with him years ago, where he was asked how you write a song as brilliant a...
Sometimes you’re working on a needs research project and you get this sense that something’s missing.
The jigsaw is falling nicely into place - how people see the world you’re in, the central need, the different expressions of that need that you’ve found, how those needs explain the different behaviour, where the brands all sit.