Bold Part II: Purpose before Profit

Purpose is the 5th ‘P’ in the classic marketing mix of the the 4Ps: product, price, place, promotion.

"Helping our customers connect to the people and things that matter to them" is what drives CEO, Peter Erskine of O2, a spectacularly successful cellphone network in the UK, "I think if you act and run the business in a way that you like to live your life, you’re not going far wrong. The key driver is that one can no longer build a brand just by running nice advertising; you’ve got to live the story as well.

Peter’s simple rallying cry passes 5 basic questions:

Does it pass the Doris test – does the lady in the post room get it

Does it pass the zigzag test – is it significantly different from the competition

Does it pass the customer test – is it based on a customer insight they value

Does it pass the sphincter test – needs no explaining

Go Bold! Bring a loo roll

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Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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