The past 18 months I’ve had an opportunity to test the BrandFoundations as never before: to integrate the cultures of multiple companies during a pandemic. The results have been magnificent. This is the story of that journey.
It seemed – at least at first blush – that air carrier Delta was taking a purpose-based stand, and that its purpose (or North Star) dictated that the company come down firmly on the opposite side of the NRA on this particular issue.
Cue the applause track for a corporation brave enough to stand on its morals, knowing full well that it’s going to take some incoming flack for doing so.
But don’t hit “play” quite yet.
This arms race promises to give marketers the unprecedented ability to put the perfect offer in front of the perfect person at the perfect time on the perfect device. There’s just one problem: EVERYONE has access to the same tools and tactics. So how can marketers leverage the power of these technologies with real and lasting competitive advantage?
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