The Future of Brand Purpose (ft. Andreas Markdalen, Frog)

One thing we’ve wanted to cover on this show for awhile is brand purpose,. It’s increasingly becoming an important consideration for brands, in part because many consumers care more about that attribute, especially younger consumers. 27% of Gen Zers are very likely to pay more for a purpose-driven brand, according to an April study by Cubist Martini. That’s why I wanted to speak to Andreas Markdalen. He’s the award-winning Global Chief Creative Officer of frog. For 20+ years, Andreas has been leading and forming relationships with the leading global consumer and enterprise brands across a wide array of industries and domains, and increasingly those brands care a good deal about something near to Andreas’ heart: brand purpose.

I spoke to Andreas about how the concept of brand purpose has evolved over the years, how brand purpose has to be aligned with a brand’s values, and whether or not brand purpose actually increases customer loyalty—or if loyalty is dead.  I know I learned quite a bit and I think you will too, so let’s jump right in!

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