“Purpose is the economic multiplier that elevates your brand above the noise.” This is a firmly held belief in certain agency circles. Today we’re going to learn why that is.
In this new episode of Ad Chatter, co-hosts Dan Goldgeier and I chat with special guest, Scott Couvillon, CEO and Executive Strategy Director at Trumpet in New Orleans. During this 34-minute chat, Scott explains what Trumpet means by “Believable Brands” and how brands with purpose consistently outperform their rivals.
Scott says that brand purpose gets a lot of talk value in the industry today, but that the topic and its importance are often misunderstood.
Once our industry starts talking about anything, half the industry starts talking about it incorrectly or applying it incorrectly. That’s no different with this notion of purpose—trying to figure out how brands can more humanely live in this modern era of consumerism. What’s awesome about it is the companies that are truly getting it, embracing it, and doing it are not only easier to run…but these become really sustainable brands because people believe them.
He also discusses what it’s like to run a small creatively-focused agency in New Orleans. Near the end of the episode, Dan asks Scott if he’s feeling optimistic. Tune in to hear Scott’s answer.