Markus Kramer has written an outstanding book called The Guiding Purpose Strategy which is a navigational code for growing brands and people coming from an inspiring purpose. You can check out his book and his framework here: https://guidingpurposestrategy.com Markus has drawn from his years of experience working with companies which include Harley-Davidson, Aston Martin, DHL, Banks & Financial Services providers, Governments, NGOs, startups and many more. Another very interesting aspect that Markus has touched upon in this podcast is the philosophy that makes luxury brands so successful and enduring. 

In this episode, I interview Toygun Yilmazer, Chief Strategy Office, TBWA Istanbul. He has authored an article called Advertising For Good - What is it good for? In this article he covers a range of case studies of large brands around the world who have successfully used Advertising for good and the ones that did not.  You can find the article here: https://medium.com/@toygun.yilmazer/advertising-for-good-what-is-it-good-for-1a0be884d66b In this podcast, I have interviewed Toygun on some of the case studies he covered in his article and we also discussed the Koton campaign that TBWA Istanbul created that breaks the stereotype of fast fashion advertising by addressing a very important social issue around fashion.  Some of the links from the Koton Campaign:  https://www.instagram.com/p/CIpiqizJvM9/ https://www.instagram.com/p/CIsBTmrp5Ij/ https://www.instagram.com/p/CIsB-pVpYQn/ Email me with your thoughts and feedback on [email protected]

In this episode, I interview Christoph Kullnig, the head of group marketing at Raiffeisen Bank International in Austria. He was previously Vice President of marketing at Adidas Runtastic where he was a key team member who made the campaign called Run for the Ocean so successful. He has co-authored a case study about it titled Improving campaign performance using purpose marketing. The campaign was highly successful around the world in not only building up awareness around plastic waste in our oceans but also for brand Adidas and Runtastic.  You can find the abstract of the case study here: https://hstalks.com/article/5625/improving-campaign-performance-using-purpose-marke/ More about the campaign here: https://www.runtastic.com/blog/en/run-for-the-oceans-recap/ and https://www.youtube.com/watch?v=PDTi91q8WIM and https://www.adidas.com/us/runfortheoceans Email me with your thoughts and feedback on [email protected]

I am reading through parts of a few research papers on the topic and sharing my thoughts on these points. Paper 1: https://www.researchgate.net/publication/312116633_Consuming_rationally_How_marketing_is_exploiting_our_cognitive_biases_and_what_we_can_do_about_it Paper 2: http://www.polecom.org/index.php/polecom/article/view/83 Paper 3: https://sites.unicef.org/csr/files/Children_and_Digital_Marketing_-_Rights_Risks_and_Opportunities(1).pdf