The Purpose Advantage: How to Unlock New Ways of Doing Business

by Jeff Fromm

In today's noisy market where people have instant access to nearly everything, quality products and services are no longer enough to differentiate your company or organization―your brand― from the competition. What a brand stands for, and the actions it takes to prove it, can provide a necessary memorability consumers draw on when they make purchasing decisions. From interviews with CEOs from some of the most purpose-driven brands today to a step-by-step workshop on finding your own brand's reason for existing beyond profit, this book explores how standing for something more than just the bottomline is a powerful way to connect to modern consumers.

Genres: Business

145 pages, paperback

Published September 17, 2019

About the author

Although, not a millennial as defined by his age, Jeff Fromm is the Millennial Marketing Guy™. Jeff is President of FutureCast, a marketing consultancy that specializes in millennial trends, and is a contributing writer at Forbes.com. Jeff is a frequent speaker on marketing, consumer trends, and innovation. Jeff has published numerous research reports on the millennial consumer and is the co-author of Marketing to Millennials and Millennials with Kids.

Jeff has over 25 years of marketing consulting experience across dozens of brands ranging from Build-a-Bear Workshop to Whole Foods. He is a shareholder and Board Member at Three Dog Bakery, Service Management Group, Tickets For Less, and FutureCast. Jeff is a graduate of The Wharton School of the University of Pennsylvania and was an exchange student at The London School of Economics

Reviews

[AriTunedIn · Rating 4 out of 5]

3.85 - rounded up!

This quick-read provides the audience an understanding of brand purpose and walks you through the author's steps of elevating your business to achieve and exercise your purpose advantage.

Want my plain-language explanation? The key power behind the purpose advantage is standing for something. It's not enough to simply meet the need(s) of your consumer, or other words, offer a good product/service (maybe even better than competitors). If you want standout, almost unshakable brand loyalty, you have to strategize on the best way to show your brand's character (humanity) and get to work! Support and/or become involved in what matters to your consumer and what best fits your brand. Timing, messaging, etc is important, which the book goes into more detail about - Enjoy the read!

[Renee · Rating 4 out of 5]

Plan on trying the workshop with the management group. Good, easy to read format and good insight to take the business in a different direction.

[KathyB · Rating 5 out of 5]

Insightful and very helpful to think about where and how to market to your audience!
Very well written and I really liked the worksheets!