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Can we get some perspective on brand purpose?

I can picture the industry’s own Anchorman-style scene now: Byron Sharp and the Ehrenberg Bass team circle Jim Stengel and his crew, “brand purpose? Brand ideals? It’s all bollocks. Brands grow through distinctiveness, mental and physical availability.”

Hey Siri … why is voice search overhyped?

Certainly, consumers are going to use voice commands more in the future. Voice assistants are literally being given away by Google (Google Assistant) and Amazon (Alexa), while Apple has integrated Siri into phones, watches, laptops, desktops and now their HomePod. But let’s stop and have a think about how what we already know about consumer behaviour and how that might translate to how people use voice assistants.

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