Here are the top 3 things disruptive marketers should keep the top of mind in 2018 to ascend the corporate ladder, shake things up and drive toward unprecedented success:

1) Move from cause to brand purpose and place it at the heart of business strategy.

CSR and cause marketing drove marketers of the past to think about corporate responsibility and giving back as key marketing activities and acts of corporate citizenship. Today these two ideas have migrated to the notion of brand purpose. This is where an organization identifies an aspirational mission, tied to its day to day offerings. This unifying theme serves to strategic blend business and brand in ways that create experiences centered around, in some way, making tomorrow better than today.

Successful marketers in the year ahead will place brand purpose at the core of business and brand strategy and use it as a lever of growth with internal and external audiences.

 

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