In 2024, consumers want to support brands that stand for something meaningful. Purpose-driven branding has shifted from being a buzzword to a fundamental expectation. Brands that clearly communicate their commitment to social justice, environmental responsibility, or community impact are fostering stronger relationships with customers. It’s not enough to sell products anymore; brands need to show they care about the world beyond their profit margins.

We may all have a goal of having international clientel of any sorts, and brand management efforts can focus more on this, but there’s another side of the coin. Working on your brand “locally”.

“They won’t remember what you say, they’ll remember how you made them feel” - a saying which has long been around the world of advertising, however the use of emotion in advertising has been misused. Learn about 3 myths around what emotion in advertising really isn't.