As digital media continues to fragment and brands have to fight to maintain a consistent tone of voice, it’s always worth taking the time to reassess what it is that actually drives them.
Not what drives them in terms of business objectives, revenues, share of market, profits, share of mind and that kind of thing. I’m referring to what actually motivates them – what drives their passions and informs their character. In other words, what makes them act the way they do? What is their raison d’etre?