When it comes to the "higher purpose" of your brand or organization, how much control do you have on either versus the values customers will place on them? Today we will examine the impact COVID has had on how consumers see brands and the value we place on them. To get a better understanding I’ve invited Dr. Martina Obert to join me. Martina is the CEO of Meaning Global, an expert strategy consultancy helping leaders envision new possibilities for future innovation, value creation, and growth. She is also recognized by Forbes as The Meaning Expert™. Martina explains how COVID created a shift in the marketplace that moved emphasis from brands to the people they serve. The feeling of being "stuck" was pervasive, and led many consumers into a period of self-reflection about themselves, their lives, and their goals. This realignment of values as impacted advertising, and to be successful, brands today need to do more to deliver appreciable, meaningful value. Brands and organizations often promote meaning and purpose, but what does that mean — and how much control do they really have over their audience's perception? Martina shares stories about how our values impact the perception of our brands, and what audiences look for when choosing to buy. This is a fascinating conversation about the rise of the 'humanistic paradigm" and how brands, organizations, and advertising are having to change in its wake. Three Key Takeaways: * Organizations need to consider how to fundamentally improve customers' lives with their advertising, and align with each person's sense of greater meaning. * COVID-19 has made the emerging humanistic paradigm more profound and cohesive. * When starting out in thought leadership, find your niche! Hint: It's the thing you are more passionate and knowledgeable about than anyone else!