Ahh… Sunday morning at SXSW. It was time to roll out of bed, kick back in a big overstuffed chair with a steaming cuppa French Roast and The New York Times, right? Um, nope, not so much. Despite last night’s completely aggregious time change, today’s crowd seemed enthused and ready to rumble early.
For me, several of the sessions I attended today served as validation that Purpose is really catching on out there. First, in R/GA’s Congratulations, Your Brand is About to Become Obsolete, the presenters talked about how Purpose is the core that can and should drive a brand forward in today’s landscape. Interestingly, they connected Purpose to the concept of PLAY: that is, making interactions with the brand play-like, so that engaging again and again over time feels natural, participatory (individually and collectively), and just plain fun for people. “Playful Purpose”, I believe they called it. I must admit, I like the idea of systematically thinking about how to make it fun for people to participate in a brand’s Purpose, not just in terms of a one-shot but over time. (more…)