It's all too easy to fall into the trap of being overly extravagant and high-minded about what your brand's ultimate purpose. You can throw around terms like "elevating consciousness", or "benefiting humanity", but at the end of the day, what people really want to know is what impact you could have on them at a personal level.

Gastón Tourn, CMO of Appear Here, calls this your "micro-level brand purpose" and says it should be the real core of your brand messaging, positioning, and storytelling.

Breaking your brand's impact right down to the human level has huge potential benefits for you as a CMO, and Gastón is back with us on CMO Convo to share how and why you should be identifying your micro-level brand purpose.

Listen to the full episode and more

Key talking points

  • The danger of being too grandiose with your brand messaging.
  • The essence of micro-level brand purpose: identifying the relatable human stories around your brand.
  • The importance of CMOs getting to know their actual customers.

About the guest

Gastón made his start in marketing in big tech, and there’s few tech that’s bigger than Google. He worked with that giant in Buenos Aeries, Sao Paulo, and London. He moved on from Google to take the CMO role for several startups in Frankfurt and London, with his current role helming the marketing for retail space start-up, Appear Here.

Gastón is passionate about storytelling in marketing and has spoken about it frequently, rooted in the lessons he learned from his Masters in Creative Writing.

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