TOG Talk: What's Your Point

TOG Talk: What's Your Point

After working in marketing for more than three decades, brand strategist Bruce McKinnon has come to learn that all brands must have one thing: a point. Though this may seem obvious enough, it can sometimes take years for brands to develop a razor-sharp sense of purpose – a purpose that’s memorable, distinctive from competitors, and easily communicable to an audience. McKinnon has been aiding brands in finding their purpose, or “point”, for years. In 2009 he founded strategy practice The Brand Arrow, with clients in industries ranging from artificial intelligence to food and drink. He then published an award-winning brand strategy book called “What’s The Point?” in 2019, and has since spoken on the topic at conferences and business schools around the world.

McKinnon now joins us for our latest TOG Talk, where he explains what exactly brand strategy is (and what it’s not), the key elements that help build a brand strategy, how a strong strategy can add to a brand’s financial value, and more. Brimming with expert advice, this talk will be particularly helpful for small to medium-sized businesses looking to level up.

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TOG Talk: What's Your Point © TheOfficeGroup, 2022

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