The message is the message
McLuhan introduced that the medium is in fact more important than the message or the content of the message. The nature of the medium, becomes a different message. Hence: the medium is the message.
It’s all about brand doing
A brand with a strong purpose acts from this core as a starting point for everything. And that’s exactly the difference: it can’t be about ‘purposeful marketing’ and brands claiming to be purposeful without taking real action. It has to be about behaving as a purposeful brand, in everything you do, every single day.