9: Design Frameworks: Still Telling Clients They Need Brand Purpose? Do This Instead.

🎙️ In this episode of Design Frameworks, I unpack the rise, fall—and unexpected evolution—of brand purpose in modern marketing, brand strategy and design.

If you're building brands from the ground up, leading positioning work for clients, or rethinking your own agency’s approach to storytelling, this episode gives you the context and tools to decide how (and if) brand purpose fits into your strategy today.

What You’ll Learn:

💸 How Unilever’s brand purpose strategy shaped the last decade of marketing and advertising

💣 Why brand purpose became overused, misunderstood—and how to avoid the same mistakes

💼 How consumer benefit positioning is replacing social purpose in today’s top-performing brands

💥 The difference between Brand POV and Brand Purpose—and which one fits your client best

✍️ My go-to framework for small, scrappy brands with no media or activation budget

Resources & Links:

👉 Want more practical brand strategy tips for design studios and freelancers? Get them straight to your inbox by signing up at nikaworlund.com/

👉Sign up for my upcoming 60-min live workshop: How to Go from a Design Studio to a Strategic Design Agency: 3 World-Class Strategy Frameworks at nikaworlund.com/workshop

👉 Connect with me on Instagram: https://www.instagram.com/nikaworlund

👉 Find me on LinkedIn: https://www.linkedin.com/in/nika-worlund/

👉 Want personalized guidance? Book a 30-minute Q&A with me, and let’s map out how you can level up your strategic skills. Schedule here: https://www.nikaworlund.com/1-on-1-coaching