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  • Bob Hoffman


In the year 2010, long before "brand purpose" hysteria infected the marketing industry, I wrote the following blog post.

Several years ago, a very sincere guy who ran a chain of donut shops came to see me. He wanted to do an advertising campaign.

"We're different," he explained. "We're a commune. Everyone who works here owns an equal part. We work cooperatively. It's a model for how businesses should be run. It's a vision of the future. I think we should do an ad campaign about it. I think people will really respond."

"How are your donuts?" I asked.

"They're very good." He said.

"Then forget the philosophy," I said. "Nobody buys philosophy. They buy donuts."

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