298: Where Purpose Matters Most with Attest’s Jeremy King

Jeremy King is the CEO and founder of Attest. It's a fast scaling SaaS technology business focused on the market research industry, based in London and New York. Prior to Attest, Jeremy spent nine years with McKinsey & Company. Undoubtedly, research is in his blood.In this episode, Alan and Jeremy discuss his love of Marine life and how it spurred him to found Attest. Later on, they also talk about some research they jointly executed about purpose. Jeremy observes that “Purpose is the Tesla of marketing”, meaning everyone wants to talk about it, but is it really where marketers should focus?Listen to the full interview as Alan and Jeremy “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.In this episode, you'll learn:How “purpose is the Tesla of marketing”Why having different brand differentiators is keyHow to use research to understand your focusKey Highlights[01:58] Why Jeremy loves the Peacock Mantis Shrimp[06:16] How Jeremy ended up founding a research firm[08:58] What Attest does[12:48] The Tesla of marketing[17:01] Differentiating your brand outside of purpose[19:19] The demographic breakdown[21:55] How social media plays a role[27:45] Consumer thoughts on brands' response to the pandemic[35:05] An experience that defines Jeremy[38:18] Jeremy's advice to his younger self[39:09] What marketers should be learning more about[41:38] The brands and organizations Jeremy follows[44:08] The biggest threat or opportunity for marketersResources Mentioned:Jeremy KingAttestResearch Dashboard for the Data Discussed in this EpisodePeacock Mantis ShrimpDTC ResearchShopping ResearchShort Circuit (film), Johnny 5Reach2 Academy TrustFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Hosted on Acast. See acast.com/privacy for more information.