Nick Asbury does it on purpose: Road to Hell author on why brand purpose leads towards bad marketing and away from creativity

In this episode, host Ben Norman is joined in Marketing Room 101 by Nick Asbury, the creative copywriter with a rap sheet including 25 years of work for major brands, writing for Creative Review, Design Week and The Guardian, co-authoring the latest edition of ‘A Smile in the Mind: Witty thinking in graphic design’ and most recently, writing his stand-out book ‘The Road to Hell’, which outlines a case against brand purpose that Professor Byron Sharp described as ‘an antidote to shoddy thinking’.Nick and Ben discuss the origins of brand purpose, why it leads to bad marketing and the troublesome truth behind the ‘do well by doing good’ mantra. Nick also presents a better way for brands, agencies and advertisers, suggests a rethink for creative awards and doesn’t buy a pink Jaguar.Pick up your copy of The Road to Hell hereFind out more about Nick here