This blog explores how brands can use Antonio Gramsci’s concept of the war of position to build truly purpose‑driven, transformative brand strategy. It sets out strategic principles for brand leaders who want to go beyond purpose marketing and embed social impact into governance, supply chains, labour standards and product design, aligning brand purpose with real structural change.

Purpose‑led brands that want to change the world need more than one‑off campaigns; they need a Gramscian “war of position” that patiently reshapes cultural common sense around climate, justice and democracy. By aligning governance, supply chains and storytelling with a long‑term counter‑hegemonic vision, brands can move beyond shallow purpose marketing and help build a new moral and political settlement that makes sustainable, just ways of living feel normal, desirable and unavoidable.

Liberal democracy is no longer merely contested; it is being quietly reconstituted. Beneath the noise of culture wars and political polarisation lies a subtler transformation: the absorption of every sphere—politics, business, media and private life—into a single, self-justifying logic of control. In this new order, failure is personal, freedom is managerial and meaning is managed like a brand asset. For marketing and business leaders, the question is no longer how to communicate within the system, but how to think critically about the system itself—and whether strategic integrity can exist in a world that has made communication its governing method.

Many organisations lack strategies, leading to misalignment and missed opportunities. A strategy provides a roadmap, translating vision into actionable goals, guiding decision-making, fostering cohesion and accountability.

Discover the keys to effective marketing communication strategies with my comprehensive guide. Learn about integrating marketing communications, leveraging internal resources, and navigating budgeting methods. Explore measurement metrics to evaluate campaign effectiveness and drive optimal results. Unlock the potential for growth and differentiation.

Explore SMART objectives in integrated campaigns. Learn from frameworks like Fill's MCPF and SOSTAC for precision and measurable success. Get insights on crafting messages, selecting channels, and evaluating campaigns.

By dissecting internal strengths and weaknesses alongside external opportunities and threats, SWOT provides insights that guide decision-making and drive growth. Join me to explore how this method empowers businesses to navigate challenges and capitalise on opportunities.

Foresight is crucial. PESTEL analysis gives us tools to scan the horizon, offering a proactive approach to understanding macro factors. By unlocking insights and driving innovation, businesses can thrive amidst market dynamics. Discover how horizon scanning with PESTEL analysis propels sustainable success.

Discover how embracing Chomsky's teachings can transform your brand into a force for positive change and societal empowerment. Gain a strategic advantage by redefining power dynamics, navigating neoliberal economics, and creating a democracy of engagement in marketing.

Dive into climate science's truths and the call for action. Learn how skepticism drives inquiry and bridges the gap between knowledge and change. Join me in shaping a sustainable future through education, advocacy and policy reform.