When businesses tell the story about why their products and services are remarkable, they engage in meaningful marketing. Meaningful marketing is about designing marketing activities to deliver on the vision of the business all the while being smart, savvy, and authentic. It’s about treating consumers as being everyday explorers who seek to be interesting and interested.

Companies that tell their story in a meaningful and genuine manner become endearing and enduring, while companies that make up stories are fleeting and in seemingly desperate need of attention. Which would you rather have your business associated with: endearing and enduring or fleeting and desperate?