Empathy Expansion Kit: AI CMO - Scaling Empathy & Humanity Through Marketing

**SPEAKER_1** (0:04)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Stephen Sakach** (0:17)
Hello and welcome back to the show. In this short Empathy Expansion Kit episode, we are discussing scaling your empathy and humanity through marketing. I'm Stephen Sakach here with Tullio Siragusa. Hey, Tullio.

**Tullio Siragusa** (0:32)
Hey, it's good to be back. Let's do this again.

**Stephen Sakach** (0:36)
All right. So to scale your empathy and humanity properly, you need to bring three basic things together. Your brand voice, your brand purpose, and storytelling. So I'm going to cover those real quick and then we're going to jump into some examples as well. So brand voice, this is your consistent tone, style, personality your brand uses in all its communications. It's your brand's characters and values being reflected. So you're making your brand recognizable, relatable. It's foundation for how your brand communicates, empathy, trust, and authenticity. Without a consistent voice, even most compelling stories or noble purposes can kind of fall flat.
So consider that. Now your brand purpose, we've talked about this quite a lot. What's the reason your brand or company exists beyond making profit? What's the higher mission or cause that drives your brand's actions and decisions? So this really now gives your marketing efforts meaning and direction, and ensures your messaging is aligned with the values and aspirations of your audience, and so you're creating a deeper connection, and you have that shared purpose. So a lot of smaller businesses, this is something that maybe they haven't fleshed out, and a lot of big businesses we mentioned this have done this really poorly, to where it ends up being like our purpose is to create shareholder value, which for a marketer, it's like, wow, that's really inspiring. That's not helping us. So how, and in the marketing world, we want something that's a little more juicy to play with there. So...

**Tullio Siragusa** (2:28)
Could you imagine the ad copy for that, Stephen? Please buy our product so we can contribute the shareholder value.

**Stephen Sakach** (2:37)
So brand purpose ideally provides you substance and inspiration for your storytelling. So like Tullio mentioned, that is not much inspiration. So then we've got authentic storytelling. And we had just done, I think, the last Empathy Expansion Kit. We talked a little bit about that authentic storytelling, which is really bringing your purpose to life in a way that resonates with your audience and engages, inspires and connects on an emotional level. So bringing this all together can seem like a huge task. And it is, but yeah, let me give a plug here to our product, aicmo.io.
We're hopefully bringing that to the public shortly once we're finishing up our beta here. But it really does help align those elements together across all your marketing copies. So you got, hey, here's my brand voice, here's our purpose. And now here's all the storytelling I wanna do. And it can literally pull that all together for you and give you a lot of great ideas. Check that out if you can. There still may be a waitlist by the time you hear this, but it is coming public soon. And Tullio, let's go over an example of a company that brings this all together, kind of what I've been talking about and how these elements reinforce each other.

**Tullio Siragusa** (4:05)
Yeah, there are some brands that have dialed this in just beautifully. So one of them is Patagonia. So in terms of their brand voice, Patagonia's voice is rugged, honest, and unapologetically focused on environmental activism. That's what their brand voice is. And their purpose as a company is to save our home planet, driving all their decisions and communication. Everything they do evolves around this brand purpose.
Now, from a storytelling perspective, they tell authentic stories about environmental challenges, outdoor adventures, and also their commitment to sustainability. Their Worn Wear campaign, right, is it encourages customers to repair and reuse clothing. It's a perfect example on how they integrate purpose, voice, and storytelling to create a cohesive, impactful narrative. Now, interesting, right, in terms of the alternative becoming all about creating shareholder value, you wouldn't be encouraging for people to fix your clothes or patch them. You're in the business of selling clothes, right? So this is being authentic to their story and to their brand purpose.

**Stephen Sakach** (5:25)
I mean, that resonates with their community and their audience. This is something that's like, I can get behind it. This is why I like them is because they do this, this, and this.

**Tullio Siragusa** (5:35)
And they charge a premium for their product, but people want to pay for it because they know they're going to get something that's representing sustainability and long-term value. All right. Next, Lego. Lego, the brand voice of Lego is, voice is playful. It's imaginative, it's educational, and it reflects their mission to inspire and develop the builders of tomorrow. So what a beautiful voice. And then their purpose as a company is, Lego's purpose is to inspire creativity and foster learning through play. Now, from a storytelling perspective, Lego tells stories that showcase the limitless creativity of children and even adults. In fact, their campaigns often feature real-life examples of creative builds, collaboration in educational institutions.