‘99% of brands are faking their purpose right now’, says Martin Lindstrom at World Business Forum

Among the keynote speakers at the annual World Business Forum at Sydney’s ICC was global marketing and business transformation guru Martin Lindstrom, who – ahead of his address – spoke to Mumbrella on the power of storytelling for culture, pretending to be a woman in Saudi Arabia, why marketers need to stop living sterile lives, and the abundance of fake brand purposes.

World of Business Ideas (WOBI) held the forum over two days this week, featuring a stellar lineup of thought leaders in business. The event consumed two floors of Sydney’s International Convention Centre, attracting thousands of delegates from a range of industries.

Martin Lindstrom.