Jeremy King is the CEO and founder of Attest. It’s a fast-scaling SaaS technology business focused on the market research industry, based in London and New York. Prior to Attest, Jeremy spent nine years with McKinsey & Company. Undoubtedly, research is in his blood.

In this episode, Jeremy and I discuss his love of Marine life and how it spurred him to found Attest. Later on, we also talk about research we jointly executed about purpose. Jeremy observes that “Purpose is the Tesla of marketing,” meaning everyone wants to talk about it, but is it really where marketers should focus?

Listen to the full interview as Jeremy and I “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.

In this episode, you’ll learn:

  • How “purpose is the Tesla of marketing”
  • Why having different brand differentiators is key
  • How to use research to understand your focus

Key Highlights

  • [01:58] Why Jeremy loves the Peacock Mantis Shrimp
  • [06:16] How Jeremy ended up founding a research firm
  • [08:58] What Attest does
  • [12:48] The Tesla of marketing
  • [17:01] Differentiating your brand outside of purpose
  • [19:19] The demographic breakdown
  • [21:55] How social media plays a role
  • [27:45] Consumer thoughts on brands’ response to the pandemic
  • [35:05] An experience that defines Jeremy
  • [38:18] Jeremy’s advice to his younger self
  • [39:09] What marketers should be learning more about
  • [41:38] The brands and organizations Jeremy follows
  • [44:08] The biggest threat or opportunity for marketers

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.