Brand Purpose…
Brand purpose should Do a little something to improve the world - at scale!
NOT a single big thing like ‘lets stop global conflict!’. That’s not the job of brands – it’s the job of governments!
NOT – only raising awareness!
NOT – simply telling people you are for or against something!
A brand must be something people can trust - words & deeds must be consistent!
Three dimensions of competitiveness in todays world
A winning product / service
A winning emotional brand proposition that engages with the buyer as an individual
A winning social value proposition – why the world is better off if your brand exists
All three elements must work together in your brand narrative, positioning & BCI.
No brand can afford a marketing programme for each element.
Each dimension must reinforce the other – they must be integrated.
Traps Brand Leaders can fall into…
There are three typical traps brand leaders can fall into with ‘purpose work’.
Middle-class problems - Something not particularly meaningful to many people.
Laddering too high - Losing relevance to your brand and product.
Admiring the problem - doing little about the issue (other than highlighting it).
Let us help get your brand purpose and execution right using our consumer research-supported process already being used by others, including Unilever.