Brand purpose
DefinitionBrand & Creativity
Brand purpose
The reason a brand claims to exist beyond making money, used as a strategic and creative organising idea. Genuinely lived, it can differentiate and mobilise; bolted on, it produces interchangeable cause-washing - the evidence for purpose driving growth is contested, so treat it as a choice, not a law.
Evidence from the library
Blueprint for Brand Growth - be meaningfully different to more peoplePrincipleReal belief goes deeper than product proofs or purpose statements - it turns a category need customers already feel into a promise the brand delivers onPrinciple<1 percentileWhen buyers explained six recent purchases, purpose showed up in under one percentile of their reasons.StatBrand creates value through cheaper acquisition, more value per customer, and a moatPrincipleThe best purpose campaigns only beat the average non-purpose campaign - the best non-purpose campaigns perform even better still.Warning
Related marketing laws
Put it to work
Source
Marketing Definitions
contested; see Jim Stengel, Grow (2012) vs Byron Sharp and Mark Ritson critiques
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