imagesBrand purpose? Isn’t that positioning of old?

I had one of those meetings last week that you expect and dread with equal measure. An old friend of mine, who works in marketing and reads far too much to be good for him, asked me out for a beer and then wanted some advice. The brand he works for does not have a ‘brand purpose’ and he wondered if this would limit future growth and, perhaps worse, signal his team were deficient in brand management.

It’s a tricky question because it has become uber-fashionable to adopt a brand purpose in recent years. According to brand consulting firm Landor, defining your brand purpose is the “deepest expression of a brand” and the growing literature on the concept suggests it is a winning combination of brand heritage, positioning, mission statement and social conscience. How can that be a bad thing?


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October 28, 2013 in Resource Centre