Field then went back to the data and selected those brand purpose cases that performed best. If these campaigns were directed at Telephone Number List companies with no brand purpose, according to the study, they would bring positive results instead of problems in Telephone Number List public perception. As you can imagine, very few were sold, as defining a clear brand purpose seems like muddy ground to many. Says Field: “What these findings show is that we Telephone Number List shouldn't dismiss brand purpose out of hand. There can be considerable benefits for companies in implementing brand purpose campaigns, both to engage their own employees, stakeholders and investors, and to drive customer sales.
When done right, when it's genuine and believable, brand purpose can be very powerful. "The case of Peter Field's research is just one Telephone Number List sign of a much larger conversation and the need to consider a paradigm shift. Companies that have done business, more or less ethically, with more or less success, in the last decades, are now suddenly Telephone Number List discovering that having a brand purpose could help increase their profits, especially within the new generations of consumers (millennials). and Generation Z), who are drawn to Telephone Number List brands that put purpose at the center of their content effort, definitely more so than my generation.
Byron Sharp, author of the book “How Brands Grow”, and currently one of the most influential marketing academics, has criticized the widespread Telephone Number List adoption of social purpose; He argued that it could lead to brands becoming too similar and undifferentiated. So if the marketing community is successful in teaching consumers that they should only buy brands Telephone Number List that donate to charity or are considered good for the world, all streams can easily take care of that in a very undifferentiated world. . Instead, marketers should be Telephone Number List more self-confident and believe in the good that marketing does in the world for its own sake without seeking a higher purpose, he argued.