The only way forward to grow brands sustainably, says Jim Stengel.
Not cause marketing, he says. It's wonderful but is not synonymous with purpose-based branding.
It is "Inspirational,
motivational reason for being for your brand and having all activity eminate from that."
It answers the question, Why am I here? It has an agenda. Let's review some brands with purpose:
Nike's? Build self esteem. Trying to be inspiration for athletes around the world.
Pepperidge Farm goldfish bring optimism to children.
Old Spice, since discovering its purpose, has
achieved greater results. Helping young men navigate the seas as young adults.
Pampers, Always, Tide, Safeguard, he could go on and on.