The Problem

Of
“Brand Purpose ”

Page 1 & 4, Brand Equity, January 8, 2020

Sumit Jankar - M-19-19

Anuj Joshi - M-19-20
 ABOUT THE
About ARTICLE
The Article

● Introduction to “ Brand Purpose”

● Is considered one of the decade’s biggest ad and marketing themes.
● Talks about “Woke- Washing”
● 77% of all the brands in the world today ceased to exist tomorrow.
● Relentless pursuit to find meaningful role in consumers mind.
● Shift from functional advertising to Purposeful advertising.
 WHY BRAND PURPOSE MATTERS MORE THAN EVER

A Global survey by Havas Group states that...

● Wallet-Share multiplies 9 times.

● Outperform stock market by 134%.
● In terms of purchase intent there’s a 24 point growth.
● Adds on air of Safety & Trust.
● Eg. Unilever , #Optoutside on Black Friday, Dove.
 THE PITFALLS OF BRAND PURPOSE

● Many brands crash & burn in their endeavors to land high order messages.
● Arbitrary adoption of causes can create a problem of purpose, especially in MNCs. -
Ajay Kakar,CMO, Aditya Birla Capital
● Eg. “Nike” , a marketer adored & trolled in equal measures for its purpose driven work.
● P&G’s , “Gillette” controversial ad campaign.
● Universal access to informat,falsity of purpose, grievously wounds the brand.
 FEW VIEWS ON BRAND PURPOSE

● Purpose must be forged in the problem that the brand is solving. - Sudhir
Sitapati ,ED- food & refreshments, Hindustan Unilever.
● This new generation doesn’t care about why your brand is here as much as it
does about what your brand is actually doing - Sidharth Rao, CEO,
Webchutney.
● Josy Paul,Chairman, BBDO India, tells that “Brand Purpose forces us to ask
uncomfortable questions ”,questions about contribution of the brand ti the
lives of the people. Eg. Amul.
 LEARNINGS

● Prospects feel special.

● There are things other than making profit.
● Creates positive impact in the world.
● Brand’s purpose helps in achieving next level.
● “PURPOSE” is more important than been “PERSUASIVE ”