If you have followed my posts for a while, you’d know my distaste for the term ‘Brand Purpose’ and those who sing its praises. As if it is to save the world and the human race. It really isn’t about the term ‘Purpose’, but how marketers and even famous Houses of Brands like Unilever and P&G have misinterpreted and misguided the whole messaging.
I learned most of my marketing chops at Cadbury India and Brand Purpose was a big part of how Brands were built there. So it’s definitely not the term.
Today, Brand Purpose has become a buzzword, with marketers adopting social causes and global welfare narratives. However, there is a need to question the intentions and effectiveness of these efforts. As a Brand strategy consultant, I find it important to challenge the marketing malpractice of those marketers who use Brand Purpose as a mere marketing ploy, cloaking themselves in the moral high ground while neglecting the fundamental principles of serving consumers and building strong Brands.
There are Macro Purposes that UN talks about. They are generic like world peace, environment conservation, ending poverty, etc. A Business might contribute towards, but it isn’t a substitute for Brand Building. It is just charity.
Let's look at the pitfalls of misguided Macro Brand Purpose.
While Brand purpose can be a powerful tool for differentiation and connection, it has been co-opted by marketers who prioritise appearances over substance. This practice has led to a distortion of purpose. Brands attempt to save the world through lofty mission statements while losing sight of their primary duty of serving consumers. Mark Ritson, a renowned marketing expert, criticises this approach, stating, "We need to get back to the idea that a Brand's purpose is not to save the world, but to provide superior value to its consumers profitably." If a business chooses to contribute to a specific cause, it falls under CSR. Not Marketing.
In their pursuit of saving the world, some Brands neglect the critical aspect of differentiation. Byron Sharp, a leading marketing scientist, argues that Brands must prioritise distinctiveness and differentiation rather than merging into a sea of sameness. By becoming preoccupied with global welfare issues, these Brands miss the opportunity to carve out a unique position in the market and truly resonate with their target audience. Simply because any Brand can then pick up the same cause.
Brands that exploit social causes to preach value systems to its consumers risk being perceived as inauthentic. This lack of authenticity can lead to consumer skepticism and backlash. Consumers are becoming increasingly discerning, demanding that Brands align their purpose with their actions. Les Binet, an expert in marketing effectiveness, warns against this overreach, emphasizing the importance of delivering on promises consistently over time to maintain trust.
While some brands indulge in grandiose claims of saving the world, they often overlook the power of consumer-centricity. Marc Pritchard, Chief Brand Officer of Procter & Gamble, says that Brands must focus on solving consumer problems and bringing them real value. By putting consumers at the core of their purpose, Brands can forge genuine connections and build enduring loyalty.