17 Sep Is Brand Purpose a Load of BS? Or Maybe…
Before we begin I have to tell you I’m from Glasgow, which means I’m a born sceptic. So with that in mind, to the subject of purpose. Should a brand take on a cause, or even, embody a higher purpose? And if so, does that actually increase sales?
It seemed for a while the answer was yes.
Brands with purpose did better than those without. The research was there, and everyone got in on the act. Simon Sinek talked about ‘Why’, and how that central tenant of a business could not only sell more product, but also inspire employees.
“Why am I selling more Mars bars when there’s a global obesity problem?”
“Because you’re helping achieve gender diversity.”
OK perhaps not, but you get the gist.
And then, the tide began to turn.
The research was maybe not as well-founded as we thought. Pepsi tried to align with diversity and inclusion (I think) by getting Kendall Jenner to hand a can of cola to a policeman. The backlash was so great they had to pull the ad. (Which I don’t think they should have done by the way). Other clumsy efforts had sullied the idea too, and I read a critique suggesting marketers had jumped on the bandwagon simply to make their working lives more meaningful.
And the critics may be right.
However.
I’ve been working with a few start ups lately, and the idea of purpose has been raised in a truly genuine way. Yes they’re trying to sell more stuff, but they also want to do some good. And despite my inbuilt scepticism, I really do think – what’s wrong with that? There’s no denying our institutions have let us down a little, so if an ice cream company wants to take on global warming – why not?!
Does it come across as disingenuous sometimes? Sure, but what’s the alternative? Brands that don’t care at all?
I know what kind of world I’d rather live in.
The world where Nike aligns with Colin Kaepernick, freedom of choice and independence of thought. Even the world where Pepsi botches an effort to promote diversity. At least it’s an attempt to do something positive.
Also, for every high profile failure or success, there are loads of other brands out there going about their business, making a difference where they can. Ronald McDonald House, for example, has helped millions of disadvantaged children and their families, and it’s been doing so without much fanfare since 1974.
So, is brand purpose a load of BS? Does it actually help you sell more product? The answer is the same as it is with everything in marketing. Sometimes yes, sometimes no. It’s all in the execution.
But I think the question that really needs to be answered, is a different one altogether.
Does brand purpose, or simply adopting a cause, actually do any good? And the answer to that, is a resounding and emphatic, yes.
Let’s just be happy with that, and encourage it as much as possible.
What’s your thoughts? Am I way off mark?
IMAGE: Throwin’ ’em back. 80 Mile Beach, WA
Have a look at the Pepsi ad here
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