The Importance of Brand Purpose

‘Purpose’ - something every human needs for their well-being.

Brands built by purpose-driven organisations who successfully connect through shared values with their employees and customers are well positioned to unlock a true value exchange.

Kyle Brosnan, Ipsos Public Affairs Director says “Consumers are extremely savvy and can be cynical when it comes to marketing messages about purpose. It is really important that the brand purpose is linked to the brand’s reason for being and relates to the functionality of the brand and executed consistently throughout every part of the organisations operations.”

“The risk is, if you are not being honest, or authentic and transparent, the distinction between having brand purpose or brands trying to be purposeful will be understood by consumers, so you can’t fake it to make it.”

Listen to Kylies recent appearance on the Mi3 podcast here or read the article here.

Media & Brand Communication