The arguments for brand purpose are often fuelled by and intertwined with assumptions that one, millennials are immune to advertising and dislike large institutions, and two, that the rate at which the world is moving online is directly proportional to the size of opportunities for brands, and this connectivity has improved business accountability to a point that demands a re-write of the brand marketing playbook.
Both of these assumptions are being methodically unpicked1 and increasingly found to be lacking in substance. It is therefore a good time to also examine the concept of brand purpose with a level head and from the perspective of what really drives brand growth – people.
Behaviourally, people are more inclined to punish than praise. This year has seen its fair share of global brands undermined online by content faux pas. And because what goes on the internet, stays on the internet, these pieces of wayward content are likely to be dredged up repeatedly and shared in ad fail compilations. Sony has had a politically incorrect billboard ad from 10+ years ago re-emerge in such a compilation, alongside more recent examples.
Ipsos in Indonesia Launch Ipsos Flair
Indonesia is more often in the news because of volcanic eruptions, tsunamis or other disasters, than for a more positive coverage. It is all the more unfair since the country, one of the most attractive in the world for tourists, has been experiencing sustained economic growth for decades and, since the election of the President Jokowi, has undertaken an unprecedented effort to modernize its infrastructure not just in Jakarta but all over the archipelago.