Communicating your brand purpose - Why you should not believe everything people say
Many of the world's largest companies have embraced the concept of Brand Purpose and are orientating their brands around it. But how much are consumers actually influenced by a brand having a clear purpose that focuses on the wider world and does this affect their likelihood to buy a product? In this paper Jon Harper and Marcus Reidy from Ipsos Connect explore both whether brand purpose affects consumers' opinion of a brand and whether a positive reaction increases their likelihood to buy.
Many of the world’s largest companies have embraced the concept of Brand Purpose and are orientating their brands around it. We would define Brand Purpose as a more fundamental ‘reason for being’ beyond product benefits, brand positioning and profit. Having a clear, and compelling purpose that focuses on the wider world, will enhance a brand in the mind of consumers and act as a rallying call for the organisation to get behind.
The role of communications should be to amplify and publicise this higher purpose, to as wide an audience as possible, to benefit the brand. As the communications experts at Ipsos, we can help our clients achieve this goal and measure the added value purposeful communications can bring.
