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.
[EVENT] Singapore launch of Global Business Influencers 2018
September 19 - Global Business Influencers make business decisions worth trillions of dollars and wield significant power when it comes to deciding how to manage and spend their personal wealth, representing the key to profitability for many industries, including B2B, finance, luxury, travel and others.
[EVENT] Hong Kong launch of Global Business Influencers 2018
September 18 - Global Business Influencers make business decisions worth trillions of dollars and wield significant power when it comes to deciding how to manage and spend their personal wealth, representing the key to profitability for many industries, including B2B, finance, luxury, travel and others.
[EVENT] Digital & Content Marketing Summit
On September 13, join Ipsos’ Menaka Gopinath for insights into Exploring the Science Behind Social Engagement. Social media engagement and ad revenue have been up for years, but what’s really at play once we move past technology, targeting and the sheer scale of it all?
[WEBINAR] Affluent Americans in the Drivers’ Seat
September 12 - Join Ipsos for a complimentary webinar we explore the evolving Automotive market. This webinar will feature insights uncovered by our Q3 2018 Affluent Intelligence study of the category, with implications for the future and opportunities for media and messaging.