Developing sustainable and purposeful brands
- Developing an activation platform for a food brand in Russia
- Creation of new consumption moments for a soft-drink brand in Middle East and Africa
- Brand Extensions ideation for a global player in the Beer marketplace
- Entry-strategy for soft drinks in Poland
The duality of purpose marketing – e.g. marketing with a purpose and purpose-driven marketing – can be incorporated at the strategic and executional levels. It affects the positioning of a brand by focusing on a brand ladder that goes beyond the functional and emotional benefits and connects with societal issues. Probably one of the best and most self-evident examples is the 2012 “Thank you Mom” campaign by Procter & Gamble, featuring the catchy tagline: Proud Sponsor of Moms. Purpose marketing also affects a brand’s architecture: one of P&G’s fiercest competitors, British/ Dutch multinational Unilever – also known to have a “house of brands” approach, welcomes website users with the statement: “brands with a purpose”, which highlights how each one of the category brands as well as the corporate umbrella, must distinguish themselves through a purpose. (From The mighty rise of Purpose Marketing)
Purposeful Brands earn 80% better margin than traditional brands!
- Purpose Marketing lays at the crossroads of demarketing, sustainable marketing, golden circle and social marketing
- It has a dual declination: marketing with a purpose and purpose-driven marketing, depending on whether the societal benefit is a way to give back to society, or a core pillars of the brands essence and positioning.
- Building a purposeful brand begins with strong and relevant insights, before moving to a compelling positioning.
At Amati & Associates we advise customers in building a purposeful brand, by starting with unique and differentiating insights, which become the input of a brand repositioning exercise.