Brands! Pay attention: Postings with purpose coming your way

A business evolution is taking place as our world continues its high-velocity plunge into the relevancy and disruption black hole. Companies face an existential crisis of survival, and it's this evolutionary journey that is keeping business leaders up at night. This is where brand purpose comes into play.

Purpose has always existed as a critical driver in the human evolutionary journey. Since the dawn of time, a strong sense of survival and adaptation has been carried along and is a part of our DNA. Fast forward to today, and nothing has changed – except for everything – yet purpose remains a core driver in life.

Why brand purpose matters

Mindful consumers today are savvier and more informed compared to any other time in history. Buyers are in the driver's seat and they are changing the way the market works. Online advertising and social channels are evolving rapidly, and capturing a consumer’s attention is growing increasingly complex. Just as quickly as a shopper connects with you, they can part ways and hunt down a rival offering. What a brand stands for – and its purpose – has become a critical factor in nurturing, retaining and growing a brand's client base.

As purpose is a part of a human's DNA, doesn't it make sense to connect with a brand in the same way?

Coming up next: “Brand purpose – a renewed hope”

In upcoming blog posts, we’ll drill deeper and share stories and insights so you can take brand purpose, the mighty marketing tool, deeper into your organization.

Stay tuned.

Authors:
Mike Leon, Managing Director, Brand Heroes
Justin Haberman, Vice President, Client Services, Elemental
Bruce Symbalisty, Strategic Director, Reality Engine
Kristina Koprivica, Vice President, Corporate Marketing and Strategy, Kruger Products L.P.