Brand Strength of Purpose
It is no longer merely good enough to have a great product or service; your customers expect (demand) that you have a purpose too, and that you know and convey this to stakeholders.
Strength of Purpose is now an attribute of each brand.
So, let us ask you two questions:
What is your brand purpose?
How does your brand live (and breathe) that purpose?
Consumers are drawn to brands which live their purpose and contribute to society in positive ways, and are clear and unquivering about this.
In fact, consumers are making conscious purchase decisions based upon this, as well as direct non-purchase decisions based upon it's absence.
Check out our video which explains Brand Strength of Purpose, especially in Asia, and what that means for us as communicators and marketers.
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