Episode 74

Is Brand Purpose Overrated?

Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark?

In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it right (and wrong). Plus, test your knowledge of famous brand purpose statements in a fun guessing game.

Topics Covered

• [01:00] Nick Asbury's critique of brand purpose

• [04:00] How Dove’s famous campaign misinterpreted data

• [07:46] The history of corporate social responsibility and brand purpose

• [10:00] Why brand purpose should align with business goals

• [14:00] Measuring the success of purpose-driven campaigns

• [17:30] Do consumers care about brand purpose?

• [19:30] The role of purpose in employee engagement

Resources:

2024 MarketingWeek Article

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