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Brand purpose: food for thought?

I’ve been reading about ‘brand purpose’ a lot recently. It’s one of those things that’s easy to dismiss as having been invented to keep corporate marketing consultants in business, and with some justification. I’m sure that for most of us, an instinctive visual representation of our reaction to the term would be the eye-rolling emoji. 🙄

I’d agree with the fast food marketing expert Ken Muench that the problem with something like ‘brand purpose’ isn’t what it is – it’s how it’s used. The internal ‘purpose’ of a business is not something that should be part of an external marketing strategy. However, it can be worth considering.

If a company’s vision is the ‘where’ the brand is going, its mission is ‘what’ it’s going to do, and its values statement is ‘how’ it’s going to do that …then the purpose is ‘why’ (apart from making money) it does what it does.

This can easily be dismissed as just something for giant multinationals to discuss at length in marketing strategy meetings, while being quite irrelevant to The Blue Widget Company. But thinking about it might provide many of us with food for thought. If you’ve got 10 minutes, have a read of this article.

(If you get nothing else out of it, you’ll see a way of presenting over 2000 words on a single web page in a highly engaging and accessible format.)