TRENDS IN BRANDING
The SEARCH for PURPOSE
Today brands realize that if the business doesn’t change to become relevant and purposeful for the consumer again, it won’t be around in 10 years!!!!!!
Defining “brand purpose” has been a common theme for companies. Latest research has found that over 80% of a target audience want to support brands with a clear purpose.
“Purpose” is taking on many forms:
Brand's purpose could center around kindness and community.
IKEA's purpose is having a "net positive" impact on society via the goal of helping people to live better lives while doing it within the limits of protecting the planet and affordability.
For other brands the search for purpose even, if they haven't found it yet, is enough to revitalize a business.
Tommy Hilfiger … "We are still trying to find the perfect definition of our purpose, but the journey itself has become a catalyzing force
“Purpose” is a key consideration for consumers and companies. For those companies still searching how to retro-fit “purpose” into their businesses brand … the most important fact is that the journey should be as important as the destination. Look closely at your consumers’ values and consider where you can be of service with a defined purpose.
Mima Ransom
