If you didn't have a brand purpose

[rubinaruma]

Deepening the discussion
The (unjustified?) stir generated by Peter Field ’s IPA talk on brand purpose at the end of 2021 is a sign of the heated debate currently taking place across most marketing channels.

However, I can't help but smile every time I hear phrases like: “ Our singapore phone number list audience needs to understand our brand's new purpose ” or “ It's time to rethink our direction .”

until today, and you still have a successful business, why should you think about a purpose now?

Field’s analysis, which draws on IPA’s effectiveness database and focused primarily on B2C brands, showed that marketing campaigns geared toward a brand purpose were significantly less likely to generate long-term negative business effects compared to traditional purpose-less campaigns.

Field then went back to the data and selected those brand purpose cases that worked best. If these campaigns were targeted at companies without a brand purpose, the study found, they would bring positive results rather than problems in public perception.