If you didn't have a brand purpose
Posted: Tue Feb 18, 2025 4:55 am
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.
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.