Obsess over your brand conviction, not brand purpose

Leo Burnett’s Daniel Pankraz is tired of brands believing their customers care about a high and mighty brand purpose. Instead, they should try dialling their goals down to something more achievable.

We’ve well and truly been in the purposeful brands era these past five plus years, but how many brands truly have a higher order brand purpose that gets activated in an authentic way across all internal and external touchpoints?

I can think of a handful of brands, and most of them play in the social impact space. The reality is most people just don’t give a crap about brands, and we often overestimate our roles in their lives.

We’re now seeing so many esoteric and vacuous brand purpose statements, which often only serve to make a marketer feel like they’re doing something more meaningful.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.