What’s the purpose of brand purpose?
Adding purpose to your brand leads consumers to take away more than just the the product you are selling, writes Magnum Opus Partners’ Pat Langton.
The first purpose of advertising is to grab the audience’s attention.
That’s it. Nothing more, nothing less. Because if your ads aren’t noticed, nothing else matters. Game over, right there.
Beyond that, though, great advertising comes from either an insight into your product/ brand or insight into your target market.
I’m sorry to say but this has been covered off a little bit in recent times. Maybe search through Mumbrella’s site for ‘purpose’ and read the comments to the articles. You’ll get a better idea of what purpose is and how it relates to brands (it isn’t through advertising).
… again. And again.
Something original please.
I wrote on this same topic and critique of the Gillette campaign some time back myself, and do agree with much of this commentary. I don’t think that making a product better is a purpose though. Making a better mousetrap is not a purposeful aim, but helping people make their houses more hygienic and getting rid of annoying mice is a decent purpose. Or getting rid of mice in the most humane way would be the ultimate product related purpose as it might change the product from being a snap or a poison tool to a pick up service that takes them to the bush even? That’s where a purpose driven business has the most impact – when it drives product as well as the messaging around it.
Yawn
I have an idea for an article
‘What’s the purpose of more articles about the purpose of brand purpose?’
“Because if your ads aren’t noticed, nothing else matters. Game over, right there.”
Of course, if your ads aren’t seen then they have ZERO chance of being notice and nothing else matters – game over, right there.
Would you just call it “brand positioning”?