Beliefs, values, purpose now drive brand preference
Of all the content and business best practices articles we’ve published, our guide to creating a higher purpose brand may be the most important. We invite you to view or download Emergent’s “Harness the Power of Purpose”– the four-step plan for optimizing your brand’s foundational meaning and value proposition.
If you’re asking why this is so vital to your brand’s future growth, here’s the story:
Five years ago, after mounting evidence of growing consumer interest in brands built on higher purpose, the marketplace started to evolve. Businesses grounded in human-relevant beliefs to help make the world a better place were gaining traction.
- Witness the parade of emerging brands like Beyond Meat’s effort to reduce the carbon footprint of meat production, or TOMS Shoes’ efforts to put footwear on vast populations of impoverished people, and Oatly’s out-sized commitment to sustainable agriculture.
The pandemic has operated as a catalyst to push this cultural shift further and faster as brand values and purpose now top price and convenience on the path to purchase.
Imbuing a brand with deeper meaning is a centerpiece in brand strategy best practices. Yet many businesses either have missed the mark of what true higher purpose is, or have attempted to masquerade as a purpose-oriented business through inauthentic promotion schemes and philanthropy (which isn’t higher purpose).
What is higher purpose and how do you build the right and most effective platform?
Click below for your copy of Emergent’s “Harness the Power of Purpose”- the four-step approach to building a higher purpose brand.
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Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact [email protected] and follow on Twitter @BobWheatley.