Let’s say I’m in the market for a a new pair of black shoes. Maybe I’m looking for a case for my tablet computer, a carton of milk or a life insurance policy. Even if I narrow my search by price or quality or location, I’m still guaranteed a wealth of choices. The actual product offered by a brand just isn’t the differentiator that it used to be. Mary Ellen Muckerman of Wolff Olins puts it this way:
“As social media, mobile and digital communications continue to proliferate and determine how and when conversations take place, the need for marketers to have a strong purpose and point of view is more important than ever.”
When brands demonstrate their purpose and value to users is when deeper relationships can be formed. The product or experience still has to be a good one, but the magic happens when someone feels their own values and dreams and motivations align with – and are made possible by – the brands they use. Product is temporary, purpose is the lifeblood of your company. Below are some recent examples of brands using purpose to demonstrate value to consumers, and yes, sell products. As you can see, purpose makes for lovely storytelling. But more importantly for the long term, it builds strong bonds of trust between user and brand.