Marketers Are Confused Over Meaning and Focus of Brand Purpose
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Consumers and marketers have conflicting ideas about brand purpose — disagreeing on where brands should concentrate their efforts, and on which nationalities are most receptive — according to new research from the World Federation of Advertisers.
Only 40% of marketers thought that listening to and acting on customer needs was important to brand purpose, but in a parallel study by pr agency Edelman, consumers chose “Listens to customer needs and feedback” as the number one attribute that builds brand trust.
Speaking from the WFA’s Global Marketer Week in Sydney, Australia, Stephan Loerke, managing director of the WFA, said, “There is consensus that brand purpose is increasingly relevant, but people and marketers don’t seem to agree on what it means. Marketers see it as the bigger picture, but people see it as what you do in daily life.”
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