To Harness Power of Purposeful Marketing, You May Need to Restructure
Posted in: Uncategorized
When marketers fully embrace the power of purposeful marketing — marketing that emphasizes the functional, emotional or societal benefits of a brand or product — they are laying a long-term foundation for brand success. It is the future of the industry.
Consumer demand for purpose-driven brands is increasing. Edelman’s excellent “GoodPurpose” study has indicated year-over-year growth in consumer acceptance and preference for purpose in the brands they buy. Marketers cannot ignore this — simply selling is not enough.
How can marketers leverage the core purpose of their brand to drive growth to their bottom line? At the 2013 ANA Masters of Marketing Conference in early October, the message was loud and clear: While purpose is the core of every great marketing organization, authenticity is crucial to its success.
Post a Comment