Contributing to a greater good

When a company contributes to a broader purpose, customers experience a greater bond with that brand.

Contributing to a greater good

Edward Martin, Mark Wolf and Katya Andersen

The intrinsic value of purpose-driven marketing.

As marketers, we spend billions of dollars each year trying to understand consumers all over the world – and even more trying to influence them through the various tools in our marketing arsenal. Unfortunately, it's becoming harder to do both. Few consumers want to take the time to complete a research survey, and they're becoming increasingly resistant to conventional marketing in the age of distraction. We are being ignored and challenged – at the same time.

So what is a marketer to...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
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