The rise of brand purpose in Asia: Understanding its impact on sustainable growth

Hans Lopez-Vito

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up and fill the gap where national institutions often cannot or will not.

One of the most talked about topics in marketing today is brand purpose. Although brand purpose has had more than its fair share of detractors, it continues to be a popular approach to brand positioning and communications. Effectiveness expert Peter Field’s recent analysis of IPA’s Effectiveness Awards Databank shows that brand purpose – when executed properly – can drive larger positive business effects than campaigns that are not rooted in a purpose. In fact, a few years ago, Unilever announced that its purpose brands grew faster than other brands.

While a lot has been written about the power of brand purpose,...

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