Brand purpose, an idea bigger than profit, is seen as a way to drive long-term sustainable business growth. Having a purpose beyond profits has emerged as one of the most powerful ways to engage consumers and gain brand preference. Further, it is beginning to be an expectation of some consumers, something they look for when choosing a brand.

Definition

Purpose is a reason for a brand to exist beyond making profit. It combines the ambitions and beliefs that motivate the organisation and the changes that it wants to make in the world. Some define purpose strictly in terms of a social mission, others insist you can have a non-social purpose, for example, to be the most exciting energy drink in the world.

Key Insights

1. Participation and emotional TV are key drivers of effective purpose campaigns

Several top-performing campaigns in this year’s WARC Awards’ Effective Use of Brand Purpose category, such as Grand Prix-winner Bodyform/Libresse, were designed with people’s participation in mind as they looked to strengthen the brand for the long-term, aided by a community amplifying the brand message. While online video and social media play a key supporting role, TV is the top choice for brands establishing purpose campaigns thanks to TV’s reach and capacity for emotion. Purpose-led campaigns from brands including Guinness in the UK and Vaseline in the US used TV to deliver on their main creative strategy of ‘emotion’.