When did purpose become more important than distinction?
PHD strategy director, Kate Portelli, questions why advertising has given up on brand distinction.
Open any industry publication showcasing the latest work and you’ll be bombarded with a sea of purpose-driven advertising. It’s the new normal. With appealing research into the desire for brands to take a stand on bigger issues, it’s easy to see why so many brands are jumping on the purpose bandwagon.
But are we spending enough time thinking about how these purpose-driven campaigns impact our brands in the long term? And does every brand really need to have a worthy purpose?
When did purpose become more important than distinction?
Great article.
So very true. Another point to add, if you’re going to be purposeful, you have to do something, well, purposeful, before telling people about it.
Well said Kate. In my mind, too many businesses jump on every popular cause of the day without really understanding what they are advocating. For people to know what your brand represents, you need to stand for something. Not everything.