And for businesses built on traditional corporate reporting standards, such things are inconceivable. We need to accept that it is enough: that a brand’s (perhaps) functional role is adequate, capable of making a difference in the market and generate positive returns. It is the reason they exist. It’s crucial we draw a line between businesses that were founded from purpose and those that originated with a profit agenda and applied purpose to secure more of it. And as a result, has a natural fit to the products and services that they sell. Pretending otherwise is dishonest, deceitful, and honestly, wasteful at the very least (and potentially dangerous for the brand). Look at Fanta with their “It’s a thing” campaign, or recently “Idiots are amazing”. And frankly, no debate either: of course brands should be driven by their reasons to be! https://www.marketingmag.com.au/hubs-c/ritson-brand-im-not-lovin Jean-Claude M. Kikongi It is about a core set of values and beliefs – and associated vision of the type of world and behaviours that fits these – and bringing these to life through everything that your business does. The oldest and most established brand purpose of all time is inarguably found at Johnson & Johnson (J&J). Still a company’s ultimate purpose. Yet too many are missing out on the full potential. The core driver of everything they do – across every part of their business. It is not “to embrace a social cause” as the idea of “brand purpose” suggests. And one that resonates with its customers because they see a value proposition from associating with these brands and what their products and services contribute to their lives and what they believe is important in their world.

Especially as neither is committed enough (because it isn’t their true purpose) to own it. Choosing to belong to a specific culture and the unique values and beliefs that underpin the POV and behaviours of that community. Share on Twitter. The idea of “brand purpose” is a great story.

The brands and business that get purpose right are those that understand that they are making a commitment to serve their cultural community. It is long-term. Use of these names, logos, and brands does not imply endorsement unless specified. Every J&J person I have ever worked with makes mention of it. To Ritson, Lushgate is “a new low for brand purpose”, the latest example of brands using Purpose as a thin veil for the modern day marketeer’s embarrassment at actually having to …

It’s a similar explanation for Gillette’s apparent case of gender inconsistency. It’s literally chiselled into the walls of the company’s New Jersey HQ.


How do you not deliver on humanability?
There is a conceptually flawed argument built on highly specious data that says brand purpose and profit are perfect bedfellows because the presence of the former results in more of the latter. For its first 14 years of operation in the UK Starbucks averaged just over £600,000 a year in tax on £3bn of cumulative revenue, according to a Reuters investigation in 2012.

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