brand social purpose

Sometimes we marketers can climb so far up the brand ladder from
functional benefits to emotional benefits to social benefits, we
can lose touch with why people are buying our products in the first
place.

There is power in purpose-driven brands. And yet, when every
piece of marketing attempts to communicate some kind of social
purpose, social purpose can start to lose its meaning, particularly
when purpose is left to the agency.

A British soft drink brand called Oasis recently mocked the
current state of purpose-driven advertising with a parody campaign
showing strangers brought together through their fruit juice.
Strangers are invited to share a bottle, and when they lift the
bottle from the table, they find it has a neck on both ends. They
then attempt to drink from the same bottle at the same time,
spraying fruit juice everywhere.

As the Oasis marketing team
put it
: ““This time Oasis is calling out the latest trend
of worthy advertising. Brands acting holier than thou while
everyone knows it’s all about sales not saintliness … at least
Oasis is going to be honest about it.”

Your Ad Ignored Here
“If marketing kept a diary, this would be it.”
– Ann Handley, Chief Content Officer of MarketingProfs

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Here are a couple related cartoons I’ve drawn over the
years.

Brand
Laddering
” June 2012

Purpose-Driven
Advertising
” August 2016

The Art of
Greenwashing
” July 2007

Source: Marketing Blogs
brand social purpose