Monday, 23 April 2018

Drinking with Purpose

Brand Purpose seems to be the 21st century equivalent of Brand Positioning - everyone wants to have one, and for good reason. There's maybe a tendency, though, for Purpose to be confused with Doing Good, in that what used to be called CSR activities are now labelled as Purpose.

It's probably the subject of another blog, but ideally, Purpose should drive the entire brand, with the 'Doing Good' activities stemming from it. But Purpose itself does not have to be about saving the world single-brandedly.

Still, whether its an overall Purpose, or activities that stem from that, it's important that these are true - and unique - to your brand. It's only too easy to look at something like the UN Sustainable Goals and pick something you like the sound of or is flavour of the month in the media.

To be true to the brand, the Purpose or activities should:

- reflect the brand values and beliefs
- connect in some way to the products
- be motivating for customers
- be relevant for what's going on in society.

A great example of a very simple brand "doing good" activity is the tonic water brand Fever-Tree which supports the eradication of the disease malaria via Malaria No More UK (since 2013) as well as recent lobbying of Commonwealth Heads of Government via Malaria Must Die. So Millions Can Live.

The connection is very simple: the ingredient that gives tonic water its bitter taste is quinine, derived from the Cinchona tree, known as the "fever-tree" - hence the history with the colonial time in India. This may be an association that is not particularly desirable these days, but it is great that the brand hasn't shied away from this, rather turned it around to look to the future and doing good.

It would be great if they had an underlying brand purpose, too, from which a wider range of activities could stem - or maybe they have already?

No comments: