Does purpose work? Should it really be the thing that’s driving our brands? Marketing pundits have been arguing the effectiveness of a purpose-driven approach recently. Some argue that it shows that a purpose-driven approach is more effective. Some argue that the research shows a non-purpose-based approach outperforms a purpose approach.
They’re missing the point
What the pundits miss is that this is not a zero-sum scenario. If you think it’s an either/or choice. You don’t get it.
Critics somehow think that we have to abandon sensible business growth strategies and tactics in order to adopt a purpose-driven approach. Maybe they’ve seen companies do this. Let’s be clear here. Companies that take this approach are bound for failure. And those that adopt a purpose as some sort of promotional gimmick are on the express train to that destination.
You don’t have to sacrifice product promotion to adopt a purpose-driven approach. And you don’t have to sacrifice purpose in order to promote a sale, a special, an incentive, etc.
If this is what you’ve been struggling with, you’re thinking about it all wrong.
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