A brand needed to effectively communicate its value to the consumer, plainly stating its functional benefits and for the more enduring brands—connecting with consumers at the emotional level typically through a story told via television led advertising campaigns.
The most iconic of brands over time, mastered the art of really digging into the “soul” of a brand. How it was differentiated from others and how it should be expressed in all parts of the world.
Building brands became something of a religious pursuit, with high priests and gatekeepers of brands in place to ensure that a brand did not become diluted. These guardians of brands created all kinds of doctrine meant to keep a brand’s value proposition pure and true. Brands have always been built and expressed based on how they met consumer’s needs at the rational and emotional levels. More recently, brand stewards have been grappling with the notion of a brand’s “purpose”—industry shorthand for how a brand’s “values” take into account societal context. Can a brand stand for something bigger than itself? Does it exist for a higher purpose? Is there a cultural tension point that a brand has a right to participate in (or lead) a conversation around?
Data from Edelman’s Brandshare study concluded that today’s consumers look for and evaluate their relationship with a brand beyond traditional rational and emotional benefits into areas that veer into societal. Well over half of 10,000 consumers polled globally indicated that brands having a clear “mission and purpose” influenced how they felt about that brand.