Capture rich data to accelerate the sales cycle

[asikurrahmanshuvo]

If brands cannot contribute something positive to the current situation, they should shut up and leave the work to those who can. The debate is raging.

The fact is that the more time passes, the more I see this noisy race of brands trying to find or create new socially acceptable and ethically sustainable purposes.

Deepening the discussion
The (unjustified?) stir generated by Peter Field ’s IPA talk on brand purpose at the end of 2021 is a sign of the heated debate currently taking place across most marketing channels.

However, I can't help but smile every time I hear phrases like: “ Our audience needs to understand our brand's new purpose ” or “ It's time to rethink our direction .”

If you didn't have a brand purpose until today, and you still ivory coast phone number list have a successful business, why should you think about a purpose now?

Field’s analysis, which draws on IPA’s effectiveness database and focused primarily on B2C brands, showed that marketing campaigns geared toward a brand purpose were significantly less likely to generate long-term negative business effects compared to traditional purpose-less campaigns.

Field then went back to the data and selected those brand purpose cases that worked best. If these campaigns were targeted at companies without a brand purpose, the study found, they would bring positive results rather than problems in public perception.

As you can imagine, very few were convinced, as defining a clear brand purpose seems like muddy waters for many.

Field says: “What these findings show is that we shouldn’t dismiss brand purpose out of hand. There can be considerable benefits for companies in implementing brand purpose campaigns, both to engage their own employees, stakeholders and investors and to drive customer sales. When done well, when it’s genuine and credible, brand purpose can be very powerful.”

The case of Peter Field's research is just one sign of a much broader conversation and the need to consider a paradigm shift.