Alright
so it’s been awhile since I last blogged.
That’s ok though, because today I’m going to fix that with this post
right here.
I was
checking out an interesting article in the New York Times online titled “Selling
Products by Selling Shared Values” (link is attached) that discusses the
growing importance of purpose marketing.
The idea of purpose marketing is for using advertising to help not only
the company but also the consumer as well.
In other words, every company wants to position itself as a meaningful
brand that provides a sense of social good and responsibility along with its
product or service. The thought behind
this new positioning strategy is that customers respond quite positively to companies
they feel are doing social good in the world.
To highlight this new wave of purpose marketing, the article describes
Panera’s new slogan of “Live Consciously, Eat Deliciously”. In order to differentiate between their
competition, Panera has utilized its advertising to focus on their role in
helping the community by using local, natural ingredients and donating their left
over bread to those in need. As a
result, they have set themselves up as a bar above the rest.
So it
would appear the purpose marketing is a new wave in advertising that’s here to
stay. Is this a good thing? I say most definitely
yes. First just think of all the positive
consequences it can have for our society.
Companies that use resources responsibly and think about the long term
will benefit everyone. I would gladly
pay a little more if it’s going to a company trying to make a difference in a
cause it closely associates itself with.
Second, think about how much this will help advertising. Purpose marketing will give a company a
unique and unifying idea behind its strategy.
Everything from the message to the creative aspects of advertising will
focus on one overall statement, something that will provide clarity to not only
those advertising but those receiving them as well. Overall, the concept of purpose marketing is
one that should be embraced by companies as they continue to realize its
growing importance in the marketplace.
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