The new opportunity for brands is not only marketing incremental product benefits, but embodying a higher purpose that serves your consumers’ aspirations for a good life by directly addressing the barriers to it.
As capitalism shifts to unite profits and purpose, most brands know how to design a great product or a reliable service. Yet many struggle when their company’s deeper mission has become muddy or even irrelevant. Brand purpose lives at the intersection of a company’s authentic reason for being and the unmet human needs that it can uniquely fulfill in the marketplace and the world. Revealing this harmonic is the key to defining your north star.
As capitalism shifts to unite profits and purpose, most brands know how to design a great product or a reliable service. Yet many struggle when their company’s deeper mission has become muddy or even irrelevant. Brand purpose lives at the intersection of a company’s authentic reason for being and the unmet human needs that it can uniquely fulfill in the marketplace and the world. Revealing this harmonic is the key to defining your north star.
Last week, Aflac Chief Brand and Communications Officer Catherine Blades, and Reputation Institution Chief Research Officer Stephen Hahn Griffiths, discussed the findings of Aflac’s 2017 Survey on Corporate Social Responsibility with 31 television and radio stations across the country. This annual, scientific survey collects the thoughts and expectations of 1,000 consumers and investors regarding business ethics and responsibility.
