Trending into 2011

03 December 2010

With the ANA conference only a couple of short months ago, I am reminded how prevalent the subject of “purpose” has become in the latter half of 2010.  Is that phenomenon driven by the economic situation we face and a burning need to have a higher purpose?  Or are brands taking more seriously the role they can and should play in the greater community?

I don’t have the answer, but I feel certain that we can expect to see a growing presence of purpose-inspired brands as marketers look to provide a higher-order benefit rooted in the brand’s heritage.  The aim will be to improve the quality of people’s lives while at the same time creating a meaningful alignment between the employees and organization behind the brand and the consumers the brand serves.

In 2011, purpose-inspired brand building will set a higher bar for brand development and communication by elevating the emotional appeal and shifting the mindset for marketers to a more service-oriented platform. 

 In some cases, measuring and affecting social capital that creates a common good will become important aspects as brand marketers aspire to contribute to the well-being of society.  Short-term business success will continue to reign – of course, but longer-term brand-building and brand reputation goals will begin to become just as important.

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