Selling products by selling brand purpose

Abstract

This paper reviews the concept and the practice of brand purpose and aims to enhance the understanding of its benefits, and cautions in implementing purpose-driven marketing. It describes what brand purpose is about, why it is important and valuable, how consumer brands are doing it and how it can be done effectively. In practising purpose-driven marketing, brands need to connect their purpose to consumer values and human needs, and pay attention to the ’say’, ’do’ and ’confirm’ messages based on Duncan and Moriarty’s Strategic Consistency Triangle.