In the October 13th issue of Advertising Age, Jim Stengel, former CMO of Procter & Gamble has labeled certain brands as “purpose brands” – having some mission larger than the brand itself and connect at a deeper level with its consumers. He declared that given current economic conditions, this was “more important than ever” and that these brands will resonate much stronger at a time when corporate distrust is riding high.
Interestingly, the previously noted survey on women by WomanWise LLC noted that such “purpose” brands as Aveda and Method have earned their eternal loyalty, in good times and bad. Connecting to social causes is not new to branding. But, isn’t it interesting to note that if you participate/support causes and interests of value to your zealots, you will be able to survive the down times … and thrive in the good times.