{"id":4240,"date":"2022-03-17T09:54:12","date_gmt":"2022-03-17T09:54:12","guid":{"rendered":"https:\/\/www.iese.edu\/standout\/?p=4240"},"modified":"2024-03-04T09:35:07","modified_gmt":"2024-03-04T09:35:07","slug":"purpose-driven-brands-power","status":"publish","type":"post","link":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/","title":{"rendered":"The power of purpose-driven brands"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text css_animation=”bottom-to-top”]Before the arrival of the internet, millennials and Simon Sinek urging us to\u00a0\u201cstart with the why\u201d<\/a><\/strong>, marketing strategists were more concerned with communicating an offering\u2019s features (What does your product or service do? What need does it fulfill?<\/em>) and its positioning (How is it different\/better than the competition?<\/em>) than the corporate values that support it.<\/p>\n

Since then, millennials<\/a> came of age and began questioning traditional profit-based business models. More socially aware than previous generations, they want their\u00a0work to drive positive change, not merely generate material gain<\/strong>. At the same time, the digital revolution has fueled countless new avenues for customer touch points \u2013 while also making it harder for marketers to cut above the noise.<\/p>\n

Why Purpose-Driven companies lead the market<\/h2>\n

Purpose-led marketing has found fertile terrain against this backdrop. In this new paradigm, the\u00a0brand\u2019s \u201cwhy\u201d is brought to the fore, the essence of what a company represents and how it communicates and conducts business<\/strong>. By aligning the brand with a pro-social issue, it is able to transcend the product\u2019s tangible benefits and cultivate deeper, more emotional connections with customers.<\/p>\n

Examples of successful purpose-driven campaigns abound, as global brands increasingly allocate more of their marketing spend to link pro-social causes with their brand purpose and brand positioning.<\/p>\n

Nike\u2019s\u00a0\u201cDream Crazy\u201d and \u201cDream Crazier\u201d<\/a><\/strong>\u00a0campaigns are two recent examples. Under the slogan, \u201cIt\u2019s only crazy until you do it,\u201d they expertly align with the emotions and rationale of Nike\u2019s target groups, showcasing the challenges and accomplishments of athletic luminaries like tennis legend Serena Williams, snowboarder Chloe Kim and Olympian fencer Ibtihaj Muhammad, the first woman to wear a hijab in Olympic competition.<\/p>\n

Outdoor clothing designer Patagonia \u2013 \u201cWe\u2019re in business to save the planet\u201d \u2013 is another forerunner of purpose-driven marketing. The California-based company commits 1 percent of its annual sales to environmental and land preservation causes and encourages other companies to follow its lead through the\u00a0\u201cOne Percent for the Planet\u201d<\/a><\/strong>\u00a0<\/strong>platform, among a myriad of other initiatives.<\/p>\n

In other instances, companies have formed coalitions to support a single cause, such as the\u00a0countless programs spearheaded by the Ad Council<\/a><\/strong>\u00a0over its 77-year history, including\u00a0\u201cShe Can STEM\u201d<\/a><\/strong>\u00a0and bullying prevention campaigns.<\/p>\n

But marketers, beware: success in purpose-driven content marketing requires more than supporting a cause or taking a stand. To build and sustain customers\u2019 trust over time, mission-driven brands need to champion causes that matter to their audience and most importantly, practice what they preach.<\/p>\n

 <\/p>\n

IESE’s mission<\/strong>, through executive programs and masters<\/strong><\/a>, is to develop leaders who strive to have a deep, positive and lasting impact <\/b>on people, companies and society through professional excellence, integrity and a spirit of service.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text css_animation=”bottom-to-top”]Before the arrival of the internet, millennials and Simon Sinek urging us to\u00a0\u201cstart with the why\u201d, marketing strategists were…<\/p>\n","protected":false},"author":4,"featured_media":4362,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,107],"tags":[57],"class_list":{"0":"post-4240","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-c-suite","8":"category-general","9":"tag-skills"},"yoast_head":"\nThe power of purpose-driven brands<\/title>\n<meta name=\"description\" content=\"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The power of purpose-driven brands\" \/>\n<meta property=\"og:description\" content=\"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\" \/>\n<meta property=\"og:site_name\" content=\"IESE Standout\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"666\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IESE Standout\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IESE Standout\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\"},\"author\":{\"name\":\"IESE Standout\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/fd2c3dde438ee9ebca29aeec067df184\"},\"headline\":\"The power of purpose-driven brands\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\"},\"wordCount\":472,\"publisher\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg\",\"keywords\":[\"skills\"],\"articleSection\":[\"C-Suite\",\"General\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\",\"url\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\",\"name\":\"The power of purpose-driven brands\",\"isPartOf\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg\",\"datePublished\":\"2022-03-17T09:54:12+00:00\",\"dateModified\":\"2024-03-04T09:35:07+00:00\",\"description\":\"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage\",\"url\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg\",\"contentUrl\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg\",\"width\":1000,\"height\":666,\"caption\":\"Purpose driven brands power\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.iese.edu\/standout\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The power of purpose-driven brands\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#website\",\"url\":\"https:\/\/www.iese.edu\/standout\/\",\"name\":\"IESE Standout\",\"description\":\"IESE Business School\",\"publisher\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.iese.edu\/standout\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#organization\",\"name\":\"IESE Business School\",\"url\":\"https:\/\/www.iese.edu\/standout\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2020\/11\/Logo-IESE-Business-School.png\",\"contentUrl\":\"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2020\/11\/Logo-IESE-Business-School.png\",\"width\":290,\"height\":290,\"caption\":\"IESE Business School\"},\"image\":{\"@id\":\"https:\/\/www.iese.edu\/standout\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/fd2c3dde438ee9ebca29aeec067df184\",\"name\":\"IESE Standout\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/361aacf621d488c9e3bee750c5665077c4cf539f0c4f8e6d206bb927aa36eead?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/361aacf621d488c9e3bee750c5665077c4cf539f0c4f8e6d206bb927aa36eead?s=96&d=mm&r=g\",\"caption\":\"IESE Standout\"},\"url\":\"https:\/\/www.iese.edu\/standout\/author\/standout\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The power of purpose-driven brands","description":"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/","og_locale":"en_US","og_type":"article","og_title":"The power of purpose-driven brands","og_description":"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.","og_url":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/","og_site_name":"IESE Standout","og_image":[{"width":1000,"height":666,"url":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg","type":"image\/jpeg"}],"author":"IESE Standout","twitter_card":"summary_large_image","twitter_misc":{"Written by":"IESE Standout","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#article","isPartOf":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/"},"author":{"name":"IESE Standout","@id":"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/fd2c3dde438ee9ebca29aeec067df184"},"headline":"The power of purpose-driven brands","mainEntityOfPage":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/"},"wordCount":472,"publisher":{"@id":"https:\/\/www.iese.edu\/standout\/#organization"},"image":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage"},"thumbnailUrl":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg","keywords":["skills"],"articleSection":["C-Suite","General"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/","url":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/","name":"The power of purpose-driven brands","isPartOf":{"@id":"https:\/\/www.iese.edu\/standout\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage"},"image":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage"},"thumbnailUrl":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg","datePublished":"2022-03-17T09:54:12+00:00","dateModified":"2024-03-04T09:35:07+00:00","description":"By aligning the brand with a pro-social issue, it is able to transcend the product's tangible benefits and cultivate deeper connections with customers.","breadcrumb":{"@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#primaryimage","url":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg","contentUrl":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2022\/03\/Purpose-driven-brands-power-1.jpg","width":1000,"height":666,"caption":"Purpose driven brands power"},{"@type":"BreadcrumbList","@id":"https:\/\/www.iese.edu\/standout\/purpose-driven-brands-power\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.iese.edu\/standout\/"},{"@type":"ListItem","position":2,"name":"The power of purpose-driven brands"}]},{"@type":"WebSite","@id":"https:\/\/www.iese.edu\/standout\/#website","url":"https:\/\/www.iese.edu\/standout\/","name":"IESE Standout","description":"IESE Business School","publisher":{"@id":"https:\/\/www.iese.edu\/standout\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.iese.edu\/standout\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.iese.edu\/standout\/#organization","name":"IESE Business School","url":"https:\/\/www.iese.edu\/standout\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.iese.edu\/standout\/#\/schema\/logo\/image\/","url":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2020\/11\/Logo-IESE-Business-School.png","contentUrl":"https:\/\/www.iese.edu\/standout\/wp-content\/uploads\/2020\/11\/Logo-IESE-Business-School.png","width":290,"height":290,"caption":"IESE Business School"},"image":{"@id":"https:\/\/www.iese.edu\/standout\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/fd2c3dde438ee9ebca29aeec067df184","name":"IESE Standout","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.iese.edu\/standout\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/361aacf621d488c9e3bee750c5665077c4cf539f0c4f8e6d206bb927aa36eead?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/361aacf621d488c9e3bee750c5665077c4cf539f0c4f8e6d206bb927aa36eead?s=96&d=mm&r=g","caption":"IESE Standout"},"url":"https:\/\/www.iese.edu\/standout\/author\/standout\/"}]}},"menu_order":0,"_links":{"self":[{"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/posts\/4240","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/comments?post=4240"}],"version-history":[{"count":7,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/posts\/4240\/revisions"}],"predecessor-version":[{"id":4302,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/posts\/4240\/revisions\/4302"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/media\/4362"}],"wp:attachment":[{"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/media?parent=4240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/categories?post=4240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iese.edu\/standout\/wp-json\/wp\/v2\/tags?post=4240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}