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GLOBAL 2016: Purpose must be real, relevant and honest

Stuart Butler
Chief Planning Officer
Purpose is important. But it doesn’t have to be about saving humanity. It needs to be relevant to the brand and honest, and not a made up purpose. Some brands spoil it for the rest. In the need to sustain 5 percent annual growth they develop new products and then work out what the need for them is going to be or create needs that aren’t there. These brands educate consumers to be cynical. They have created constructs or ways of navigating choices, but have done little to build customer loyalty. People are not stupid. They expect more from brands.