For every brand in a case study that achieved success because of brand purpose, there are 50 that achieved success without it. While marketers and strategists love buzzwords, trends and new, “cutting edge” tactics to grow brands, sometimes they’re just making shit up and there is absolutely no plausible or reliable data to back it up. We, personally, have been guilty of this in the past. Brand purpose is one of those bullshit philosophies that simply has no science behind it but looks great in a pitch presentation. Again, the number 1 rule is, how to make a brand get noticed. If purpose is the one thing that will get it noticed then great. But the idea behind the purpose is much more important than the purpose itself. It still needs to be original and relevant to get noticed.
Dove Run like a Girl, Dove Real Beauty Sketches, Toms one pair of shoes to the needy, and G-Star recycled plastic denim are all great ideas that made people believe purpose works. But they’re all great, original and RELEVANT ideas first, purpose second.