purposeful by choice

​Brand Purpose is called so for a reason.  A Brand’s purpose is the reason why the brand exists, and is the cornerstone of the brand's ambition. As such, at any stage in the brand’s journey, it should always be striving to grow into it and express it. Cannes 2017 made 'Purpose' very fashionable . The most rewarded campaigns were purpose oriented and sparked a series of purpose led work from many brands, some of which truly reflected an understanding of what 'Purpose' meant, but many demonstrated an absence of such understanding. 

PURPOSE IS USUALLY THE SWEET SPOT WHERE, WHAT THE PEOPLE NEED, MATCHES WITH WHAT THE BRAND COULD OFFER. And that 'need' might not be something that is eloquently articulated, but is certainly one that is felt deeply by people and that thrives in culture. It is something that marketers need to unearth with expertise and empathy.
​“Dove believes that beauty is not one dimensional; it is not defined by your age, the shape or size of your body, the color of your skin or your hair – it’s feeling like the best version of yourself. Authentic. Unique. Real. In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove's Social Mission is to ensuring that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life”. Dove, with its purpose led campaign promoting Real Beauty, hit this sweet spot with what women all over the world were experiencing - and needed – a permission and a celebration of their authentic, real selves. Today, it continues to walk the talk with its public vow of always always featuring women, never models & by always portraying women as they are in real life with no digital distortion of any images, and by igniting conversations that give women permission to accept themselves and be celebrated for it.
 
 
PURPOSE IS ALL ABOUT WHAT YOU DO – ALL YOUR ACTIONS - AND NOT JUST ABOUT WHAT YOU SAY. Nike’s Brand Purpose is “To bring inspiration and innovation to every athlete in the world”. And it delivers against this promise, not just through what it says, and its slogans and advts, but through ‘acts’ of significance in physical & virtual spaces that are complementary to its offering. From Nike+ and Apple ID, to their Nike SB APP, the technology they create redefines the sporting experience for all athletes,  the everyday fitness seekers, not just the elite athletes. The high-tech running track, which popped up over a city block in Manila, Philippines, during last year’s Olympic Games, was designed to the exact dimension of a Nike Lunar Epic footprint - just many times bigger. It featured a 200-meter running track lined with LED screens, where runners could engage in a virtual race against avatars of themselves. Gamification based on individual’s performance kept people coming back for more.

PURPOSE IS AN INEXTRICABLE PART OF DOING BUSINESS - OF ORGANIZATIONAL CULTURE - AND NOT JUST AN OUTWARD EXPRESSION OF A BRAND.   Audi was looking to spark a reaction with DAUGHTER, its politically minded Super Bowl spot advocating equal pay for women, and it undoubtedly got one. But along with a lot of positive reactions, the automaker had to also deal with a deluge of negative comments about the ad in social media—with many viewers pointing out that Audi’s 14-member U.S. executive team consists of women. The 60-second spot, posted to YouTube and Facebook, registered a remarkably high ratio of negative sentiment—almost 40,000 dislikes to just 4,000 likes – as people commented on Audi hypocrisy because of the company’s heavily male leadership team.

Johnson & Johnson, not only manufactures products for babies & parents but also tries to walk the walk of helping families through the parenting journey. New parents - maternal, paternal and adoptive – working at J&J can now take a minimum of eight additional weeks of paid leave during the first year of a child’s birth or adoption. Other initiatives include free temperature controlled shipping of breast milk for nursing moms who may be travelling on business. Surrogacy benefits, childcare benefits etc. are some of the other internal actions from J&J, in an example of a brand walking the talk.

PURPOSE IS A LONG-STANDING, CONTINUOUS, SUSTAINED EXPRESSION OF AN AUTHENTIC SELF-IDENTITY. IT LIVES AND THRIVES IN CULTURE. AND IS NOT SOMETHING  SUDDENLY MANUFACTURED AS A FIX OR A REACTION. Iconic brands that have withstood the test of time, have done so by genuinely playing a role in culture & shaping it through an expression of their identity. AirBnB, one of my absolute favorite brands, has done this brilliantly. Airbnb’s mission statement ‘to make people around the world feel like they could belong anywhere’ is something that it constantly expresses and lives in culture. From offering free housing to people barred from flights to U.S. post the Trump Ban, to the Acceptance Ring, in which the hospitality brand is protesting the ongoing lack of marriage equality in Australia by marketing a ring that’s incomplete (The gap in the ring representing a the gap in marriage equality), to providing housing for evacuees of 54 global disasters, AirBnB expresses its soul- the belief in the simple idea that no matter who you are, where you're from, who you love, or who you worship, you deserve to belong. And for that, it is gaining people’s respect, love and share of wallet and has today become one of the most iconic brands of our times.

PURPOSE IS REAL. AND THEREFORE, NOT PERFECT. In expressing your brand purpose, you may have to embrace some uncomfortable truths. It is key to stay real through all the conversations you ignite, all the conversations you hope to elevate, the communities you want to be a part of, the communities you want to create. Unilever’s OMO’s hugely successful campaign ‘Dirt is Good’ worked off the insight that if you are not free to get dirty, you cannot experience life and grow". By encouraging kids to enjoy real play outside, it took a stance against cloistering children and retraining and restricting their sense of freedom and creativity. 
P&G’s incredibly successful and highly awarded ‘Like a Girl’ from Always, changed the meaning of the expression ‘like a girl’ & turned it into a symbol of female empowerment all over the world. It did so by shining a light on gender stereotypes and the devastating effects in has on girls all over the world.
 
Cannes 2017 is full of winners that won as they led with purpose - from Fearless Girl, to meet Graham, and Ikea’s ‘Cook this Page’. They were all very real in the issues they talked about, and in the solution, they offered. Purpose, whether it is in reference to a person, or a brand, purpose is about enabling and inspiring WHAT COULD BE – from both a brand and a person’s POV. 
 
Purpose has become such a catch phrase now, that I think it warrants a call out to what it is not.
Purpose is NOT glamorous.
Purpose is NOT  ‘the cool thing to do’ or  ‘the in thing to do’
Purpose is NOT a quick fix. 
Purpose is NOT a convenient thing to do.
Purpose does NOT allow you a free reign. It calls for choices – not just in communication, but in actions.
Purpose is NOT a show. It is a way of being Inside – Out. It is your for you to experience, and for all to observe.

Being Purposeful is an act of discipline, authenticity, patience and creative courage. It is about respecting people enough to know that they will not just know but will also call BS when they see it. 
​Pepsi would know.