Marketers and businesspeople still cling to the illusion that people care about their brand’s purpose instead of making a real effort to understand their customers’ worldview.
But the truth is, customers only care about one thing—does it solve their problem, help them, and make their life easier when they need it?
Here’s what Bob Hoffman from Ad Contrarian said about “Brand Purpose”
Ask people on the street how McDonald’s is different from Burger King; how Nike is different from Adidas; how Coke is different from Pepsi. I don’t think you’ll hear the language of brand briefs. I think you’ll hear the language of symbols, images, slogans, and melodies.
The key is understanding their worldview rather than pondering how to create a brand statement or instill brand meaning into your product.
Here’s another hilarious one from the man himself, Tim Fishburne.
If you’re grounded, you’ll know how to truly matter to your customers—rather than looking at extreme examples like Apple and convincing yourself that “brand purpose” is something you need to invent and add to your marketing materials.