Purpose branding

Making a decision about one’s MSc research project is a daunting one. That too when one wants it to act as a foundation for a PhD in the future. Well there I was, sitting in my small and rather pretty room in Guildford, thinking through all the things that ever fascinated me in the world of marketing. And it was an awakening – I thought of the article on Purpose Branding by Christensen et al (2005) published in Harvard Business Review. From there on purpose branding and the holy grail of brand equity, as some may put it, is a passion for me. Much of this blog is dedicated to marketing and a few other things that act as a source of inspiration for those who want their spirit kindled.

3 Replies to “Purpose branding”

  1. Hi,
    I thought the whole idea behind building or having a brand was purposeful. That branding stage in a business comes only after a considerable progress has been made in product and market development. So whats the big idea behind PURPOSE BRANDING.

    Khurraf Sonnenkinder

  2. Hi Khurraf,

    First of all kindly accept my apologies for a much delayed reply. Do read “Purpose brands: A Likely Cure for Marketing Malpractice” on this blog.. I have uploaded this bit recently. I hope it will answer at least a part of your question. Its a good idea to read the article on purpose branding that was published in Harvard Business Review.

    Lets just consider some facts to give you an idea of how purpose branding may provide simple and interesting ways to building strong brands. Some 30,000 new consumer products are launched every year and over 90% of these products fail! This is after a lot of time, effort and money is spent in market research, understanding the demographics and psychographics of customers, and advertising. Instead of blindly pursuing market segmentation and product extention strategies, marketers can simply step out of their offices and see what jobs consumers essentially need to get done in their lives. Enter purpose brands!!!

    Notably, some of the strongest brands today like eBay (job: selling personal items) and Fed-Ex (job: I need to send this from here to there with perfect certainty as fast as possible), are classic examples of purpose brands (Christensen et al, 2005).

    – Christensen, C. M. & Cook, S. & Hall, T. (2005), Marketing Malpractice: The Cause and the Cure, Harvard Business Review, p. 74-83.

Leave a Reply