![]() It is our view that the biggest challenge for purpose-oriented marketers today lies in isolating and quantifying the specific impact purpose makes on outcomes from that attributable to other brand activities. Janet Hull, director of marketing strategy at the IPA, said: "Opinions about brand purpose are not in scarce supply. The report explains that the IPA considers the effectiveness case study format, such as that used in the IPA Effectiveness Awards, appropriate for capturing and evaluating evidence that can enhance the brand purpose debate.Īnalysis of case studies containing purpose-style commitments and/or outcomes that have been entered into the IPA Effectiveness Awards since 2008 (including papers from Dove, Lifebuoy, Ella's Kitchen, Barclays, Volvo and Kenco) shows what efforts have already been made in this area – and what more can be done. Brands such as Guinness and John Lewis are part of organisations committed to purpose at a corporate level, but this has not played a significant part in advertising effectiveness. Choose whether to talk about it at all.Emphasise new learning and thinking about purpose, as practice in this area evolves fast.Make efforts to prove which, if any, elements of purpose marketing are long-term, defensible positions for the brand and less vulnerable to being imitated.What might have happened anyway with effective, non-purpose-related activities and similar levels of investment? ![]() Always ask what part of outcomes were driven by purpose itself and what were due to how purpose was translated into initiatives and creative messaging.Keep evidence centre-stage by investing in capturing and evaluating the full potential impact of the brand's purpose activities on all relevant measures, especially on non-financial outcomes.The IPA outlined the following five steps, which it said may help discussions move forward on the basis of a shared framework of wider and more robust evidence: It should communicate both an organising principle for action in the brand's present and an aspiration for its future, the IPA said. The IPA defines purpose as the reason a commercial brand exists beyond maximising profit, such as via positive effects for individuals, societies, or the environment. The report, published today (17 January), identifies five steps practitioners can take to enhance current brand purpose discussions. ![]() There needs to be more robust evidence around the effectiveness of brand purpose, according to a report by the Institute of Practitioners in Advertising.
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