As we posted a while back: “Marketers are often creative and innovative in developing new products. Sometimes, these ideas play a societally-important role. Thus, we can do well by doing good. ” One good example is State Farm with its community involvement tag line, “Good neighbors always lend a helping hand.” So today we dig further into purpose-driven brands’ marketing lessons. And they shed light on some best practices.
Purpose-Driven Brands’ Marketing Lessons
In general, “doing good” is known as cause-based marketing, social marketing, or purpose-driven marketing. “Doing good” represents any efforts to give back to the community. And many companies deserve praise for their actions in this regard. Let’s look at two of them.
According to Michael Brenner for Marketing Insider Group:
“Purpose-driven brands know the best way to make money is to not prioritize profits. Why? Because the only way succeed is to have a purpose. Brand purpose as a pillar stands tall, unmovable, as the world turns. When you use this as the unifying force of marketing, you tap into a source of inspiration to energize your campaigns. And do that instead of chasing the carrot. Because that happens when business decisions and bottom line needs are what motivate your marketing decisions.”
Starbucks is a purpose-driven star. As Brenner notes:
“From 1982 to 2015, Starbucks opened 22.5K stores worldwide under the leadership of Howard Shultz. He stepped down as CEO at the end of 2016. And he was known for sparking the brand’s core visions and keeping those flames alive for decades. ‘What is the role and responsibility of a public company … and how can we catalyze hope in a time when we need more optimism, compassion, and leadership?'”
Here’s one Starbucks’ initiative.
Although it’s a beer maker, Heineken is also a purpose-driven star. Brenner says that:
“Heineken’s Moderate Drinkers Wanted marketing campaign is helping transform how society views social drinking. There are health effects of binge drinking, dangers of driving under the influence, and the destruction of alcohol addiction. Society has real problems to tackle. Yep, you guessed it: we need a hero. Heineken has stepped up pressure on consumers — and the industry. How? By promoting responsible drinking through moderation.”
This Heineken video shows its approach.
