We The Business

Brand Purpose - The Myth Debunked

October 29, 2020 Frederik Van Lierde Season 1 Episode 2
We The Business
Brand Purpose - The Myth Debunked
Chapters
0:56
50 brands grew with 393% instead of 7% loss
1:38
Let’s dive into the next questions:
1:59
#1 Is the data correct?
3:00
#2 Does the theory predict the future as the past?
3:36
#3 Are the brands linked by a purpose.
4:43
Conclusion
We The Business
Brand Purpose - The Myth Debunked
Oct 29, 2020 Season 1 Episode 2
Frederik Van Lierde

When we think of purpose-driven companies, who do you think of?
I think of Like Patagonia

Over the last seven years, an idea that is widely promoted in the advertising and marketing world is "brand with a purpose outperform those that don't have one."
Brands with a purpose = are that brands which have a purpose beyond profit.

The evidence supporting brand purpose comes from the book Grow, written by Jim Stengel and ex-CMO of P&G.

He came up with his finding after selecting 50 brands with the highest loyalty from Millward Brow's 50.000 strong database. Then he searches for a link between those 50 brands and he found one, Brand Purpose.

Next, he looked at the chosen brands' stock value growth between 2000 and 2011. He saw his 50 brands grew with 393% instead of 7% loss for the S&P 500 benchmark.   

Stengel's conclusion was, brand purpose is driving business success.

The book and results had a tremendous impact. Top guru's and CEO's of marketing agencies jumped on it, declared that they are "utterly convinced."


I won't be me if I don't dive deeper to see if the theory is correct, the purpose of my speech tonight.

Let's dive into the next questions:

  1. Is the data correct?
  2. Does the theory predict past and future?
  3. Does a purpose link the brands?

Learn more:
https://frederik.today/blog/brand-purpose-the-myth-debunked

Sponsors:



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Enjoy more than 45.000 deals, offers and coupons inside your favourite Messenger App

Support the show (https://www.buymeacoffee.com/wethebusiness)

Show Notes Chapter Markers

When we think of purpose-driven companies, who do you think of?
I think of Like Patagonia

Over the last seven years, an idea that is widely promoted in the advertising and marketing world is "brand with a purpose outperform those that don't have one."
Brands with a purpose = are that brands which have a purpose beyond profit.

The evidence supporting brand purpose comes from the book Grow, written by Jim Stengel and ex-CMO of P&G.

He came up with his finding after selecting 50 brands with the highest loyalty from Millward Brow's 50.000 strong database. Then he searches for a link between those 50 brands and he found one, Brand Purpose.

Next, he looked at the chosen brands' stock value growth between 2000 and 2011. He saw his 50 brands grew with 393% instead of 7% loss for the S&P 500 benchmark.   

Stengel's conclusion was, brand purpose is driving business success.

The book and results had a tremendous impact. Top guru's and CEO's of marketing agencies jumped on it, declared that they are "utterly convinced."


I won't be me if I don't dive deeper to see if the theory is correct, the purpose of my speech tonight.

Let's dive into the next questions:

  1. Is the data correct?
  2. Does the theory predict past and future?
  3. Does a purpose link the brands?

Learn more:
https://frederik.today/blog/brand-purpose-the-myth-debunked

Sponsors:



Start your shopping with a great deal
Enjoy more than 45.000 deals, offers and coupons inside your favourite Messenger App

Support the show (https://www.buymeacoffee.com/wethebusiness)

50 brands grew with 393% instead of 7% loss
Let’s dive into the next questions:
#1 Is the data correct?
#2 Does the theory predict the future as the past?
#3 Are the brands linked by a purpose.
Conclusion