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These days, most brands want to be known for more than simply the product or service they provide – they want to be recognised as a brand with something about them – a metaphorical soul – and a purpose that pushes them forwards.
But is purpose as important to consumers as it is to marketers and how well do they really understand what it means?
We set out to discover the true value of ‘purpose’ for brands by exploring how it’s perceived by the British public and to what extent it influences buying behaviour. We also asked consumers which brands are doing it best.
The survey was carried out among a nationally representative sample of 1,000 working age people in the UK this September, 2019.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)