Propelled by famous initiatives from Dove or Ben&Jerry (Unilever), Ariel or Always (P&G), Nike or Patagonia, Brand Purpose has been considered for a time as a new frontier for growing brands. But since Covid 19 pandemic, it is under scrutiny.

In this first Conversation on TheBalcony, we update the marketing community with clear learnings about Brand Purpose.

Based on proprietary consumer research, deep interviews with CPG executives, quantitative survey in the marketing community and inspiring case studies, this first Conversation on TheBalcony wants to bring clarity and operational reference frame to CPG brand owners.

1. What has happened in the past 3 years?

We first review what has happened over the last 3 years: Big corporation changing their mindset under analysts pressure, marketing gurus challenging purpose strategies, but also most recent data showing that brand purpose is still relevant in 2023.

2. The quest for a definition

We then explore the instrumental components of Brand Purpose:  Clarifying what is NOT purpose and proposing a single minded definition that brand owners can easily use or refer to.

3. Not a magic wand, but a key contributor to growth

Let’s be clear: Brand Purpose is not replacing existing growth engines for brands!

But we review here the 3 areas that Brand Purpose can accelerate and why.

4. Conditions for success

We reviewed the Brand Purpose projects we’d led over the last 5 years and identify some useful conditions for developing successful brand purpose strategis.

5. Purpose journey is paved with obstacles

Forewarned is forearmed! Better to identify the obstacles on Purpose journey before starting it: Some are internal, some are external but all need to be well tackled.

Is purpose for all brands? That’s another question we cover in this chapter.