36 min
Ep 6 : Is Brand Purpose Just a Marketing Tool ? Are Brands Meaningful Only When They Have a 'PURPOSE' ? - Rishabha Nayyar, National Head Strategy, 82.5 Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders
-
- Marketing
Rishabha Nayyar is currently Head of Strategy at 82.5 Communications, a WPP Ogilvy company is spearheading strategy across all offices. Rishabha talks about how purpose is manifesting within the brands and their communication. He talks of purpose that is expressed through the products or service that the brands provide like Apple.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Subscribe to Jagged with Jasravee on Youtube
https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1
More and more consumers are increasingly not just wanting to be a part of a society but play an active role in shaping that society as well. Like we often keep saying, consumers are not just buying brands anymore, they are buying INTO brands. Another way for brands to express purpose is through product or service and communication like Tom. Both these models works from a brand building point of view as long as what you are saying is meaningful and authentic.
For a brand getting it right, Rishabha feels that 3 things that need to come together – the cultural truth needs to be real and relatable with the audience, the brand needs to have a point-of-view that resonates with the people it serves and the role of the brand needs to be integral in making the change a reality. He cites ‘Help a Child Reach 5’ campaign as a good example.
He takes an example of when the brand gets it wrong. He cites a case of famous dishwash brand talking about how it can help you save minutes to create an identity for yourself as a woman! He feels that in doing so the brand is perceived as being opportunistic rather than having a real intent.
Rishabha believes that as consumers become more socially conscious, as they aspire to make an impact on the world that they live in, they will more and more seek brands that align with them on belief than benefits. From that point of view, I believe every brand needs to have a larger purpose that drives everything that the brand does. However, it should not become a mandatory piece to build a brand. People are still more than happy to buy brands for the functional or emotional benefits that they offer.
He highlights 5 Important Questions Brands Need to Answer to be Purpose-Driven
What is the primary motivation to take on a larger purpose ? Wanting to make a real difference or a new tactic to get noticed
Is the change that the purpose wants to bring about something that is universally sought by the target audience?
Is the purpose statement one where I as a brand can do more than just preach?
Am I as a brand willing to embrace that purpose beyond just communication?
Is the performance metric on purpose going to be the social good that was realised or a conventional brand / marketing parameter?
Follow Jagged with Jasravee on Social Media
Youtube Page : https://www.youtube.com/JaggedWithJasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwithjasravee/
Podcast Page : https://anchor.fm/jagged-with-jasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
Rishabha Nayyar is currently Head of Strategy at 82.5 Communications, a WPP Ogilvy company is spearheading strategy across all offices. Rishabha talks about how purpose is manifesting within the brands and their communication. He talks of purpose that is expressed through the products or service that the brands provide like Apple.
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Subscribe to Jagged with Jasravee on Youtube
https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1
More and more consumers are increasingly not just wanting to be a part of a society but play an active role in shaping that society as well. Like we often keep saying, consumers are not just buying brands anymore, they are buying INTO brands. Another way for brands to express purpose is through product or service and communication like Tom. Both these models works from a brand building point of view as long as what you are saying is meaningful and authentic.
For a brand getting it right, Rishabha feels that 3 things that need to come together – the cultural truth needs to be real and relatable with the audience, the brand needs to have a point-of-view that resonates with the people it serves and the role of the brand needs to be integral in making the change a reality. He cites ‘Help a Child Reach 5’ campaign as a good example.
He takes an example of when the brand gets it wrong. He cites a case of famous dishwash brand talking about how it can help you save minutes to create an identity for yourself as a woman! He feels that in doing so the brand is perceived as being opportunistic rather than having a real intent.
Rishabha believes that as consumers become more socially conscious, as they aspire to make an impact on the world that they live in, they will more and more seek brands that align with them on belief than benefits. From that point of view, I believe every brand needs to have a larger purpose that drives everything that the brand does. However, it should not become a mandatory piece to build a brand. People are still more than happy to buy brands for the functional or emotional benefits that they offer.
He highlights 5 Important Questions Brands Need to Answer to be Purpose-Driven
What is the primary motivation to take on a larger purpose ? Wanting to make a real difference or a new tactic to get noticed
Is the change that the purpose wants to bring about something that is universally sought by the target audience?
Is the purpose statement one where I as a brand can do more than just preach?
Am I as a brand willing to embrace that purpose beyond just communication?
Is the performance metric on purpose going to be the social good that was realised or a conventional brand / marketing parameter?
Follow Jagged with Jasravee on Social Media
Youtube Page : https://www.youtube.com/JaggedWithJasravee
Facebook Page : https://www.facebook.com/jaggedwithjasravee
Instagram : https://www.instagram.com/jagggedwithjasravee/
Podcast Page : https://anchor.fm/jagged-with-jasravee
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in
36 min