Is Brand Purpose Dead—or More Alive Than Ever? | Conversation with Kory Marchisotto (e.l.f.Beauty), Mark Ritson (Mini MBA), Lisa Materazzo (The Ford Motor Company) and Sara Carter (adam&eveDDB)
The CMO Podcast
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Rethinking Brand Purpose
This chapter critiques the belief that brand purpose guarantees consumer interest and financial success, arguing it often detracts from fundamental marketing strategies. The discussion emphasizes the need for authenticity and community service without expecting direct returns, suggesting that true brand purpose should align with a company's core values. By contrasting American marketing practices with those in other countries, the chapter highlights a troubling shift in focus from essential marketing principles to an obsession with brand purpose.
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