The CMO Podcast 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)
May 21, 2025
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Purpose Means Different Things
- Purpose varies: it can be a reason for brand existence, employee motivator, or social commitment.
- Many brands misunderstand purpose, leading to confusion and failed strategies.
Consumer Indifference to Purpose
- Consumers largely do not care about brand purpose; it mainly motivates employees.
- Purpose often costs companies money and should be done because it's right, not for profit.
Emotion Drives Brand Choice
- Emotional connection with brands often drives purchases more than rational factors.
- Purpose can foster this emotional bond, influencing consumer choices despite being irrational.