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The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society
Today’s firms need a social effort that is serous and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.
As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that
Create a purpose and culture that nurtures social and environmental effortsCreate signature programs to carry that messageBuild strong signature brands in part with five branding “Must Dos”Use the signature brands to advance a business to get their endorsement and access to their resourcesThe Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.
As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that
Create a purpose and culture that nurtures social and environmental effortsCreate signature programs to carry that messageBuild strong signature brands in part with five branding “Must Dos”Use the signature brands to advance a business to get their endorsement and access to their resourcesThe Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.
261 pages, Kindle Edition
Published September 6, 2022
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48 people want to read
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Displaying 1 - 3 of 3 reviews
lost-interest
August 13, 2025 (The English review is placed beneath the Russian one)
Вся книга сводится лишь к одной идеи – социально ориентированному маркетингу, эффективность которого не вполне очевидная, если не брать ситуацию, когда на рынке существуют товары/услуги идентичные по своим характеристикам.
In June of 2020, for example, Ben & Jerry’s issued a statement amid the Black Lives Matter protests prompted by the death of George Floyd in Minneapolis. Entitled “Silence is NOT an Option” its statement stood out from expressions of other firms by its emotion, its specificity, its call to action and its direct reminder that all citizens needed to take responsibility for the core problems.22 The statement directly called out systemic racism, offered specific suggestions for remedies, promoted relevant articles from their website, and, most of all, created a sense of urgency and a shared responsibility for action. It was typical Ben & Jerry’s instinct to be forceful and provocative without compromise.
Если у покупателя будет выбор между, условно говоря, BMW и Mercedes-Benz, то в такой ситуации, при условии отсутствия симпатии к бренду, потребитель может руководствоваться наличием или отсутствием социальной политики у компании, но если выбор будем между, условно говоря, BMW и Opel, то покупатель выберет BMW, какую бы социальную политику не проводила бы компания Opel. Клиенты покупают товары, а для изменения социальной и/или политической жизни голосуют за политиков. И вот это автор этой книги не учитывает.
The entire book boils down to a single idea—socially oriented marketing, the effectiveness of which is not entirely obvious, except in situations where there are goods/services on the market that are identical in terms of their characteristics.
In June of 2020, for example, Ben & Jerry’s issued a statement amid the Black Lives Matter protests prompted by the death of George Floyd in Minneapolis. Entitled “Silence is NOT an Option” its statement stood out from expressions of other firms by its emotion, its specificity, its call to action and its direct reminder that all citizens needed to take responsibility for the core problems.22 The statement directly called out systemic racism, offered specific suggestions for remedies, promoted relevant articles from their website, and, most of all, created a sense of urgency and a shared responsibility for action. It was typical Ben & Jerry’s instinct to be forceful and provocative without compromise.
If a buyer has a choice between, say, BMW and Mercedes-Benz, then in such a situation, provided there is no brand loyalty, the consumer may be guided by the presence or absence of social policy at the company, but if the choice is between, say, BMW and Opel, then the buyer will choose BMW, regardless of Opel's social policy. Customers buy goods, and to change social and/or political life, they vote for politicians. And this is what the author of this book does not take into account.
Вся книга сводится лишь к одной идеи – социально ориентированному маркетингу, эффективность которого не вполне очевидная, если не брать ситуацию, когда на рынке существуют товары/услуги идентичные по своим характеристикам.
In June of 2020, for example, Ben & Jerry’s issued a statement amid the Black Lives Matter protests prompted by the death of George Floyd in Minneapolis. Entitled “Silence is NOT an Option” its statement stood out from expressions of other firms by its emotion, its specificity, its call to action and its direct reminder that all citizens needed to take responsibility for the core problems.22 The statement directly called out systemic racism, offered specific suggestions for remedies, promoted relevant articles from their website, and, most of all, created a sense of urgency and a shared responsibility for action. It was typical Ben & Jerry’s instinct to be forceful and provocative without compromise.
Если у покупателя будет выбор между, условно говоря, BMW и Mercedes-Benz, то в такой ситуации, при условии отсутствия симпатии к бренду, потребитель может руководствоваться наличием или отсутствием социальной политики у компании, но если выбор будем между, условно говоря, BMW и Opel, то покупатель выберет BMW, какую бы социальную политику не проводила бы компания Opel. Клиенты покупают товары, а для изменения социальной и/или политической жизни голосуют за политиков. И вот это автор этой книги не учитывает.
The entire book boils down to a single idea—socially oriented marketing, the effectiveness of which is not entirely obvious, except in situations where there are goods/services on the market that are identical in terms of their characteristics.
In June of 2020, for example, Ben & Jerry’s issued a statement amid the Black Lives Matter protests prompted by the death of George Floyd in Minneapolis. Entitled “Silence is NOT an Option” its statement stood out from expressions of other firms by its emotion, its specificity, its call to action and its direct reminder that all citizens needed to take responsibility for the core problems.22 The statement directly called out systemic racism, offered specific suggestions for remedies, promoted relevant articles from their website, and, most of all, created a sense of urgency and a shared responsibility for action. It was typical Ben & Jerry’s instinct to be forceful and provocative without compromise.
If a buyer has a choice between, say, BMW and Mercedes-Benz, then in such a situation, provided there is no brand loyalty, the consumer may be guided by the presence or absence of social policy at the company, but if the choice is between, say, BMW and Opel, then the buyer will choose BMW, regardless of Opel's social policy. Customers buy goods, and to change social and/or political life, they vote for politicians. And this is what the author of this book does not take into account.
January 26, 2024
A much-needed book that's more relevant than ever.
Brand purpose isn't a new concept, it has had its moment in the past few years with both positive and negative feedback. Fortunately, stories have been told that if you do it well, it will 'energise your brand', make you stand out and deliver you great returns.
Nonetheless, the caveat is that you shouldn't do it for the great returns because it then beats the purpose of purpose. Just like a person doing good, you do it because you want to do it, because your values and philosophies tell you to do it, not. because you want something in return.
The first half of the book sets the context on why purpose-driven branding has become more relevant as brands that incorporate social programs into their business set themselves apart from increasingly crowded market. The second part then gives you some tips on, not only how to do it, but how to do it well to maximise its effect.
I find that the book can be repetitive sometimes as I got closer to the end, and was rather disappointed when it just ends with 'how to scale your program' rather than a compelling conclusion.
Brand purpose isn't a new concept, it has had its moment in the past few years with both positive and negative feedback. Fortunately, stories have been told that if you do it well, it will 'energise your brand', make you stand out and deliver you great returns.
Nonetheless, the caveat is that you shouldn't do it for the great returns because it then beats the purpose of purpose. Just like a person doing good, you do it because you want to do it, because your values and philosophies tell you to do it, not. because you want something in return.
The first half of the book sets the context on why purpose-driven branding has become more relevant as brands that incorporate social programs into their business set themselves apart from increasingly crowded market. The second part then gives you some tips on, not only how to do it, but how to do it well to maximise its effect.
I find that the book can be repetitive sometimes as I got closer to the end, and was rather disappointed when it just ends with 'how to scale your program' rather than a compelling conclusion.
March 14, 2023
Great book by legendary branding scholar David Aaker. I like the fundamental idea of the integration between business strategy and social programs as the common key to legitimacy or the firm. However, I do miss some strategic management linkages in terms of really getting to the core of "corporate purpose". Readers should complement this book with a dozens of articles of Gartenberg and Alex Edmans (especially his book "Grow The Pie")
Displaying 1 - 3 of 3 reviews