Consumers are becoming ever more concerned with the alignment between their values and those of the brands from which they buy. In fact, 64% of customers now make purchases based on belief.
In our report “The pursuit of GREATNESS”, we identified that one route to building a great brand is Passionate Vision. A visionary purpose is more than just being distinct; it is challenging the status quo in a passionate and purposeful manner.
How should brands take action?
It takes time and energy to get this right. A successful partnership is one that aligns with the values of the brand and the business, as well as the brand strategy.
This has been exacerbated by recent breaches of trust, such as Facebook’s data scandal. Brands can no longer rely on consumer-led marketing to drive sales and brand loyalty. Embedded in a successful campaign is a two-way marketing ploy between consumer and brand, where both parties feel they benefit.
A successful partnership is one that aligns with the values of the brand and the business, as well as the brand strategy.
The attention Nike received after their Colin Kaepernick campaign emphasises the necessity for brands to consider how their consumer base feel about their partnerships. Affiliating with an outcast American football player and civil rights activist was certainly a divisive move on Nike’s behalf, but one that seems to have paid off. Nike CEO claims the result of their controversial campaign has been “record engagement” with the brand. This accompanies a 6.25% increase in Nike’s stock value following the campaign.
Nike are not alone in braving controversy and embedding strong messaging within their marketing campaigns. River Island’s September campaign “labels are for clothes” demonstrates their purpose and values by mocking stereotypes based on gender, sexuality, race and disability. To mirror these beliefs, the River Island TV advert portrays a diverse cast to explore identity and reject the idea of labelling.
One Twitter user has said:
This wave of inclusive marketing is making my heart sing & I hope it stays forever. I never want this to be seen as a fad or a publicity stunt - ALL campaigns should look like this because it's what our beautiful world looks like. I salute you @riverisland #labelsareforclothes 💯 pic.twitter.com/1VpGpGabIk
— Delphine Chui (@delphinechui) September 17, 2018
CoverGirl’s latest ad campaign #IAmWhatIMakeup features a model with vitiligo, Amy Deanna. The model is seen adding two different tones of make up to her face, rather than covering her lighter and darker skin tones. This ad successfully positions CoverGirl as brand who recognizes individuality as a component of beauty.
Why should brands partner-up purposefully?
What Nike, River Island and CoverGirl have pushed through the mud of “influencer marketing” to choose an ambassador that means so much more to the brand. It takes the brand so much further because it allows people to connect with someone tangible that stands for what the brand stands for. In our research we found that brands that do Passionate Vision well often have a figurehead. This figurehead – who can be anyone from the CEO to a brand ambassador – is someone who truly believes in the brand. They give the brand a voice, a face and a personality that people connect to authentically. More than anything else, it proves that a brand doesn’t just state their beliefs – it lives them.