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- Focus on understanding your customer's worldview rather than fixating on 'Brand Purpose'
Focus on understanding your customer's worldview rather than fixating on 'Brand Purpose'
Suraj D
February 12, 2024
Until you know your customers worldview marketing is a conundrum.
Instead of making a serious effort to know their customer’s worldview marketers and business people are still living in the day dream that "People care more about their brand purpose"
"In reality, they only care about whether it solves their problem, assists them, and enables them to do certain things under given circumstances."
Here’s what Bob Hoffman from Ad Contrarian said about “Brand Purpose”
Ask people on the street how McDonald’s is different from Burger King; how Nike is different from Adidas; how Coke is different from Pepsi. I don’t think you’ll hear the language of brand briefs. I think you’ll hear the language of symbols, images, slogans, and melodies.
"Key is understanding their worldview, rather than pondering on 'How to create a brand statement or instill brand meaning into your product.'"
"Here's another hilarious one from the man himself, Tim Fishburne."
"If you are grounded, you will know how to mean something to your customers, instead of taking extreme examples like Apple and believing that 'Brand Purpose' exists, and one must invent and add it to their marketing material."
"A simple, grounded, and humble marketer understands how to market their products, while an overenthusiastic, puffed-up marketer lives in a daydream, which is detrimental to a company."