{"id":15637,"date":"2022-10-24T12:34:51","date_gmt":"2022-10-24T19:34:51","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=15637"},"modified":"2024-07-26T08:37:26","modified_gmt":"2024-07-26T15:37:26","slug":"the-great-brand-redux-adopting-purpose-to-connect-with-new-relevancy","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-great-brand-redux-adopting-purpose-to-connect-with-new-relevancy\/","title":{"rendered":"The Great Brand Redux: Adopting Purpose to Connect With New Relevancy"},"content":{"rendered":"\n

As consumers adjust to a post-pandemic world, marketers are taking the opportunity to spiff up, dust off, refresh their brands and reemerge with new focus and attitude.<\/em><\/p>\n\n\n\n

In the prior installment <\/a>of the Marketing Masters Series, we examined brands that braved moving beyond long-standing campaigns to pursue new consumer segments and new growth. In this final chapter of The Great Brand Redux series, we highlight brands that redefined themselves through purpose to become relevant in a new age.<\/p>\n\n\n\n

IV.  <\/strong>Connecting to New Audiences Through Brand Purpose and Social Consciousness<\/strong><\/p>\n\n\n\n

Recognizing that future growth will be predicated on relevancy to new\/younger consumers, some long-established brands elected to launch entirely new messaging with more brand ethos\/purpose, which is of interest to this audience. In fact, one recent study<\/a>\u00b9 reported that 83% of millennials are more likely to buy from brands with a purpose and are willing to switch brands based on social stance. This indicates more cause loyalty than brand loyalty. <\/p>\n\n\n\n

Connecting to the social pulse is not without risk due to conflicting views in today\u2019s polarized society. Choosing a cause that has broad appeal can avoid some nasty social media reaction. However, this approach might come across as playing it too safe and still carries risk if the brand is not clearly acting <\/em>for the cause as well. It\u2019s not an easy balance, but there are recent successful executions.<\/p>\n\n\n\n

<\/strong>Levi\u2019s \u2013 \u201cBuy Better, Wear Longer\u201d :15<\/strong><\/p>\n\n\n\n

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