Page 38 - MMR Premium - The Guide
P. 38
M uch has been written Brand purpose is
heavily linked to how
about brand purpose,
and why brands do
and its traction with
beyond the what and
younger consumers what they do – well More often than not, brands
where. with distinct characteristics
(e.g. The Kraken), were
It is one of the less defined While brand purpose can be considered more purposeful
areas of marketing, but our communicated through than those without. We believe
that consumers equate being
advertising, social media
research underlines that and so forth, there is an often distinctive with a brand’s desire
to break from category
missed opportunity to boost
perceived brand purpose the message through pack convention, and make the
has a strong link to premium. and product design. world a better place.
take pukka...
A combination of social media,
distinctive ‘beautiful’ packaging
and superior product delivery
has embellished Pukka with
Brand purpose must go a greater voice. Consumers
decode the brand as more
beyond social & purposeful compared to rival
brands, and are prepared to
environmental missions. “ pay more for it.
”Pukka would never use boring
plastic packaging”
- Gina, 26
