Purpose: Go backwards to go forwards

How many marketeers today know the purpose of their brand, or the difference it makes in
peoples' lives? Marketing has become about selling stuff to consumers rather than improving quality of life.

But there was a golden era when marketing belonged to the Henry Fords, and William Levers of the world. Brands like Cadbury, Danone, and Sainsbury are all household names, but originally they were the names of people with great vision to bring to market products that could create progress and improve lives.

We begin our work by looking at a brand in the context of the current or original founders of the company. People like and are drawn towards brands with purpose. In our work we begin by looking to the past and this helps us to go forward with more clarity. In the past we often discover clues, such as the motivations of the founders, or the original role of the category. Often there was a social impetus that inspired these brands. This information not only motivates us but helps us make a brand relevant and meaningful today.

Can you identify these famous brands with purpose?

1. Appalled by the number of children suffering from intestinal disorders at the end of the First World War and encouraged by the research of Elie Metchnikoff, Isaac Carasso started manufacturing yogurts, using ferments from the Pasteur Institute and selling his products on prescription in Barcelona pharmacies.

2. In the 1890s this pioneer wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.

3. In 1893, this business man bought 120 acres (49 ha) of land close to his factory works and planned, at his own expense, a model village which would 'alleviate the evils of modern more cramped living conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of land.

Identifying the purpose of your brand has the power to re-energise it both internally and with consumers. Purpose is not myopic. It's not only about your point of difference to competitors. It's about the difference you can make in peoples’ lives. It’s where your strengths as an organisation and brand, and your passions intersect with the needs of your audience.