Whether you agree or disagree, I think it’s pretty obvious that most brands have realized that being meaningful is no longer an option. We have always know that customer is king, so how do you talk to the king? Actually, you will be surprised to find out that it is quite simple. You achieve that by speaking in a language that the king understands.
Right now, consumers want brands that carry a deeper meaning beyond their core product or service offering. They want brands that support the causes they believe in, they want meaningful brands.
A study conducted by Havas Media (who by the way coined the phrase “Meaningful Brands”) revealed some shocking statistics…
Most people worldwide would not care if more than 73% of brands disappeared tomorrow.
Think about all the money spent globally on marketing, communication and public relations. Then think that for more than 73% of the companies who are spending it, their brands wouldn’t be missed if they disappeared entirely.
Only 20% of brands worldwide make a significant, positive effect on people’s well-being.
With these shocking statistics, it’s no surprise that brands are doing their best to adapt or die. Read industry news and you will see all sorts of desperate efforts to be meaningful. From publicizing how your company supports the local cancer awareness foundation, to sponsoring kids from developing nations, to others rethinking their entire approach to Marketing via full-blown campaigns.
Major brands are adapting
A few days ago, I came across such a campaign by the veteran brand Whirlpool. The mega corporation markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, Bauknecht and other major brand names. So when they make such a move, you know it is something worth looking into.
While I might sound angered by these attempts of what others would call “fake” or “rigged” ways to buy into what your customers (kings) want, I personally think that any attempt whether forced or genuine is a move towards the right direction. This specific 103-year old brand is making steps towards the right direction and adapting to change.
PROOF: The Whirlpool Case Study
WHIRLPOOL BRAND CHALLENGES INDUSTRY MARKETING NORMS; CHAMPIONS THE IMPORTANCE OF DAILY TASKS
The above is the headline in a press release for Whirlpool’s new campaign “Every day, care™”. The veteran brand aims to transform cold machine mentality into acts of love. Emotional branding is a powerful thing, our friends at Emotive Brand know this best.
Watching videos from this campaign and monitoring Whirlpool’s social media interaction, you can tell they are making a shift to be a meaningful brand.
Whirlpool has shifted from trying to sell features and benefits to reminding people that each act performed with one of their appliances is an act of caring. This in itself is a meaningful stance. By taking this position and positioning their brand as one that promotes care, people can relate to them at a deeper level. I was surprised the other day as I strolled around my local Lowe’s store Whirlpool appliances caught my eye, even though I had never paid attention to the brand much prior to this. As I mentioned earlier, judging from their social media, engagement, the brand is making waves and people are responding positively.
Still, I find it fascinating that brands are just now seeing the need to be meaningful.
So, how does your brand take a meaningful stance and position itself as a meaningful brand? Is it possible? Is it too late? Let’s take a look at how we did it. Hopefully this will shed some light into how you can tap into your own unique purpose
When I founded STANCE, I didn’t look at industry trends, or what’s “hot” in the market right now. I looked within and asked myself one questions: “What kind of company will I look back at the end of my life and be proud to have built?”, the answer- a company that truly positively impacted people’s lives. Later came to realized they had a term for it, “meaningful brand”, hence the meaningful branding agency was born.
This is not just something we say to be cool, we truly believe that great brands stand for something and that brands that commit to a meaningful STANCE—and those who engage with them—win.
That is why our purpose is to be advocates for all meaningful brands. We envision a world where brands genuinely exist to positively impact the lives of those they serve. This is reflected on our purpose which is to elevate meaningful brands so they can elevate the lives of those they serve.
A Reflection on your brand…
[inlinetweet prefix=”” tweeter=”” suffix=”#MeaningfulBrands”]How is your brand impacting the lives of those you serve? [/inlinetweet]Have you taken a meaningful stance? What kind of legacy will you leave for your children and grandchildren? Is your brand meaningful? Only you can answer those questions honestly.