Be Purposeful. Instead Of Talking About Values, Live Them | Hall & Partners

Be purposeful. Instead of talking about values, live them

A brand needs to have a purpose. The organisation needs a reason for being, and to deliver on that through the way it operates and the advertising it creates.

It needs to exist beyond the confines of its core offer, seeking social goals and reaching for lofty ideals that don’t rely on PR vacuity. Demonstrating on multiple touchpoints a reason for pursuing such aspirations no matter the P&L imperatives. Making a difference that matters.

Few have expressed this better than Unilever, combining a genius for FMCG business with leadership in demonstrating genuine responsibility for our planet. Its brands proactively display these core values in a meaningful – and authentic – way that connects with audiences.


If brands want to matter they must figure out what makes the consumer tick and then bring that to life within an emotionally-charged and distinctive cause


And the more demanding consumers have become, the more adept they are at spotting and calling out fake integrity. So ideas and beliefs need to permeate right through an organisation, not just its marketing department.

Such values become a brand’s North Star, influencing every decision. And the glue that binds it all is creativity. Differentiated not generic, purposeful not bland. People make up their minds very quickly about brands and they don’t truly absorb all the detail you want them to. But if brands live those values rather than simply talk about them, stronger connections are made.

Societal shifts, propelled by younger generations who seek meaning beyond creativity, have led to the need for a brand’s unique truth to be entwined with its values. If brands want to matter they must figure out what makes the consumer tick and then bring that to life within an emotionally-charged and distinctive cause.

Check out more Big Thinking Articles

Gen z

‘Zoomers’ call on businesses to be kinder to staff, more transparent and respectful of their privacy

5 ways UK marketers can combat the HFSS ad ban

Travel and tourism are struggling right now, but a new future for hospitality beckons

Conscious Health webinar highlights

We made the GRIT ‘Top 50 Most Innovative Companies’

Are behaviour change strategies useful for tackling health inequality?

The key to creating better habits? Temptation bundling

PharmaExec: Hall & Partners on purposeful partnerships for a post-COVID era

Research Live: Vanella Jackson helps form MRS Disability Group

WARC: Hall & Partners explain how pharma can keep building trust

Previous
Next
About Hall & Partners

Hall & Partners is a global insight agency that specialises in quantitative and qualitative market research, data analytics and strategic consultancy. 

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organisations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilise over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

Subscribe to our newsletter

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.

© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.