Brand Purpose and Purpose-Driven Marketing: The New Digital

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Author(s): Emrah Gülmez (Anadolu University, Turkey)
Copyright: 2021
Pages: 32
Source title: Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Source Author(s)/Editor(s): Hatem El-Gohary (College of Business and Economics, Qatar University, Qatar), David Edwards (Birmingham City University, UK)and Mohamed Slim Ben Mimoun (Qatar University, Qatar)
DOI: 10.4018/978-1-7998-7192-7.ch019

Keywords: Business Science Reference / Knowledge Management and Library Science / Marketing / Technology Adoption & Evolution

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Abstract

With the changing and transforming world, the relationship between consumers and brands began to change and transform. Nowadays, it is not enough for brands to produce quality products or provide quality service for consumers. Now, consumers expect brands to be sensitive to social, ecological, economic, or health problems. This situation has enabled the two concepts to become important and popular today: brand purpose and purpose-driven marketing. Brand purpose is the “why” the brand exists. And purpose-driven marketing is a marketing trend that aims to connect brands with their consumers through common social goals. It seems that the concepts of brand purpose and purpose-driven marketing will be more common in marketing communication. The notion of purpose will change the commercial dynamics of brands in the same way that digitalization transformed the way people buy and sell stuff. This is exactly why purpose is the new digital.

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Brand Purpose and Purpose-Driven Marketing: The New Digital

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