CANNES – Younger generations of consumers tend to be more mindful than their older counterparts about buying products and services whose social values align with theirs. Amid this growing awareness, marketers must consider how they define the purpose of their brands.

“Purpose is incredibly important to delivering on any and all marketing objectives,” Luke Lambert, chief innovation officer at OMD USA, said in this interview with Beet.TV contributor Jon Watts.

Purpose not only includes the ethos, mission and values of a brand, but it also helps to determine how it’s advertised and where to find key audience groups, Lambert said. A mission statement for a brand, similar to corporate mission statements that have been around for decades, can provide guidance on what kinds of content is most appropriate in providing context for a brand message.

“For most of the brands that I work with, we do think about those mission statements more and more often now,” Lambert said. “When you get down to the most nuanced brand layer and the campaign layer, the way that a purpose will consistently show up is in a level of brand safety and suitability.”

Compressed Purchase Funnel

Brand purpose is especially important as the purchase funnel becomes more compressed between audience awareness and a business outcome, he said. Purpose helps in develop the creative elements of a campaign and its media-buying strategy.

“You can be introduced to a brand, become a fan or a follower of that brand, convert with that brand in the same placement, same impression,” Lambert said. “The more purpose you have behind those things, the more efficient you can become and ultimately the more effective your media is.”

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