{"id":72,"date":"2019-01-08T16:55:20","date_gmt":"2019-01-08T16:55:20","guid":{"rendered":"https:\/\/truartcolorgraphics.com\/blog\/?p=72"},"modified":"2025-01-03T08:30:30","modified_gmt":"2025-01-03T14:30:30","slug":"have-you-found-your-brand-purpose","status":"publish","type":"post","link":"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/","title":{"rendered":"Have you found your brand purpose?"},"content":{"rendered":"\n

By: Genevieve Trainor<\/p>\n\n\n\n

BRAND PURPOSE: ANA\u2019s Marketing Word of the Year for 2018<\/strong><\/p>\n\n\n\n

\u201cWhat\u2019s one of the biggest things that separates the more successful brands from the not-so-successful ones?\u201d asks a 2016 article on smallbiztrends.com: \u201cIt\u2019s about purpose.\u201d<\/p>\n\n\n\n

On Dec. 6, the Association of National Advertisers (ANA) announced their 5th<\/sup> annual<\/p>\n\n\n\n

Marketing Word of the Year: Brand Purpose<\/strong><\/a>.<\/p>\n\n\n\n

They define the term as \u201ca long-term business strategy tied to a societal benefit that guides every strategic decision and action, from product development and customer\/employee engagement to marketing and hiring.”<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

ANA isn\u2019t alone in acknowledging that companies determined to make a difference in society are a notable trend in 2018. AdAge<\/em> named Nike as its Marketer of the Year<\/a> for 2018 for its \u201cJust Do It\u201d 30th<\/sup> anniversary campaign featuring Colin Kaepernick\u2014a campaign that, they said, \u201cwould go on to win fans, create enemies, and refuel a conversation about the role brands should\u2014or should not\u2014play in tackling societal issues.\u201d<\/p>\n\n\n\n

\u201cAlong the way,\u201d their announcement continued, \u201cthe company proved it pays to take a stand, and it put to shame mealy-mouthed brands that claim to plug into culture but fall short with marketing that fails to portray a point of view on anything at all. Nike\u2019s Kaepernick ad stands as a textbook example of how a marketer can change the conversation, a strategy that industry experts say will be emulated by many brands in 2019.\u201d<\/p>\n\n\n\n

ANA calls out Nike as well, as one of \u201cmany brands [that] have stepped up and taken a risk and stance this year.\u201d They also name TOMS, the California shoe company that pledged $5 million to organizations committed to ending gun violence. They also mention Procter & Gamble, for its diversity-promoting, tear-jerking \u201cLove Over Bias\u201d commercial showing mothers supporting a diverse array of child athletes.<\/p>\n\n\n\n

Brand purpose is integrated deeply into the fabric of ANA, beyond the word of the year designation. They recently set up the ANA Center for Brand Purpose, which defines \u201cpurpose\u201d in the context of marketing as \u201ca brand\u2019s reason to exist beyond turning a profit.\u201d The center offers content, tools and professional development to help marketers in leveraging a brand\u2019s purpose to drive growth.<\/p>\n\n\n\n

So… what is YOUR brand purpose? There are myriad reasons to contemplate this question. Don\u2019t forget that study after study has shown that the rising wave of Gen Z consumers, for example, expects their purchases to matter in the world. Does your brand have a purpose? Do you have a reason to exist beyond turning a profit? Even for individuals, building your brand is necessary to survival in the marketplace.<\/p>\n\n\n\n

Why do you want your customers to turn to you, and how can you leverage that in your own marketing decisions? We’re here to help you make your branding and marketing materials come to life.<\/p>\n","protected":false},"excerpt":{"rendered":"

By: Genevieve Trainor BRAND PURPOSE: ANA\u2019s Marketing Word of the Year for 2018 \u201cWhat\u2019s one of the biggest things that separates the more successful brands from the not-so-successful ones?\u201d asks a 2016 article on smallbiztrends.com: \u201cIt\u2019s about purpose.\u201d On Dec. 6, the Association of National Advertisers (ANA) announced their 5th annual Marketing Word of the … Continue reading Have you found your brand purpose?<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"\nHave you found your brand purpose? - TruArt Color Graphics Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Have you found your brand purpose? - TruArt Color Graphics Blog\" \/>\n<meta property=\"og:description\" content=\"By: Genevieve Trainor BRAND PURPOSE: ANA\u2019s Marketing Word of the Year for 2018 \u201cWhat\u2019s one of the biggest things that separates the more successful brands from the not-so-successful ones?\u201d asks a 2016 article on smallbiztrends.com: \u201cIt\u2019s about purpose.\u201d On Dec. 6, the Association of National Advertisers (ANA) announced their 5th annual Marketing Word of the … Continue reading Have you found your brand purpose?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\" \/>\n<meta property=\"og:site_name\" content=\"TruArt Color Graphics Blog\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-08T16:55:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-03T14:30:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/truartcolorgraphics.com\/blog\/wp-content\/uploads\/2024\/12\/tacg-brand-purpose-1.png\" \/>\n<meta name=\"author\" content=\"Cathy Howell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cathy Howell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\"},\"author\":{\"name\":\"Cathy Howell\",\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/#\/schema\/person\/253cdce2b89361ea4cc2181217df398a\"},\"headline\":\"Have you found your brand purpose?\",\"datePublished\":\"2019-01-08T16:55:20+00:00\",\"dateModified\":\"2025-01-03T14:30:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\"},\"wordCount\":479,\"publisher\":{\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\",\"url\":\"https:\/\/truartcolorgraphics.com\/blog\/2019\/01\/08\/have-you-found-your-brand-purpose\/\",\"name\":\"Have you found your brand purpose? 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