As marketers the world over begin to plot out strategies for a post-pandemic recession, brand attributes may not be enough to bring consumers back into the open market, or even to click a “buy” button on e-commerce transactions.
Products and services, alike, will be examining how their offerings fit into a completely new socioeconomic environment. And the brands that are kitted out with a purpose will have an edge on survival.
“As with all creative,” insisted Paul Donato, chief research officer at the Advertising Research Foundation (ARF), “successful purpose-driven advertising really starts with strategy.”
Donato is one of the project...