Simon Sinek is a good egg and writes some really Golden stuff. His quote here frames the concept and condition of the modern Conscious Consumer succinctly. It's clear today that the choice and adoption of - and loyalty to - a brand can rely significantly on its why. Assuming that the what and how is delivering on promise.
Truth is, what why and how all need to overlap. It’s important, as where they intersect is where a brand has the opportunity to define and articulate its purpose.
At Golden, we’d argue that purpose and authenticity are interchangeable. Is there any value in having a purpose that isn’t authentic?
So now we arrive at the concept of authentic purpose. What makes purpose authentic? We’ think the measure of this lies in its capacity to contribute. To be useful yet equally valuable, human and true. To enrich our collective lives for the better. To make a difference.
With most things now premised on the application of new technology as an almost universal growth horizontal, we believe contribution - in the sense of authentic purpose - is increasingly important for brands. Simply providing access to “more stuff, more easily, more often” doesn’t cut it like it used to.
An example of a statement of authentic contribution can be found in London’s Design museum. For Braun, it’s an extension of their purpose statement “Design for what matters.” Essentially stuff that’s useful, simple and built to last.” In it it states “Braun refuses too swell sales by exploiting human frailties” - stick that up your vacuum cleaner.
At Golden we find this especially relevant when we work with Start Up ventures. Articulating a clear and authentic purpose that seeks to contribute, and placing it at the core of the brand strategy is something we strive for when partnering with Founders. With so many new tech propositions born to create new markets or crossover categories, clear purpose and contribution can easily become an afterthought.
But done well, authentically and upstream in the process it can orientate core strategy, differentiate the brand, inform product development and lifecycle, commercials, marketing communications, strategic partnerships and more. Everything pointing in the same direction.
Ant Liow
Ant Liow
