By Beverley D’ Cruz, chief brand officer, Pizza Hut META
In a world where consumers are overwhelmed with choices and decisions, value for money is no longer the only driver for making a purchase. More and more consumers today are looking to align their values and interests with the brands they buy. These brand values are what we call a brand’s purpose. A brand’s purpose sets it apart and makes it unique. As we enter a new era of marketing, it is going to be increasingly important as marketers to dig deeper and find the ‘why’ behind our brands. Why does your brand exist, and what value does it add to a consumer’s life? At best, marketing today is functional where we talk about the
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
