‘What makes a successful brand?’
It’s a question that I get asked a lot. But for me, the answer is simple: one that can stand the test of time.
The goal of any company is growth. But without a watertight brand strategy that can scale equity with ambition, growth becomes difficult to sustain.
For the world’s most-loved brands, the secret to longevity lies in the ability to move forward whilst never losing sight of where they’ve come from.
A perfect example of this is Cadbury, a brand that was founded with a greater mission in mind; to bring joy and generosity to people’s lives. And, 200 years later, its ‘glass and a half’ messaging still matters.
I grew up down the road from Cadbury’s Bournville village, and remember the joy of drinking liquid chocolate straight from the factory line. But there’s another Cadbury moment from my childhood that has also stayed with me: the drumming gorilla.
This iconic advertising campaign not only went viral – it also drove a 10 per cent increase in sales, and has been named the UK’s favorite ad of the past 60 years. All without showing a single piece of chocolate.
Through superb storytelling, the passionate gorilla (flared nostrils and all) represented the pure joy – the purpose – of Cadbury.
17 years later, our screens have shrunk and so have consumers’ patience for long-form content. But Cadbury has continued to evolve its brand strategy and maintain cultural relevance whilst never losing sight of its core purpose.
Take its latest campaign, the ‘Worldwide Hide’, where consumers can virtually hide an egg anywhere in the world for someone they love. This ‘gamified’ act of kindness was built for today’s consumers, yet still retains that quintessential Cadbury message of generosity.
But Cadbury doesn’t just act out its purpose; it acts upon it, too. Its ‘#DonateYourWords’ campaign turns traditional ‘storytelling’ into ‘storydoing’, by encouraging consumers to reach out to lonely older people and discover their inspiring stories.
This campaign is not just about the importance of being generous with treats, but also being generous with time – which is, for many, what truly matters.
And this is where, in the eyes of the consumer, a brand’s purpose can form part of its lasting legacy.
Three key takeaways to optimise your brand strategy
- Your brand purpose should be integral to your business operations – a conviction, not a cliché. It’s why you wake up every single day and what drives your brand forward, so make it count.
For example, at JWI, our mission – ‘go beyond’ – is more than a mantra. It drives everything we do, and how we do it. And that’s why we’re the trusted creative agency for world-leading brands.
2 Your brand purpose needs to mean something – to you, and your customer.
The long-term success of Cadbury is no fluke. After all, 77 per cent of consumers purchase from brands that share their values. Purpose-driven brands that demonstrate genuine care are better placed to cultivate long-term loyalty.
3 Your brand purpose needs to grow with you.
Growth matters, but without a core purpose to center your strategy, your brand can quickly become lost in the crowd. Future-proof it today, to ensure your brand stands the test of time.
