Effective Brand Strategy begins with being true to who you are as a company and dedicating yourself to a brand purpose. A powerful brand purpose is a statement about how your company intends to make the world a better place.  It is the fundamental brand ideal of why your company exists and is carried throughout the organizational culture from employees to product to brand. It unites customers to a brand and the fundamental values of human nature.

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“The ideal [purpose] is the brand’s inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world. A brand ideal actively aims to improve the quality of people’s lives. It creates a meaningful goal for the brand - a goal that aligns employees and the organization to better serve customers," said Jim Stengel, former P&G CMO, in his book Grow.

 

This is the launching point of effective brand strategy and the reason why companies with a strong brand purpose have taken time to understand why and where their brand exists within their customer values. Those that do so, far outpace their competitors who are winging it.

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Furthermore, a powerful brand story defines a compelling purpose that goes beyond the product and reflects consumer values, beliefs, and enables them to do more from a rational and emotional standard. And if you're trying to reach Millennials, for example, your brand won't matter without creating a relevant, emotional purpose that resonates with them.

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Emotion accounts for 50% of the consumer buying process. 

If you're unable to crack the code, forget about having your brand in their consideration set. Understanding how to harness and distill buyer opinion, thought, and sentiment into a compelling strategy, and one that is assimilated into your marketing and strategic communications initiatives will offer you a clear business advantage. Opinion Window Research + Strategy will help propel your brand to greater success by uncovering and understanding the data points that drive brand preference and loyalty.

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