From Brand Purpose to Branch Purpose

From Brand Purpose to Branch Purpose

Psychologically, people are currently in a transitional phase in which they feel that their carefree life and consumption past may be lost forever, that the future is uncertain.

Consumers are longing for products and brands that are close at their side, that understand them and accompany them through this crisis-like transition.

To achieve this, however, brands and industries must offer more than just a brand or industry image. They must stand for a greater meaning in life, one that addresses people's current issues and fits the original core of the brand or branch. To this end, Rheingold has developed three steps on how such a Branch Purpose can be developed.

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Marcel Beaufils

Senior Project Manager Rheingold Institut