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Posted by: buzztone   |   4/30/2013   |  

Purpose Driven Branding



According to Roy Spence, author of It’s Not What You Sell, It’s What You Stand For, those in marketing or branding are in the “Field of Dreams” business: as a marketing firm, if we build your business, our business will come.


And the quickest way to drive business is to identify a company’s purpose. Purpose, especially when it aims to change people’s lives for the better, leads to clarity, satisfaction, and success.


Spence points to Southwest Airlines as a staggeringly successful example of his theory. The purpose of Southwest? Give people the freedom to fly. When airlines across the country began charging for checked bags, Spence helped Southwest develop a wildly effective marketing campaign with the tagline, “Bags fly free.” The campaign drove in one billion dollars in revenue, and allowed the company to maintain its low cost, low maintenance philosophy. As Spence claims, it’s (literally) not what you sell, it’s what you stand for, that counts in the end.


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