Brand Metapurpose Strategy
Until the past few decades, the prevailing mindset for successful brands was centered almost entirely on delivering value to customers, investors, and other directly related market audiences. The significance of audiences beyond traditional markets was often overlooked. However, as the role of societal stakeholders gained recognition, new challenges emerged. While brands had successfully positioned their value with customers and investors, defining and communicating their 'social value' proved to be unexpectedly difficult.
A critical mistake was made in the early stages of addressing this challenge, which continues to impact brands today. The approach of narrowly defining ‘social value’ as support for social causes such as environmental protection, sustainability, diversity and inclusion, and social consciousness has proven to be a misstep. It neglects the broader landscape of opportunities available for brands to meet the social needs of individuals and their families in their neighborhoods, communities, as well as the society at large.
Brands have long been one step behind and playing catch-up with this challenge, but it's time to change the game and take the lead. The MetaPurpose Brand Strategy is that ultimate game changer. This innovative approach introduces the concept of 'shared social engagements', emphasizing direct connections, authentic relationships, and tangible impacts that brands can have on individuals and their families in the places they live, in their neighborhoods, and within their communities
The MetaPurpose Brand Strategy recognizes that brands have the power to address social needs at multiple levels, significantly expanding the current narrow focus on supporting social causes. It broadens the landscape of options, allowing brands to create social value by engaging with people's specific needs and aspirations in their local environments. By seamlessly integrating their products, services, processes, skills, and values into initiatives that enhance the well-being and quality of life in the places, neighborhoods, and communities where people and their families live, brands can make a meaningful difference in people's lives.
MetaPurpose Brand Strategy recognizes the crucial importance of a thoughtful analytic basis in the development of successful brands. Brands that have thrived over time have understood that without an analytic foundation, brand positioning becomes vulnerable to being co-opted by various positioning and benefit ideas that may lack solid support.
To address this challenge, we have developed the Social Engagement Brand Spectrum—a structured framework that empowers brands to create a tailored Metapurpose Strategy, one that not only contributes to society but also enables your brand to achieve its business objectives.
The first level of the Social Engagement Brand Spectrum revolves around the concept of 'Place' and its significant role in people's lives. 'Place' represents the physical infrastructure that forms the foundation for acceptable levels of housing, transportation, security, health, and nourishment necessary for individuals and their families to lead productive and satisfying lives. By aligning your brand's benefits with enhancing the 'Place' where people live, a direct and tangible connection is established between your brand's actions and the well-being and quality of life of individuals and communities.
With an acceptable infrastructure in place, Neighborhoods can be formed, the second level for social engagement. In today's interconnected world, fostering a sense of connection and belonging within neighborhoods is crucial. Brands have a unique opportunity to contribute to developing and strengthening neighborhoods by providing spaces, initiatives, and resources that facilitate connection and interaction among community members. By fully integrating your brand's breadth—products, services, processes, skills, and values—you can actively create opportunities for community engagement, organize events, support local initiatives, and establish a physical and emotional presence within the neighborhood. This approach fosters a sense of togetherness and shared experiences, benefiting both the residents and your brand's reputation, loyalty, and long-term success.
Uniting multiple neighborhoods and diverse groups into cohesive Communities built on shared values and principles is the third level of social engagement. Here, the Metapurpose Strategy focuses on integrating your brand's core offerings—products, services, processes, skills, and more— with community-driven initiatives that provide resources for conflict resolution, support initiatives that promote social cohesion, facilitate open discussions, encourage collaboration, and empowering individuals to take ownership of their community's future to resonate with community members and drive positive change.
The fourth level of social engagement in the Brand Spectrum revolves around supporting the cultural norms and identity that strengthen society as a whole. It goes beyond the needs of individual communities and encompasses the shared sense of personal identity, common ideas, and values that converge within society. This is where support for social causes becomes important. By thoughtfully integrating the breadth of your brand—products, services, processes, skills, and values—with activities and programs that deliver these societal benefits, you can build engaged support, loyalty, and a deep connection with your audience, all while also fulfilling your business objectives. h
The Brand Engagement Ecosystem encompasses a wide range of brand activities that have the potential to make a positive impact at each level of the Social Engagement Brand Spectrum. This comprehensive framework serves as a rational basis for strategically selecting a position on the Spectrum that aligns with your brand's core strengths and resonates with your target audience. It provides a central focus for your brand activation, guiding you toward the most effective and impactful strategies.
By carefully identifying the opportunities possible at each level, you can ensure that your efforts consider the full range of engagement possibilities.
The Brand Engagement Ecosystem guides your decision-making process regarding the areas where you have both the capabilities and the best opportunities to engage.
It allows you to focus on the specific areas where your brand can create meaningful change and foster a sense of connection and purpose
Now let's look at some case studies for the MetaPurose Brand Strategy.