Trends for 2018: Purpose will morph back into positioning

‘Purpose’ has been moving up the agenda for many a marketing department over the past few years as companies look to ‘do well by doing good’. But this year saw the beginnings of a backlash. Not around doing good necessarily, but around the misappropriation of the term ‘purpose’ when in actual fact it often comes down to positioning.

So, 2018 should be the year brands move away from doing purpose for purpose’s sake (particularly when it is simply a clumsy bolt-on) and instead focus on brand differentiation through better defined positioning.

Lees verder op MarketingWeek