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BM-6 Is "Purpose" being Used Correctly? - Consider the Current State of Language Precedence
There were still few Japanese companies that have been working on purpose-based marketing. However there has been a significant increase on number of cases which people using their "purpose" for their branding and marketing for the past few years. On the other hand, people just create the "purpose" to use effectively for marketing and branding instead of their genuine aspiration. Because of this factor and being a huge trend, there has been a doubt on true messages of "purpose" that brands create and its impact on marketing and branding. In this session, we would like to discuss what is the balance of altruism and our own gain caused by purpose-based marketing and to reveal the true nature of "purpose" by presenting our up-to-date studies and ideas.
