Mission, Myth, and Truth: How These Key Marketing Elements are Essential to All Brands Today
Executive Summary
At the Internationalist Global Summit on March 11th, JP Kuehlwein, executive director at Frederic Fekkai and co-author of Rethinking Prestige Branding, discussed how “ueber brands” — that is, brands which are valued beyond price and esteemed beyond size — harness the power of mission, myth, and truth to gain almost legendary status in the eyes of competitors and customer alike.
Key Takeaways
The Must of Mission
Consumers no longer want to be defined by all of the stuff they owned; instead they want to be a part of something bigger than themselves. As a result, people are increasingly flocking to the types of brands that stand for something, that project some sense of purpose or meaning to the world at large or — at the very least — their category. Nowadays, the most successful brands often have a mission that is deeper than just producing the best product.
- Ben & Jerry’s is a brand that actually takes a political stance and has become synonymous with liberal political ideals. Over the years, it has produced a few politically charged ice cream flavors — from “Hubby Hubby,” which celebrated the brand’s support of marriage equality, to “Yes Pecan,” which commemorated President Barack Obama’s inauguration.
- Since the 2008 economic recession, Shinola has positioned itself as a brand that is dedicated to reviving American manufacturing industry. To drive home that commitment, the company selected Detroit — the buckle of the American rust belt — as its base of operations, and primarily uses American suppliers and American labor to produce its products.
The Appeal of Myth
Most marketers understand that storytelling is the best way to relate to consumers. Stories not only entertain, they inform us in more intuitive, emotional, and memorable ways than functional sales arguments. Myths are the next level of storytelling, and brands that are can find a way to harness the power of myth will be able to add a level of mystery and appeal to their products.
- Cosmetics brand La Mer has created a myth around its “miracle broth” skin cream that uses the healing qualities of the sea and developed the brand’s iconic formula, still sold today.
- Similarly, the fashion brand Chanel is defined by founder Coco Chanel’s epic story. Her clothing reflects this lore.
The Need for Truth
In the end, all of the claims that a brand makes about its product or services must be authentic — that is, promises should be less marketing-manipulated and more truth-minded. The brand should be able to reasonably deliver on the expectations that it is setting and never let the consumer down. Authenticity is key, and it in order to be genuine, brands need to put their money where their mouths are. Don’t just execute it, be it.
Source
"Mission, Myth, and Truth: How These Key Marketing Elements are Essential to All Brands Today." Internationalist Global Summit, 3/11/16.