Brands with purpose-driven goals have sustainable positioning – Adejumoh
By Felicia Nwosu
Godfrey Adejumoh, a seasoned Public Relations practitioner and Head, Corporate Affairs and Sustainable Business, Unilever Nigeria, has averred that brands with embedded purpose-driven business goals, strategies and operations are likely to survive and thrive. This, he noted, gives such brands the ability to define a sustainable positioning niche in a challenging business environment.
He maintained that purpose-driven brands stand to make a difference in the life of consumers as problem solvers, which translates to enduring top-of-the-mind and loyalty for the brands as well.
Mr. Adejumoh made the above submission during the just concluded MARKETING EDGE National Marketing Summit, which had the theme, “The Sustainable Growth of Marketers: Adapting to Challenging Opportunities In a Disrupted World”. The summit was held virtually via Zoom.
While outlining some cardinal pillars as elements and traits that help to anchor a brand’s purpose, he noted that such elements, which help to advocate consumer goods, could also help consumers to relate to a brand’s story and sustain their patronage.
“Companies with purpose last longer and people with purpose thrive. Purpose is simply finding that niche where you can be a solution in the midst of all that has happened and will continue to happen. You cannot be everything to everybody as a brand. You must define what you want to be known for, and what you want to stand for. That is where being sustainable and driving sustainable growth starts from. If you are in for the short term, you will not last. If you are in for the cash, absolutely without providing a solution through your operation or through your brands, you will not stand the test of time,” he stated.
He maintained that companies that see purpose above their brands with decisive actions that align with consumer’s belief, connect better and enjoy loyalty with sustainable competitive edge.
“We must use marketing to solve the challenges of today. There will continue to be challenges which is where the disruption lies. Those who will resolve the challenges are those that will be sustainable. Those who will focus on the goal of selling and cashing out will not be sustainable because only brands with purpose will grow. It might be difficult, but companies with purpose will last. You might not be boosting the bottom line when others are doing so, but if you stay in that place and grind for both sustainability mixed with profitability, you will last,” Mr. Adejumoh stated.
He continued: “Why is MARKETING EDGE celebrating the 20th year of this event? Is it because there are no challenges? Is it because there are no issues? There are so many dynamics that the organizers of this summit have faced. But guess what? 20 years down the line, they are standing. That’s because they defined what they want to be known for. And as people driving the brands, if you have a purpose, you will thrive. You might not be hitting a pot of gold as your contemporaries are doing, but just stay in there and keep grinding.”
The PR expert advised industry practitioners who are committed to building sustainable growth and adapting to challenging opportunities in a disrupted world to imbibe purpose in their strategy. He also affirmed that the ability for brands to meet consumer needs either locally or globally lies in creating a purpose-driven niche.
“We can all play in the space of sustainability by adapting to our local needs. We have needs in our own climate and among our own clients. So, I end by saying that purpose is everything. Whether you are in marketing, playing in sales, in communication or in PR, find a purpose. It is a mix that helps to drive the conversation of sustainable growth,” Mr. Adejumoh concluded.
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