In the most recent issue of (Canadian) Direct Marketing News, there is an excellent article by Stephen Shaw, Chief Strategy Officer at Kenna. Stephen has been a frequent and astute contributor to this and other marketing publications over the years.
You can read the article here, but its a pdf so you’ll have to scroll down to page 5.
Featuring recent research from Forrester, showing the connection between engendering pride and willingness to recommend, Shaw reminds us how and why brands need to make us feel good about our decisions to choose them. “The equation is a simple one: give customers a reason to believe (the brand purpose) and then make believers of them (how the brand behaves).”
I love his declamation on brand ethos:
“Brand ethos should not be confused with corporate social responsibility (often just philanthropic wallpaper). A genuine ethos is a code of honour wrapped around an ennobling statement of purpose. And its brought to life through a constitution which spells out the inalienable rights of customers. Instead of bowing at the altar of shareholder earnings, employees are mobilized to act in the interests of the greater good, seeing real meaning in their work.”
The whole article is worth the read.