Companies are under increasing pressure to take a social stand and go beyond functional, utilitarian benefits. In response, they have tried to adopt a social or environmental purpose besides their mission of making a profit. Unfortunately, such positive initiatives may have unexpected consequences and side effects, resulting in consumer backlash and brand hijack. What can go wrong with communicating a higher purpose, meaning that is expected to improve an organization’s image, lands brands into hot water.
Discuss the factors that need to be considered when choosing, designing, and implementing a higher purpose meaning. What factors contribute the most to successful/unsuccessful higher purpose meaning? In your analysis, you may consider factors such as authenticity, relevance, organization’s culture, internal meaning clarity, the level of fit between the organization’s already established values and the new brand purpose, and the execution and communication of the meaning. Provide different of examples to support your arguments.
| Literature review | Demonstrates an exemplary ability in critically analyzing the literature on brand purpose. In-depth understanding of the underlying drivers, success, and failure factors in identifying and communicating higher purpose meaning is exemplary. |
| Analysis and application | A good discussion on the factors to be considered when choosing, designing, and implementing a higher purpose meaning.
The application of key relevant theories/concepts and sources is exemplary |
| Conclusions and Implications | States a valuable and sound conclusion that is a logical extrapolation from the inquiry findings. Provides valuable and sound managerial recommendations. |
