Abstract:
A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we have done as well as desk research, to understand how the concept of 'purpose' itself is changing in meaning across all spheres of life ? not just in the choices of brands, but also political affiliations and life decisions. Our explorations helped construct the brand citizenship framework, which we believe adds a further layer to existing models of brand purpose and, in turn, could result in more effective purpose-driven marketing.
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Videos
Take me home, country roads!
Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Arindam Mohanty
Companies: PepsiCo, Kantar
September 8, 2019
Research Reports
Qualitative research on the take-home beer market
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 23, 1973
