“Purpose-Driven Brand Building”

I came across a post on Facebook talking about a commercial that Proctor & Gamble did with a Special Olympics athlete in it.  I am a big advocate for special needs children, as my 5 year old son has Down Syndrome.  I was even a “buddy” back in high school for Special Olympics so needless to say the post caught my eye.

Well I went on to view the commercial, here’s the link.  I love how it mentioned “Proud Sponsors of Moms”.  As I mentioned in my websiteMarla Murasko Enterprises, Inc. is passionate about supporting businesses that provide products or services that target affluent women, moms and focus on empowering mom entrepreneurs and/or making the lives of their families better.  Businesses are realizing that moms are a powerful and influential market.

Here are some interesting statistics:

  • Women account for 85% of all consumer purchases including everything to purchasing homes to healthcare
  • Women represent the majority of the online market
  • 22% shop online at least once a day
  • 60% of Moms used coupons in the last 24 months
  • 92% pass along information about product deals to their friends and family through social media platforms
  • 76% want to be apart of a special or select panel
  • Nearly 50% of women say they want “greener” choices.
  • Moms are very passionate about causes or events to foster awareness
  • Moms love to blog and create their own little communities

So if your product targets moms entrepreneurs, moms and their families then why not market with Moms?  Partner with them on your product launches or create a marketing relationship with them to help ”get the word out” for you. 

As a mom myself I love the ability to sample products and provide my opinions.  As a mom of a special needs child and having a busy family life, we are always looking for better; more cost-effective ways to have a “better” life.

So I went on to do more research on the Proctor & Gamble website and I went to their page entitled “Core Strengths” and I came across this video “The Inspirational Power of Purpose”, where the P&G Global Marketing & Brand-Building Officer Marc Pritchard explains how the Company is using purpose-driven brand building and creative innovation to thrive even in uncertain economic conditions.  Some of the highlights I came away with from watching this video were:

  1. Make a “shift from marketing to serving”.
  2. Forced to getting to “know” your customers and about their lives in order to make their lives better.
  3. Having customers become personally associated with the brand.
  4. “Participation means purchase.”

Watch the video to understand how to create a “purpose-driven brand.”  It is truly inspiring about how some of the brands we use every day is truly making a difference in people’s lives.

Kudos Proctor and Gamble, it makes me feel so much better when I purchase your products, the dedication to your consumers especially Special Olympics and moms.  Thank you!


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