Dawn. (It's Good To Be Ready.)

The nice thing about having a purpose-driven brand? When sh*t happens – like, say, BP’s oil rig hemmorages oil all over the ocean – you know exactly what to do.


You jump in, take action, bust parity, generate talk, and build loyalty in the process. Just like Dawn liquid soap is doing. Read the AdAge article: HERE.



There are other brands that would be ready to act. Brands who already champion a purpose. Cause brands. Here are a few:

Tide.
Dove.
Pedigree. ...
... to name a few. Think of the brands you work on. Do they have a "North Star" belief, or higher purpose of any kind?

Would they be ready?

Turning Transparency Into Leadership*

Here’s a cool story in the NYTimes (4/17/09) about a company embracing total disclosure.

They make Elovena oats. Apparently part of the oat-making process involves water use. And these guys are much easier on the earth with their water consumption than their competitors. So, they decided to be the first ones to put an H2O label on their package. Part of a “total impact” statement. They’re volunteering to be measured by it.

For a low-loyalty product, they’re essentially inventing a new reason for preference. They’re using water they way their whole category should be, and by pointing that out, they win. They’re doing good, breaking parity, and showing thought-leadership in the category.


Any brand can do this. Operate the way the whole category ought to, and make a little noise about it. Bingo, you’re the leader.

See the NYTimes article, HERE.

(* AKA, the worst title of a blog post ever. I'll work on that.)

Doing “Good” In Tough Times=Smart

In 3/30 New York Times, ad columnist Stuart Elliott brings it.

Who’s doing good by society now? The list of the day includes Toys “R” Us, American Airlines, and BBDO’s David Lubars. Take it away Stu …

“Efforts in advertising to pay attention to the disabled are accelerating even as the business of many marketers is slowing.

The seeming contradiction is not surprising because in harder times many consumers begin thinking about weightier matters than the size of their homes or the features on their phones.

That shift in attitudes represents an opportunity to connect with the public on less mercenary — and more altruistic — levels.”

That, and Lubars’ crusade to stop the slang use of the word “retarded.”

The article is worth a skim, and you can see it HERE.