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? I'm reading: Dawn. (It's Good To Be Ready.)Tweet this!