Whilst doing some research earlier this summer I was struck by how much of marketing had got lost in an abyss of bland content. It appeared to me that in a race to embrace shiny new platforms which would supposedly create deeper connections, the industry had lost sight of what really matters. In actual fact what had happened in many cases was not deeper connections but instead temporary interactions, fleeting in nature, rarely repeated and almost certainly not memorable.

It caused me to remember a Ted talk I came across a number of years back by Simon Sinek in which he outlined a model for inspirational leadership. The basic essence of what he proposed was that people don’t buy what you do, they buy why you do it (If you haven’t seen it before, I recommend checking it out). He went on to highlight how the reason Apple, Martin Luther King and the Wright Brothers were so inspirational, and connected so deeply with their audiences, was that all three focused first on communicating why they did what they did, rather than starting (as most brands do) with the ‘what’. It’s a really interesting point and one to which brands and their guardians would do well to pay attention.

In my opinion brands need to get back to their core story and in doing so ask themselves some very simple questions:
1) Why do you do what you do?
2) How are you different?
3) Why do you matter?

By answering these questions brands can begin to refocus on their story and most importantly how it relates to their core audience. In a world where technology has unlocked so many opportunities for brands to communicate with and learn from their consumers, where at the touch of our fingertips we have access to more data than we could ever have imagined, it seems incomprehensible that instead of communicating what really matters to them, some brands are focusing on bland product messages pushed out across a myriad of platforms where their audience may or may not be listening.

The good news is that not all brands work this way, and there are some truly amazing and inspirational international communications programmes being led by brands like Dove, Red Bull and Coca Cola. Closer to home we’re also seeing some really strong and meaningful campaigns that have clearly resonated with Irish audiences.

We ourselves in Edelman, both globally and locally, work with many such clients, who understand the importance of purpose in marketing. An excellent local example is that of the National Lottery, whose answer to ‘Why?’ is perfectly simple – they do it to raise money for good causes. Indeed, since its foundation in 1986 the National Lottery has contributed over €4.5 billion in funding to help causes across Ireland. With thanks to all the players along the way, the National Lottery has made and continues to make a significant positive impact on Irish society. To help tell this story in a more meaningful manner, the National Lottery put the spotlight on the good causes themselves and showcased the life-changing impact they have on the people they serve. The resulting 8 short videos (one of which has since featured as a TV ad), which you can see here,  are the very essence of why the National Lottery exists and are a compelling reinforcement of how important it is for brands to focus on the ‘why’ rather than the ‘what’.

Written by: Darragh Rea, Head of Digital at Edelman