Marketing professionals and advertisers are increasingly labeling their communications with the "purpose" label. The industry is loudly celebrating itself for this. The whole world is finally being saved. Advertising is getting rid of the stigma of just "selling" and - after declaring itself an art form for over two decades - is now also becoming a missionary asia rcs data awakening field: meaning instead of greed. That may be very true and not a problem, but does it work economically? Because a company with a great sense of purpose is of little use if it is bankrupt.
"People no longer buy products, they only buy an image..." In contemporary marketing, the view is that products and services are hardly distinguishable in terms of performance. Therefore, the value of a brand no longer lies in its performance, but primarily in perceived values and attributions - image and distinction make brands. This attribution, also known as "added value", means that the actual services are no longer the focus of communication work, but rather "feel-good values" or "emotions" that should create an image.