¿Sabes qué es un propósito? Es el motivo por el que existe una marca, ese “algo” que la hace relevante y necesaria para sus consumidores. Una marca con propósito es aquella que toma una postura determinada frente a una situación importante para la sociedad, y la integra en su comunicación y en su estrategia de negocio.
¿Por qué los consumidores se muestran tan escépticos con las acciones y propuestas de las marcas ?
Cada vez es más evidente la importancia de no enredar el propósito de una marca con el propósito social o ambiental que brota del contexto. Las marcas que izan una bandera social o ambiental sin tener un trasfondo y una estrategia detrás que los respalden, terminan generando percepciones negativas dentro de los consumidores. Muchos asumen estos propósitos como un lavado de imagen o maquillaje debido a la falta de autenticidad y de coherencia entre la estrategia de negocio y el propósito que abandera la marca.
En definitiva, las personas esperan de las marcas más que palabras sobre responsabilidad o grandes ambiciones. Simplemente, quieren que su propósito se refleje en la práctica y tenga impacto en su vida o en su entorno. Definir la arquitectura reputacional y alinearla con las acciones de marca será el nuevo reto de los estrategas de comunicación. Los consumidores ya no toman sus decisiones basándose únicamente en los beneficios del producto o en el precio, sino evaluando lo que la marca dice y hace.
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