Purpose
First of all, the meaning of purpose is obvious to see that it refers to the subject according to their own needs to take advantage of the intermediary role of consciousness, concepts of pre-conceived goals and results of behavior. Its pillar is to set expectations in advance as a goal to strive for.
Secondly the three most important points for the brand’s philosophy are vision, mission and values these are the three most important parts of the brand as they guide all other decisions made by the brand in the future. They are what guide the brand in developing its business as well as the brand in attracting an audience that supports the brand’s goals and shares the brand’s values.
The brand’s vision explains what the company is aiming for when it comes to achieving its mission. It’s all about visualizing the future of your company, your audience or the world as you do what you’ve set out to do. The mission is an explanation of what the brand wants to do, how it wants to do it, and for whom it wants to do it. While a brand’s vision explains where the brand’s business will go, a brand’s mission explains exactly what the brand wants to do in order to realize that vision. Brand values, on the other hand, are actionable principles that are important to the brand as a business and describe what the brand supports or believes in. While the brand’s vision explains where your business is going and the brand’s mission talks about what the brand is doing to achieve that vision, the brand’s values are all about how the brand will operate and act. Brand vision helps brands make decisions as well as bringing the brand’s team together and attracting the right customers, etc. so brand philosophy (mission, vision, value proposition) is important for brands.
Finally on how brands can communicate their purpose and vision to Gen Z. How to appeal to Gen Z is to understand the specificities of Gen Z. They are digitally savvy.
Older generations think they know what it means to be “digitally savvy” but it goes further than older generations think. gen z is the first generation to grow up with smartphones, tablets, and platforms such as social media and YouTube as the norm. when the iPhone was first launched, the oldest gen z was 11 years old (2007), followed soon after by the iPad (2010), and then the iPad (2010), and then the iPad (2010). Shortly after that was the iPad (2010). So the most important way for brands to try to get Generation Z to be attracted is online This is why traditional advertising is being phased out, because attracting Generation Z requires novelty and they are driven by celebrities on the internet. They are willing to be influenced by people they really trust like celebrities and online bloggers because of their high traffic.
Reference
Mintel (2022). Three Things Brands Need to Know About Marketing to Gen Z Consumers | Mintel. [online] www.mintel.com. Available at: https://www.mintel.com/consumer-market-news/three-things-brands-need-to-know-about-marketing-to-gen-z-consumers/.
Generation Z (no date) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/generation-z (Accessed: 29 April 2024).
Northwestern University Press, (1979) Results of search for ‘an:230792’ ’ UAL homepage catalogue. Available at: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-search.pl?q=an%3A230792 (Accessed: 29 April 2024).
Gomez, R. (2023). How to make sure you’re marketing to gen Z the right way. [online] Sprout Social. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/.
Johnson, B. (2020). Brand Strategy: Mission, Vision, Values & Brand Personality | LimeLight Marketing. [online] Limelight Marketing. Available at: https://limelightmarketing.com/blogs/brand-strategy-mission-vision-values-brand-personality/.