63% prefer to buy from a purpose-driven brand  Ideally, product or brand differentiation should be tangible. However, they need not be related to the product per se or even to the customer experience. Given the right circumstances, differentiation can be based on the values of the business. This point is made well by Roy Spence […]

63% prefer to buy from a purpose-driven brand  Ideally, product or brand differentiation should be tangible. However, they need not be related to the product per se or even to the customer experience. Given the right circumstances, differentiation can be based on the values of the business. This point is made well by Roy Spence in his book – ‘IT IS NOT WHAT YOU SELL – ITS WHAT YOU STAND FOR’ published in 2009. Indeed, the title says it all.A point of difference, value proposition, unique selling proposition or strategic competitive advantage can be built around the values of the brand and the business that owns the brand. Research undertaken in 2018 found that 63% of consumers prefer to buy from businesses they believe are driven by a purpose greater than money. Further, the research found that 62% of consumers want brands and the businesses that own them to take a stand on…