Brand Example: A Higher Brand Purpose

Chris WrenNovember 14, 20142 min

Brand purpose is the foundation for brand story. Consider this most brilliantly executed example of how higher brand purpose begets flawless story staging and storytelling, illustrating the more elaborate a scene is — props, staging, ambiance — the easier it is for customers to imagine themselves in it.

Whole Foods Market is positioning itself to be the world’s healthiest grocery store in a new campaign called, unsurprisingly, “Values Matter.” The awareness campaign boldly asserts in the narration “We want to know where our food comes from, what happens to it… how it is caught.”

Why do customers want to know? Because customers need to believe that choosing Whole Foods Market is the better choice, better for them as consumers, but also better for the environment from which the food is harvested. The backstory of what has happened to food before it arrives at the market makes the only story that really matters possible.

This awareness campaign should ignite a good deal of curiosity, and the “Values Matter” website does not disappoint. With clear leading content, users are immediately given control over how deeply they want to engage the brand with three, very human, very behavioral selections which easily allow users to build upon the curiosity sparked by the campaign in a way that matters to them, in the ever precious time they have to spend.

  • Show me: Food, People, Planet
  • I want to: Learn, Do, Both
  • I have: Seconds, Minutes, Longer

Whole Foods Market embraces the experience mindset by understanding that price and selection are less important than belief and desire.  It speaks with refreshing authenticity in a language all its own, and helps craft memories that customers want to repeat, if not extend. By following what customers want, Whole Foods Market has found its higher brand purpose. Find your higher brand purpose.

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5 comments

  • Adam

    November 15, 2014 at 12:04 pm

    Excellent point about “price and selection are less important than belief and desire.” Great article thanks!

    • Chris Wren

      November 25, 2014 at 11:00 am

      Absolutely. I’m glad you enjoyed!

  • Maciej Fita

    November 17, 2014 at 12:24 pm

    The Whole Foods brand has been amazing to watch and see how it has grown over the years. I think it comes down to in-store experience. When you go to a Whole Foods you almost immediately realize why you want to return.

    • Chris Wren

      November 20, 2014 at 7:20 pm

      Absolutely. In the same way that we re-read favorite stories or watch favorite movies is because we like how they make us feel, Whole Foods Market goes to great lengths to provide rich backdrops about, and surrounding the food – these help provide key elements that better describe the scene in the story we tell ourselves.

  • Seth Addison

    November 26, 2014 at 1:56 pm

    Great writeup Chris. I totally agree with your point that people are primarily interested in belief and desire. I was just having that conversation with a reader on my blog earlier this morning. Customer are desperate to FEEL something from the brands they interact with.

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