Football clubs don't have customers, they have fans! What do you have?

A few days ago I was lucky to give a seminar on "Digital Product Management & CRM" at a FMCG-Company in the Ruhr Area. During a 15-minute coffee break I got into conversation with the CEO of the company. We had a chat about the history of some German football clubs and got quickly to the question of brand values. Especially in football, values are an important factor in creating identification and authenticity with the fans. The reason why people become football fans is actually quite simple; image, origin, history, people and values. These are the points that define a football club. That's why about 80,000 people go to a stadium at the weekend to support their club. 

Actually an exciting topic, so I continued to discuss with the CEO why companies have to struggle to act exactly like the Clubs? It would have only advantages. The Answer of the CEO was simple.

?Football clubs don't have customers, they have fans. Companies don't have fans, they have customers.“

This answer was so clear that it made me understand why purpose driven marketing is such a strong issue at the moment.

I don't like buzzwords. For professional reasons, It is hard to resist, but I give my best. So, let me briefly explain the term. As the name implies, purpose-driven marketing puts the purpose at the forefront of its communication (for this kind of Revelation I am working as a consultant). But which purpose? Normally every entrepreneur or manager should know the purpose of his company or his brands. So it's about why a company has started doing a thing. The question of the "Why". But it doesn't mean increasing profits. If this is the only reason why the company exists... Well, then it will probably be difficult in the future to achieve sustainable success.

The basic exercise of any strategic consideration in marketing is the description and definition of the company or brand. Usually every company/brand defines what it is for. It's about answering questions like; what does the company do at all, what products are there, what do they look like? Ideally, the whole thing is crowned by a realistic USP to differentiates the company or brand from the competitors.

Something with sense - makes sense!

And now comes the "icing on the cake" - the purpose. This means what motivation does the company/brand have? Why exactly do they offer these products? It is nothing other than the motivation, why the company or the brand exists. Or quite simply, the sense behind the entire thing.

Only a few companies pursue this question of meaning. Start up's, for example, are in most cases based on one sense. They want to do something better or different, serve an existing need, stand for values. Long-established companies have distanced themselves far from the question of meaning. In the last few decades it has been more about the USP and placing it at the centre of marketing. Many managers are turnover and profit driven, the spirit of the founder often forgotten or even not familiar.

Nevertheless, there are very good examples of long-established brands that are more successful than ever today.

Nike's campaign "Believe in something. Even if it means sacrificing everything. Just do it" shows the motivation behind what the brand does, is to help athletes with innovation and inspiration to achieve their own sporting goals, no matter how crazy they seem to others and no matter what their background. With the use of NFL-Player Colin Kaepernick, the brand is also sending a clear signal about the values it stands for.

Red Bull gives wings to people and ideas. Sounds simple, but has always been part of the program of the company. The brand has always invested in crazy ideas, whether it's the Red Bull soapbox race, downhill racing, freeskiing or testimonials like mountain biker McAskill. Whenever there are limits, Red Bull is at the start. And don't forget the daredevil jump by Felix Baumgartner.

Dove has dedicated himself to the mission of strengthening women's self-confidence and self-awareness, especially when it comes to accepting their own body and feeling their own beauty. The brand calls social constraints and fashion ideals into question and does not precede women's appreciation with outward appearances as an attitude.

But why is the purpose so important for marketing?

This can be explained by social change and the fundamental search for something meaningful. Whether it is in the job search, where it becomes more and more important to want to achieve something "meaningful". Or to spend your time with something useful that gives you satisfaction. That can be something social, functional or ecological. It's about values and attitude. Environmental protection, animal welfare, health or social commitment are becoming more and more important in people's minds, and with them the questioning of companies about their social responsibility.

For brands, empty words or a superimposed purpose are not enough, which could satisfy the target group and fit into the trend. Authenticity is in demand in all decisions and actions of companies. Because it is not only about communication but about entrepreneurial action itself. Brands that are not honestly on the way are quickly identified. I am not talking about consumer deception, but about a half-hearted attempt at Purpose Driven Marketing.

Tip for free: Focus your efforts to create a true and authentic purpose for your brand and marketing.