The challenge of brands amid the trivialization of purpose

The rise and penetration of the concept of purpose in The translation of "métier" in Portuguese to English depends heavily on the context. "Métier" can mean: * **Trade/Occupation/Profession:** This is the most common meaning. * **Craft/Skilled trade:** Implies a specific area of expertise within a profession. Therefore, without context, the best translation for "métier" is to use **profession** or **trade**. Provide the surrounding text for a more accurate and natural translation. Corporate adoption of purpose was meteoric. What was once a search for a unique and authentic brand identity has become a strategic imperative, guiding decisions, connecting with the public, and building strong, enduring brands. However, the popularity of the term “purpose” has brought a side effect: its trivialization.

On a corner of Faria Lima, on a sidewalk in Vila Olímpia, in a café in Berrini or Paulista, today, one can hear the word “purpose” echoing as the corporate world's current mantra, whether contextualized or not. And not only that: in a church in the countryside, ... , of an influencer or in the commercial spaces of a coachThe purpose seems to be the "latest trend" in narrative composition for sermons, lifestyle displays, and mentoring entrepreneurs.

But let's return to the corporate world, which is what interests us here...

In his/her book “A Brand Beyond Purpose"Renato Figueiredo alerts us to the dangers of fixating on a single strategic point, such as purpose, neglecting numerous other fundamental elements of brand building and development."brandingAs the author states, brands stray from generating results when they fixate on a single point.

This desperate search for purpose, often disconnected from reality and company values, has led to a scenario in which the discourse on purpose overshadows actions. Authenticity, once a fundamental pillar, gives way to empty, standardized discourse, where all companies seem to say the same thing: the Ctrl+C, Ctrl+V From branding narratives. Perhaps this caused Unilever's Global CEO, Hein Schumacher, to make that polarizing statement where he said, "We need to stop forcing purpose onto brands. For some, it simply won't be relevant. And that's okay."

Purpose is dead. Long live Purpose!
Figueiredo proposes a more holistic approach, based on three pillars: REI – Reputation, Style, and Idea. According to him, "only by adopting a less pretentious posture can brands achieve more impactful results for business, for people, and for the world we all depend on." The delusion of some brands regarding their...brand Please provide the Portuguese text you would like translated. I need the content to translate it.It starts to sound ridiculous. 

It's important not to underestimate the consumer, understanding that they know, despite all the background, that what we really want is to sell more. Even more important is to know – and reflect that understanding in the narrative (Brand storyline) – that a brand won't save the world, but it can transform some realities; it won't solve someone's life, but it can refresh behaviors; it won't convince immediately, but it can provoke new perspectives; it won't...

For brands, we know that a loss of authenticity can lead to a decrease in credibility, difficulty connecting with the public, and, consequently, lower consumer engagement and loyalty. For them, even the saturation of discourse around purpose can generate distrust and skepticism, making them even more discerning about brands in the market. 

One way to escape this trap is to also look at the Reputation From the brand, which is something built over a journey. In this context, consistency (!) in communication actions and, of course, quality deliveries in products and services are key; it's the public's experience with the brand and its products that defines perception, the raw material of reputation. 

Another important pillar is stewardship regarding Stylewhich is the visual and communicative expression of the brand, that which differentiates it from competitors and makes it memorable (brand Please provide the text you would like translated. "Recall" is too general.To achieve this, meticulous execution in visual identity, language, message tone, and user experience is essential. 

All of this without forgetting... IdeaShe is the youngest daughter of the Brand Purpose: it is through the idea that the brand's reason for being is expressed, communicated, and brought to life. It can be the embodiment of a value, a promise, or an aspiration. As we know, it is often because of the idea that a consumer chooses one brand over another.

As an illustration, imagine a sustainable clothing brand... its purpose could be "reducing the environmental impact of the fashion industry". The brand's concept, in turn, could be "conscious and timeless fashion, valuing quality and durability". This concept goes beyond the purpose, defining the brand's visual identity, the language used, the materials employed, and the final customer experience that will interact with all of this.

A true brand's strength lies not in blindly following current narrative trends, but in knowing when to challenge the status quoAuthentic purpose is powerful, but it's only truly distinctive when coupled with concern for reputation, stylistic excellence, and a clear, tangible idea—with possible hints of genius. 

If Generation Z is the generation of apathy – having Gen Y been the generation of anxiety – and begins to enter the consumer society with more pragmatic visions and lifestyles, then the market needs brands that attach themselves less to... Buzzwords and more to the practice of generating real value for its consumers and for the world.