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PZ is a favourite client because in addition to overseas TVC productions and the opportunity to work on behemoth brands like Imperial Leather and Morning Fresh, they also offer a deep understanding of the Nigerian market; the heartbeat of their Africa operations. Every two years an expensive brand refresh becomes necessary. Why? Because that’s about the time it takes for the ‘vultures’ to come to market with inferior replicas in identical packaging at lower prices. I’ve heard brand managers joke about competing with copy cats who greet competition’s morning innovation with lunchtime fakes.

It is not as bad in Ghana, but there are several ‘me too’ brands in every industry. The most recent are questionable investment companies promising seductive returns. Even with the most capital-intensive industries like telcos and banks, it is common to see brands rolling out identical products and tactics in response to competitor innovation. This ‘sea of sameness’ means that brands claw at any opportunity to distinguish themselves.

In the last few years ‘Corporate Social Responsibility’ (CSR) has emerged as the tool brands hope will help distinguish them from competition. Unfortunately for brands, but to the benefit of the less-privileged, CSR has become the cliché in-thing with brands and celebrities looking to make as much PR noise as possible with every social intervention.  

This is good in the sense that brands are realizing that to be more profitable it is important to be seen as caring and selfless. It is bad in the sense that it has lost its heart. In rushing to be socially relevant, brands haven’t been tactful or authentic.

A tool which should give the brand an endearing human trait is now little more than a marketing gimmick. Social interventions have been blatantly commercialized to the point that an average consumer can read between the lines.

The telcos did a great job in the beginning. Tigo and MTN championed education, Vodafone championed the health and wellness of people. Then the financial services and bottled water brands rushed to the party. I was particularly put off by billboards of a mineral water brand claiming to be ‘The first socially driven water brand in Ghana.’ First, so what? It is such pettiness that betrays the true motive of most CSR projects in Ghana and diminishes its potential business impact.

The Bigger Picture

Let’s elevate the conversation, shall we? Fact is, CSR is a manifestation of a brand’s purpose. You are a certain way, you believe strongly in certain things, it informs how you operate, hire, design products, communicate and also how and why you give back to society. According to a recent WARC report, three broad criteria are vital for a purpose to work. It must be;

Unique to brand – connected to your product/service and brand values/belief – if you do pick a UN Sustainable Goal, do it your way

Personally meaningful – to customers and co-workers

Collectively relevant – to society and the world as a whole

Finding and articulating your unique purpose internally is only the start. The real work and skill is using that timeless purpose to guide and steer the whole organisation through changing times, through digital transformation and beyond. Infusing the purpose end-to-end into behavior and experience, then reinforcing at every opportunity. This is how to make the most of your purpose!

That’s why when Savlon came up with this clever idea to reduce sickness and dropping out of school among Indian kids, it was original, innovative and a resounding social and commercial success. That’s why when Bodyform/Libresse -a female hygiene brand’ deployed their #bloodnormal campaign, it changed the narrative around menstruation for good for ever. A Ghanaian brand that seemed to be solidly heading in this direction was Heel The World (HTW). From naming to product design, storytelling and all, they seemed socially-driven and garnered a strong brand appeal. It is a pity that this mojo has waned in recent times and the brand now has a sliver of the goodwill they once enjoyed.

Globally, ‘Purpose Marketing’ is evolving and becoming more relevant to business sustainability and profitability. Claudia Willvonseder, Chief Marketing Officer, IKEA writes that “Purpose, product and profit have a symbiotic relationship: they work together. There are more than enough studies now available that show how strong, purposeful brands enjoy positive results, not just in terms of profit, but also in terms of positive impact on the world. Which in turn attracts and retains better co-workers, who are more in tune with what the brand’s all about: a virtuous circle. Unlike the days of isolated CSR activities and tactics, doing well and doing good go hand- in-hand.”

So yes, it is good to build schools, donate to Korlebu, gift poor mums on Mother’s Day, pay for cleft and other surgeries, send aid to foster homes and orphanages, but be clear and honest about why. If there are no strings attached, then by all means, more of it! But if it is part of a ploy to boost your brands’ preference score ratings, get out of the stone age! Be more deliberate about it. Do it right.