Sandy Thompson, Global Strategy Officer de Y&R
Sandy Thompson, Global Strategy Officer at Y&R, delivered in Cartagena Inspira the talk “Brands oriented to purpose.” According to Thompson, in a world increasingly saturated with information, brands should restate the reason of their existence and how to connect with their consumers. “We cannot keep thinking of people as ‘targets’; besides being offensive, it considerably reduces the field of action brands can have in life, in society and in the behavior of those who are affected by a message” pointed out Thompson. The executive also mentioned that currently, 66% of the brands worldwide are stagnant because they don’t have a purpose; likewise, 75% of all millennials feels it is important to perceive value in brands beyond the product or service they offer. In that context, she invited brands to ask themselves three questions: Why do you exist?, what makes you different from the rest?, and are you interested in your consumer? “Only if they establish a purpose can brands really connect with their audiences and maintain a link in time. This doesn’t mean” said Thompson.
