Purpose is the 5th ‘P’ in the classic marketing mix of the the 4Ps: product, price, place, promotion.
"Helping our customers connect to the people and things that matter to them" is what drives CEO, Peter Erskine of O2, a spectacularly successful cellphone network in the UK, "I think if you act and run the business in a way that you like to live your life, you’re not going far wrong. The key driver is that one can no longer build a brand just by running nice advertising; you’ve got to live the story as well.
Peter’s simple rallying cry passes 5 basic questions:
Does it pass the Doris test – does the lady in the post room get it
Does it pass the zigzag test – is it significantly different from the competition
Does it pass the customer test – is it based on a customer insight they value
Does it pass the sphincter test – needs no explaining
Go Bold! Bring a loo roll