Read on Twitter
Everything I learned about brand purpose, I learned from the Spice Girls
A thread
A thread
First of all, what is a brand purpose?
It goes back to what Simon Sinek says about starting with WHY.
Your brand purpose should answer "why does this brand exist?"
It goes back to what Simon Sinek says about starting with WHY.
Your brand purpose should answer "why does this brand exist?"
A brand purpose is never selfish. It's bigger than your products, bottom line, or C-suite execs.
It's not about the things you sell, but about what those things do for people or the planet.
It's how your brand can make the world better.
It's not about the things you sell, but about what those things do for people or the planet.
It's how your brand can make the world better.
Here are some brand purpose examples:
Crayola: to unleash the originality in every child
Southwest: to connect people to what’s important in their lives
Dove: to help women everywhere develop a positive relationship with the way they look
Crayola: to unleash the originality in every child
Southwest: to connect people to what’s important in their lives
Dove: to help women everywhere develop a positive relationship with the way they look
The Spice Girls followed this model and defined their purpose.
They didn't just set out to make music. They wanted to empower girls.
They didn't just set out to make music. They wanted to empower girls.
Their career was more than album sales, world tours, and fame.
They wanted to unify young girls and inspire them with the confidence to do anything.
It started with 'Girl Power'.
They wanted to unify young girls and inspire them with the confidence to do anything.
It started with 'Girl Power'.
When asked about the term 'Girl Power' in 1997, Scary Spice said:
"It's about spreading a positive vibe, kicking it for the girls… It's not about picking up guys. We don't need men to control our life. We control our lives anyway."
"It's about spreading a positive vibe, kicking it for the girls… It's not about picking up guys. We don't need men to control our life. We control our lives anyway."
This purpose was consistent in everything they did, including the lyrics to their songs.
In the Spice Girls movie, Ginger scares off a suitor by mentioning the word feminism.
In the Spice Girls movie, Ginger scares off a suitor by mentioning the word feminism.
Girl Power clearly resonated with the Spice Girls' millions of fans. They sold over 100 million records and topped every major albums chart around the world.
ICYMI, here's Blake Lively dressed as Baby Spice at a concert in 1997.
ICYMI, here's Blake Lively dressed as Baby Spice at a concert in 1997.
The Spice Girls also embraced diversity and encouraged their fans to channel what makes them unique.
You always had to choose the Spice Girl you identified with most!
The Spice Girls dolls are the best-selling celebrity dolls of all-time.
You always had to choose the Spice Girl you identified with most!
The Spice Girls dolls are the best-selling celebrity dolls of all-time.
Their very own feminist movement started with this ad. https://twitter.com/brianne2k/status/1283780152149909510?s=20
Although your brand may not have lyrics like the Spice Girls do, you still create messaging. You don't sing to your audience, but you communicate.
The takeaway: make sure your message is rooted in something more meaningful than your brand itself.
The takeaway: make sure your message is rooted in something more meaningful than your brand itself.
Special thanks to my own Girl Power queens, @cgritmon and @brandsnboybands for encouraging me to write this thread!
