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Jeremy Corbyn: a brilliant example of single-minded Brand Purpose

Like him or loathe him, Jeremy is the man of the moment. But how has a man who has suffered a vote of no confidence from his peers, won the hearts and minds of a previously ambivalent audience?

I’ve talked before about Trump’s brand triangle and in the same way that Donald Trump disrupted political norms in the US, Jeremy Corbyn is busy doing the same here in the UK. And like all brilliant disruptive brands, Corbyn has a clear Brand Purpose, which runs through him like a stick of rock.

I remember watching Emily Thornberry just before the general election in 2017 stating that Jeremy  “‘has been on a journey’” about his NATO beliefs. I scoffed; everyone knew that was rubbish. Corbyn’s political beliefs are unwavering. He will never change his mind about any of his core beliefs. That’s what makes him so compelling – and attractive – for voters. He doesn’t chop and change to win votes – he sticks rigidly to his beliefs, even the unpopular ones. People like this. People like to know exactly where he stands.

branding, brand purpose, jeremy corbyn

Whilst changing the face of politics, Corbyn is also busy being a great case study for insight-driven marketing. In June 2017, he inspired great swathes of previously apathetic voters – primarily those aged 18-24 – to vote. The most for 25 years. He offered a clear alternative to the status quo. He is turning up in places where you don’t expect to see a party leader, most recently on the Pyramid stage at Glastonbury . And he is totally clear on his promise – for the many, not the few. Product, Place and Promotion in action – the Price irrelevant, because Jeremy voters trust in Jeremy’s vision.

Even traditional brands established from a clear purpose are revisiting their reason for being. At a time where technology and trends are shifting audiences and platforms, brands are needing to connect in different ways to stay relevant.

Two great examples of heritage brands we’ve worked with are English Heritage – helping them to define their Brand Purpose and ready them for the experience economy. And working with NS&I to help them stay true to their Brand Purpose through a huge shift to a 100% digital business.

Is it time to consider your Brand Purpose? Does it show up in everything you do? Do you stay true to your course? Are your customers and employees clear on why you exist and what you do? Talk to us and find out more about how we help organisations create positive disruption in their markets.


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