Policy with Purpose

Happy Friday, sippers!

How was your week?

Mine was hot, perfect for tanning Olympics at the lake with my daughters, mixed with some fun time brainstorming with fellow Googlers on how AI could solve those pesky brand consideration challenges.

Speaking of cracking the code on consumer "consideration" and navigating the future of marketing, it all boils down to something truly fundamental: Brand purpose. The "why" behind your "what" is the deep-seated reason your brand exists beyond revenues.

And increasingly, people are choosing brands based on this very purpose and the values they embody, often more so than the product itself, especially for those everyday, seemingly commodity items, casting votes with their wallets, supporting brands that align with their beliefs.

So, what exactly is brand purpose?

• It's the unique reason your brand exists beyond just profit.

• It's the core belief system that guides all your decisions and actions.

• It's the meaningful impact your brand aims to make in the world.

And what does a strong, clearly articulated brand purpose deliver for a sustainable brand?

• Deep Connection & Loyalty | Fostering genuine connections and cultivating loyalty

• Differentiation | Providing a unique identity setting you apart in a world of options

• Resilience & Growth | Brands that care tend to navigate challenges more effectively.

Which brings me to today's star: AXA France. I told you an insurance brand just won "Creative Brand of the Year" at Cannes Lions, and you probably thought I was pulling your leg. But yes, AXA France recently snagged this prestigious title at the 2025 festival, proving that even the most, shall we say, sensible industries can unleash some serious creative fire!

For the uninitiated, the Cannes Lions International Festival of Creativity is the leading global event for advertising and marketing. Winning "Creative Brand of the Year" is like getting the Oscar for brand building – a huge deal.

Now, about the campaign itself. AXA France's award-winning "Three Words" campaign, developed with Publicis Conseil, is a landmark initiative that redefines home insurance to explicitly include domestic violence as a covered risk. (read that again; watch it again)

This powerfully connects purpose to product by adding "and domestic violence" to AXA's policies, offering emergency housing relocation and legal support to victims—just as they would assist with fire or flood damages. This isn't just a policy update; it's a profound social statement.

The urgency of this campaign hits home when you consider that one in ten women is a victim of domestic violence in France. The reasons victims often don't leave are complex and harrowing:

• Fearing for safety | If they attempt to leave

• Financial dependence | Leaving them without resources for housing or basic needs.

• Lack of emergency housing options | Making escaping incredibly daunting for many.

By acknowledging domestic violence as a critical emergency, AXA deeply aligns with its core purpose of protection and security, setting a new, incredibly high standard for corporate social responsibility in the insurance sector.

By achieving this honour, AXA France has just entered a very selected club of brands that excel at purpose-driven marketing:

• Dove, which redefined its identity around "Real Beauty," transformed a commodity soap into a movement for self-acceptance and inclusivity since 2004.

• Patagonia, whose 50+ years commitment to environmental activism isn't just a marketing slogan but is woven into every stitch of their outdoor gear, creating a fiercely loyal community that buys into their mission.

• Nike, whose "Just Do It" ethos transcends selling athletic wear, instead inspiring greatness and empowering individuals through sport.

Think about it:

• Beyond the Policy | AXA's success comes from selling peace of mind, not just premiums. They understand their brand purpose – protection – is the emotional benefit customers truly crave.

• Authenticity is the Secret Sauce | Consumers today have a finely tuned BS meter. When a brand's innovation or campaign feels like a natural extension of its core identity, it truly resonates and creates a deeper connection. AXA's win suggests they're living their purpose, not just talking about it.

• Solving Real Problems | That problem is risk and uncertainty, and the desire is security. When a brand purpose lights up that path, it's golden.

The Sip Takeaway:

Brand purpose isn't just a marketing slogan; it's the rocket fuel for sustainable growth. In a world where 74% of consumers expect brands to contribute to their well-being, connecting purpose to product isn't just good; it's essential for loyalty and differentiation.

So, hats off to Axa; welcome to the club!

Now, keep at it!

See you next week!