In search of meaningful brands with a clear purpose

Welcome toIt’s happened. I’m 43 years old, and I’ve started thinking more about the meaning of life. And since I’m a strategist and marketer by profession, I’m also looking more critically at what various brands are doing. For some time now, I’ve had this thought nagging in the back of my mind: just as in life, so in business, it’s worth seeking a deeper meaning. That brands with purpose – those that genuinely aim to make a difference rather than just take my money – are more valuable. I know this might sound a bit idealistic, but in the flood of communications and the battle for my attention, I find myself increasingly drawn to brands with a clear mission or purpose that resonates with me. And not just those with a mission, but those that can consciously and effectively implement it across all touchpoints.

That’s why I’m such a fan of brands like InPost. On their website, they state: “One of our goals is to create a world of simple solutions, using modern technologies, knowledge, passion, and the creativity of Polish engineers and specialists.” And indeed, every interaction I have with their brand – whether through their app, parcel lockers, or even their helpline – makes me feel they’re doing everything possible to offer me this world of simple, practical solutions. On the other hand, when I see banking ads, I have to make an effort to find a compelling story that speaks to me.

This observation led me to try a simple exercise. I visited the websites of most major banks operating in Poland to search for a statement of their purpose. Then I plotted this onto a classic differentiation matrix: on one axis, brands with a meaningful story (ideally, one that sets them apart), and on the other, brands that don’t present such a narrative. As is often the case, many brands fall somewhere in the middle, but a few truly stand out.

For example, Bank Millennium claims to be inspired by me and strives to become the most personalized bank in Poland. From my perspective, that’s intriguing and potentially very useful – assuming they deliver on it. In the desired quadrant, there’s also Nest Bank, which positions itself as a bank for entrepreneurs, portraying them as modern-day heroes facing countless obstacles. I’ve also placed mBank here, which has long emphasized its aspiration to be a mobility icon – something I value as someone who aims to stay as mobile as possible. Then there’s PKO BP, which explicitly states its goal is to be the number one bank in Poland. Of course, given its long-standing lead in customer numbers, I assume this refers not to quantity but to the quality and breadth of its solutions and conveniences. An interesting case is Velo Bank, which openly declares its focus on leveraging new technologies, including generative AI, to create seamless banking experiences for both customers and employees. Whether they fully embrace AI solutions is another matter.

And the rest of the banks? Unsurprisingly, they talk about safe, friendly, and simple banking. But they don’t wrap it in a compelling story. The immediate question is: do they need to? Take Santander Bank, for example. The lack of an inspiring purpose hasn’t stopped it from achieving business success – a success it aims to help its clients achieve, as per its website. This shows that you can run an effective business without crafting a cohesive, captivating brand narrative. I’ve seen it happen many times.

However, what I want to do is highlight brands that build their success on the combination of an effective business strategy and a meaningful story. Because those brands have a double chance of success and a better shot at winning their customers’ hearts for the long term.

And so, I’m starting a series where I’ll explore various industries and brands, both in Poland and abroad, to find those that genuinely captivate me with their purpose-driven storytelling. I’ll search for them because I want to spotlight and inspire others to follow a similar path. I’ll search for them because I want there to be more of them. And what about you? How do you feel about this? WordPress. This is your first post. Edit or delete it, then start writing!