Meaningful Marketing: The Framework to Make Your Business Future-Proof
Trust in brands has declined sharply in recent years. The consumer has become central and expects personal, relevant experiences. That’s why it’s crucial for a brand to have a clear vision and purpose — and to act authentically on it.
Several thinkers have inspired this idea. Philip Kotler emphasized the customer early on. Simon Sinek highlighted the importance of your “Why.” The United Nations formulated 17 sustainable goals to guide businesses. All these insights come together in a single, practical tool: the Meaningful Marketing Framework, developed by BAM (Belgian Association of Marketing).
The framework is the result of a close collaboration between marketers and academics. It helps you reflect on your current positioning as well as your ambitions for the future. The core idea: companies should not only be relevant to their customers but also create value for society.
The framework is built around six pillars that show how to make your brand transparent and authentic
1. Purpose
Why do you exist? Every company can pursue a positive impact, no matter how small. Think of TooGoodToGo, which fights food waste, or IKEA, which makes everyday life better and affordable. Simon Sinek’s Golden Circle helps you discover your own “Why.”
2.Holistic
Your vision should be embraced across your entire organization. When your higher purpose is clear, stakeholders naturally follow. Colruyt demonstrates this with clear icons around health, environment, and society. Coca-Cola invests in recycled packaging, and Apple links customer satisfaction to social responsibility.
3. Shared Value
Your brand is stronger when you find shared values with your customers. Microsoft aims to help every person and organization achieve more. Nike does more than sell sportswear: they inspire people to get moving — because everyone with a body is an athlete.
4. Trust
Trust is indispensable. Companies that communicate authentically and transparently build long-term relationships. Volvo focuses on safety and sustainability. Belfius openly communicates about responsible investing.
5. Personal
With smart data and technology, you can respond to each customer’s needs. Think of HP’s Instant Ink service, which automatically delivers ink, or banks that proactively provide analytics. The customer journey model helps structure this approach.
6. Collaboration
Collaboration strengthens your brand. Co-creation with partners brings new perspectives and adds value. Apple and Nike joined forces for the Apple Watch Nike+. H&M works with top designers to launch unique collections.
The Meaningful Marketing Framework is not a checklist but a guide. By regularly evaluating the six pillars, you keep your brand authentic and relevant. Using the PDCA approach (Plan – Do – Check – Act), you translate this into concrete actions to bridge the gap between your current and desired position.
At Comma, Meaningful Marketing is woven into our DNA. Authentic leadership is our starting point: we say what we do and do what we say.
- Co-creation is our standard. We work with clients, not alongside them.
- Sustainability is embedded: from an eco-friendly office and fair-trade tea to electric car sharing.
- Team and culture are central: regular growth discussions ensure everyone feels supported and progresses together.
Our motto? Fly high & enjoy the ride.
