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Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
Purpose Made Branding
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Purpose Made Branding

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A roadmap for creating a powerful brand purpose.

A roadmap for creating a powerful brand purpose.

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  • 1. Brand Purpose:  Human-­‐centric  branding  for  a  new  world   Author: Angela Koch Invitro Innovation
  • 2. A  Shift  In  The  Balance  Of  “Power”   Organisation producer Individual – human level consumer
  • 3. The  Shift   Brand  led  Product  led   Utility  /  Selling   Shared  Value  Interruption   Participation  Repetition   Consistency  One  way   Two  way  Control   Sponsor  
  • 4. New  Thinking   Sean  Summers:  Twinings  Marketing  Director,  describes  a  new  approach:   “Previously  in  our  marketing  we  had  given  very  rational  reasons  to  buy   Twinings  and  got  a  rational  response.  Now  it’s  about  understanding  our   role  within  consumers  lives  and  it’s  triggered  an  emotional  response.     It’s  happening  across  food  and  drink  sector  because  from  a  functional   point  of  view,  anyone  can  come  up  with  a  new  @lavour  or  innovation  and     it’s  expected  by  consumers.  They  are  looking  for  brands  that  go  beyond     that  and  give  something  extra.  That’s  where  you  get  loyalty  and  brand   love.”  Source: http://www.marketingweek.co.uk/twinings-doubles-marketing-spend/3033813.article
  • 5. “We  need  to  stop  interrupting  what   people  are  interested  in  and  BE   what  people  are  interested  in.”   Craig  Davis,     Chief  Creative  OfNicer,    JWT  
  • 6. COMMON GROUND Brand   Consumer      interests   interests  
  • 7. That Common Ground is a Shared Purposepeople  aren’t  so  much  to  looking  to  buy;     as  to  buy  into  something  
  • 8. The  Shift   Human perspective Shared  Purpose   Organisational perspective A  Transaction  
  • 9. teams  people  leaders  companies  innovations  organisations  
  • 10. Purpose-­‐made™  =  A  clear  purpose   1.  Informs  coherent  actions   2.  Creates  opportunities  for      Shared  Purpose.  
  • 11. A  shared  purpose  We  need  people  to  join  us  in  our  Purpose:     -­‐  Attract  the  right  collaborators,          partners,  employees   -­‐  Invite  followers  and  believers        not  just  customers      
  • 12. Imagine  an  All  Purpose  Protest!  
  • 13. Brand  Purpose  Inspiration  
  • 14. WHY DOES IBM EXIST? To create solutions for a Smarter Planet HOW DO THEY work IN THEIR FIELD OF computing? Instrumented. Intelligent. Interconnected. What products and services do they create? Smarter computing: The IT infrastructure that enables a Smarter Planet
  • 15. Ibm and mckinsey both create an expectation …
  • 16. WHY DOES Mckinsey EXIST? Everything can be made better with a McKinsey ApproachHOW DO THEY WORK IN theconsulting field? Structure, Rigor, Excellence, Elite clubWhat products and services dothey deliver? Consulting services, broad areas of management and across industries
  • 17. WHY DOES the girl scouts EXIST? Helping girls reach their full potential HOW DO THEY work? Build  girls  of  courage,  conDidence,  and   character  What service do they PROVIDE? Enriching  experiences  :  learn  skills  for  the  world  
  • 18. Unlocking  your  Brand  Purpose  
  • 19. A Purpose-Made Brand Roadmap
  • 20. Brand Development Roadmap OptionalPart 1 Part 2 Part 3 Part 4Brand Foundation Work 1.5 - 2 day Brand Workshop Brand Strategy Output Brand Experience Activation -  hare S -  rand Experience B Foundation Work Activation: Category Consumer -  day Worksession 1 -  nchor in the Brand A Brand Lens Lens Vision core strength Values - dentify 5 brand I Personality / hallmarks -  iscover the Brand D Attitude The Company / Opportunity brand -  rand Strategy B Document 2 weeks 1 week 2 weeks 1 week
  • 21. Branding process IV. BRAND DEFINITION IV. IDEATION III. DISCOVERY II. BUSINESS CONTEXT I.  BRAND ORIENTATION 25  
  • 22. II. BUSINESSCONTEXT
  • 23. II. BUSINESSCONTEXT
  • 24. III. DISCOVERY
  • 25. III. DISCOVERY
  • 26. III. DISCOVERY
  • 27. IV. IDEATION
  • 28. IV. IDEATION
  • 29. IV. IDEATION
  • 30. IV. BRANDDEFINITION
  • 31. IV. BRANDDEFINITION
  • 32. Invitro Clients BRAND   INNOVATION  

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