Communicating in the New Normal World: The Importance of Brand Purpose

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  • Pragmatism: 2 in 3 plan to spend more time eating at home in the coming year, while most plan to cut back on fast food (58%) and nice restaurants (67%). Hard times are prompting Americans to reassess themselves, with 3 in 5 intending to think more about their personal goals and 2 in 5 planning to live healthier lives . As fewer can afford to travel , just 19% think vacations are a necessity, down 8% in the past two years alone. While the importance of cable TV has stagnated, access to the Internet is more essential than ever , as 75% consider it a necessity, compared to 65% in 2006.
  • 83% - responsibility to help support causes 92% - more positive image if they care for cause 87% - likely to switch brands to another based on association with good cause (=price/quality) 2007 Cone Cause Evolution Survey presents the findings of an online survey conducted March 29, 2007 by Opinion Research Corporation
  • Why don ’t you put a chart of consumer confidence. LW: not sure what you mean
  • Purpose is part of a company ’s DNA; it is the reason for that company’s existence – WHY NOT MAKE THIS A CHART TO FOLLOW – I LIKE DATA 88% are proud of their companies ’ values, 89% feel a strong sense of loyalty 93% feel it is important for their companies to provide them with opportunities to become involved in causes 70 % of students would not apply for a job at a company deemed socially irresponsible; 68% disagreed that salary was more important than social responsibility.   LW: this is about just employees
  • I
  • – Allen Adamson http://www.forbes.com/2009/11/11/brand-defining-marketing-cmo-network-allen-adamson.html
  • Top picture linked to: http://www.youtube.com/watch?v=CsW1JE4Hg14 Impact: Short term Defined initiative, stakeholders get mission Early wins in quick to market green products Medium Term Creates new business units, drives $20b in new revenue by 2008 New product categories open Long Term A leading contributor to the 17 percent rise in brand value International acclaim for being a catalyst for the sustainability movement

Transcript

  • 1. Communicating in the new NORMAL world THE IMPORTANCE OF BRAND PURPOSE © PENN, SCHOEN & BERLAND ASSOCIATES, LLC
  • 2. We live in a world that is rapidly changing… Changing Political Trends Changing Technology Trends Changing Economic Trends Changing Stakeholder Trends
  • 3. Changing Political Trends
  • 4. Changing Economic Trends Increased Scrutiny of Corporations Economic Power – The Rise of Asia Global Recession
  • 5. Changing Technology Trends More Social More Networked More Mobile
  • 6. Changing Stakeholder Trends Stakeholders are now demanding more from corporations: More Transparency More Responsibility More Communication
  • 7. Finding the New Normal in Communications: Building a Brand Purpose CHANGING CORPORATE EXPECTATIONS
  • 8. In today ’s world, a corporation’s image and reputation is more than a function of its performance and citizenship Rather, it is a product of its larger purpose MARKET PERFORMANCE Good value Variety Convenience In touch with changing needs Is a leader CORP CITIZENSHIP Employs fair labor practices Is responsible Is trustworthy Markets carefully Environmentally conscious methods Helps local community Has integrity Corporate Citizenship = the interaction between the company and society Market Performance = the perceptions built as a result of delivering products and services BRAND PURPOSE
  • 9. Having a purpose lifts a brand ’s meaning above the tangible benefits of any specific product or service. “ Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it's not just making a promise that separates one brand from another, but having a defining purpose.” – Allen Adamson, Landor Associates
  • 10. It is essential to align business strategy and communications across key stakeholders in order to have a strategic advantage in the marketplace Customers Employees Shareholders Brand Purpose Regulators Media
  • 11. Companies that seek to build trust and engage honestly and transparently with all key stakeholders need to have a well defined Purpose – and to abide by it in everything they do Three key elements to enhancing brand purpose: Transparency Responsibility BRAND PURPOSE Communication
  • 12. Defining a strong brand purpose has several implications:
      • Clarifies employees ’ intrinsic value to the company and its reputation as a brand
      • Rallies customers behind a force larger than a company ’s products or services and creates a greater understanding of what the brand stands for
      • Takes you into the heart of key audiences to foster a strong emotional connection , further integrating the brand into their every day lives
      • Creates a differentiated and stronger competitive position in the marketplace
    1 2 3 4
  • 13. Transparency: A company ’s brand purpose answers three key questions Who are we? What do we stand for? How is this evidenced in our behavior? 1 2 3
  • 14. Responsibility: Linking CSR to Business Strategy Green Brands by Country 1 2 3 4 5 6 7 8 9 10
  • 15. Communication: Engaging in a two way dialogue with stakeholders
    • “ Global companies are now demonstrating greater comfort with the interactive nature of social networks and are more willing to engage their stakeholders directly on these platforms”
    • – Mark Penn, CEO of Penn Schoen Berland
    Digital isn ’t an option, it’s a requirement
  • 16.
        • A company that looks at its brand and asks:
        • What purpose does it serve to its customers and its shareholders?
        • How to bring this purpose to life through every customer experience?
        • Is the company most likely to beat its competition.
    Business Impact of Brand Purpose ©Penn, schoen&berland associates, llc. Purpose
  • 17. IBM – Smarter Planet
    • Company in service of improving the planet by making it “smarter”
    • Excellent communication of what the company is doing and stands for
    • Conclusions
        • Aligns brand and action; value and vision
        • Opportunity for engagement
  • 18.
        • The initiative is clearly defined, branded, and unites business and CR interests
        • They do not force all CR to fit, it leverages what works
        • Greenhouse gas emission reduced by 1.01 mn MTs
        • Energy reduced by 4.42 mn MM BTUs.
    GE - Ecomagination
  • 19. “ We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get the most out of life.” Shakti Entrepreneur: Empowering women in poorest rural India – Direct-to-home distributors; 600-800 INR/month Shakti Vani: Spreading health and hygiene awareness – Brand advocates: 50 million touched by 2007 Unilever - Project Shakti
  • 20. Communicating your Brand Purpose
    • The Opportunity:
    • Define your brand purpose
    • Communicate your brand purpose
    • Enlist customers in your movement
    • Grow
    Source: Penn Schoen Berland – Landor Associates – Burson-Marsteller Corporate Social Responsibility Poll, 2010 In the last year, have you heard about social responsibility from any companies?
  • 21. Thank You! Michael Berland [email_address]