A brand and marketing consultancy.
PROFIT FROM PURPOSE!
How Great Organizations Inspire Action
Key Points for Today!
•  It’s better to be clear, than clever

•  Action follows perception

•  The mind is a competitive ...
Brand, branding !
and marketing
PROFIT
FROM!
PURPOSE
What’s the difference?!
Brand = Reputation

Branding = Visually and verbally describing the brand

Marketing = Tactics (PR, social, advertising, o...
What is Brand ?
PROFIT
FROM!
PURPOSE
What is Brand ?!
A seamless experience!
that consistently delivers !
on a specific promise.
PROFIT
FROM!
PURPOSE
“Coca-Cola is not just an American brand. It’s
a global phenomenon.” !
PROFIT
FROM!
PURPOSE
“Disney is one of those classic American
brands we all grew up with . . . It would take
something fairly cataclysmic to kn...
“When you actually find yourself saying things
like barista, frappuccino, and double shot
with soy hold the whip, you know ...
“Apple subscribes to the ‘less is more’ theory
and uses it to a powerful effect . . . Apple is
more than a brand — it’s a ...
Purpose
Values
Vision
Mission
Positioning
WHY	
  you	
  exist	
  
HOW	
  you	
  intend	
  to	
  manifest	
  your	
  vision...
Four pillars of perception:
PROFIT
FROM!
PURPOSE
1. Start with why
PROFIT
FROM!
PURPOSE
Four pillars of perception:
What
How
Why
Would you like to donate ? !
How most organizations communicate
We’re raising money . . . 
By people like you...
people don’t buy what you do,
they buy why you do it. 
PROFIT
FROM!
PURPOSE
1. Start with why
Why
How
What
Everything we do, we believe will
enhance the patient experience. 
By connecting with our
community of full a...
1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
Four pillars of perception:
PROFIT
FROM!
PURPOSE
The good. The bad.!
The indifferent.
2. Write mission, speak mantra
PROFIT
FROM!
PURPOSE
NPR // !
!
“To work in partnership with member stations
to create a more informed public – one
challe...
PROFIT
FROM!
PURPOSE
Mayo Clinic //!
!
“To inspire hope and contribute to health and
well-being by providing the best care...
PROFIT
FROM!
PURPOSE
The Rotary Foundation //!
!
“To enable Rotarians to advance world
understanding, goodwill, and peace ...
PROFIT
FROM!
PURPOSE
!
“By creating value for our customers, we create value
for our shareholders. We use our expertise to...
PROFIT
FROM!
PURPOSE
Avon Products, Inc. // !
"
Avon's mission is focused on six core aspirations the company continually ...
PROFIT
FROM!
PURPOSE
NPR 
 
 
 
 
“Better, diverse news coverage”
Mayo Clinic 
 
 
“Inspire hope”
Rotary 
 
 
 
“Do good, ...
1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
3. Position your brand
Four pillars of perception:
PROFIT
FROM!
PURPOSE
A short, simple statement that will . . .!

 
 
Explain


 
 
Promise


 
 
Differentiate


 
 
Creat...
What our 
customers
really want
What we’re 
really good at
What our 
“competitors” 
cannot 
provide
Positioning Candidates...
PROFIT
FROM!
PURPOSE
7-up 
 
 
 
The uncola
BMW 
 
 
 
The ultimate driving machine	
  
Avis 
 
 
 
We try harder	
  
Star...
1. Start with why
PROFIT
FROM!
PURPOSE
2. Write mission, speak mantra
3. Position your brand
4. Live your brand promise
Fo...
Purpose
Values
Vision
Mission
Positioning
WHY	
  you	
  exist	
  
HOW	
  you	
  intend	
  to	
  manifest	
  your	
  vision...
PROFIT
FROM!
PURPOSE
“Strategy without tactics is the slowest
route to victory. Tactics without strategy
is the noise befo...
A Brand and Marketing Consultancy brandwithstructure.com
Profit from Purpose: How Great Organizations Inspire Action
Profit from Purpose: How Great Organizations Inspire Action
Profit from Purpose: How Great Organizations Inspire Action
Profit from Purpose: How Great Organizations Inspire Action
Profit from Purpose: How Great Organizations Inspire Action
Profit from Purpose: How Great Organizations Inspire Action
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Profit from Purpose: How Great Organizations Inspire Action

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Brand strategy is the process of identifying your most compelling attributes and combining them into a unique promise. Conveying who you are, what you do, and why it matters is easy to do. Or is it? In this workshop, participants will learn practical methods to evaluate, understand and refine a competitive advantage – bringing brand in focus to impact reputation and revenue.

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Profit from Purpose: How Great Organizations Inspire Action

  1. 1. A brand and marketing consultancy. PROFIT FROM PURPOSE! How Great Organizations Inspire Action
  2. 2. Key Points for Today! •  It’s better to be clear, than clever •  Action follows perception •  The mind is a competitive place PROFIT FROM! PURPOSE
  3. 3. Brand, branding ! and marketing PROFIT FROM! PURPOSE What’s the difference?!
  4. 4. Brand = Reputation Branding = Visually and verbally describing the brand Marketing = Tactics (PR, social, advertising, outreach) PROFIT FROM! PURPOSE
  5. 5. What is Brand ? PROFIT FROM! PURPOSE
  6. 6. What is Brand ?!
  7. 7. A seamless experience! that consistently delivers ! on a specific promise. PROFIT FROM! PURPOSE
  8. 8. “Coca-Cola is not just an American brand. It’s a global phenomenon.” ! PROFIT FROM! PURPOSE
  9. 9. “Disney is one of those classic American brands we all grew up with . . . It would take something fairly cataclysmic to knock Disney off its rarified perch.”! PROFIT FROM! PURPOSE
  10. 10. “When you actually find yourself saying things like barista, frappuccino, and double shot with soy hold the whip, you know you’re not just buying coffee – you’ve bought into a cultural movement.”! PROFIT FROM! PURPOSE
  11. 11. “Apple subscribes to the ‘less is more’ theory and uses it to a powerful effect . . . Apple is more than a brand — it’s a culture.”! PROFIT FROM! PURPOSE
  12. 12. Purpose Values Vision Mission Positioning WHY  you  exist   HOW  you  intend  to  manifest  your  vision   WHAT  you  strive  to  achieve   HOW  you  behave  and  what  you  believe   WHERE  you  stand  authen>cally  in  the  market  
  13. 13. Four pillars of perception: PROFIT FROM! PURPOSE
  14. 14. 1. Start with why PROFIT FROM! PURPOSE Four pillars of perception:
  15. 15. What How Why Would you like to donate ? ! How most organizations communicate We’re raising money . . . By people like you donating . . . [ often skipped ]
  16. 16. people don’t buy what you do, they buy why you do it. PROFIT FROM! PURPOSE 1. Start with why
  17. 17. Why How What Everything we do, we believe will enhance the patient experience. By connecting with our community of full and part time residents. We achieve this by providing opportunities to donate, gift or take part in events. Would you like to support our cause? ! A better way . . .
  18. 18. 1. Start with why PROFIT FROM! PURPOSE 2. Write mission, speak mantra Four pillars of perception:
  19. 19. PROFIT FROM! PURPOSE The good. The bad.! The indifferent. 2. Write mission, speak mantra
  20. 20. PROFIT FROM! PURPOSE NPR // ! ! “To work in partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.”! 2. Write mission, speak mantra Example of good:!
  21. 21. PROFIT FROM! PURPOSE Mayo Clinic //! ! “To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.”! 2. Write mission, speak mantra Example of good:!
  22. 22. PROFIT FROM! PURPOSE The Rotary Foundation //! ! “To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty.”! 2. Write mission, speak mantra Example of good:!
  23. 23. PROFIT FROM! PURPOSE ! “By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services of superior quality, safety and environmental care for demanding customers in selected segments. We work with energy, passion and respect for the individual.”! 2. Write mission, speak mantra Volvo Car Corp. //   Example of indifferent, bland and “anyone”:!
  24. 24. PROFIT FROM! PURPOSE Avon Products, Inc. // ! " Avon's mission is focused on six core aspirations the company continually strives to achieve:" " Leader in global beauty: Build a unique portfolio of beauty and related brands, striving to surpass competitors in quality, innovation, and value, and elevating Avon's image to become the world's most trusted beauty company." " Women's choice for buying: Become the shopping destination for women, providing a personal, high-touch experience that helps create lifelong customer relationships." " Premier direct-selling company: Expand Avon's presence in direct selling, empowering women to achieve economic independence by offering a superior earnings opportunity as well as recognition, service and support, making it easy and rewarding to be affiliated with Avon." " Most admired company: Deliver superior returns to shareholders by pursuing new growth opportunities while maintaining a commitment to be a responsible, ethical company and a global corporate citizen that is held as a model of success." " Best place to work: Elevate the company's leadership, including its high standards, respect for diversity, and commitment to helping Associates achieve their highest potential in a positive work environment." " To have the largest foundation dedicated to women's causes: Be a committed global champion for the health and well-being of women through philanthropic efforts, with a focus on breast cancer, domestic violence and women's empowerment."  " Source: http://www.avoncompany.com/corporatecitizenship/corporateresponsibility/vmvp/index.html#mission WARNING! (Please don’t do this – ever.)
  25. 25. PROFIT FROM! PURPOSE NPR “Better, diverse news coverage” Mayo Clinic “Inspire hope” Rotary “Do good, every day” Avon Products “Empower women’s lives” Volvo Car Corp. “Boldly protect and innovate” 2. Write mission, speak mantra Mantra: It’s what the employee stands for. Is easily understood and remembered.!
  26. 26. 1. Start with why PROFIT FROM! PURPOSE 2. Write mission, speak mantra 3. Position your brand Four pillars of perception:
  27. 27. PROFIT FROM! PURPOSE A short, simple statement that will . . .! Explain Promise Differentiate Create . . . a powerful emotional connection ! with the intended audience.! 3. Position your brand
  28. 28. What our customers really want What we’re really good at What our “competitors” cannot provide Positioning Candidates The BIG IDEA we want others to understand. Can you own it?
  29. 29. PROFIT FROM! PURPOSE 7-up The uncola BMW The ultimate driving machine   Avis We try harder   Starbucks Premium coffee   Southwest Air The short-haul, no-frills, low-priced airline   3. Position your brand
  30. 30. 1. Start with why PROFIT FROM! PURPOSE 2. Write mission, speak mantra 3. Position your brand 4. Live your brand promise Four pillars of perception:
  31. 31. Purpose Values Vision Mission Positioning WHY  you  exist   HOW  you  intend  to  manifest  your  vision   WHAT  you  strive  to  achieve   HOW  you  behave  and  what  you  believe   WHERE  you  stand  authen>cally  in  the  market  
  32. 32. PROFIT FROM! PURPOSE “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”! ! - Sun Tzu, The Art of War
  33. 33. A Brand and Marketing Consultancy brandwithstructure.com

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