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
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  • – Allen Adamson
  • Top picture linked to: 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
  • Communicating in the New Normal World: The Importance of Brand Purpose

    2. 2. We live in a world that is rapidly changing… Changing Political Trends Changing Technology Trends Changing Economic Trends Changing Stakeholder Trends
    3. 3. Changing Political Trends
    4. 4. Changing Economic Trends Increased Scrutiny of Corporations Economic Power – The Rise of Asia Global Recession
    5. 5. Changing Technology Trends More Social More Networked More Mobile
    6. 6. Changing Stakeholder Trends Stakeholders are now demanding more from corporations: More Transparency More Responsibility More Communication
    7. 7. Finding the New Normal in Communications: Building a Brand Purpose CHANGING CORPORATE EXPECTATIONS
    8. 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. 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. 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. 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. 12. Defining a strong brand purpose has several implications: <ul><ul><li>Clarifies employees ’ intrinsic value to the company and its reputation as a brand </li></ul></ul><ul><ul><li>Rallies customers behind a force larger than a company ’s products or services and creates a greater understanding of what the brand stands for </li></ul></ul><ul><ul><li>Takes you into the heart of key audiences to foster a strong emotional connection , further integrating the brand into their every day lives </li></ul></ul><ul><ul><li>Creates a differentiated and stronger competitive position in the marketplace </li></ul></ul>1 2 3 4
    13. 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. 14. Responsibility: Linking CSR to Business Strategy Green Brands by Country 1 2 3 4 5 6 7 8 9 10
    15. 15. Communication: Engaging in a two way dialogue with stakeholders <ul><li>“ 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” </li></ul><ul><li>– Mark Penn, CEO of Penn Schoen Berland </li></ul>Digital isn ’t an option, it’s a requirement
    16. 16. <ul><ul><ul><li>A company that looks at its brand and asks: </li></ul></ul></ul><ul><ul><ul><li>What purpose does it serve to its customers and its shareholders? </li></ul></ul></ul><ul><ul><ul><li>How to bring this purpose to life through every customer experience? </li></ul></ul></ul><ul><ul><ul><li>Is the company most likely to beat its competition. </li></ul></ul></ul>Business Impact of Brand Purpose ©Penn, schoen&berland associates, llc. Purpose
    17. 17. IBM – Smarter Planet <ul><li>Company in service of improving the planet by making it “smarter” </li></ul><ul><li>Excellent communication of what the company is doing and stands for </li></ul><ul><li>Conclusions </li></ul><ul><ul><ul><li>Aligns brand and action; value and vision </li></ul></ul></ul><ul><ul><ul><li>Opportunity for engagement </li></ul></ul></ul>
    18. 18. <ul><ul><ul><li>The initiative is clearly defined, branded, and unites business and CR interests </li></ul></ul></ul><ul><ul><ul><li>They do not force all CR to fit, it leverages what works </li></ul></ul></ul><ul><ul><ul><li>Greenhouse gas emission reduced by 1.01 mn MTs </li></ul></ul></ul><ul><ul><ul><li>Energy reduced by 4.42 mn MM BTUs. </li></ul></ul></ul>GE - Ecomagination
    19. 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. 20. Communicating your Brand Purpose <ul><li>The Opportunity: </li></ul><ul><li>Define your brand purpose </li></ul><ul><li>Communicate your brand purpose </li></ul><ul><li>Enlist customers in your movement </li></ul><ul><li>Grow </li></ul>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. 21. Thank You! Michael Berland [email_address]