The document discusses how brands that take stands on social issues and align their values with their customers' values ("values proposition") do better financially. It notes that 50% of consumers are "belief-driven buyers" who make purchasing decisions based on a brand's stance. The document advises brands to develop a clear values proposition that integrates their social values with their product offerings to meet customer expectations.

1. Buying on Belief:
Brands that Do Good, Do Well

2. Global Strategy Director
Edelman
DavidArmano

3. E D E L M A N E A R N E D B R A N D
BUYING ON BELIEF:
BRANDS THAT DO
GOOD, DO WELL

4. E D E L M A N E A R N E D B R A N D
EVERY DAY,
PEOPLE
WANT TO KNOW
WHERE YOUR BRAND STANDS

5. E D E L M A N E A R N E D B R A N D
SHOULD MY BRAND
TAKE A STAND?

6. E D E L M A N E A R N E D B R A N D
WITH BELIEF-DRIVEN BUYERS,
SILENCE IS NOT AN OPTION
Source: 2017 Edelman Earned Brand. Belief-driven buying segments. 14-country global total.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
OF BELIEF-DRIVEN BUYERS
Will not buy a brand because it stayed silent
on an issue it had an obligation to address65%
51%
BELIEVE BRANDS
CAN DO MORE
TO SOLVE SOCIAL ILLS
THAN GOVERNMENT

7. E D E L M A N E A R N E D B R A N D
HALF SAY THEY ARE
BELIEF-DRIVEN
BUYERSDO YOU CHOOSE, SWITCH, AVOID OR
BOYCOTT A BRAND BASED ON ITS STAND
ON CONTROVERSIAL SOCIETAL ISSUES?
Source: 2017 Edelman Earned Brand study. Belief-driven
buying segments. 14-country global total.
See Technical Appendix for a full explanation of how belief-
driven buying was measured.
50% SPECTATORS
Rarely buy on beliefor punish
brands for taking a stand.
25% LEADERS
Have strongly-held,passionate beliefs.
The brands they buy are one important
way they express those beliefs.
25% JOINERS
Depending on the issue and the brand,
they will change their buying behavior
based on the brand’s stand.
50% BELIEF-DRIVEN
BUYERS

8. E D E L M A N E A R N E D B R A N D
30%
57%BUYING AND
BOYCOTTING ON
BELIEF
BUYING OR BOYCOTTING
MORE THAN THEY WERE
THREE YEARS AGO

9. E D E L M A N E A R N E D B R A N D
WHAT SHOULD
BRANDS
DO?

10. TODAY, A BRAND’S VALUE(S) PROPOSITION
COMPLETES THE PICTURE FOR CONSUMERS
Today
RATIONAL EMOTIONAL
SOCIETAL
Brand
Value(s)
Proposition

11. E D E L M A N E A R N E D B R A N D
What it is:
The intersection between a brand’s values (what it stands for) and the
value it provides consumers/customers (value proposition).
A fulfillment of promises and actions that aligns product with purpose.
What it isn’t:
A social good campaign, a company’s sustainability commitments, a
political position, a provocative action meant to drive news coverage…
WHAT THE VALUES PROPOSITION IS
AND ISN’T…

12. Global Strategy Director
Edelman
@armano
David Armano
DVP, Global Brand Strategy &
Innovation
Abbott
@scubachris
Chris Miller
Sr. Advisor, Social Business
Strategy
Southwest Airlines
@clmidkiff
Curtis Midkiff
Session Panelists

13. Southwest Airlines

14. CONFIDENTIAL

15. CONFIDENTIAL

16. Abbott

17. CONFIDENTIAL
17

18. CONFIDENTIAL
Abbott World Marathon Majors
A marathon is more than a 26.2 mile race. A marathon is a metaphor for a person’s
life’s challenges, their aspirations, journey, and the work they put in to overcome them.
From controlling diabetes to starting school. From exploring the world in retirement to
overcoming heart disease.
Each, is their individual story, that for them is about living a full life.
Abbott is not just sponsoring the Chicago marathon.
Abbott is sponsoring and supporting All of Life’s Marathons.

19. CONFIDENTIAL
DIGITAL OUT OF HOME

20. CONFIDENTIAL
LAKE STREET TUNNEL

21. CONFIDENTIAL
ABBOTT HEALTH AND FITNESS EXPO
MCCORMICK PLACE
EXPO ACTIVATION:
• Consumers fill out their “My Marathon Is…”
bib and encouraged to place on wall
• Photo opportunity with giant “My Marathon
is…” bib
• Brand Ambassadors encouraging social sharing
using #lifetothefullest
• Abbott and AbbottWMM video content
featured on screens
• Abbott business unit informational pillars
(nutrition, vascular, and diabetes care)
• OOH creative integration

22. CONFIDENTIAL
ABBOTT HEALTH AND FITNESS EXPO
MCCORMICK PLACE
A social artifact
• Abbott Heroic“A” used to let runners, families,
and supporters express what their marathon
is.
• Two “A” over course of two day expo as each
is completely filled by the end of the day

23. CONFIDENTIAL
ABBOTT CHEERZONE – MILE 25

24. CONFIDENTIAL
ABBOTT WORLD MARATHON MAJORS – SIX STAR FINISHER
THE OLYMPIC MEDAL OF EVERYDAY RUNNERS – JOAN BENOIT SAMUELSON
Abbott employees at Chicago Marathon award
115 medals to Six Star Finishers
Over 2300 Six Star Finishers to date

25. CONFIDENTIAL
CHICAGO BROADCAST PARTNERSHIP
NBC CHICAGO
BECCA
TRAINING TIPS SPONSORSHIP
DIGITAL DISPLAY
ADDITIONAL SUPPORT:
In addition to vignettes and
training tip sponsorship, :15, :30,
and :60 spots will be running
alongside marathon content and
homepage takeover for global
livestream sponsorship.
JEFF MICHAEL

26. CONFIDENTIAL
NYC BROADCAST PARTNERSHIP
ABC NY
DIGITAL DISPLAY
TINA
ADDITIONAL SUPPORT:
Race Weekend on-air includes coverage of Abbott 5K,
Eyewitness News Pre-Race, Live Marathon Coverage on ESPN
and Race Recap on ABC.
MARIELLE CLARA

27. CONFIDENTIAL
Q&A
Global Strategy Director
Edelman
@armano
DVP, Global Brand Strategy &
Innovation
Abbott
@scubachris
Sr. Advisor, Social Business
Strategy
Southwest Airlines
@clmidkiff
David Armano Chris MillerCurtis Midkiff