Sharing comments on authenticity (Q2)


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Sharing comments on authenticity (Q2)

  1. 1. Can an organisation fabricate a purpose to achieve better results? ©WEBER SHANDWICK 2012 All rights reserved Page 1
  2. 2. Let‟s first examine the definitions of “purpose” and “fabricate” ©WEBER SHANDWICK 2012 All rights reserved Page 2
  3. 3. pur·pose [pur-puhs] noun 1. the reason for which something exists or is done, made, used, etc. 2. an intended or desired result; end; aim; goal. 3. determination; resoluteness. Origin: 1250–1300; (noun) Middle English purpos < Old French, derivative of purposer, variant of proposer to propose; (v.) Middle English purposen < Anglo-French, Old French purposer ©WEBER SHANDWICK 2012 All rights reserved Page 3
  4. 4. fab·ri·cate [fab-ri-keyt] verb (used with object), fab·ri·cat·ed, fab·ri·cat·ing 1. to make by art or skill and labor; construct: The finest craftspeople fabricated this clock. 2. to make by assembling parts or sections. 3. to devise or invent (a legend, lie, etc.). 4. to fake; forge (a document, signature, etc.). Origin: 1400–50; late Middle English < Latin fabricātus made, past participle of fabricāre. ©WEBER SHANDWICK 2012 All rights reserved Page 4
  5. 5. “Fabricate” in the context of this question implies faking. “Purpose” is the why, not the what or how. Faking is counterintuitive to the authentic implication of purpose. ©WEBER SHANDWICK 2012 All rights reserved Page 5
  6. 6. Perhaps the question that we have to ask ourselves is whether it’s a good idea for an organisation to fabricate a purpose. ©WEBER SHANDWICK 2012 All rights reserved Just because you can do something, doesn‟t make it a good idea. Page 6
  7. 7. Regardless of the moral issue, dishonesty in advertising has proved very unprofitable. -Leo Burnett, Founder, Leo Burnett Worldwide ©WEBER SHANDWICK 2012 All rights reserved Page 7
  8. 8. Once Upon a Time There may have been a time when an organisation could get away with being inauthentic, but with the way the communication landscape has changed, empowering the consumer, it‟s asking for trouble. ©WEBER SHANDWICK 2012 All rights reserved Page 8
  9. 9. Brands have voices and character; in communicating with their audience, they are the persona of an organisation. People can sense insincerity and it turns them off. And their voice is far-reaching. A teenager in Perth, Australia posted a photo of a Subway sandwich claiming to be a “footlong” when in fact it was less than 12 inches in length. In no time, it was liked on Facebook over 100,000 times, and the New York Post ran with the story. Honey, they shrunk the Footlong! ©WEBER SHANDWICK 2012 All rights reserved Page 9
  10. 10. “The power of Purpose is driving consumer preference and loyalty in a world where trust in corporations is low and differentiation between brands is negligible…Purpose, whether at the core of business operations, or at the heart of the brand proposition, is inventing, motivating and even reengineering organizations as we know them.” 8000 consumers in 16 markets can‟t be wrong “Purpose is the new paradigm” – Carol L. Cone, Global Practice Chair, Edelman Business + Social Purpose ©WEBER SHANDWICK 2012 All rights reserved Page 10
  11. 11. Groupon has authentic purpose “When our customers started telling us, „I love Groupon because it‟s getting me out of the house, making me live my life,‟ is when we realized the full impact of what we were doing....We‟re not in it for making money. We‟re in it for the passion we have for big ideas, making an impact and making the world better.” -Andrew Mason, former CEO of Groupon ©WEBER SHANDWICK 2012 All rights reserved Page 11
  12. 12. P&G has authentic purpose We will provide branded products and services of superior quality and value that improve the lives of the world‟s consumers. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders, and the communities in which live to work and prosper. ©WEBER SHANDWICK 2012 All rights reserved Page 12
  13. 13. Conclusion: purposes can be fabricated, but it may cause stakeholders to be unengaged or negatively engaged with an organisation Define the purpose, stay true to it, hire people who believe in it, and communicate it to your audience. ©WEBER SHANDWICK 2012 All rights reserved Page 13
  14. 14. Next, let‟s take a stab at multinational brand communication across markets ©WEBER SHANDWICK 2012 All rights reserved Page 14