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The Importance of Brand Purpose

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Looking at the importance of brand purpose to innovate within product, communications and marketing. With specific examples of creative work.

Published in: Marketing

The Importance of Brand Purpose

  1. 1. The world’s Big Juicy Business Problem: 3 SAMENESS
  2. 2. Agile Marketing Programmatic There are lots of “experts” and “gurus” with different theories, creating confusion in our industry. 4 Disruption Holistic 360o Emotional Engagement Real Time Brandtainment Cultural Relevance Experiential Gamification
  3. 3. We believe everything that matters in our business begins and ends with two things
  4. 4. You can look at a business problem as a set of numbers and statistics…
  5. 5. “ ”
  6. 6. Or, you can look at it as the result of a specific human behavior.
  7. 7. 10 HOW DO YOU TRANSFORM HUMAN BEHAVIOUR?
  8. 8. 11 WITH CONVICTION. WITH PURPOSE.
  9. 9. Conviction: What the brand believes. What the brand is passionate about. “We believe that… 12 Purpose: Why the brand exists in human terms; needs to be grounded in the brand’s core business. “We exist to ….”
  10. 10. We need to put a meaningful human purpose at the center of our brands. Not a promise. Not a position. Not a benefit. Not an attribute. A Purpose.
  11. 11. PURPOSE BRANDS Are more powerful things. They are the ones we always quote, reference, look to for inspiration. They are on a mission to do something worthy...to make life better for the people they serve.
  12. 12. PURPOSE BRANDS Have conviction. They know why they exist. They share their passion. They attract believers, not consumers.
  13. 13. PURPOSE DRIVEN CASE STUDIES 16
  14. 14. CONVICTION We believe in the emotional and transformational nature of travel. PURPOSE We exist to help each individual find exactly what it is they are looking for.
  15. 15. 18 FIND YOURS CAMPAIGN: USA
  16. 16. FIND YOURS: TV 19
  17. 17. FIND YOURS: DIGITAL 20
  18. 18. TRAVEL YOURSELF INTERESTING: UK 21
  19. 19. CONVICTION We believe that technology drives the convergence of people and their world PURPOSE We exist to use technology to uplift the lives of Filipinos
  20. 20. 23
  21. 21. CONVICTION We believe in invention over convention PURPOSE We exist to pioneer beering
  22. 22. SUPER IN. SUPER OUT. 25
  23. 23. HAHN PIONEERING COMMUNITY 26
  24. 24. HAHN BEER ORDERING APP 27
  25. 25. CONVICTION We believe that every moment is an opportunity to make life more interesting. PURPOSE We exist to accelerate discoveries and possibilities.
  26. 26. 29 S-DRIVE: SAFE DRIVING
  27. 27. 30 S-DRIVE: PRINT
  28. 28. 31 S-DRIVE: EXPERIENTIAL
  29. 29. 32 S-DRIVE: RADIO
  30. 30. CONVICTION We believe vehicle safety should be designed around the individual. PURPOSE We exist to make safety our priority.
  31. 31. HAMSTER 34
  32. 32. TECHNICIAN 35
  33. 33. CONVICTION We believe in the endless possibility of human potential PURPOSE We exist to inspire and develop the builders of tomorrow
  34. 34. Lego: Let’s Build 37
  35. 35. LEGO: IMAGINE OOH 38
  36. 36. LEGO: EXPERIENTIAL 39
  37. 37. PRODUCT INNOVATION MARKETING INNOVATION PURPOS COMMUNICATIONS INNOVATION 40 E
  38. 38. 41 ATTRACTION CULTURAL DESIRE MEANING BEHAVIOUR FUELS
  39. 39. Observable behaviours affecting how people perceive, consume and talk about brands 42 What are cultural fuels? Fuels affect the context in which brands operate
  40. 40. Regardless of category, brands are affected by the Big 6. 43
  41. 41. 44
  42. 42. FUELS ARE PART OF THE FOUNDATION 45 CULTURAL FUELS BRAND PURPOS E CULTURAL FUELS BRAND PURPOS E PURPOSESFUL WORK
  43. 43. 46 DOES IT HAVE AN IMPACT? DOES IT CHANGE BEHAVIOUR?
  44. 44. PURPOSEFUL WORK  MARKETPLACE RESULTS Has Purpose Hefty Mr. Clean Lacks Acts Has Acts Cheer Zappos client Duracell Lacks Purpose Office Max Geico Priceline Pantene client Mini Cooper Wal-Mart client Kohler Tide Playstation client client Droid iPhone KFC client Adidas Nike Budweiser client Mountain Dew client Earth’s Best Gerber Kmart Method Degree Seventh Gen. Yoplait client Pringles AT & T Visa MasterCard client Sprint Citibank American client Home Depot Lowe’s Menard’s Target Overstock Bluefly Hyundai LG Viking client Moen Panasonic Vizio client Xbox Reebok Guinness client Era Pepsi Eveready Energizer Rayovac Head & Shoulders Beech-Nut Formula 409 Dove client Glad Dannon Stonyfield Farms Altoids Mentos Tic Tacs Cheerios Sun Chips Doritos Progressive client AmEx Verizon B of A Southwest Holiday Inn Westin client Office Depot Staples Burger King Amazon Ebay TOMS Shoes Expedia Travelocity
  45. 45. PURPOSEFUL WORK  MARKETPLACE RESULTS Has Purpose 48% have affinity for purpose-only brands 11% exhibit positive brand behavior Hefty Mr. Clean Lacks Acts Has Acts Cheer Zappos client Duracell Lacks Purpose Office Max Geico Priceline Pantene client Mini Cooper Wal-Mart client Kohler Tide Playstation client client Droid iPhone KFC client Adidas Nike Budweiser client Mountain Dew client Earth’s Best Gerber Kmart Method Degree Seventh Gen. Yoplait client Pringles AT & T Visa MasterCard client Sprint Citibank American client Home Depot Lowe’s Menard’s Target Overstock Bluefly Hyundai LG Viking client Moen Panasonic Vizio client Xbox Reebok Guinness client Era Pepsi Eveready Energizer Rayovac Head & Shoulders Beech-Nut Formula 409 Dove client Glad Dannon Stonyfield Farms Altoids Mentos Tic Tacs Cheerios Sun Chips Doritos Progressive client AmEx Verizon B of A Southwest Holiday Inn Westin client Office Depot Staples Burger King Amazon Ebay TOMS Shoes Expedia Travelocity 58% have affinity for HumanKind brands 23% exhibit positive brand behavior 24% have affinity for ordinary brands 8% exhibit positive brand behavior 42% have affinity for acts-heavy brands 18% exhibit positive brand behavior
  46. 46. 49 2x the affinity 3x the behavioral loyalty 3x the positive momentum 3x the brand share 4x as many “ideal” customer 44x as many social media photos 33x as many social media videos 10x as many Facebook fans 8x more posts mentioning the brand 3x as much search volume 2x as many unique website visitors
  47. 47. FINAL THOUGHT 50 WHO IS YOUR BRAND? WHAT DO YOU STAND FOR? WHERE DO YOU FIT IN THE WORLD?
  48. 48. 51 THANK YOU!

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