1. FINDING THE PROFIT IN
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 1

2. FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 2
DEFINE
PURPOSE
pur·pose [pur-puhs]
1. The reason for which
something exists or is
done, made, used, etc.

3. WHAT IS MY
PURPOSE?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 3
FAMILY

4. WHAT IS MY
PURPOSE?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 4
BEAUTIFUL PROBLEMS
BEAUTIFUL PROBLEMS

5. Brands that can successfully
communicate a relevant
(usually emotive) higher
purpose will deliver
enduring differentiation and
performance compared to
those that position purely on
functional benefits.
WHAT WE
BELIEVE
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 5

6. For the most part, it’s a level playing field.
Your competitors have equal access
to the same resources (consumer
research, distribution, technology, etc).
HOW HAS TRADITIONAL POSITIONING
STAGNATED?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 6

7. Everyone’s claiming and/or
replicating the same identical
functional benefits.
And marketers can often be myopic
about their claimed differences.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 7
HOW HAS TRADITIONAL POSITIONING
STAGNATED?

8. Your consumers don’t care that
much about understanding your
positioning nuances, especially if
they’re not delivered in a truly memorable
way.
We have to connect into something deeper.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 8
HOW HAS TRADITIONAL POSITIONING
STAGNATED?

9. Marketing teams, under increasing cost
and performance pressure, can often be
solely focused on the conversion
element of the purchase funnel.
But moving from awareness through
consideration to commitment requires
an emotive bond.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 9
HOW HAS TRADITIONAL POSITIONING
STAGNATED?

10. Consumer needs are evolving at an
exponential rate.
Building positioning around
functional benefits means you’re
probably going to have to change
it very soon.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 10
HOW HAS TRADITIONAL POSITIONING
STAGNATED?

11. GOT ANY
PROOF, CHUM?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 11
Former P&G CMO Jim Stengel,
together with Millward Brown,
studied the 50 fastest-growing
brands. They showed the brands
with the clearest brand
purpose not only impacted
people’s lives, they
outperformed the market.

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It’s neuroscience, homies.
Positioning your brand based
solely upon What and How
you do is never going to elicit
a direct behavioural response.
[Due to the Limbic what-what,
*cough cough*]
GOT ANY
PROOF, CHUM?
SIMON SINEK!

13. An effectively delivered and
relevant (usually
emotive) higher purpose
will beat a functional benefit.
WHAT WE
BELIEVE
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 13

14. Your brand – internally and
externally - should be
aligned not with what you
do and how you do it
(process), but with why
you do it (purpose).
WHAT WE
BELIEVE
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 14

15. We define ‘authenticity’ as the
truthfulness of intentions,
commitments or origins.
This only comes from a
clarity of purpose.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 15
WHY IS THIS SO
IMPORTANT?

16. WHY IS THIS SO
IMPORTANT?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 16
Marketing should be able to
translate itself better at the
boardroom table.
Talking about why we exist is a lot
easier than talking about a unique
selling proposition or a brand key.

17. Purpose is an organising principle,
internally and externally.
This is not a ‘marketing’ conversation,
it’s a business conversation.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 17
WHY IS THIS SO
IMPORTANT?

18. Organising around the why gives
better direction to the what and
the how.
It drives strategic decision-making
and brings brand seamlessly to the
heart of the business.
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 18
WHY IS THIS SO
IMPORTANT?

19. RELEVANCE over ATTENTION
and
FEELING over THINKING
WHY IS THIS SO
IMPORTANT?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 19

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SHOW ME THE MONEY
https://www.youtube.com/watch?
v=2V-20Qe4M8Y

21. FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 19
SHOW ME THE MONEY
https://www.youtube.com/watch?
v=aJO2n0Nsezo

22. FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 20
SHOW ME THE MONEY
https://www.youtube.com/watch?
v=THS5VI267qM

23. 1. Define your brand’s true purpose
2. Turn that purpose into consumer
promises or commitments
3. Deliver on those promises by
focusing on customer experience
4. Connect & share that purpose or
belief with consumers
GOTCHA, SO TELL ME
HOW TO DO IT
GARETH KAY!
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 23

24. Ultimately, you want to answer this
question:
How does my brand actively aim
to improve the quality of
people’s lives?
GOTCHA, SO TELL ME
HOW TO DO IT
GARETH KAY!
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 24

25. Ask the right questions…
• What insights do you hold into your
customers’ true pains, needs and wants?
• What’s changing in their lives?
• What does your brand believe about this?
• When at your best, what are you doing?
• How do we want our customers to behave?
• What do we want our customers to feel?
• Now, what is your brand belief?
• And why does your brand exist?
GOTCHA, SO TELL ME
HOW TO DO IT
GARETH KAY!
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 25

26. If you’re battling:
• Take your functional benefits and
keep asking – What’s important
about that? (At least five times!)
• Remember what made your brand
famous, why was it started?
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 26
GOTCHA, SO TELL ME
HOW TO DO IT
GARETH KAY!

27. GOTCHA, SO TELL ME
HOW TO DO IT
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 27
Like authenticity, the truth will out.
No fabrication, no imitation.
This is not positioning. It’s
truth.

28. GOTCHA, SO TELL ME
HOW TO DO IT
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 28
Don’t throw the baby out with the
bathwater.
Emotional benefits are
shallow without functional
benefits to back them up.

29. THANKS FOR
LISTENING
FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher 40