How Brand Purpose affects the workings of an organisation

1. BRAND PURPOSE

2. BRAND PURPOSE
PRODUCT
DEVELOP
MENT MARK/ADVT/
LOGISTICS
PROCUREMENT
& SCM
RECRUITMENT
MNG
POLICY

3. PRODUCT DEVELOPMENT
• GOOGLE
• Changed its purpose from “make it easier to find high-quality information on the web” to
“organize the world's information and make it universally accessible and useful”
• From a simple search engine tools, it went on to develop OS systems, desktop application and mobile
applications
• Also developed Google trends, Google +
• Ventured into Augmented Reality
• From a simple search engine to develop devices which organised information, Google’s product
development is driven through its purpose

4. MARK/ADVT/LOGISTICS
• PATAGONIA
• Using Business to Inspire Solutions to the Environmental Crises
• In 2011, Patagonia launched a “DON’T BUY” campaign to talk about the hazards the
ingredients have on the environment
• It led to 20% increase in sales
• http://www.adweek.com/brand-marketing/ad-day-patagonia-136745/

6. DISTRIBUTION
• PATAGONIA
• Patagonia incorporated energy efficient materials handling and recycled building materials
into the design of a 171,000 square foot addition to its Reno distribution center.
• https://www.logisticsmgmt.com/article/sustainable_distribution_at_patagon
ia

7. PROCUREMENT/SCM
• Patagonia
• Using Business to Inspire Solutions to the Environmental Crises
• In 1994, Patagonia stopped its procurement of chemically intensive cotton and moved on to
organic cotton. This step put at risk $20 million dollars in sale
• http://www.patagonia.com/20-years-of-organic-cotton.html

8. SUPPLY CHAIN
• SAP ARIBA
• Make a difference and change the world for the better, employing deep visibility and
insights into your supply chain so you can procure with purpose.
• In order to be listed as a seller or a buyer on the Ariba Network, you need to emphasize
your business on SOCIAL, PEOPLE & ECONOMICAL parameters.
• http://techblogwriter.co.uk/sap-ariba/
• https://www.ariba.com/about/news-and-press/sap-ariba-fuels-procurement-with-purpose

9. RECRUITMENT
• STARBUCKS
• to inspire and nurture the human spirit — one person, one cup and one neighborhood at
a time.
• Their brand purpose also incorporates their employee’s needs also.
• scheme that provides the full tuition fee reimbursement at Arizona State University’s online
college to any full or part-time US Starbucks employee who is not yet in possession of a
bachelor’s degree
• applications went up for positions at Starbucks right across the board – as well as a boost in
barista applications, so too was there a boost in applications for corporate positions.
• https://hrretail.wbresearch.com/starbucks-hr-strategy-recruit-with-purpose-ty-u

10. MANAGEMENT POLICY
• SOUTHWEST AIRLINES
• To connect People to what's important in their lives through friendly, reliable, and
low-cost air travel."
• Choosing not to charge a customer for her first two pieces of luggage is consistent with
this purpose and the company differentiates itself and demonstrates its commitment to
that purpose in its national advertising campaign, "Bags Fly Free.“
• http://news.gallup.com/businessjournal/184376/company-purpose-lot-words.aspx

12. MANAGEMENT POLICY
• CVS PHARMACY
• - Helping people on their path to better health
• CVS decided to discontinue the sale of tobacco products at its U.S. retail locations and leave
billions of dollars in revenue on the table. At the time, the company's CEO said, "Put
simply, the sale of tobacco products is inconsistent with our purpose.
• http://news.gallup.com/businessjournal/184376/company-purpose-lot-words.aspx