This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Changing Business Models: The Shift to B2B2C and D2C SalesAshish Saxena
Times are changing, and business models are no longer limited to only B2B or B2C. We are seeing a slow
change to alternative models such as B2B2C (business-to-business-to-consumer), D2C (direct-to-consumer)
or B2E (business-to-employee) in order to better meet more specific end-consumer needs.
In this white paper, we’re delving into the trends impacting this shift away from traditional business models in
the e-commerce landscape. We’re also sharing a useful step-by-step guide on how to implement a successful
D2C strategy.
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Changing Business Models: The Shift to B2B2C and D2C SalesAshish Saxena
Times are changing, and business models are no longer limited to only B2B or B2C. We are seeing a slow
change to alternative models such as B2B2C (business-to-business-to-consumer), D2C (direct-to-consumer)
or B2E (business-to-employee) in order to better meet more specific end-consumer needs.
In this white paper, we’re delving into the trends impacting this shift away from traditional business models in
the e-commerce landscape. We’re also sharing a useful step-by-step guide on how to implement a successful
D2C strategy.
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
Toko Bunga Surabaya, Jual Karangan Bunga Surabaya, Jual Bunga Papan Surabaya, Jual Bunga Ucapan Surabaya, Jual Rangkaian Bunga Surabaya, Jual Buket Bunga Surabaya, Bunga Ucapan Selamat, Bunga Ucapan Duka Cita, Bunga Papan Selamat, Bunga Papan Duka Cita
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Media Planning for Kiehl's :
- The Media, Advertising, Consumer Relationship
- Brands, Markets and Consumer Understanding
- Objective setting and Budgets
- Media Weights and Scheduling Strategies
- Consumer Engagement and Digital Media
- Principles of Planning Media Strategy
- Media Mix decisions
- Media Plan
Beyond the Brand: Why Business Decision Makers Buy Into Strong Culturesgyro
The FORTUNE Knowledge Group and gyro produced a groundbreaking global study that shows how culture has taken the lead as the primary driver of long-term business relationships.
Five hundred global execs (director level or higher) were polled. The key finding: decision makers place a huge value on a business partner’s culture, what the company stands for and whether or not they back up their values.
In this study, we found:
60% of respondents said knowing what a company stands for is much more important than innovativeness and market dominance.
60% prefer a partner’s intent on doing what’s right even if it doesn’t maximize revenue.
81% agree that companies successful at long-term relationships make a direct correlation between their beliefs and the way they conduct business.
The Future of Reputation - People's Insights Magazine by MSLGROUPOlivier Fleurot
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
Read more: http://peopleslab.mslgroup.com/reputation
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
The Era of Belief-Based Consumption (presented by Sonic Boom) Sonic Boom
Welcome to the Era of Belief-Based Consumption
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands.
This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences.
For more, contact us at strategy@sonicboom.com
http://beliefbasedconsumption.com
http://sonicboom.com
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Open Insurance - Unlocking Ecosystem Opportunities For Tomorrow’s Insurance I...Accenture Insurance
For early adopters, open insurance offers new revenue streams, increased customer engagement and continued market relevance.
Learn more: https://www.accenture.com/us-en/insights/insurance/open-insurance
Accenture's report explains how natural language processing and machine learning makes extracting valuable insights from unstructured data fast. Read more. https://www.accenture.com/us-en/insights/digital/unlocking-value-unstructured-data
Open Insurance - Unlocking Ecosystem Opportunities For Tomorrow’s Insurance I...Accenture Insurance
For early adopters, open insurance offers new revenue streams, increased customer engagement and continued market relevance.
Learn more: https://www.accenture.com/us-en/insights/insurance/open-insurance
Accenture's report explains how creating effortless experiences are so simple and easy with our data-driven strategy framework to drive growth. Read more.
Whole-brain leadership prepares C-suites for the digital challenges ahead, ensuring seamless growth and high-value problem solving capabilities. Read more.
Wise Pivot is a strategy fit for the digital age that can help companies pursue new growth opportunities. Read more on how to choose your pivot wisely.
Wise Pivot is a strategy fit for the digital age that can help companies pursue new growth opportunities. Read more on how to choose your pivot wisely.
Accenture's Applied Customer Engagement (ACE) is a proven approach to re-thinking and revitalizing contact center operations for the digital era. Read more.
ALIP customers Get More…more product launches, more out-of-the-box functionality and efficiency, more personalized digital capabilities, more delivery “know how”. Read more.
Way Beyond Marketing - The Rise of the Hyper-Relevant CMOAccenture Insurance
Accenture's CMO Survey unveils some important insights on the role of the new CMO and how the role is changing in the digital age. Read more: https://www.accenture.com/us-en/insights/consulting/cmo
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
2. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND2
Companies are under the spotlight like never before as they struggle for
competitive advantage in the context of this reality. Their customers aren’t just
making decisions based on the stalwarts of product selection or price. They’re
now assessing what a brand says. What it does. What it stands for.
Accenture Strategy’s most recent global survey of nearly 30,000 consumers
found that 62 percent of customers want companies to take a stand on current
and broadly relevant issues like sustainability, transparency or fair employment
practices.1
The closer a company’s purpose aligns to their own beliefs, the better.
In an era of radical visibility, technology and
media have given individuals the power to stand
up for their opinions and beliefs on a grand
scale. This power, reflected in everything from
the #MeToo movement to the growing
intolerance for “fake news,” is infiltrating every
aspect of people’s lives, including their
purchasing decisions.
3. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND3
Companies that don’t step up pay the price. More
than half (53 percent) of consumers who are
disappointed with a brand’s words or actions on a
social issue complain about it. That’s not surprising.
Customers have always complained. What’s
different now is that 47 percent walk away in
frustration, with 17 percent not coming back. Ever.2
Consumers’ expectations that brands align with
their personal values is a challenge for companies
that underestimated the bottom-line impact of
neglecting to stand for something bigger than what
they sell. Or falsely believed they could avoid taking
a position on hot-button issues.
But these expectations for brand alignment also
present an opening for companies to demonstrate
their competitive agility. The opportunity lies in
building more authentic and profitable relationships
with customers. Meaningful relationships that shift
the customer dialogue from “give ME what I want”
to “support the ideals WE believe in.” Long-lasting
relationships grounded in a common purpose and
built around a collective sense of brand belonging.
Authentic relationships based on an affinity to
brands that do more than just make money.
ABOUT THE RESEARCH
In 2018, Accenture Strategy conducted the
14th annual Global Consumer Pulse
Research to gain an understanding of
current global consumers’ preferences,
beliefs and behaviors. The goal was to
identify how consumer expectations are
evolving—and how companies can
capitalize on that evolution to achieve new
levels of growth and competitive agility.
Our online survey of 29,530 end-
consumers in 35 countries was conducted
between August 1 and October 16, 2018.
Unilever has seen, first-hand,
the tangible value of making
purpose a core driver of
growth and differentiation.
Nearly half of its top 40 brands
focus on sustainability.
These “Sustainable Living”
brands, including Knorr, Dove
and Lipton, are good for
society. They are also good for
Unilever—growing 50 percent
faster than the company’s
other brands and delivering
more than 60 percent of the
company’s growth.3,4
4. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND4
Until recently, this question would have evoked puzzled
looks. For generations, there was only one answer: A
brand belonged to the company that invested in
shaping, growing and monetizing it. Today, the question
is no longer rhetorical. Brands are community property.
Shareholders own a stake, as they always have, but so do
employees who bring the brand to life. And then there
are the customers who sustain it through their purchases
and shape it with their demands. Together, these players
continually improve the brand experience and,
knowingly or not, refine what the brand stands for. In
effect, they form a brand ecosystem.
Forward-thinking businesses routinely collaborate across
their networks of suppliers, partners and customers to
create new solutions and innovations that bolster their
competitive agility. Nearly half (46 percent) are actively
looking to ecosystems as a way to form new business
models. About the same number have already built (or
are in the process of building) ecosystems as a way to
respond to the threat of disruption.5
Clearly,
ecosystems are becoming mainstream. There’s no
reason companies shouldn’t apply an ecosystem
strategy to scale the relevance of a brand or broadcast
its purpose to a larger audience.
While business leaders, investors and employees all
bring unique and necessary perspectives and
capabilities to a brand ecosystem, customers are
frequently the swing vote. They aren’t just buyers
anymore. They’ve got the power to demand
experiences on their terms. They readily influence
others to buy (or not buy). They co-develop products
or services, invest in brands they believe in, or even act
as sales channel partners. Through their words and
actions, they provide insights that can enable
companies to hone their competitive agility.
One of the most visible ways customers demonstrate
their influence on brands is by pushing companies to
participate in social, cultural or even political debates.
Two-thirds of customers believe their actions—from
posting comments on social media to participating in
boycotts—can influence a brand’s reaction to an event
or its stance on an issue of public concern.6
The public
outcry following the death of two carpooling
passengers led Chinese ridesharing company Didi
Chuxing to issue a public apology and fire two
executives. The public backlash and resulting
regulatory pressures are likely to have long-lasting
effects on the company’s future competitiveness.7
WHO DOES
YOUR BRAND
BELONG TO?
5. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND5
“The public expectations of your company
have never been greater… Every company
must not only deliver financial performance,
but also show how it makes a positive
contribution to society. Without a sense of
purpose, no company, either public or
private, can achieve its full potential.”
Larry Fink, Chairman and CEO of BlackRock, Inc.8
6. TOAFFINITY
ANDBEYOND
Consumers’ expanded roles make them highly valuable
stakeholders in an extended brand ecosystem. They insist on
transparency at the corporate level, as well as about the products,
services and promises they find meaningful. They reward principles
such as family connections, health, security, sustainability or
respect for religious beliefs.
Consumers act as champions of brands they believe in—and foils to
those they don’t.
Price, product quality and customer experience are important—and
expected—attributes that customers consider when making their
purchase decisions. But they’re now table stakes. Expected, but no
bonus points awarded. Companies looking to build their
competitive agility need to find new ways to stand apart. Purpose
provides the differentiation that many seek.
pur·pose /ˈpərpəs /
Noun: The reason why something
exists. For companies, it is the
foundation of every experience. It is
the underlying essence that makes a
brand relevant and necessary.
FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND6
7. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND7
As these examples illustrate, a brand’s purpose
must be as unique as the brand itself. While purpose
must be carefully honed and aligned to the values
of the customers a company hopes to engage,
certain dimensions of purpose outshine others (see
figure on following page). Intangible components
of a brand’s essence such as culture, transparency
and ethical values are particularly important.13
UK retailer John Lewis
recently made the move to
do away with “Boys” and
“Girls” labels in children’s
clothing to express its stance
against gender stereotyping.9
Japanese cosmetics brand
SK-II inspires women to set
their own rules. A film the
company recently produced
to shed light on gender and
age issues has been viewed
100 million times and sparked
discussion among women
across Asia.10
Swedish furniture giant
IKEA—already a leader in
environmental sustainability—
recently broadened its social
impact by committing to
employ refugees at
production centers in Jordan.
This effort is part of the
company’s long-term goal to
employ some 200,000
disadvantaged people around
the world.11
SunTrust, the seventh-
largest bank in the United
States, has the financial
clout of a multinational bank.
But much of its success can
be attributed to its
reputation as a reliable local
bank focused on developing
personal relationships and
helping customers gain
financial confidence.12
8. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND8
Thebrand has a great
culture—it does what it says it
will do and delivers on its
promises
Thecompany is
transparent—with where it
sources its materials, how it
treats employees fairly, etc.
Thecompany treats its
employees well
Theybelieve in reducing
plastics and improving
the environment
Thebrand has ethical values
and demonstrates authenticity
in everything it does
Thebrand is passionate
about the products and
services it sells
Thebrand stands for
something bigger than just
the products and services it
sells, which aligns with my
personal values
Theystand up for societal
and cultural issues they
believe in
Thebrand supports and
acts upon causes we have
in common (e.g. social,
charitable)
Thebrand connects me to
others like me and gives
me a sense of community
Thebrand takes a political
stance on issues close to
my heart
What attracts you
tobuy from
certain brands
over others
(beyond price and
quality)?
Base: All Respondents (n=29,530)
66%
66%
65% 62% 62% 62%
52%
50% 50% 38%
37%
9. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND9
Accenture Strategy researched and identified factors that
influence the form a brand purpose might take and how (and
even whether) it will affect their competitiveness.
NOT ALL BRANDS ARE
CREATED EQUAL
GEOGRAPHY.
Companies in more mature
markets are more likely to expand
their focus from individual
experiences to collective values
and shared experiences. Retailers,
for example, might donate a
product to charity for every
product purchased. In doing so,
they provide an opportunity for
consumers to indirectly help the
less fortunate. Companies in
growth or frontier markets are still
defining their brand and their
worldviews. While purpose is
important for them and their
customers, they may align on
more traditional competitive
differentiators—not necessarily
with social, cultural or political
issues. But all that is changing
rapidly also.14
PRODUCT CATEGORIES.
Purpose is less important for
companies producing basic,
essential “utility” products such as
laundry detergent than for brands
that offer an “experience” and
engage consumers directly in an
ecosystem of activity and
connections.15
BRAND MATURITY.
New, smaller brands often use
their purpose as a competitive
strategy against larger rivals
whose brand meaning has long
been tied to product quality. But
this doesn’t mean large brands
can’t compete on higher purpose.
Big brands may have a built-in
advantage. Our research found
that 29 percent of consumers
prefer large brands. Only 23
percent prefer small, local or
independent brands.16
Large
brands that get purpose right
stand to further their lead.
DEMOGRAPHICS.
The age of the target customers
can help companies determine
how to focus their purpose.
Approximately 60 percent of Gen
Zers and Millennials believe it’s
important for companies to take a
stand on issues such as human
rights, race relations or LGBTQ
equality. Barely more than 50
percent of Gen Xers and Boomers
feel the same.17
This suggests
brand purpose will be even more
important for future generations.
ECOSYSTEM READINESS.
Companies will find it easier to
activate a purpose that is relevant
on a group scale when they
engage a brand ecosystem. Yet
only 40 percent of executives feel
they have what it takes to build an
effective ecosystem.18
That may
put these companies at a
disadvantage when it comes to
creating a far-reaching, holistic
sense of belonging.
10. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND10
Purpose-led brands have the potential to create stronger and more resilient
customer relationships. That translates into more sales and greater customer
lifetime value. Purpose also bolsters confidence in a brand. That provides an
extra layer of protection from the almost inevitable “trust incident”—and
ultimately protects the bottom line.
Recent Accenture Strategy research found that a breach in trust adversely
affects a company’s competitiveness. The direct impact on future revenue
losses due to trust events conservatively totaled US$180 billion for the
7,000+ companies we analyzed. That comes to approximately US$4 billion
for a US$30 billion company.
Defining and activating a meaningful purpose can potentially mitigate the
damage a trust event might have on a customer relationship (and sales) by
giving consumers another reason to believe in the companies with which
they do business. At a minimum, a meaningful and relevant purpose can
increase the likelihood that customers will give companies a second chance
if trust is otherwise tarnished.
STANDING UP
FOR TRUST
A Purposeful Foundation
for a Living Business
When a company takes a thoughtful approach
to defining its purpose, it makes great
headway on the road to becoming a Living
Business—one that can sustain growth
through hyper-relevance by contextually
addressing, at appropriate occasions, a wider
array of customer needs. To that end, Living
Businesses are able to continually evolve
around the customer, adapting to their
changing preferences and market conditions
with speed and scale. And, to achieve this
remarkable feat, Living Businesses always
have a strong sense of their purpose—to not
only underpin their organizational behaviors,
but also guide them as they evolve.
11. Understanding how to instill a sense of “brand belonging”
through a clear and relevant purpose is quickly becoming a
prerequisite for competitiveness. Three guiding principles set
purpose-driven brands apart.
Be human. Some companies that excel at product quality and customer
experience believe their customers will continue to be loyal, regardless of their
brand’s mission. But many companies are looking for new ways to engage their
customers. And since nearly two-thirds of consumers want companies to take a
stance on issues they believe in, activating a purpose-led brand makes competitive
and bottom-line sense.21
This exercise can’t happen in a vacuum. Involve customers, employees and the larger
ecosystem of stakeholders to identify shared values and areas where the company
can make a difference. Together, grapple with tough questions: What is our brand
promise? What do our employees and customers want us to stand for? How can we
make the lives of our customers, employees and suppliers better? What is the value in
doing so? What are the risks?
Beyond asking the right questions, companies need to establish emotional
connections with their customers. Communication is key. Nearly two-thirds (64
percent) of consumers find brands that actively communicate their purpose more
attractive.22
Knowing when to say “I’m sorry” is equally important. More than a third
(36 percent) of customers have interacted with a brand that lied about what they
stood for.23
But of those, 42 percent will give the company a second chance if the
company publicly apologizes.24
Be clear and authentic. Standing for everything means standing for
nothing. Consumers don’t fall for insincere attempts to pull at heartstrings. They do,
however, reward authenticity, strong leadership and outspokenness. Those traits need
to cascade from the very top of the organization to the entire c-suite and across the
workforce. Our research found that 65 percent of consumers are influenced to buy a
brand, product or service by the words, actions, values and beliefs of a company’s
employees—not just the CEO or marketing spokesperson.25
To create a sense of brand
belonging, it’s critical for leaders to make the company’s brand positions clear to
employees and authentic to the organization’s culture.
DTE Energy provides a great example. The Detroit-based diversified energy company
has activated an aspirational purpose targeted to it employees. Built on the premise
that its people are making a real difference in the lives of customers, DTE’s brand
gives workers a sense of meaning. Because company leaders visibly promoted the
purpose at every opportunity, DTE workers believed the purpose was authentic. Their
engagement scores soared. So did the company’s stock price.26
ACTIVATE YOUR
PURPOSE
62%of consumers
want companies to stand
up for the issues they are
passionate about.
66%of consumers
think transparency is one
of a brand’s most
attractive qualities.
FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND11
12. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND12
Be creative. While customers’ emergence as key brand ecosystem players
appears to be a new phenomenon, the evolution has actually been in the works for
quite some time—most visibly in the co-development of products and experiences.
For example, building block manufacturer Lego launched an online community that
encourages members to submit new product ideas.27
Logistics giant DHL hosts co-
innovation workshops with customers to re-imagine supply chain solutions.28
Now, with consumers having a real stake in a brand’s success, it’s time to rethink
engagement models. Companies should focus less on investing for customers and
more on investing with their new ecosystem partners to drive competitive agility.
Perhaps customers can act as sales partners through channels they control or
influence? Or participate in crowdsourcing schemes to fund new innovations? Or
even invest in a company’s growth in exchange for certain perks? There’s no harm
in asking consumers to commit more or do more on behalf of the brand. There’s
virtually no limit to the roles they can play—or the value they can provide.
KIND® Healthy Snacks has
successfully activated brand
purpose to underpin its
competitiveness. It has become the
third-largest snack bar maker in the
world with gluten-free, non-GMO
snacks that taste great. The
company’s commitment to
improving public health with
nutritious snack foods and a new
level of transparency to ingredient
sourcing has resonated with
health-conscious consumers.19,20
13. FROM ME TO WE: THE RISE OF THE PURPOSE-LED BRAND13
STAND UP
TO STAND OUT
By standing for something bigger than what they sell, tuning
into customers’ beliefs and taking decisive action, companies
have the chance to recast their customer relationships and
connect with consumers on a deeper level. Those that
successfully activate a purpose-led brand will put the traditional
view of “customer as buyer” to bed forever. They will, instead,
focus on creating a community of loyal, engaged and valuable
brand stakeholders—all working together to usher in the next
era of engagement and competitiveness.
Reach out to our experts to learn how
brand purpose can improve your
company’s competitiveness.
14. 1. Accenture Strategy Global Consumer Pulse Research, 2018.
2. Ibid.
3. Unilever, “How to boost business growth through brands with purpose,” August 8, 2017.
4. “Empowering Unilever marketers and unstereotyping ads: Keith Weed’s case for Global Marketer of the Year,” Campaign,
January 24, 2018.
5. Michael Lyman, Ron Ref and Oliver Wright (Accenture Strategy), “Cornerstone of Future Growth: Ecosystems,” 2018.
6. Accenture Strategy Global Consumer Pulse Research, 2018.
7. Yue Wang and Robert Olsen, “China’s Didi Chuxing Faces Intense Pressure Amid Public Anger Over Second Passenger
Death,” Forbes, September 1, 2018.
8. Larry Fink, “A Sense of Purpose,” BlackRock 2017 Annual Report.
9. Olivia Rudgard, “John Lewis removes ‘boys’ and ‘girls’ labels from children’s clothes,” The Telegraph, September 2, 2017.
10. https://www.sk-ii.com/i-never-expire.html
11. Marcus Fairs, “IKEA aims to take 200,000 people out of poverty in massive social sustainability drive,” Dezeen, April 18,
2017.
12. C Space, “How SunTrust Bank is Creating a Purpose-Driven Customer Movement,” undated.
13. Accenture Strategy Global Consumer Pulse Research, 2018.
14. Accenture Strategy insights and experience, 2018.
15. Accenture Strategy, “Brands Still Matter: Uncovering the Relevance of Brands in US Food and Beverage,” February 2018.
16. Accenture Strategy Global Consumer Pulse Research, 2018.
17. Accenture Strategy, “Brands Still Matter: Uncovering the Relevance of Brands in US Food and Beverage,” February 2018.
18. Michael Lyman, Ron Ref and Oliver Wright (Accenture Strategy), “Cornerstone of Future Growth: Ecosystems,” 2018.
19. https://www.kindsnacks.com/about-us
20. Andrew Ross Sorkin and Michael J. de la Merced, “Snickers Owner to Invest in Kind, Third-Biggest Maker of Snack Bars,”
The New York Times, November 29, 2017.
21. Accenture Strategy Global Consumer Pulse Research, 2018.
22. Ibid.
23. Ibid.
24. Ibid.
25. Ibid.
26. Robert E. Quinn and Anjan V. Thakor, “Creating a Purpose-Driven organization,” Harvard Business Review, July-August
2018.
27. https://ideas.lego.com/#all
28. Christine Crandell, “Customer Co-Creation Is The Secret Sauce To Success,” Forbes, June 10, 2016.
ReferencesAuthors
Rachel Barton
Managing Director – Accenture Strategy
Rachel leads the Accenture Strategy Customer Insight & Growth Strategy practice in Europe, Latin
America and the United Kingdom. Working with some of the world’s largest companies, she advises
business leaders across multiple industries on how they can acquire and retain profitable customers to
grow their market share. Rachel is based in London.
Masataka Ishikawa
Managing Director – Accenture Strategy
Masataka leads the Accenture Strategy Customer Insight & Growth Strategy practice in Africa, Asia
Pacific and China. He advises C-suite leaders in multiple industries on how they can transform their
businesses for growth, bringing expertise in M&A, cost optimization, operating model design, and
digital and marketing strategy development. Masataka is based in Tokyo.
Kevin Quiring
Managing Director – Accenture Strategy
Kevin leads the Accenture Strategy Customer Insight & Growth Strategy practice in North America.
He advises organizations across a variety of industries in the design and development of customer
strategies, and leads initiatives focused on driving profitable growth through customer acquisition,
development and retention. Kevin is based in Minneapolis.
Bill Theofilou
Senior Managing Director – Accenture Strategy
Bill leads the Accenture Strategy Customer Insight & Growth Strategy practice. He leads strategy
and implementation engagements across a range of industries, specializing in restructuring
companies for profitable growth, developing new go-to-market models and growth strategies, and
aligning organizational and cost structures. Bill is based in Boston.