This document discusses how brands are increasingly being viewed as sources of stability in turbulent times. Consumers want brands that stand for social and political issues, and three-quarters will buy or boycott based on a brand's positions. Examples are given of how companies like Airbnb, Verizon, and REI articulate their purposes through their products, principles, and public pledges. The importance of purpose beyond just marketing is emphasized, as well as ensuring purpose is authentic and lives throughout the organization over many years.
6. @sminero
In a time of immense turmoil…
people are turning to brands
as islands of stability.
Richard Edelman
Chairman, Edelman
as islands of stability.
14. @sminero
A framework for purpose
Products
What fuels you
Principles
What guides you
Pledge
What invites others
15. @sminero
Products
Global network of homes
to stay in
Principles
Acceptance of all customers
regardless of background
Pledge
5-year goal to provide short
term housing for people
displaced
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71K 1.7M 4.6M
Barack Obama
@BarackObama
"No one is born hating another
person because of the color of his
skin or his background or his
religion..."
12 Aug 20171.71.61.51.41.31.21.1
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Sam
@SamMartin_6
Leo and I are donating 6 lbs of dog
food to Houston for every retweet this
gets!!!! RT RT RT RT!!
31 Aug 2017
@sminero
29. @sminero
Brooke
The #AllOurThanks commercial is
seriously touching.
This year is my 4th year w/fire service.
My sister and brothers 3rd. Our dads
50th. We all couldn’t be more grateful
to do what we do.
4 Feb 2018
Source: Crimson Hexagon
I’m so blessed to be in the first
responder family. ❤
Great job @verizon!
39. @sminero
Products
Gear and apparel to
enjoy the outdoors
Principles
A life well lived is a life
outdoors
Pledge
Commitment to pay
employees to take off on
Black Friday