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The pursuit of GREATNESS
- 1. Building brands for a sustainable future The pursuit of GREATNESS
- 2. │ © The Leading Edge 2The pursuit of GREATNESS GREAT is a word people often use to describe brands. But what makes a brand GREAT?
- 3. │ © The Leading Edge 3The pursuit of GREATNESS We set out to find the answer. Our research identified the five qualities that transform a good* brand into a GREAT brand. *defined by consumers as trustworthy, distinctive and good quality
- 4. │ © The Leading Edge 4The pursuit of GREATNESS We call these qualities roads, because they are paths to be travelled…
- 5. │ © The Leading Edge 5The pursuit of GREATNESS 1. Passionate Vision 2. Connected Care 3. Active Social Change 4. Celebrating Origins 5. Human Inspiration Five roads to travel:
- 6. │ © The Leading Edge 6The pursuit of GREATNESS Passionate Vision Visionary brands that challenge the status quo ― Relentless in what they do ― Clear purpose and point of view ― Passionate ― Visionary Brands with high scores in our research: Amazon, Microsoft and BMW
- 7. │ © The Leading Edge 7The pursuit of GREATNESS Connected Care Brands that care about the people they are connected to ― Staff that love working for the brand ― Cares about its customers and suppliers ― Looks after its employees Brands with high scores in our research: John Lewis, M&S and Microsoft
- 8. │ © The Leading Edge 8The pursuit of GREATNESS Active Social Change Socially responsible brands that do more than pay lip service to CSR ― Helps communities and society ― Helps the environment ― Helps ‘my’ community ― Claims responsibility for its actions Brands with high scores in our research: Microsoft, Virgin and Sony
- 9. │ © The Leading Edge 9The pursuit of GREATNESS Celebrating Origins Brands that applaud originality, are consistent and remain true to their roots ― Demonstrating originality ― Celebrating history ― Demonstrating and never losing authenticity Brands with high scores in our research: Coca Cola, Adidas and Dove
- 10. │ © The Leading Edge 10The pursuit of GREATNESS Human Inspiration Brands that encourage and enable us to be better humans ― Helping people be the best they can be, better than I am, a better version of myself ― Having a desire to make life better ― Solving real problems for people Brands with high scores in our research: Nike, Apple and Samsung
- 11. │ © The Leading Edge 11The pursuit of GREATNESS Our research found that GREAT brands have: More loyalty More engagement More buzz More momentum
- 12. │ © The Leading Edge 12The pursuit of GREATNESS To travel these roads a “constant pursuit of GREATNESS” is needed.
- 13. │ © The Leading Edge│ © The Leading Edge 13The pursuit of GREATNESS GREATNESS is a mindset that people and/or businesses can adopt to create GREAT brands.
- 14. │ © The Leading Edge 14The pursuit of GREATNESS GREATNESS helps brands transcend their category and create unity – bonding the brand (and in turn employees and stakeholders) with customers, the local community, and the world at large.
- 15. │ © The Leading Edge 15The pursuit of GREATNESS The GREATNESS equation: Ability / knowledge Confidence Passion / desire Encourage- ment Some luck = unlocking a mindset for GREATNESS
- 16. │ © The Leading Edge 16The pursuit of GREATNESS It won’t be easy… 1. Short term growth targets 2. Declining budgets 3. Short timelines 4. Stretched human resources 5. Shareholder value-first cultures These pressures might make adopting this pursuit difficult
- 17. │ © The Leading Edge 17The pursuit of GREATNESS But GREATNESS has amazing pay-offs… 1. Shared purpose and unity 2. Strengthens staff engagement 3. The ability to make meaningful change 4. Pioneering work 5. Sustained long-term growth
- 18. │ © The Leading Edge 18The pursuit of GREATNESS Download the full report to find out how you can transform a good brand into a GREAT brand: bit.ly/thepursuitofGREATNESS
- 19. Building brands for a sustainable future The pursuit of GREATNESS
Editor's Notes
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…
- Five roads a brand can travel on the journey from good to GREAT Passionate Vision Connected Care Active Social Change Celebrating Origins Human Inspiration I’ll go through each them in a bit more detail, but it’s important to say that although they are distinct, they are not mutually exclusive, more than one can be travelled sequentially or concurrently. However, only a handful of brands do well in more than two roads. So we recommend that brands choose one or two of these for the long term
- Let’s start with Passionate Vision, These are visionary brands, passionate and relentless, and they are not afraid to challenge the status quo. I love the fact that this was a statistically relevant road or factor. It further proves the case for Brand Purpose, but takes things a bit further – you have to live and breathe your purpose, make it part of everything you do so that consumers actually notice it and buy into it. Brands that have high scores on Passionate Vision are Amazon, Microsoft and BMW. Amazon doesn’t have a brand purpose per se, but they are visionary, they are certainly challenging the status quo, and are relentless. BMW on the other hand is an example I really like, with their #next100 vision, where they are shifting gears and see themselves as a technology partner and mobility provider.
- Connected Care is our second road. This is all about caring about the people your connected to, particularly employees, but also suppliers and customers. So much so that consumers think they would love to work for the brand. John Lewis, Marks & Spencer and Microsoft have high Connected Care scores. John Lewis is employee owned and Microsoft has won ‘Best Places to Work’ Awards since 1993 – great employee benefits, internal mobility, but more importantly great people!
- Active Social Change is our third road, and it’s a lot more than simply having a CSR policy or being green. It’s all about helping the community around you, the environment, but also, claiming responsibility for our actions and taking the steps towards correcting things that go wrong. Microsoft, Virgin and Sony have strong scores here. Virgin make their CSR very visible across most of their brands – they’ve done a lot to make sure their offices are as green as possible, Virgin Money and Virgin Atlantic have won CSR awards recently and Richard Branson has done a lot to embody this social responsible change.
- Our fourth road, Celebrating Origins, is about staying true to yourself, even though it sounds a bit cheesy. Creating and celebrating an authentic history and heritage, and always being consistent in your values and beliefs. Brands stay true to its roots and honour its legacy. This road is easier for older heritage brands, but younger brands can do this too by celebrating and communicating their founding story and ideals, their founders’ backgrounds, and their company culture. But most importantly, by sticking to the essence of their roots no matter how their product and service changes. Dove, Cadbury, Coca Cola and Adidas Adidas 2018 award winning campaign – Original is never finished, is a great example of celebrating origins in a contemporary positive way. If you haven’t seen it, google it, I really enjoyed it.
- The fifth and last road is Human Inspiration And these is about helping us consumers be better humans, encouraging us to be the Best we can be. And also solving real problems for us. For those of you here working with start-ups or scale-ups, this road is related to Lean Canvas, which places emphasis on solving problems, but it takes things a little bit further Sports and tech brands are common here, with Nike, Apple and Samsung having high scores. f Nike is an obvious one, pushing people to believe we can all be athletes. But brands like Persil and Whirlpool have also used it: Persil has highlighted the benefits of kids getting dirty, which is a vital part of a healthy and happy upbringing; Whirlpool demonstrated the negative consequence unclean clothes have on school attendance.
- So why should you care about creating a GREAT brand. Our research managed to prove that GREAT brands have More loyalty – people buy them for longer periods of time More engagement – people engage with them more, on social media, buy watching adverts, etc. More buzz – they talk about them more with friends and family And more momentum, they are seen to be on their way up, and make consumers feel like they want to be along for the ride.
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…
- So what is the constant pursuit of GREATNESS… it is a mindset and a never ending quest, You’re always trying to achieve it, you can never stand still. Adopting it is not an easy task; it is a voyage of influence and change management, but there is a simple equation that can help you unlock this mindset within your teams.
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…
- So how can we get our people, teams and organisations to adopt this pursuit? Our qualitative research helped us identified how you can unlock this mindset: Ability / knowledge Holding the skill, acumen or know-how to be able to do a task well. This is often something taught and the skill is harnessed, developed and improved on over time Confidence The feeling or belief that you are capable enough to give something a go, uninhibited by doubt Passion / desire A genuine and authentic wish to do something, not only because you enjoy it, but because who are fascinated and relentlessly curious about it Encouragement The external positive reinforcement you receive to stay positive and keep motivated A little bit of luck These are the traits that your team and your businesses will need to build a GREAT brand.
- So therefore today, we want to take you through our research findings and show you how you can take your brand from Good to Great. So let’s start with good – good is the baseline, the type of brands we’ve been creating for a while. Good brands are trusted, distinct, and provide good quality. GREAT brands are a bit more than that, they travel a bit further…