#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates. In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people. People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both. Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation. A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates. Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent. Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital. But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible. Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love. While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will. Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability. The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.

1. Purpose Craft Induction - Corporate
The ‘Why & How’ of Purpose

2. Positioning is about differentiation
(within competition)
Purpose is about making a
difference (In people’s lives)

3. Purposing: The new kid on the block!
“Purposing” is amongst the latest branding buzzwords making waves. Is it something entirely novel? No! Either
consciously or intuitively, some great brand teams have undertaken this route. Purposing is a branding approach that
induces behavior change by effectively shifting brand interaction from consumer engagement to human engagement.
It also takes into consideration the ever-evolving post-digital consumer mindset.

4. Let’s take a look at what makes Purposing the need of
the hour, replacing the much passé Positioning

5. 1. Positioning is for target audience; Purposing is for people and society at large
Positioning takes into consideration only a certain consumer segment or target audience; whereas, Purposing impacts people in
general and society at large. Therefore, while Positioning aims to gain mind-share by propagating the brand’s benefits, Purposing
gains life-share through real impact on consumer’s life.
2. Positioning aims to create competitive differentiation; Competitive differentiation is one of the many natural
outcomes of Purposing
The way that the two processes address competition is also different. Positioning is crafted as a response to the external
environment and aims to have a differentiation with respect to competition. Au contraire, Purpose is proactive, and aims to solve a
larger consumer/societal problem. In doing so, it automatically ends up establishing a differentiation over competition.
3. Positioning guides brand communication; Purpose guides everything
The primary external manifestation of Positioning is in the crafting of brand communication. Whereas, Purpose application is much
wider; it is the guiding force that directs an organization’s culture and policies, product design and innovation, behaviour change in
consumer, and of course, also brand communication.

6. 4. As compared to Purposing, Positioning is quicker to execute and change
Positioning is much more elastic, by which it can be altered relatively more frequently and is easier and quicker to execute.
Purpose, on the other hand, takes time to implement and doesn't change, but can evolve over time. It has to percolate through all
levels of the organization and therefore requires complete internal alignment.
5. Positioning sells product; Purposing embraces a philosophy
Since Positioning answers “Who we are”, it endeavours to sell the product. Purpose dictates “Why we exist,” and therefore
endeavours to embrace and propagate a philosophy.
6. Positioning Loyalists are more fickle than Purpose Loyalists
One of the very impactful and perceptible differences between the two can be seen in the type of brand loyalty that each of them
invokes in their customers. A Positioning loyalist defends his/her brand only on a product-performance level. Whereas, a Purpose
loyalty will not only defend the product on the tangible performance, but also on intangible aspects as such the brands values and
philosophy.

7. Purpose craft is not just limited
to brands. In fact there has never
been a better time for
Organisations to embrace
Purpose at a corporate level.

8. Profit
Purpose = Profitability
It’s not just a philosophy!
Corporates with a purpose are able to harness the power of purpose to drive
performance and profitability enjoy a distinct competitive advantage.
Brands that are perceived as meaningful and based on values benefit from a higher
“Share of wallet”
How?
Caught between the need to do good and the paucity of time, people want to
support brands that stand for a larger cause
They are more likely to recommend such brands
They are bound to be more loyal towards such brands

9. Proof that purpose brands are way more profitable…

10. Trust
Do people trust brands as much as they use to?
There is an increasing number of mistrust when it comes to Brands and
advertising amongst people.
People are now craving honesty and vulnerability from the brands they aspire to
and spend their money with.
There can be huge exaggeration around brand promises and they fail to deliver
the same.

11. There’s enough documented evidence to prove that they don’t!

12. Architecture
Purpose aligns the companies under one Architecture.
Having a corporate purpose seamlessly ties all brands under common values.
It sets guidelines for the daughter brands on what it can do and what it can’t do.
It endows each daughet brand with corporate values elevating the daughter brands
to fight category & competition battle only and not having to fight trust and
pedigree battle.

13. Guess which Group?

15. The new branding exercise comes after a pan-India study commissioned by the group after drawing its
near term growth plans.
It was found that while the group was recognised for business ethics, the diverse businesses of the group
were not known.
The group felt the need to deepen the understanding with core customers and also to connect with future
generation.”

16. Clean Slate
Purpose helps clean up the past and start over fresh in the mind’s of
people.
In their journey and evolution, brands sometimes create mistakes or may take a
wrong call.
Purpose helps cleanse the brands past and wipes the slate clean.
When corporates live their purpose persistently people forgive them of their past.

17. How many people know this about TATA group – opium origin story and a spate of new scandals as well!!

18. 2003 worms
in Dairy Milk
Imported Rs.15 crore packaging machinery in
2004, to revamped packaging of Dairy Milk.
Continues to lead the Indian chocolate
market with over 70 per cent market share
Escalated level of
lead in Maggie
Noodles in 2007
Consumer saw the whole
episode as a lapse not a
breach of trust
Nearly a year after the ban, Maggi
noodles are back on shelves in India
Consumers have recalled
Maggie back in to theirs homes
but somewhat precariously so
This is a classic example of the Purposive Corporate brand.
In time of crisis Cadbury’s equity helped resurrect trust in the product once again.
Vis-à-vis Maggie, a brand that found its ways back on the equity it had established , as consumers had little
resonance with mother brand Nestle. Would another Nestle brand with lower equity than Maggie be as
forgiven? No – because Nestle as the corporate brand does not connect with the consumer, like a Cabury or a
Tata does.

19. Capital
Purpose attracts capital and investors.
It gets easier to attract investors through IPO when purpose is based on their values.
With a Demographic Dividend in India’s favour the largest targeted segment is
naturally very purposive and as individual investors are putting their money where
the mission is.
Purpose enables public trust & earns an organization social capitaland not
just consumer trust, hence Purpose at a corporate level directly impacts
your IPO.

20. Assocham survey said that the USD 100 billion Tata Group is perceived to be India's
best-known global brand within and outside the country.
The Tata story which began in 1868 by Jamsedji N Tata has been the most
successful among India Inc.
The brand Tata stands out among all the top Indian corporates and perceived as
the truly international brand. (Infosys Technologies, Wipro, Mahindra and
Mahindra and Aditya Birla Group)
Talking about the group's perception outside India, it stated that the best
perception for the Tata was seen in western Europe, followed by the US and the
South-East Asia.
Besides making bold business decisions and running the businesses professionally,
one of the hallmarks of the group has been its ethical business practices & social
goodwill.

21. Need of the hour
In a digital plus world Purpose is inevitable!
In a digital plus world people’s attention is fragmented. Brands are targeting their
communication via content but only organic content or branded content that
impacts them gets eyeballs
With information at the tip of a finger people are discerning and are open to voicing
their dissent
Purpose helps you seamlessly fit into people’s lives and add value to it.
Hence where everyone wants a “Share of mind”, Purpose helps create “Share of life”
and hence enjoys 10 times more engagement.

22. The digital world has enabled every consumer to become a journalist and an
activist, leading to reverse advertising

23. Brand Promise: “There for you in
your moments of hunger”
Proof of promise:
• 30 minutes delivery.
• Geo-tagged delivery via app.
“Hunger can strike you
anywhere, we will deliver
there”.
https://www.youtube.com/w
atch?v=bnsQPokfaS4
Brand Promise: “We are made
different, because we strive for a
relationship beyond the insurance
policy”
Proof of promise: NTUC Orange
force. A team of Mountain bikers, who
reach you immediately through an app
for accident assistance.
Product: accident insurance.
https://www.youtube.com/watc
h?v=5AJCnIM-yDg
Brand Promise: “We are for pets”
Proof of promise: Not only do they
deliver on product promise, but go
beyond and help consumers take care
of their pets & infact even help them
adopt.
https://www.youtube.com/
watch?v=BTu9X1IUiMo
Purpose creates ACTS which leads to engagement

24. Longevity
Purpose induces blue ocean businesses for the organization
It comes with extendibility that helps create more avenues and reach out to segments
that were out of your consideration.
When you own a solution to a tension in people’s lives it extends to other businesses
and product lines.

25. AirBnB
We exist to help
you belong
anywhere”
Living like locals
(rooms/homes)
Local
customs/sights
eeing /
community
get –together
Local exotic
marketplace

26. Culture
Purpose takes into consideration Culture, because its born out of people.
There always is either an origin story, a unique value or a specific idea when the company
was founded.
Identifying and using it in the purpose helps people universally to resonate with the
brand.

27. Dove infact failed miserably when it started its advertising around creaminess & softness.
http://www.slideshare.net/laurafalotico/dove-brand-evolution
Its success can be attributed only after they went beyond the roduct USP’s and searched for their brand
value (borne out of the Brand DNA & its marriage with the product USP).
The origin Story:
Dove was originally invented during world war 2. The need came from washing the deep scathes and
sensitive wounds of soldiers with great gentle care. Normal soaps were unable to do the same.
http://www.adbrands.net/us/dove_us.htm
Values: Care beyond the skin, care beyond mere cleansing or beauty
Unique Brand Values

28. Therefore, for a Corporate, the three clear, interdependent, manifestations of a compelling Purpose are…

29. Corporate Purpose
Equity
ProfitEngagement

30. Corporate Purpose
EQUITY
PROFITENGAGEMENT
• The trust and loyalty it generates in an
untrusting consumer environment
• Its helps in wiping the slate clean
• It shapes internal culture and helps in
strengthening internal equity by aligning
everyone to a common vision
• Empirical evidence that meaningful bands
outperform competitors within the category
• Purpose brands attract better capital and
investors
• Purpose gives a brand longevity by guiding it
entry into newer businesses and products
• In a digital plus world, with multiplicity of platforms,
only purpose brands can break the clutter to get the
attention of an overstimulated consumer
• Purpose brands create deeper relationships with
consumers as they impact their daily lives
• Purposing can help a brand create many more
touchpoints for consumer engagement

31. Howl…