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Mike Dupree - The Power of Purpose
- 2. @Dupree The Power of Purpose
- 6. In a time of immense turmoil… people are turning to brands as islands of stability. Richard Edelman Chairman, Edelman as islands of stability.
- 7. A personal & meaningful connection is one that will endure
- 8. expect brands to make a contribution to their wellbeing and quality of life. @Dupree 75% Source: Havas, Meaningful Brand Study 2017
- 9. will buy or boycott a brand based on its position on a social or political issue. @Dupree 57% Source: Edelman Earned Brand Report, 2017
- 10. are buying or boycotting more than they were a year ago. @Dupree 30% Source: Edelman Earned Brand Report, 2017
- 13. 1 Brand Permission 2 Take a stand without taking sides
- 14. @Dupree
- 15. 1 Brand Permission 2 Take a stand without taking sides Organizational decision4 3 Demonstration > Communication
- 16. A life outdoors is a life well lived.
- 18. 18
- 19. 19
- 20. 1M Opt-‘Ins’
- 21. 1:1 Response
- 22. 22 From Campaign To Everyday Call To Action
- 24. 24
- 25. Permission A life well lived is a life outdoors Take a Stand #OptingOutside does not wade in the political waters Organizational Commitment to pay employees to take off on Black Friday & #OptOutside Demonstration Provided direction on how & where to #OptOutside. Shut down on Black Friday
- 27. 27
- 28. 28 Handle @Handle Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor websitelink Promoted
- 29. 29
- 30. 30 Country Time Rallied People to #SaveLemonadeStands 🍋
- 31. The conversation took off
- 32. Handle @Handle Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor websitelink Promoted Permission Running a Lemonade Stand with friends and family is a kid’s rite of passage Take a Stand Standing to #SaveLemonadeStands is non-controversial & universally positive Organizational Commitment requires sign off from Marketing, Legal, CorpPolicy, Comms etc. Demonstration $500K in legal aid to cover costs of lemonade stand fines
- 34. 1Does your brand have a right or role to be here?
- 35. 2Can you stand for this without being polarizing?
- 36. 3Are you doing or just saying?
- 37. 4Are all parts of your org fully aligned?
- 38. A personal & meaningful connection is one that will endure