Is purpose a threat for brands, as Byron Sharp thinks? Or is it a benefit for savvy brands? The evidence is pretty clear: purpose-driven marketing and campaigning can provide a huge boost for brands. In this presentation, we explore the data that shows how and when purpose can support brand building - and also at what purpose is and how to find it inside your own organization.
16. The research found that
Purpose-driven messaging
has a greater ability to
capture the physical and
emotional attention of
respondents compared to
functional narratives.”
“
19. FEEL DO
When a company leads with purpose,
consumers agree they would:
74%
Tell others to buy
products from that
company
62%
Share information
about that
company on their
social networks
14%
5% 5%
86%
95% 95%
UNIQUE
14%
5% 5%
86%
95% 95%
FEEL BETTER
5%
14%
5%
95%
86%
95%
EMOTIONAL
CONNECTION
52%
19% 14%
48%
81% 86%
TRUST
20. Alan Jope,
CEO Unilever
3 BELIEFS
Source: interview Davos 2019
Companies with purpose
last
Brands with purpose
grow
People with purpose
thrive
21. A testimonial
Our purpose-led
brands are
growing twice the
rate of the rest of
the portfolio
Source: Interview Clifford Chance
Sustainable
sourcing takes
cost out of the
business
It reduces risk
22. Peter Field
have some quite
unique abilities to get
people to reassess
brands and revitalise
brands, which would be
quite tough to do
without that message,”
Field adds.”
“
[CAMPAIGNS BUILT ON PURPOSE MESSAGING]
23. [Brand purpose] is a
great new tool for
smart brands with
the savvy to know
how to use it.”
“
25. A few definitions
“an organization’s
reason for being”
The Purposeful Company
Report
“the statement of a
company’s moral
response to its
broadly definied
responsibilities”
Bartlett and Ghoshal (1994)
“producing a social
benefit over and
above the tangible
pecuniary payoff”
Thakor and Quinn (2013)
“a concrete goal or
objective that
reaches beyond
profit
maximization”
Henderson and Van den Steen
(2015)
30. 4 dimensions
according to the
Purposeful
Company Report
Source: Meaning Inc., Gurnek Bains
EXTERNAL
“purpose is a
covenant with
customers"
INTERNAL
"it is a reciprocal,
human contract
with employees"
SOCIETAL
"mutuality of
interest between
society and firm"
MORAL
"a desire to
contribute to
human betterment"
36. Purpose and Survey
factors and Firm
Performance
Source: Gartenberg et al
0
0,02
0,04
0,06
0,08
0,1
0,12
0,14
-1 -5 0 1 5
Purpose-Family
high camaraderie
Purpose-Clarity
high clarity from
management
Return
on
Assets
Purpose-Clarity
Purpose- Family
42. “What about
detractors? We don’t
want to be seen as
greenwashing or
purposewashing.”
There will always be
detractors
Don’t focus on
detractors or yes-
people
Focus on impartial bystanders: how can you
be credible to them?
How will history judge you?
44. You will never be credible
if purpose is not truly at
the heart of your strategy
– if purpose is not the
story that your team tells
itself every day.