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Communicating in the New Normal World: The Importance of Brand Purpose
- 1. Communicating in the new NORMAL world THE IMPORTANCE OF BRAND PURPOSE © PENN, SCHOEN & BERLAND ASSOCIATES, LLC
- 2. We live in a world that is rapidly changing… Changing Political Trends Changing Technology Trends Changing Economic Trends Changing Stakeholder Trends
- 4. Changing Economic Trends Increased Scrutiny of Corporations Economic Power – The Rise of Asia Global Recession
- 5. Changing Technology Trends More Social More Networked More Mobile
- 6. Changing Stakeholder Trends Stakeholders are now demanding more from corporations: More Transparency More Responsibility More Communication
- 7. Finding the New Normal in Communications: Building a Brand Purpose CHANGING CORPORATE EXPECTATIONS
- 8. In today ’s world, a corporation’s image and reputation is more than a function of its performance and citizenship Rather, it is a product of its larger purpose MARKET PERFORMANCE Good value Variety Convenience In touch with changing needs Is a leader CORP CITIZENSHIP Employs fair labor practices Is responsible Is trustworthy Markets carefully Environmentally conscious methods Helps local community Has integrity Corporate Citizenship = the interaction between the company and society Market Performance = the perceptions built as a result of delivering products and services BRAND PURPOSE
- 9. Having a purpose lifts a brand ’s meaning above the tangible benefits of any specific product or service. “ Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it's not just making a promise that separates one brand from another, but having a defining purpose.” – Allen Adamson, Landor Associates
- 10. It is essential to align business strategy and communications across key stakeholders in order to have a strategic advantage in the marketplace Customers Employees Shareholders Brand Purpose Regulators Media
- 11. Companies that seek to build trust and engage honestly and transparently with all key stakeholders need to have a well defined Purpose – and to abide by it in everything they do Three key elements to enhancing brand purpose: Transparency Responsibility BRAND PURPOSE Communication
- 13. Transparency: A company ’s brand purpose answers three key questions Who are we? What do we stand for? How is this evidenced in our behavior? 1 2 3
- 14. Responsibility: Linking CSR to Business Strategy Green Brands by Country 1 2 3 4 5 6 7 8 9 10
- 19. “ We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get the most out of life.” Shakti Entrepreneur: Empowering women in poorest rural India – Direct-to-home distributors; 600-800 INR/month Shakti Vani: Spreading health and hygiene awareness – Brand advocates: 50 million touched by 2007 Unilever - Project Shakti
- 21. Thank You! Michael Berland [email_address]
Notes de l'éditeur
- Pragmatism: 2 in 3 plan to spend more time eating at home in the coming year, while most plan to cut back on fast food (58%) and nice restaurants (67%). Hard times are prompting Americans to reassess themselves, with 3 in 5 intending to think more about their personal goals and 2 in 5 planning to live healthier lives . As fewer can afford to travel , just 19% think vacations are a necessity, down 8% in the past two years alone. While the importance of cable TV has stagnated, access to the Internet is more essential than ever , as 75% consider it a necessity, compared to 65% in 2006.
- 83% - responsibility to help support causes 92% - more positive image if they care for cause 87% - likely to switch brands to another based on association with good cause (=price/quality) 2007 Cone Cause Evolution Survey presents the findings of an online survey conducted March 29, 2007 by Opinion Research Corporation
- Why don ’t you put a chart of consumer confidence. LW: not sure what you mean
- Purpose is part of a company ’s DNA; it is the reason for that company’s existence – WHY NOT MAKE THIS A CHART TO FOLLOW – I LIKE DATA 88% are proud of their companies ’ values, 89% feel a strong sense of loyalty 93% feel it is important for their companies to provide them with opportunities to become involved in causes 70 % of students would not apply for a job at a company deemed socially irresponsible; 68% disagreed that salary was more important than social responsibility. LW: this is about just employees
- I
- – Allen Adamson http://www.forbes.com/2009/11/11/brand-defining-marketing-cmo-network-allen-adamson.html
- Top picture linked to: http://www.youtube.com/watch?v=CsW1JE4Hg14 Impact: Short term Defined initiative, stakeholders get mission Early wins in quick to market green products Medium Term Creates new business units, drives $20b in new revenue by 2008 New product categories open Long Term A leading contributor to the 17 percent rise in brand value International acclaim for being a catalyst for the sustainability movement