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We need to start looking at collaboration as something richer than getting participants to contribute their preset format content in a serial, one dimensional, string, within a rigid structure of publishing.
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Jim Stengel, Procter&Gamble Global Marketing Director, wondered what makes a company memorable and at the same time profitable and came to the conclusion that the best global brands change people’s lives and are based on high ideals after studying 50,000 brands in more than 30 countries and by more than 28 different categories in the course of 10 years.
Stengel created a list of the best brands that largely meet the ideal and know how to relate to the expectations, emotions, ideas and values of their clients through by analysing financial results, commitment levels, loyalty and recommendations by consumers. His research showed that brands with a mission and an ideal that brings together its customers and the society are 400 % more likely to be successful than those that are not. It not what product or service people buy but what cause, motive or idea people support.
The ideals of the brands listed by Stengel and his research team, apart from being based on the values related to altruism and social responsibility, embody true and essential values of human life that inspire feelings, thoughts, attitudes and behaviours towards these brands on the part of their stakeholders helping building stronger brands.
In this case, companies need to understand that their culture is unique and constitutes a key competitive advantage: companies act and are perceived in accordance with how they feel and what they think.
The example of Zappo’s, a footwear brand, whose ideal is the delivery of happiness, helps to underscore ten key values to take into account, as for example, “embrace and drive change” or “be humble”.
Differentiation is increasingly important for brands, understanding what human ideal is close to the brand. Regarding this aspect, there are five features that should guide companies in managing their respective brands: deliver an experience of happiness to people, connect people with outer world, explore new horizons with them, develop confidence and generate a positive influence on the society.
In order to achieve the desired result, brands should follow 5 steps (discover, build, communicate, deliver and evaluate) to ensure that their beliefs and values are shared and perceived by different stakeholders and to implement and activate the idea that makes the brand meaningful.
Life is ever changing and that is why companies fight to be innovative, innovation becomes a representation, implementation and execution of new ways of approaching their ideals by providing solutions through products and services. Changing people’s lives and become meaningful brands by doing so are the challenge that brands are facing today.How brand ideal helps to achieve high growth rate and financial success
How brand ideal helps to achieve high growth rate and financial successCorporate Excellence - Centre for Reputation Leadership
Recommandé
Jim Stengel, Procter&Gamble Global Marketing Director, wondered what makes a company memorable and at the same time profitable and came to the conclusion that the best global brands change people’s lives and are based on high ideals after studying 50,000 brands in more than 30 countries and by more than 28 different categories in the course of 10 years.
Stengel created a list of the best brands that largely meet the ideal and know how to relate to the expectations, emotions, ideas and values of their clients through by analysing financial results, commitment levels, loyalty and recommendations by consumers. His research showed that brands with a mission and an ideal that brings together its customers and the society are 400 % more likely to be successful than those that are not. It not what product or service people buy but what cause, motive or idea people support.
The ideals of the brands listed by Stengel and his research team, apart from being based on the values related to altruism and social responsibility, embody true and essential values of human life that inspire feelings, thoughts, attitudes and behaviours towards these brands on the part of their stakeholders helping building stronger brands.
In this case, companies need to understand that their culture is unique and constitutes a key competitive advantage: companies act and are perceived in accordance with how they feel and what they think.
The example of Zappo’s, a footwear brand, whose ideal is the delivery of happiness, helps to underscore ten key values to take into account, as for example, “embrace and drive change” or “be humble”.
Differentiation is increasingly important for brands, understanding what human ideal is close to the brand. Regarding this aspect, there are five features that should guide companies in managing their respective brands: deliver an experience of happiness to people, connect people with outer world, explore new horizons with them, develop confidence and generate a positive influence on the society.
In order to achieve the desired result, brands should follow 5 steps (discover, build, communicate, deliver and evaluate) to ensure that their beliefs and values are shared and perceived by different stakeholders and to implement and activate the idea that makes the brand meaningful.
Life is ever changing and that is why companies fight to be innovative, innovation becomes a representation, implementation and execution of new ways of approaching their ideals by providing solutions through products and services. Changing people’s lives and become meaningful brands by doing so are the challenge that brands are facing today.How brand ideal helps to achieve high growth rate and financial success
How brand ideal helps to achieve high growth rate and financial successCorporate Excellence - Centre for Reputation Leadership
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