BOBCM: Best of Australasian Branded Content Marketing ( 2016)
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![[Brand purpose] is a
great new tool for
smart brands with
the savvy to know
how to use it.”
“](https://image.slidesharecdn.com/peanutbutterwithpurpose-howbrandscanthriveinapurpose-drivenworld-211206142543/75/peanut-butter-with-purpose-how-brands-can-thrive-in-a-purposedriven-world-21-2048.jpg?cb=1668589926)
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Peanut butter with purpose how brands can thrive in a purpose-driven world
- 1. Does peanut butter taste better with purpose? How brands can thrive in the purpose era Raf Weverbergh
- 2. It’s a (multi)purpose world out there
- 3. Purpose in Belgian media 2000 > 2021 MENTIONS YEARS 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 NL
- 4. Ok, some of that purpose is “special purpose” (SPAC) Source: Bloomberg research
- 5. But outside Wall Street, purpose is about society and not money
- 6. Belgian retail is slowly catching on (*) 64 29 17 1 0 0 0
- 7. Byron Sharp “How brands grow” It could be the end of brands.” “
- 8. It leads to the sort of advertising a 12- year-old kid would come up with in a high school assignment.” “
- 9. “It’s just so easy to copy – retailers will just dominate”
- 10. Well…
- 11. Strong purpose strengthens brands… 35% 43% 39% 14% 18% 14% 18% 24% 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Brand Trust Commitment Fame Appeal Strong Purpose Cases Unsuccesful Purpose Cases All Non-Purpose Cases
- 12. … and marketing campaigns 70% 61% 26% 18% 18% 5% 33% 34% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% Differentation Image Awareness Distinctiveness Strong Purpose Cases Unsuccesful Purpose Cases All Non-Purpose Cases
- 13. Porter Novelli & Cone / Purpose Biometrics Study
- 14. The research found that Purpose-driven messaging has a greater ability to capture the physical and emotional attention of respondents compared to functional narratives.” “
- 15. Patagonia
- 16. Tony’s Chocolonely
- 17. 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
- 18. Alan Jope, CEO Unilever 3 BELIEFS Source: interview Davos 2019 Companies with purpose last Brands with purpose grow People with purpose thrive
- 19. 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
- 20. 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]
- 21. [Brand purpose] is a great new tool for smart brands with the savvy to know how to use it.” “
- 22. • Purpose goes beyond brands
- 23. 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)
- 24. 20th century: shareholder capitalism MISSION CSR
- 25. Tesla “To accelerate the world’s transition to sustainable energy”
- 26. But: Vox.com
- 27. 21st century: stakeholder capitalism MISSION CSR
- 28. 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"
- 29. Unilever: “Sustainable living” Making sustainable living commonplace Always working with integrity
- 30. Novo Nordisk: “Defeat diabetes”
- 31. Disney: “Happiness” “We create happiness by providing the finest in entertainment for people of all ages, everywhere.”
- 32. Purpose builds stronger relationships with stakeholders. Source: Peter Field
- 33. Purpose is holistic: “Do Good” (Patagonia)
- 34. 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
- 35. • How to find your purpose?
- 36. 6 types of purpose Source: Meaning Inc., Gurnek Bains Innovation Global responsibility Human values Excellence Fresh challenge Universalization
- 37. Purpose statement 01 WE SEE 02 WE BELIEVE 03 WE GIVE 04 WE BECOME
- 38. • A word on “purposewashing”
- 39. A word on “purposewashing”
- 40. “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?
- 41. Richard Rumelt, “Good Strategy, Bad Strategy”
- 42. 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.
- 43. Thank you!
