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25th May 2017
How to create growththrough
brand purpose
This presentation is taken from a WARC and Brand
Learning event on brand purpose in Singapore, May 2017
To find out more p...
2WWW.WARC.COM © 2017
Who we are
The global authority
on advertising and
media effectiveness
Introducing Brand Learning
We inspire and build the
capabilities of people and
organisations to deliver
customer centred g...
We are proud to have worked with over 160 world-class clients including:
Pharmaceuticals FMCG OtherFinancial Services
© BR...
What we’ll cover
WHAT: Understanding brand
purpose as the new engine of
business growth
WHERE: Might the opportunities lie...
Discovering your Brand Purpose
7WWW.WARC.COM © 2017
The Acid Test for an Effective Brand Purpose
8WWW.WARC.COM © 2017
So here are four questions to test whether something, ho...
All Talk, No Action?
• Your brand's values and how they are activated through the marketplace are your
behavioural currenc...
The link between sustainability and participation
19%
14% 14%
6%
18%
13% 13% 14%
41%
33%
29%
25%
21%
18% 16% 16% 16%
11%
2...
A clear purpose is No 1 differentiator of Growth Drivers
© BRAND LEARNING 2017
Source: Brand Learning Growth Drivers Study...
Discovering your purpose
The two most important days in
your life are the day you are born
and the day you find out why.
M...
Defining Purpose
A brand’s higher
ideal that
positively
impacts
customers’ and
employees’
lives
© BRAND LEARNING 2017
The ...
Up Next…
WHAT: Understanding brand
purpose as the new engine of
business growth
WHERE: Might the opportunities lie
WHO: Is...
With foresight, marketers take into
account differences in culture as
well as cultural tensions that could
be rich areas f...
16
Attracting New Audiences
• Having a purpose is important to all audiences but
particularly millennials. They engage wit...
Not everyone is getting it quite right…
17WWW.WARC.COM © 2017
Up Next…
WHAT: Understanding brand
purpose as the new engine of
business growth
WHERE: Might the opportunities lie
WHO: Is...
19
Objective: Reframe the conversation
about laundry- shifting the focus away
from performance.
Approach: Pushed for a soc...
Ariel Matic: Share The Load
20WWW.WARC.COM © 2017
21
Objective: To persuade customers to
actually buy ugly products as food waste
costs every French person €400 ($545)
a ye...
23
WWW.WARC.COM © 2017
Objective: Rather than just sell car
insurance, Aviva was going to make
roads safer.
Approach: The ...
WWW.WARC.COM © 2017
Objective: Help tackle the huge problem of
domestic violence in Turkey and increase
propensity for fem...
25WWW.WARC.COM © 2017
Vodafone: Between Us
https://www.youtube.com/watch?v=GXdV22IxljY
26WWW.WARC.COM © 2017
Objective: Increase their regular
consumption by turning beer drinking into a
selfless act of enviro...
DB Export: Brewtroleum
27WWW.WARC.COM © 2017
https://www.youtube.com/watch?v=ToMAy72E0S4
Up Next…
WHAT: Understanding brand
purpose as the new engine of
business growth
WHERE: Might the opportunities lie
WHO: Is...
Purpose is the North star for a joined-up, consistent
Customer and Employee Experience
© BRAND LEARNING 2017
A brand’s purpose is a product of its equities and values
BRAND PURPOSE
KEYEQUITIES
What the brand’s famous
for: from bran...
Example: First Direct
PIONEERING
AMAZING SERVICE
KEY EQUITIES
Improving how banking
works for its customers
On-line and te...
Example: First Direct
© BRAND LEARNING 2017
Example: Herbal Essences
TO CREATE
MOMENTS OF
INTENSE PLEASURE
KEY EQUITIES
Multi-sensorial Customer
Experience
Creating p...
Example: Herbal Essences
© BRAND LEARNING 201734
And the Purpose gets deployed right across the Customer Experience
Customer ExperiencePrinciples
Every touchpoint includes...
Marks & Spencer identified a new purpose for its food business
Making every
food moment
special
© BRAND LEARNING 2017
The Customer Experience principles were developed to deliver on the purpose
© BRAND LEARNING 2017
Activation of the purpose driven customer experience has delivered results
Food sales growth
+4%
Employment survey scores
...
Hints & Tips on getting to a cracking purpose
© BRAND LEARNING 2017
Remember it’s a creative, analytical and strategic pro...
40WWW.WARC.COM © 2017
Key takeaways
Check-list for testing brand purpose: Life,
Action, Simplicity and Relevance
Brand pur...
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How to create growth through brand purpose by WARC and Brand Learning

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If you don’t know why you exist, how can you know where you are going, what your priorities are or what to do next? For this reason, Brand Learning believes that clarity of brand purpose is critical for commercial success. This was the subject of an event we recently held with WARC in Singapore.

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How to create growth through brand purpose by WARC and Brand Learning

  1. 1. 25th May 2017 How to create growththrough brand purpose
  2. 2. This presentation is taken from a WARC and Brand Learning event on brand purpose in Singapore, May 2017 To find out more please contact us via brandlearning.com or warc.com © BRAND LEARNING 2017
  3. 3. 2WWW.WARC.COM © 2017 Who we are The global authority on advertising and media effectiveness
  4. 4. Introducing Brand Learning We inspire and build the capabilities of people and organisations to deliver customer centred growth © BRAND LEARNING 2017
  5. 5. We are proud to have worked with over 160 world-class clients including: Pharmaceuticals FMCG OtherFinancial Services © BRAND LEARNING 2017
  6. 6. What we’ll cover WHAT: Understanding brand purpose as the new engine of business growth WHERE: Might the opportunities lie WHO: Is doing brand purpose well HOW: How do we find a brand purpose and how does it get used 6WWW.WARC.COM © 2017
  7. 7. Discovering your Brand Purpose 7WWW.WARC.COM © 2017
  8. 8. The Acid Test for an Effective Brand Purpose 8WWW.WARC.COM © 2017 So here are four questions to test whether something, however it is labelled, really is a purpose: • Life: Is it about the world, people, life, not about ourcategory? • Action: Does it imply actively doing something, a sense of change, momentum? (Does it have a powerful verb in it?) • Simplicity: Is it a clear, concise aim that would make sense toanyone? • Relevance: Is there a clear link? Can you show that your brand canplay an obvious role in achieving this purpose?
  9. 9. All Talk, No Action? • Your brand's values and how they are activated through the marketplace are your behavioural currency. The move from talk to action is key. • The shift to activism: 'It's all good that you have this beautiful narrative about dirt is good. We all buy into it. But what are you doing about it? How are you acting on it? What things are you doing?' … It's not sufficient to talk about it. You have to start acting it”. Aline Santos, EVP Marketing Unilever 9WWW.WARC.COM © 2017
  10. 10. The link between sustainability and participation 19% 14% 14% 6% 18% 13% 13% 14% 41% 33% 29% 25% 21% 18% 16% 16% 16% 11% 2016 2017 1 0 WWW.WARC.COM © 2017
  11. 11. A clear purpose is No 1 differentiator of Growth Drivers © BRAND LEARNING 2017 Source: Brand Learning Growth Drivers Study 2016
  12. 12. Discovering your purpose The two most important days in your life are the day you are born and the day you find out why. Mark Twain © BRAND LEARNING 2017
  13. 13. Defining Purpose A brand’s higher ideal that positively impacts customers’ and employees’ lives © BRAND LEARNING 2017 The reason a brand exists
  14. 14. Up Next… WHAT: Understanding brand purpose as the new engine of business growth WHERE: Might the opportunities lie WHO: Is doing brand purpose well HOW: How do we find a brand purpose and how does it get used 14WWW.WARC.COM © 2017
  15. 15. With foresight, marketers take into account differences in culture as well as cultural tensions that could be rich areas for companies to analyze and understand so that their brands can be at the crux of change. Asia’s Developing Markets: The Opportunity 15WWW.WARC.COM © 2017
  16. 16. 16 Attracting New Audiences • Having a purpose is important to all audiences but particularly millennials. They engage with brands they see as acting according to their values. • We see behavioural change sweeping across culture. Consumers are becoming more self-directed about health and exercise by wearing fitness trackers. They're traveling to volunteer for nonprofits, creating a whole new category of "eco- tourism." They're funding good ideas through Kickstarter • They believe they can make a difference and are drawn to brands that do too. WWW.WARC.COM © 2017
  17. 17. Not everyone is getting it quite right… 17WWW.WARC.COM © 2017
  18. 18. Up Next… WHAT: Understanding brand purpose as the new engine of business growth WHERE: Might the opportunities lie WHO: Is doing brand purpose well HOW: How do we find a brand purpose and how does it get used 18WWW.WARC.COM © 2017
  19. 19. 19 Objective: Reframe the conversation about laundry- shifting the focus away from performance. Approach: Pushed for a social movement where both men and women shared the weight of all household chores. Impact: As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity, resulting in sales growth of 100+%. Case study: Ariel WWW.WARC.COM © 2017
  20. 20. Ariel Matic: Share The Load 20WWW.WARC.COM © 2017
  21. 21. 21 Objective: To persuade customers to actually buy ugly products as food waste costs every French person €400 ($545) a year. Approach: Launched first locally and then nation-wide, with print, TV and PR, to celebrate the imperfect fruits and vegetables, which it sold at 30% off at its 1800 stores. Impact: Following the campaign, business increased by 5% on the fruits and vegetables aisle. Case study: Intermarche 21WWW.WARC.COM © 2017
  22. 22. 23 WWW.WARC.COM © 2017 Objective: Rather than just sell car insurance, Aviva was going to make roads safer. Approach: The Aviva Drive app let customers track the efficiency and safety of their driving via the GPS capabilities of their smartphone. The app rewarded safer driving, and let people know who were the safest drivers. Impact: Sales increased 12% and 18 million miles were driven more safely Case study: Aviva 23
  23. 23. WWW.WARC.COM © 2017 Objective: Help tackle the huge problem of domestic violence in Turkey and increase propensity for females to promote Vodafone. Approach: Created a Red Alarm app disguised as phone torch so women can call for help without being noticed. Impact: 24% of women owning smartphones downloaded the app and Vodafone increased its brand affinity scores drastically.. Case Study: Vodafone 24
  24. 24. 25WWW.WARC.COM © 2017 Vodafone: Between Us https://www.youtube.com/watch?v=GXdV22IxljY
  25. 25. 26WWW.WARC.COM © 2017 Objective: Increase their regular consumption by turning beer drinking into a selfless act of environmental heroism. Approach: DB Export used the surplus yeast left after it finished brewing DB Export to create a biofuel called DB Export Brewtroleum. Impact: 8.6m bottles of DB Export were sold and resulted in a 50,000kg reduction in carbon emissions. Case Study: DB Breweries
  26. 26. DB Export: Brewtroleum 27WWW.WARC.COM © 2017 https://www.youtube.com/watch?v=ToMAy72E0S4
  27. 27. Up Next… WHAT: Understanding brand purpose as the new engine of business growth WHERE: Might the opportunities lie WHO: Is doing brand purpose well HOW: How do we find a brand purpose and how does it get used 28WWW.WARC.COM © 2017
  28. 28. Purpose is the North star for a joined-up, consistent Customer and Employee Experience © BRAND LEARNING 2017
  29. 29. A brand’s purpose is a product of its equities and values BRAND PURPOSE KEYEQUITIES What the brand’s famous for: from brand’s roots/heritage COREVALUES Values shared by customers, employees and company leaders © BRAND LEARNING 2017
  30. 30. Example: First Direct PIONEERING AMAZING SERVICE KEY EQUITIES Improving how banking works for its customers On-line and telephone banking first 24/7 contact with real people COREVALUES Family Pride Always on Playful Passion Original © BRAND LEARNING 2017 Illustrative example
  31. 31. Example: First Direct © BRAND LEARNING 2017
  32. 32. Example: Herbal Essences TO CREATE MOMENTS OF INTENSE PLEASURE KEY EQUITIES Multi-sensorial Customer Experience Creating pleasurable moments (‘the totally organic experience’ on TV ads) COREVALUES Life should be fun Natural is better The journey is as important as the destination Help women escape everyday life © BRAND LEARNING 2017 Illustrative example
  33. 33. Example: Herbal Essences © BRAND LEARNING 201734
  34. 34. And the Purpose gets deployed right across the Customer Experience Customer ExperiencePrinciples Every touchpoint includes a simple element of fun Showcase the best of nature in a way that stimulates the senses Take customers on multi-sensorial journeys while they shop Provide opportunities for escapism Indulge the customer’s body and soul with treats and surprises © BRAND LEARNING 2017 Purpose Create moments of intense pleasure Illustrative example
  35. 35. Marks & Spencer identified a new purpose for its food business Making every food moment special © BRAND LEARNING 2017
  36. 36. The Customer Experience principles were developed to deliver on the purpose © BRAND LEARNING 2017
  37. 37. Activation of the purpose driven customer experience has delivered results Food sales growth +4% Employment survey scores +37% Attracted senior hires from companies such as Unilever, Heinz, Nestle Record Market share 4.3% Net Promoter score +8 points Over 75% of CX measures have increased since launch © BRAND LEARNING 2017
  38. 38. Hints & Tips on getting to a cracking purpose © BRAND LEARNING 2017 Remember it’s a creative, analytical and strategic process Don’t subcontract your strategic work to your agency, partner with them Develop concepts, rather than ‘just’ Purpose or Positioning, nurturing the idea Be open to execution driving strategy Build it cross-functionally (but not by committee) Allow time for iteration and involvement with employees and customers
  39. 39. 40WWW.WARC.COM © 2017 Key takeaways Check-list for testing brand purpose: Life, Action, Simplicity and Relevance Brand purpose should be authentic and more than a token gesture to connect with new demographics Action is increasingly important: Link brand purpose clearly to tangible & visible outcomes 2 3 4 1 There is an opportunity to be at the crux of change

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