Communicating in the New Normal World: The Importance of Brand Purpose

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Communicating in the new NORMAL world THE IMPORTANCE OF BRAND PURPOSE © PENN, SCHOEN & BERLAND ASSOCIATES, LLC

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Transcript of Communicating in the New Normal World: The Importance of Brand Purpose

Page 1: Communicating in the New Normal World: The Importance of Brand Purpose

Communicating in the new NORMAL worldTHE IMPORTANCE OF BRAND PURPOSE

© PENN, SCHOEN & BERLAND ASSOCIATES, LLC

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We live in a world that is rapidly changing…

Changing Political Trends

Changing Technology Trends

Changing Economic Trends

Changing Stakeholder Trends

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Changing Political Trends

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Changing Economic Trends

Global Recession

Increased Scrutiny of Corporations

Economic Power – The Rise of Asia

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Changing Technology Trends

More Social

More Networked

More Mobile

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Changing Stakeholder Trends

Stakeholders are now demanding more from corporations:

More Transparency

More Responsibility

More Communication

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Finding the New Normal in Communications:Building a Brand Purpose

CHANGING CORPORATE

EXPECTATIONS

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In today’s world, a corporation’s image and reputation is more than a function of its performance and citizenship

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MARKET PERFORMANCE

Good value

Variety

Convenience

In touch with changing needs

Is a leader

CORPCITIZENSHIP

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

Rather, it is a product of its larger purpose

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Having a purpose lifts a brand’s meaning above the tangible benefits of any specific product or service.

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“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

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Customers

Employees Shareholders

Brand Purpose

Regulators

Media

It is essential to align business strategy and communications across key stakeholders in order to have a strategic advantage in the marketplace

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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

Transparency Responsibility

BRANDPURPOSE

Communication

Three key elements to enhancing brand purpose:

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Defining a strong brand purpose has several implications:

Clarifies employees’ intrinsic value to the company and its reputation as a brand

Rallies customers behind a force larger than a company’s products or services and creates a greater understanding of what the brand stands for

Takes you into the heart of key audiences to foster a strong emotional connection, further integrating the brand into their every day lives

Creates a differentiated and stronger competitive position in the marketplace

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Transparency: A company’s brand purpose answers three key questions

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Who are we?

What do we stand for?

How is this evidenced in our behavior?

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Responsibility: Linking CSR to Business Strategy

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Green Brands by Country

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Communication:Engaging in a two way dialogue with stakeholders

“Global companies are now demonstrating greater comfort with the interactive nature of social networks and are more willing to engage their stakeholders directly on these platforms”

–Mark Penn, CEO of Penn Schoen Berland

Digital isn’t an option, it’s a requirement

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16©Penn, schoen&berland associates, llc.

A company that looks at its brand and asks:–What purpose does it serve to its customers and its shareholders?–How to bring this purpose to life through every customer experience?

Is the company most likely to beat its competition.

Purpose

Business Impact of Brand Purpose

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IBM – Smarter Planet

Company in service of improving the planet by making it “smarter”

Excellent communication of what the company is doing and stands for

Conclusions– Aligns brand and action;

value and vision– Opportunity for engagement

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–The initiative is clearly defined, branded, and unites business and CR interests

–They do not force all CR to fit, it leverages what works

–Greenhouse gas emission reduced by 1.01 mn MTs

–Energy reduced by 4.42 mn MM BTUs.

GE - Ecomagination

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“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

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Communicating your Brand Purpose

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The Opportunity:

•Define your brand purpose•Communicate your brand purpose•Enlist customers in your movement•Grow

Source: Penn Schoen Berland – Landor Associates – Burson-Marsteller Corporate Social Responsibility Poll, 2010

In the last year, have you heard about social responsibility from any companies?

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Thank You!

Michael [email protected]