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

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 please contact us via

brandlearning.com or warc.com

© BRAND LEARNING 2017

2WWW.WARC.COM © 2017

Who we are

The global authority

on advertising and

media effectiveness

http://WWW.WARC.COM/

Introducing Brand Learning

We inspire and build the capabilities of people and organisations to deliver customer centred growth


We are proud to have worked with over 160 world-class clients including:

Pharmaceuticals FMCG OtherFinancial Services


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



Discovering your Brand Purpose



The Acid Test for an Effective Brand Purpose


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 our category?

• 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?


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



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



A clear purpose is No 1 differentiator of Growth Drivers


Source: Brand Learning Growth Drivers Study 2016

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


Defining Purpose

A brand’s higher ideal that positively impactscustomers’ and employees’ lives


The reason abrand exists

Up Next…



business growth







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



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


Not everyone is getting it quite right…



Up Next…



business growth







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



Ariel Matic: Share The Load



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



23


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



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

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Vodafone: Between Us

https://www.youtube.com/watch?v=GXdV22IxljY


https://www.youtube.com/watch?v=GXdV22IxljY


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


DB Export: Brewtroleum

27WWW.WARC.COM © 2017 https://www.youtube.com/watch?v=ToMAy72E0S4


https://www.youtube.com/watch?v=ToMAy72E0S4

Up Next…



business growth







Purpose is the North star for a joined-up, consistentCustomer and Employee Experience


A brand’s purpose is a product of its equities and values

BRAND PURPOSE

KEY EQUITIESWhat the brand’s famous

for: from brand’s roots/heritage

CORE VALUESValues shared by customers,

employees and company leaders


Example: First Direct

PIONEERINGAMAZING SERVICE

KEY EQUITIESImproving how banking works for its customers On-line and telephone

banking first24/7 contact with

real people

CORE VALUESFamily Pride

Always on Playful Passion Original


Illustrative example

Example: First Direct


Example: Herbal Essences

TO CREATE MOMENTS OF

INTENSE PLEASURE

KEY EQUITIESMulti-sensorial Customer

Experience Creating pleasurable moments (‘the totally

organic experience’ on TVads)

CORE VALUESLife should be fun Natural is better

The journey is as important as the destination

Help women escapeeveryday life



Example: Herbal Essences


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 thatstimulates the senses

Take customers on multi-sensorial journeys whilethey shop

Provide opportunities for escapism

Indulge the customer’s body and soul with treatsand surprises


Purpose

Create moments ofintense pleasure


Marks & Spencer identified a new purpose for its food business

Making everyfood momentspecial


The Customer Experience principles were developed to deliver on the purpose


Activation of the purpose driven customer experience has delivered results

Food sales growth

+4%

Employment survey scores

+37%

Attracted senior hires fromcompanies

such as Unilever, Heinz,Nestle

Record Market share

4.3%

Net Promoter score

+8 pointsOver 75% of CX measures

have increased since launch


Hints & Tips on getting to a cracking purpose


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


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 outcomes2

3

4

1

There is an opportunity to be at the crux

of change


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

Business

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