Jonathan Rigby - Marketing and Fundraising Director, BBC Children in Need
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Transcript of Jonathan Rigby - Marketing and Fundraising Director, BBC Children in Need
The useful purpose of Brand Purpose
Jonathan RigbyDirector of Marketing & FundraisingBBC Children in Need
Purpose: the reason for which something is done or created or for which something exists
Oxford Dictionary
People don’t buy what you do, they buy why you do it
Simon Sinek
Brand Purpose: The ownable, actionable impact your brand will make on the lives of your target consumers, rooted in a fundamental insight. It resides at the intersection of what your brand offers the world and your consumer’s deepest cares and desires
Harbinger
Companies that will lead in the 21st century define success more broadly than financial performance. They look at their impact on the world – socially, environmentally and economically
Jim Hagemann SnabeFormer CEO, SAP
To help the world run better and improve people’s lives
SAP
Consumers increasingly want products of great value from companies with great values
Paul PolmanCEO, Unilever
Making sustainable living commonplace
Unilever
I want to discuss why a company exists in the first place. In other words, why are we here? I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a company’s existence, we have to go deeper and find the real reasons for our being
David PackardCo-Founder, Hewlett-Packard
So, why purpose? And why now?
Next generation consumer expectations
Old vs. New Marketing
Technology advances raise the bar
Believers, not customers
We need to stop interrupting what people are interested in and be what people are interested in
Craig Davis, Former Chief Creative Officer, JWT
Identity & Brand ‘Ownership’
Increased consciousness of the self
Growing role of brand
Need to belong
Changing world
Urbanisation
Climate change
Poverty and inequality
More than CSR
Not just a line or a campaign
Make profit through doing good
to make sustainable living commonplace
Unilever
Brands communicating on sustainability saw 10% sales increase against Nielsen averages
We know that customers want brands with purpose
Keith WeedCMO, Unilever
Purposeful partnerships
Overlap of purpose is clearer
Opportunities are easier to identify
Inspiring ideas that change children's lives
BBC Children in Need
Finding your purpose
Step one: Dig and understand
Look outward & inward
What do you believe in?
Anticipate the future
Start with why
Step two: Be true and authentic
Avoid ambiguity
Make it relevant
Make it real
To make road safety for everyone
Volvo
Step three: Commit from the top
Think long-term
Engage everyone
Inspire belief
Purpose is CEO led
To inspire happiness
Coca Cola
Step four: Be whole ass
Embed internally
Explore externally
To enable freedom of choice
Amazon
Step five: Be open to scrutiny
Stay true
Through thick and thin
Review & re-evaluate
Publish Balanced Scorecard
To make the world more connected