2012 skills based summit - general mills, positioning to stand out

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• Mark Skeba

• Peter Escher

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6 ideas to help you market your purpose better

1. Have a Purpose…and tell people

2. What you do should align with your purpose

3. Know Your Brand Champion

4. Find the right partners: 1+1 = 3

5. Be Interesting and Useful…everything else is noise

6. Market through your network’s network

What is a brand?

Can a non-profit be a

brand?

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• A Brand is the accumulation of a

consumer’s emotions, experiences

and beliefs about a product or service.

A Brand is A Reputation

AND A Relationship

• A trademark (these are legal properties)

• A logo or slogan (These are your signatures)

• A product /service (These are the tangibles)

• Advertising (They deliver your messages)

A brand is an intangible asset that

resides in people’s hearts and minds.

It’s defined by the expectations people have

about tangible and intangible benefits that are

developed over time by communications and,

more importantly, by actions!

– Idris Mootee

Intangible:

• Nike will help reach or

exceed your full athletic

potential because they

give you the

confidence

you need

to just do it.

Tangible

• Nike will help

you run faster

because it has a

waffle sole.

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Intangible:

• Tom’s shoes let me feel

good about making a

difference every time I put

them on

Tangible

• Tom’s are eco-

chic shoes for me

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People who bond with a brand are over five

times as likely to buy the brand as those who

simply consider it relevant.

Millward Brown

Nothing kills a bad product faster

than good branding or advertising

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A declaration of what a Brand

believes, and why it exists in the world.

Having a central ideal or

mission that both inspires

customers and guides internal

decisions is the ‘ultimate brand growth

driver.’

Jim Stengel, Author

75%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

VALUES DRIVEN

BRANDS

REST OF THE CATEGORY

A recent study by Millward-Brown revealed that Brands with the greatest growth are

those that are built on purpose and values, not

product attributes.

Source: Millward Brown Optimor

VALUES-DRIVEN BRANDS OUTPERFORM THE

COMPETITION BY 5X SHAREHOLDER GROWTH

“Purpose is a force as strong as gravity

but instead of pulling things down it

pushes them forward.”

– Joey Reiman, on the science of purpose

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empower people to positively impact food

culture

be a catalyst in a happy, healthy home

revolution

build a world where the rights of every child are realized

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What do

you

believe?

+ What do

you do

about it?

Belief Purpose

Comprised of two things:

To help people save

money and live better

We believe

everyone

should get a

fair deal

+

“We believe in

doing the right

thing”

so

We will make the

world a better

place, one pet at

a time

•Figure out your

organizations purpose

•Tell EVERYONE

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Great brands don't talk about

themselves, they talk about what

they really love.

David Kennedy

Wieden & Kennedy

Great Deal! Bad Fit! 26

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Dawn “Animals” 33

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•What you say and do

should align with your

purpose

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Consumers/ Users

VERY broad

vs.

Who cannot live

with our your brand?

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Someone who

supports your

organization

vs.

Who is so

passionate about

your purpose that

they personally

invest?

• All the 20 and 30-somethings out there who are having kids now grew up in a time when minivans were the antithesis of cool.

• “Owning a minivan means you have given up and have lost every shred of cool”

Although you might retire, your dreams won’t

Swagger Wagon

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Toyota “Swagger Wagon” 39

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•Figure out who is most

passionate about your

purpose…and focus on

them

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• Awareness and fundraising for organization

• Authenticity and Goodwill for the partner

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•Seek out partnerships &

people that align with

your purpose

•1+1 = 3 when purpose

aligns 45

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First Aid

•Be interesting

•Tell your inspiring stories

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Problems

• Ask people to post & tweet about

you…they are more likely to

• Make experiences shareable …

”pictures are worth a thousand

tweets”

• Make your donors & volunteers the

stars…their networks will notice

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•Ask people to sign up to

follow you

•Make your volunteers

and donors the stars

•Make things ‘shareable’ &

ask people to share 58

6 ideas to help you market your purpose better

1. Have a Purpose…and tell people

2. What you do should align with your purpose

3. Know Your Brand Champion

4. Be Interesting and Useful…everything else is noise

5. Find the right partners: 1+1 = 3

6. Market through your network’s network