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

Facebook