Marketing on a Mission

Three touchstones

Creating a match between your business and your market.

Mission

Traditional standards still hold:

• What business are you in – for your customers

• Motivational for all stakeholders

• Unique to your business and plays to your

strengths

• Credible now, future capacity

“Business should start from a good mission”Peter Drucker

Marketing 3.0Kotler, Kartajaya, Setiawan

• Authentic• About change, transformation and making a

difference• Simple, to allow for flexible business scoping

• “Small ideas that make a big difference”

“Business should start from a good mission”Peter Drucker

We help people trade practically anything on earth

To organise the world's information and make it universally accessible and useful

Currently credible

Future capacity

Outward looking

Unique strengths

We help people trade practically anything on earth

To organise the world's information and make it universally accessible and useful

Authentic Transformative Simple & Flexible

Vision

• Long term shareholder value requires vision of sustainability

• Satisfy all stakeholders in your “ecosystem”• Expresses confidence in ability to deliver mission• Gives resilience to plans• Distinctive and specific• 5-10 years away – timed

“The mental model of the future is the corporate vision”Collins and Porras

Giving vision a bad name…

“To develop, deploy, and manage a diverse set of scalable and strategic knowledge management tools to serve our customers, improving the possibility of overall satisfaction among our diverse customer profiles.”

“The mental model of the future is the corporate vision”Collins and Porras

John F Kennedy“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to the Earth.”

“The mental model of the future is the corporate vision”Collins and Porras

What is your business going to look like…… and how are you going to know?

“The mental model of the future is the corporate vision”Collins and Porras

Values

Giving values a bad name…

• Communication• Integrity• Respect• Excellence

• “America’s most innovative company” for 6 years

“Most values statements are bland, toothless or just plain dishonest.”

Patrick Lencioni

Ethical

business

Sustainable

business

Empowered

customers

Shared Values =

Shared Value

(not just

Shareholder Value)

“A brand needs to be good at something that is good for people.”

Edwards and Day, Brand Passion

An inspiring belief

• Persil believes that dirt is good!• Integrity, optimism, care• Let your kids learn about the world,

experiment and have fun• Values driven and evidence based• Underpins sponsorship around the

world – an active belief

“A brand needs to be good at something that is good for people.”

Edwards and Day, Brand Passion

• “Cadbury wants children to eat two million kg of fat – to get fit!”Get Active, 2003

• Pizza Hut – unlimited free saladPopular on savings sites – but it’s still pizza

• Colgate Smile – social sharing, mobile apps, widgets, Flickr group

A good fit?

Authentic values

• It’s not necessarily what you do but how you do it.• Think about what you are not.• “The code by which your brand lives”.• Dig deeper – how are you going to express those

values in your business?• What compromises would you make – under what

circumstances?

Mission/Purpose

Vision

Values

To make natural, delicious food and drink that helps people live well and die old

To become the earth’s favourite little food company

Be natural, entrepreneurial, responsible, commercial, and generous

Surprise, surprise!

ValuesHarnessing

for competitive advantage

• Small, local independent coffee shop business

• Faced with competition from big global brands

• Lower budgets

• Lower brand awareness

What do they do?

• Find like-minded competitors…

• Identify shared values…

• Find common ground that can strengthen these…

• Whilst maintaining their own points of difference…

• And, indeed, capitalising on them!

Thank you

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