purpose made branding
DESCRIPTION
A roadmap for creating a powerful brand purpose.TRANSCRIPT
Author: Angela Koch Invitro Innovation
Brand Purpose: Human-‐centric branding for a new world
A Shift In The Balance Of “Power”
Organisation
producer
Individual – human level
consumer
Product led
Selling
Interruption
Repetition
One way
Control
The Shift
Brand led
Utility / Shared Value
Participation
Consistency
Two way
Sponsor
New Thinking
Sean Summers: Twinings Marketing Director, describes a new approach:
“Previously in our marketing we had given very rational reasons to buy Twinings and got a rational response. Now it’s about understanding our role within consumers lives and it’s triggered an emotional response. It’s happening across food and drink sector because from a functional point of view, anyone can come up with a new @lavour or innovation and it’s expected by consumers. They are looking for brands that go beyond that and give something extra. That’s where you get loyalty and brand love.”
Source: http://www.marketingweek.co.uk/twinings-doubles-marketing-spend/3033813.article
“We need to stop interrupting what people are interested in and BE what people are interested in.”
Craig Davis, Chief Creative OfNicer, JWT
Brand interests
Consumer interests
COMMON
GROU
ND
people aren’t so much to looking to buy; as to buy into something
That Common Ground is a Shared Purpose
Organisational perspective
A Transaction
Human perspective
Shared Purpose
The Shift
people
leaders companies organisations innovations
teams
Purpose-‐made™ = A clear purpose
1. Informs coherent actions
2. Creates opportunities for Shared Purpose.
A shared purpose
We need people to join us in our Purpose:
-‐ Attract the right collaborators, partners, employees
-‐ Invite followers and believers not just customers
Imagine an All Purpose Protest!
Brand Purpose Inspiration
HOW DO THEY work IN THEIR FIELD OF computing?
What products and services do they create?
WHY DOES IBM EXIST? To create solutions for a Smarter Planet
Instrumented. Intelligent. Interconnected.
Smarter computing: The IT infrastructure that enables a Smarter Planet
Ibm and mckinsey both create an expectation …
HOW DO THEY WORK IN the consulting field?
What products and services do they deliver?
WHY DOES Mckinsey EXIST? Everything can be made better with a McKinsey Approach
Structure, Rigor, Excellence, Elite club
Consulting services, broad areas of management and across industries
HOW DO THEY work?
What service do they PROVIDE?
WHY DOES the girl scouts EXIST? Helping girls reach their full potential
Build girls of courage, conDidence, and character
Enriching experiences : learn skills for the world
Unlocking your Brand Purpose
A Purpose-Made Brand Roadmap
Brand Development Roadmap
Part 1 Brand Foundation Work
Part 2 1.5 - 2 day Brand Workshop
Part 3 Brand Strategy Output
Optional Part 4 Brand Experience Activation
Category Lens
The Company / brand
Consumer Lens
2 weeks
- Share Foundation Work
- Anchor in the Brand core strength
- Discover the Brand Opportunity
1 week
- Brand Strategy Document
Personality / Attitude
Values
Brand Vision
2 weeks
- Brand Experience Activation: - 1 day Worksession
- Identify 5 brand hallmarks
1 week
I. BRAND ORIENTATION
II. BUSINESS CONTEXT
III. DISCOVERY
IV. IDEATION
IV. BRAND DEFINITION
Branding process
25
II. BUSINESS CONTEXT
II. BUSINESS CONTEXT
III. DISCOVERY
III. DISCOVERY
III. DISCOVERY
IV. IDEATION
IV. IDEATION
IV. IDEATION
IV. BRAND DEFINITION
IV. BRAND DEFINITION
Invitro Clients
BRAND INNOVATION