aimspire purpose#2
TRANSCRIPT
Brand PurposeFROM POSITIONING TO PURPOSE LED BRANDING
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Philip Kotler6-STEP BRANDING CONCEPTUAL MODEL
BRANDPURPOSE
BRANDPOSITIONING
BRANDIDENTITY
BRANDTRUST
BRANDBENEFICIENCE
BRANDDIFFERENTIATION
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Brand positioning
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Social Media
Trend
Un
kn
ow
n
Co
mp
etitive
La
nd
sca
pe Lim
itless
Po
we
rO
f Co
nsu
me
r
Rethink BRAND PURPOSE
PAST VS PRESENT
• Target
• Demographic Profile
• Positioning
• Brand message
• Advertising channels
• Audience
• Interest based segmentation
• Purpose-led
• Conversation
• Social networks
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CHANGE
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CL
AR
ITY“To refresh the world…To inspire
moments of optimism and happiness…To create value and make a difference”
“To create a better
everyday life for the many people”
“Caring for the world, one person at a time”
“To organize the world’s information and make it universally accessible and useful”
“To bring inspiration and innovation to
every athlete in the world. (We believe if you have a body, you are an athlete). ”
BRANDS WITH POWERFUL MISSION
BRANDS WITH PURPOSE
PU
RP
OS
E
WH
Y
PURPOSE
“producing environmentally responsible tea”
“providing shoes to children in need”
“manufacturing ethical beauty products”
“feeding everyone with dignity ”
“making clothes in sustainable way”
PURPOSE DRIVEN
BRANDING
“Fully envision to build the future”
WHAT’S YOUR BRAND TRUE PURPOSE?
NO
W
Our Services
MarketingStrategy
ConsumerInsights
Brand & Marketing
Development FMCG, Retail, Consumer Durable
CONSULTING
BusinessDevelopment
CorporateStrategy &
CommunicationStrategy
MarketExpansion
COACHING
CorporateCoaching
IndividualCoaching
EntrepreneurCoaching
LeadershipCoaching
Thailand, Indochina, Southeast Asia
