finding the profit in purpose

FINDING THE PROFIT IN�

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DEFINE �

PURPOSE �pur·pose [pur-puhs] 1. The reason for which

something exists or is done, made, used, etc.

WHAT IS MY �

PURPOSE?�

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FAMILY �

WHAT IS MY �

PURPOSE?�

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BEAUTIFUL PROBLEMS�BEAUTIFUL PROBLEMS�

Brands that can successfully communicate a relevant (usually emotive) higher purpose will deliver enduring differentiation and performance compared to those that position purely on functional benefits.

WHAT WE �

BELIEVE �

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 5 �

For the most part, it’s a level playing field. Your competitors have equal access to the same resources (consumer research, distribution, technology, etc).

HOW HAS TRADITIONAL POSITIONING �

STAGNATED?�

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Everyone’s claiming and/or replicating the same identical functional benefits. And marketers can often be myopic about their claimed differences.

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 7 �

HOW HAS TRADITIONAL POSITIONING �

STAGNATED?�

Your consumers don’t care that much about understanding your positioning nuances, especially if they’re not delivered in a truly memorable way. We have to connect into something deeper.

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 8 �

HOW HAS TRADITIONAL POSITIONING �

STAGNATED?�

Marketing teams, under increasing cost and performance pressure, can often be solely focused on the conversion element of the purchase funnel. But moving from awareness through consideration to commitment requires an emotive bond.

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HOW HAS TRADITIONAL POSITIONING �

STAGNATED?�

Consumer needs are evolving at an exponential rate. Building positioning around functional benefits means you’re probably going to have to change it very soon.

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 10 �

HOW HAS TRADITIONAL POSITIONING �

STAGNATED?�

GOT ANY �

PROOF, CHUM?�

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Former P&G CMO Jim Stengel, together with Millward Brown, studied the 50 fastest-growing brands. They showed the brands with the clearest brand purpose not only impacted people’s lives, they outperformed the market.

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 12�

It’s neuroscience, homies.

Positioning your brand based solely upon What and How you do is never going to elicit a direct behavioural response.

[Due to the Limbic what-what, *cough cough*]

GOT ANY �

PROOF, CHUM?�

SIMON SINEK!

An effectively delivered and relevant (usually emotive) higher purpose will beat a functional benefit.

WHAT WE �

BELIEVE �

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 13�

Your brand – internally and externally - should be aligned not with what you do and how you do it (process), but with why you do it (purpose).

WHAT WE �

BELIEVE �

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 14�

We define ‘authenticity’ as the truthfulness of intentions, commitments or origins. This only comes from a clarity of purpose.

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WHY IS THIS SO�

IMPORTANT?�

WHY IS THIS SO�

IMPORTANT?�

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Marketing should be able to translate itself better at the boardroom table. Talking about why we exist is a lot easier than talking about a unique selling proposition or a brand key.

Purpose is an organising principle, internally and externally. This is not a ‘marketing’ conversation, it’s a business conversation.

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WHY IS THIS SO�

IMPORTANT?�

Organising around the why gives better direction to the what and the how. It drives strategic decision-making and brings brand seamlessly to the heart of the business.

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 18�

WHY IS THIS SO�

IMPORTANT?�

RELEVANCE over ATTENTION

and

FEELING over THINKING

WHY IS THIS SO�

IMPORTANT?�

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SHOW ME THE MONEY �

https://www.youtube.com/watch?v=2V-20Qe4M8Y

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SHOW ME THE MONEY �

https://www.youtube.com/watch?v=aJO2n0Nsezo

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SHOW ME THE MONEY �

https://www.youtube.com/watch?v=THS5VI267qM

1.  Define your brand’s true purpose 2.  Turn that purpose into consumer

promises or commitments 3.  Deliver on those promises by

focusing on customer experience 4.  Connect & share that purpose or

belief with consumers

GOTCHA, SO TELL ME �

HOW TO DO IT�

GARETH KAY!

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Ultimately, you want to answer this question: How does my brand actively aim to improve the quality of people’s lives?

GOTCHA, SO TELL ME �

HOW TO DO IT�

GARETH KAY!

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 24�

Ask the right questions…

•  What insights do you hold into your customers’ true pains, needs and wants?

•  What’s changing in their lives? •  What does your brand believe about this? •  When at your best, what are you doing? •  How do we want our customers to behave? •  What do we want our customers to feel? •  Now, what is your brand belief? •  And why does your brand exist?

GOTCHA, SO TELL ME �

HOW TO DO IT�

GARETH KAY!

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 25 �

If you’re battling:

•  Take your functional benefits and keep asking – What’s important about that? (At least five times!)

•  Remember what made your brand famous, why was it started?

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GOTCHA, SO TELL ME �

HOW TO DO IT�

GARETH KAY!

GOTCHA, SO TELL ME �

HOW TO DO IT�

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 27�

Like authenticity, the truth will out.

No fabrication, no imitation. This is not positioning. It’s truth.

GOTCHA, SO TELL ME �

HOW TO DO IT�

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Don’t throw the baby out with the bathwater.

Emotional benefits are shallow without functional benefits to back them up.

THANKS FOR �LISTENING �

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