finding the profit in purpose

FINDING THE PROFIT IN�

FINDING THE PROFIT IN PURPOSE | IMC 2013 | @jontyfisher� 1 �


DEFINE �

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

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

WHAT IS MY �

PURPOSE?�


FAMILY �

WHAT IS MY �

PURPOSE?�


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 �


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?�


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



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.



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.



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.



STAGNATED?�

GOT ANY �

PROOF, CHUM?�


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 �


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 �


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


WHY IS THIS SO�

IMPORTANT?�

WHY IS THIS SO�

IMPORTANT?�


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.


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.


WHY IS THIS SO�

IMPORTANT?�

RELEVANCE over ATTENTION

and

FEELING over THINKING

WHY IS THIS SO�

IMPORTANT?�



SHOW ME THE MONEY �

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



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



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!


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


HOW TO DO IT�

GARETH KAY!


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?


HOW TO DO IT�

GARETH KAY!


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?



HOW TO DO IT�

GARETH KAY!


HOW TO DO IT�


Like authenticity, the truth will out.

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


HOW TO DO IT�


Don’t throw the baby out with the bathwater.

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

THANKS FOR �LISTENING �


finding the profit in purpose

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