purpose-made brands
DESCRIPTION
A branding approach for the new marketing era. The premise being that all brands must be Purpose-Made. A Purpose-made brand has a driving force that not only serves the business but has common ground with the consumer too. 15 Slideshare downloads will be permitted.TRANSCRIPT
Brand Purpose: Human-centric branding
for a new marketing landscape
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 Blavour 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 OfLicer, 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 doES GREENFIELDS DELIVER THIS IN the dairy CATEGORY?
WHY DOES GREENFIELDS EXIST?
WHAT products DOES GREENFIELDS deliver?
Innocent human centric purpose
To nurture wellness through nature from the inside out
They are real farmers who have a love for nature. They are the only Asian dairy to own ALL their milk supply
They specialise in fresh and natural dairy products.
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HOW DO THEY work?
What service do they PROVIDE?
WHY DOES the NP school of design & environment EXIST? To empower a new resourceful generation
Working collaboratively and creatively in 2inding new solutions to pressing challenges.
Diplomas in Product Design, Urban Planning, Real Estate management etc
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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
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, con2idence, and character
Enriching experiences : learn skills for the world
Unlocking your Brand Purpose
Part 1 Brand Foundation Work
Part 2 1.5 - 2 day Brand Workshop
Part 3 Brand Strategy Output
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
A Purpose-Made Brand Roadmap
I. BRAND ORIENTATION
II. BUSINESS CONTEXT
III. DISCOVERY
IV. IDEATION
IV. BRAND DEFINITION
Branding process / TOOLS
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BRAND CHALLENGE DISCOVERY
IDEATION BRAND DEFINITION
About Invitro Innovation
We Are In The Business Of Solving Problems Though Ideas: Business, Brand, Product, Marketing Ideas
We Believe The Solutions Lie Within The Group.
Our Role Is To Foster Collaboration To Create Ideas.
About Invitro Innovation Purpose
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About Invitro Innovation Brand Projects
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– Marketing Lecturer in Tertiary Institutions in South Africa – Marketing Innovation Consultant on FMCG brands in South Africa – Brand Strategy Director across TBWA and Leo Burnett – Lead Innovation Strategist for The Distillery Consultancy– Key clients: Celcom Malaysia, Asia PaciBic Breweries, The Hour Glass, Coca-Cola Singapore, Inter-Continental Hotel Group, ZUJI.com, Finatiq.com
– Director of Brand & Innovation Strategy for Invitro Innovation – clients : ZUJI.com, Cerebos PaciBic Limited, Crystal Jade Group, Eng Wah Global, Extra Space Self-Storage, AustAsia (GreenBields Dairy), P&G Singapore, MediaCorp, Singapore Tourism Board
– 12 years Asia experience, 9 years in Singapore.
Chief Ideas Facilitator Innovation Education: B.Com Honours (Marketing), University of Natal 1990 Diploma Marketing Management 1995
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About Invitro Innovation Angela Koch