The world’s Big Juicy Business Problem:

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SAMENESS

There are lots of “experts” and “gurus” with

different theories, creating confusion in our

industry.

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Disruption

360oHolistic Emotional

Engagement

Real Time

BrandtainmentCultural

RelevanceExperiential

Gamification

Agile Marketing Programmatic

We believe everything that matters in our

business begins and ends with two things

You can look at a business

problem as a set of numbers

and statistics…

“

”

Or, you can look at it as the result

of a specific human behavior.

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HOW DO YOU

TRANSFORM HUMAN

BEHAVIOUR?

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WITH CONVICTION.

WITH PURPOSE.

Conviction:

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What the brand believes. What the

brand is passionate about. “We

believe that…

Purpose: Why the brand exists in human

terms; needs to be grounded in the

brand’s core business. “We exist to

….”

We need to put a meaningful human purpose

at the center of our brands.

Not a promise. Not a position. Not a benefit.

Not an attribute.

A Purpose.

Are more powerful things.

They are the ones we always quote, reference,

look to for inspiration. They are on a mission to

do something worthy...to make life better for the

people they serve.

PURPOSE BRANDS

Have conviction.

They know why they exist.

They share their passion.

They attract believers, not consumers.

PURPOSE BRANDS

PURPOSE DRIVEN

CASE STUDIES

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PURPOSE

CONVICTION

We believe in the emotional and

transformational nature of travel.

We exist to help each individual find exactly

what it is they are looking for.

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FIND YOURS CAMPAIGN: USA

FIND YOURS: TV

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FIND YOURS: DIGITAL

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TRAVEL YOURSELF INTERESTING: UK

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PURPOSE

CONVICTION

We believe that technology drives the

convergence of people and their world

We exist to use technology to uplift the lives

of Filipinos

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PURPOSE

CONVICTION

We believe in invention over convention

We exist to pioneer beering

SUPER IN. SUPER OUT.

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HAHN PIONEERING COMMUNITY

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HAHN BEER ORDERING APP

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PURPOSE

CONVICTION

We believe that every moment is an

opportunity to make life more interesting.

We exist to accelerate discoveries and

possibilities.

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S-DRIVE: SAFE DRIVING

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S-DRIVE: PRINT

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S-DRIVE: EXPERIENTIAL

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S-DRIVE: RADIO

PURPOSE

CONVICTION

We believe vehicle safety should be

designed around the individual.

We exist to make safety our priority.

HAMSTER

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TECHNICIAN

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PURPOSE

CONVICTION

We believe in the endless possibility of

human potential

We exist to inspire and develop the builders

of tomorrow

Lego: Let’s Build

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LEGO: IMAGINE OOH

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LEGO: EXPERIENTIAL

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PURPOS

E

PRODUCT INNOVATION

MARKETING INNOVATION

COMMUNICATIONS INNOVATION

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CULTURAL

FUELS

ATTRACTION

DESIRE

MEANING

BEHAVIOUR

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Observable behaviours affecting how people

perceive, consume and talk about brands

What are cultural fuels?

Fuels affect the context in which brands

operate

Regardless of category, brands

are affected by the Big 6.

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FUELS ARE PART OF THE FOUNDATION

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CULTURAL

FUELSBRAND

PURPOSE

CULTURAL

FUELSBRAND

PURPOSE

PURPOSESFUL

WORK

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DOES IT HAVE AN IMPACT?

DOES IT CHANGE BEHAVIOUR?

PURPOSEFUL WORK MARKETPLACE RESULTS

Has Purpose

Lacks Purpose

client

PricelineGeico

clientMini Cooper

client Kohler

client

Playstation

client

Droid

iPhone

Adidas

Nike

Budweiser

Tide

client

Mountain Dew

Duracell

client

Pantene

Earth’s Best

Gerber

Method

Degree

Seventh Gen.

Yoplait

client

Pringles

MasterCardVisa

AT & T

Sprintclient

Citibank

American client

Home Depot

Lowe’s

Menard’s

KFC client

Kmart

Target

Wal-Mart

Overstock

Bluefly

Hyundai

LG

Viking

client

Moen

PanasonicVizio

client

Xbox

Reebok

Guinness

client

Cheer

Era

Pepsi

Eveready Energizer

Rayovac

Head & Shoulders

Beech-Nut

Formula 409Mr. Clean

Dove

clientGlad

Hefty

Dannon

Stonyfield FarmsAltoids

Mentos

Tic Tacs

Cheerios

DoritosSun Chips

clientProgressive

AmEx

Verizon

B of A

Southwest

Holiday InnWestin

clientOffice Depot

Office Max

Staples

Burger King

Amazon

Ebay

TOMS Shoes

Zappos

ExpediaTravelocity

Has Acts Lacks Acts

Has Purpose

Lacks Purpose

client

PricelineGeico

clientMini Cooper

client Kohler

client

Playstation

client

Droid

iPhone

Adidas

Nike

Budweiser

Tide

client

Mountain Dew

Duracell

client

Pantene

Earth’s Best

Gerber

Method

Degree

Seventh Gen.

Yoplait

client

Pringles

MasterCardVisa

AT & T

Sprintclient

Citibank

American client

Home Depot

Lowe’s

Menard’s

KFC client

Kmart

Target

Wal-Mart

Overstock

Bluefly

Hyundai

LG

Viking

client

Moen

PanasonicVizio

client

Xbox

Reebok

Guinness

client

Cheer

Era

Pepsi

Eveready Energizer

Rayovac

Head & Shoulders

Beech-Nut

Formula 409Mr. Clean

Dove

clientGlad

Hefty

Dannon

Stonyfield FarmsAltoids

Mentos

Tic Tacs

Cheerios

DoritosSun Chips

clientProgressive

AmEx

Verizon

B of A

Southwest

Holiday InnWestin

clientOffice Depot

Office Max

Staples

Burger King

Amazon

Ebay

TOMS Shoes

Zappos

ExpediaTravelocity

Has Acts Lacks Acts

48% have affinity for purpose-only brands

11% exhibit positive brand behavior

58% have affinity for HumanKind brands

23% exhibit positive brand behavior

24% have affinity for ordinary brands

8% exhibit positive brand behavior

42% have affinity for acts-heavy brands

18% exhibit positive brand behavior

PURPOSEFUL WORK MARKETPLACE RESULTS

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2x the affinity

3x the behavioral loyalty

3x the positive momentum

3x the brand share

4x as many “ideal” customer

44x as many social media photos

33x as many social media videos

10x as many Facebook fans

8x more posts mentioning the brand

3x as much search volume

2x as many unique website visitors

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WHO IS YOUR BRAND?

WHAT DO YOU STAND FOR?

WHERE DO YOU FIT IN THE

WORLD?

FINAL THOUGHT

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THANK YOU!