Brand Purpose in Divided Times Four Strategies for Brand Leadership
Hello! 2 | GlobeScan
Hello! Raphael Bemporad Eric Whan Christopher Miller Emmanuelle Wargon Luciana Villa Nova Founding Partner, BBMG Director, GlobeScan Activism Manager, Ben & Jerry’s Director General of Public A ff airs and Sustainability Manager rbemporad@bbmg.com eric.whan@globescan.com christopher.Miller@benjerry.com Chief of Communications, Danone Natura @rbemporad @EricWhan @cmwdc 3 | GlobeScan
What we’ll cover • A New Reality • Aspirations Across the Globe • The Brand Purpose Gap • Four Strategies for Brand Leadership • Case Study: Danone • Case Study: Natura • Case Study: Ben & Jerry’s • Q&A 4 | GlobeScan
INTRODUCTION A New Reality 5 | GlobeScan
INTRODUCTION We are feeling more divided than ever. 6 | GlobeScan
INTRODUCTION Me vs You Us vs Them Rich vs Poor Left vs Right 7 | GlobeScan
INTRODUCTION Yet the path to brand relevance and resilience 8 | GlobeScan
INTRODUCTION is recognizing what we have in common. 9 | GlobeScan
HUMAN PERSPECTIVE Aspirations across the Globe 10 | GlobeScan
HUMAN PERSPECTIVE 16,000 People 16 Countries 34 Languages Urban + Rural 11 | GlobeScan
HUMAN PERSPECTIVE What are your aspirations for the good life? 12 | GlobeScan
HUMAN PERSPECTIVE 1 2 3 4 Health & Financial Meaningful A Sense Wellbeing Security Relationships of Purpose Caring for the health and Everywhere around Love, friendship, kindness With our basic needs met, wellbeing of ourselves, the world, people share and compassion are also people around the world our families and our a desire for dependable universal. Across the globe, share a yearning to environment is a unifying income and employment we hear of a desire for contribute to society, to be theme as people speak to allow them to enjoy a meaningful relationships educated, to be happy and about their desire for good home and feel a through family, friends and to enjoy the freedom to do a simpler everyday life, sense of safety and marriage — and for honest what they want, believe a healthy work-life balance stability in their lives. dealings with our fellow what they want and live and the basics of food humans. in peace. and shelter. 13 | GlobeScan
BRAND PURPOSE GAP Challenges & Opportunities for Brands 14 | GlobeScan
BRAND PURPOSE GAP Net Trust in Institutions Net Trust,* Average of 20 countries,** 2017 54 Trust Science/ institutions 35 academic research Fellow citizens 25 24 Large NGOs 14 charitable companies 13 foundations National United Nations -6 -6 *”A lot of trust” and “Some trust” minus “Not much trust” -2 and “No trust at all” Press/ National **Includes Australia, Brazil, Canada, Chile, France, Germany, media government Greece, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Africa, Spain, Turkey, UK, and USA Global companies 15 | GlobeScan
BRAND PURPOSE GAP Global Seriousness of Global Problems 67 Terrorism Problems 65 Corruption 64 Extreme Poverty 61 War & Arm Conflicts 59 Environment & Pollution 59 Human Rights Abuses 54 Gap between Rich and Poor 52 Spread of Human Diseases 44 State of Global Economy 41 Religious *Includes Australia, Brazil, Canada, Chile, Fundamentalism China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, 38 Transnational South Africa, Spain, Turkey, UK, and USA Migration 16 | GlobeScan
BRAND PURPOSE GAP Brand 65% Purpose Consumers who want to support companies with a strong purpose Gap 45% 20% Consumers who can name The brand a company that makes a purpose gap positive di ff erence in society 17 | GlobeScan
BRAND PURPOSE GAP Brand Rewarding and Punishing Companies Behavior 28% 26% Consumers who punished companies for their behavior Consumers who The number rewarded companies is up by 9% for their behavior since 2013 18 | GlobeScan
FOUR DESIGN PRINCIPLES Building Relevant and Resilient Brands 19 | GlobeScan
1. Start with Empathy: People at the Center 20 | GlobeScan
FOUR DESIGN PRINCIPLES START WITH EMPATHY Brand relevance starts with a human truth that shines through in every business decision, product design and marketing program. 21 | GlobeScan
FOUR DESIGN PRINCIPLES START WITH EMPATHY Real Talk Partners & Parents Home Life 22 | GlobeScan
2. Define Your North Star Purpose Beyond Products 23 | GlobeScan
FOUR DESIGN PRINCIPLES DEFINE YOUR NORTH STAR Brand purpose lives at the intersection of a company’s authentic reason for being and the unmet human needs that it can uniquely fulfill in the marketplace and the world. 24 | GlobeScan
FOUR DESIGN PRINCIPLES DEFINE YOUR NORTH STAR Nourishing Lives Net Positive Impact A Kinder World 25 | GlobeScan
3. Take a Stand Perspective on Issues That Matter 26 | GlobeScan
FOUR DESIGN PRINCIPLES TAKE A STAND Consumers want brands to put a stake in the ground. It is not simply about reacting to today’s news cycle, but rather knowing where you stand and standing strong when issues arise. 27 | GlobeScan
FOUR DESIGN PRINCIPLES TAKE A STAND Fighting Discrimination Welcoming Refugees No Mining Required 28 | GlobeScan
4. Start a Movement Participation by All of Us 29 | GlobeScan
FOUR DESIGN PRINCIPLES START A MOVEMENT Brand relevance requires welcoming more and different voices to the table, using our collective wisdom to solve problems together and rallying consumers and employees alike to take action with us as brands. 30 | GlobeScan
FOUR DESIGN PRINCIPLES START A MOVEMENT A Level Playing Field Safe Sex is Sexy Climate Justice Is Sweet 31 | GlobeScan
Brands are built by humans, and brands are built for humans – based on our common needs, anxieties, aspirations and desires. 32 | GlobeScan
Now is the moment for brands to help solve these challenges by designing with humanity at the center. 33 | GlobeScan
BRAND PURPOSE IN DIVIDED TIMES Case Study: Danone Emmanuelle Wargon Director General of Public Affairs and Chief of Communications 34 | GlobeScan
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BRAND PURPOSE IN DIVIDED TIMES Case Study: Natura Luciana Villa Nova Sustainability Manager 37 | GlobeScan
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BRAND PURPOSE IN DIVIDED TIMES Case Study: Ben & Jerry’s Christopher Miller Activism Manager 40 | GlobeScan
Brand Activism: A Powerful Way Drive Your Business & Change the World Christopher Miller Activism Manager @cmwdc @benandjerrys
pissing off some of your customers is one of the smartest business decisions you can make
”The strongest bonds you can build with you customers is over shared values” -Ben
Combine issue advocacy with marketing & build better businesses & a better world
WE ARE AN ACTIVIST COMPANY • We STAND for something • We ACT on our values • We INVITE our fans and customers to join us in taking action
Cause Related Marketing vs. Values Led Activism Where it Campaign Goal of Starts Development Campaign Build How do I What do our How do I align my Cause Consumer’s Brand emotionally Related consumers brand with their connect with Interests Equity Marketing care about? cause? them? vs. Progressive Our Inspiring Issue The change we What we Social our fans to Values Advocacy seek to make believe take action Change
Grab, Engage, Act How we move fans from awareness to action on social issues. .com Festivals Scoop Truck MARCH Scoop Shops S U P P O R T I V E A C T I V I S M CALL SIGN Advocacy/Rallies Social Media NGO Partnered Events PR POST COMMENT O R G A N I Z I N G D I R E C T LIKE A C T I V I S M A C T I O N Advocacy campaigns should have set measurable KPIs around fan engagement and impact
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18 Month Campaign for Climate Justice 49
Earning Authenticity & Credibility
Leverage Media To Scale Campaign Summary: 5 platforms tested • 24 creative versions/types tested • $500K total spend • 62 million impressions • 3:1 ROI on Spend • Results: 168k people signed up • Nielsen BrandEffect Results • Ad recall – 32 pt lift • Brand Awareness – 9 pt lift • Attribute rating – 11 pt lift •
Activism Results in Conviction Nielsen BrandEffect Results
And Drives Relevance
The New Triple Bottom Line • Social Impact • Business Results • Engage and Retain Talent
CEO Advocacy and Thought Leadership As brands seek to “personalize” their relationships with consumers, is adopting a political orientation part of closing the deal? Perhaps it is better in 2016 to be intensely loved by a few than inoffensive to many.
Thank You
Q&A
To download the report: BBMG.com/news
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