Brand Purpose in Divided Times Four Strategies for Brand Leadership - - PowerPoint PPT Presentation

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Brand Purpose in Divided Times Four Strategies for Brand Leadership - - PowerPoint PPT Presentation

Apr 04, 2024 214 likes •846 views

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

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Brand Purpose in Divided Times

Four Strategies for Brand Leadership

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Hello!

2 | GlobeScan
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Hello!

Eric Whan Director, GlobeScan eric.whan@globescan.com @EricWhan Raphael Bemporad Founding Partner, BBMG rbemporad@bbmg.com @rbemporad Christopher Miller Activism Manager, Ben & Jerry’s christopher.Miller@benjerry.com @cmwdc Emmanuelle Wargon Director General of Public Affairs and 
 Chief of Communications, Danone 3 | GlobeScan Luciana Villa Nova Sustainability Manager Natura
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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
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A New 
 Reality

INTRODUCTION 5 | GlobeScan
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SLIDE 6 INTRODUCTION 6 | GlobeScan

We are feeling more divided than ever.

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SLIDE 7 INTRODUCTION 7 | GlobeScan

Me vs You Us vs Them Rich vs Poor Left vs Right

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SLIDE 8 INTRODUCTION 8 | GlobeScan

Yet the path to brand relevance and resilience

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SLIDE 9 INTRODUCTION 9 | GlobeScan

is recognizing what we have in common.

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SLIDE 10 HUMAN PERSPECTIVE 10 | GlobeScan

Aspirations across the Globe

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SLIDE 11 11 | GlobeScan

16,000 People 16 Countries 34 Languages Urban + Rural

HUMAN PERSPECTIVE
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SLIDE 12 12 | GlobeScan

What are your aspirations for the good life?

HUMAN PERSPECTIVE
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SLIDE 13 13 | GlobeScan

1

HUMAN PERSPECTIVE

Health &
 Wellbeing

Caring for the health and wellbeing of ourselves, 

  • ur families and our
environment is a unifying theme as people speak about their desire for 
 a simpler everyday life, 
 a healthy work-life balance and the basics of food 
 and shelter.

2

Financial
 Security

Everywhere around 
 the world, people share 
 a desire for dependable income and employment to allow them to enjoy a good home and feel a sense of safety and stability in their lives.

3

Meaningful Relationships

Love, friendship, kindness and compassion are also
  • universal. Across the globe,
we hear of a desire for meaningful relationships through family, friends and marriage — and for honest dealings with our fellow humans.

4

A Sense 


  • f Purpose
With our basic needs met, people around the world share a yearning to contribute to society, to be educated, to be happy and to enjoy the freedom to do what they want, believe what they want and live 
 in peace.
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SLIDE 14 14 | GlobeScan

Challenges & Opportunities for Brands

BRAND PURPOSE GAP
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SLIDE 15 15 | GlobeScan BRAND PURPOSE GAP

Net 
 Trust

Trust in Institutions

Net Trust,* Average of 20 countries,** 2017 *”A lot of trust” and “Some trust” minus “Not much trust” 
 and “No trust at all” **Includes Australia, Brazil, Canada, Chile, France, Germany, Greece, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Africa, Spain, Turkey, UK, and USA

54

Science/ academic research institutions 35 Fellow citizens

14

National companies 13 United Nations
  • 6
Press/ media
  • 2
Global companies
  • 6
National government

24

NGOs

25

Large charitable foundations
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SLIDE 16 16 | GlobeScan BRAND PURPOSE GAP

Global
 Problems

Seriousness of Global Problems

*Includes Australia, Brazil, Canada, Chile, 
 China, France, Germany, India, Indonesia, 
 Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, 
 South Africa, Spain, Turkey, UK, and USA Terrorism Corruption Extreme Poverty War & Arm Conflicts Environment & Pollution Human Rights Abuses Gap between Rich and Poor Spread of Human Diseases State of Global Economy Religious Fundamentalism Transnational Migration

67 65 64 61 59 59 54 52 44 41 38

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65%

Consumers who want to support companies with a strong purpose

17 | GlobeScan BRAND PURPOSE GAP

Brand 
 Purpose
 Gap

Consumers who can name a company that makes a positive difference in society The brand purpose gap

45% 20%

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SLIDE 18 18 | GlobeScan BRAND PURPOSE GAP

Brand
 Behavior

Rewarding and Punishing Companies

28% 26%

Consumers who punished companies for their behavior Consumers who rewarded companies for their behavior The number is up by 9% since 2013

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SLIDE 19 19 | GlobeScan

Building Relevant and Resilient Brands

FOUR DESIGN PRINCIPLES
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SLIDE 20 20 | GlobeScan
  • 1. Start with

Empathy:

People at the Center

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SLIDE 21 21 | 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.

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SLIDE 22 22 | GlobeScan FOUR DESIGN PRINCIPLES START WITH EMPATHY

Real Talk Partners & Parents Home Life

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SLIDE 23 23 | GlobeScan
  • 2. Define Your

North Star

Purpose Beyond Products

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SLIDE 24 24 | 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.

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SLIDE 25 25 | GlobeScan FOUR DESIGN PRINCIPLES DEFINE YOUR NORTH STAR

Nourishing Lives Net Positive Impact A Kinder World

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SLIDE 26 26 | GlobeScan
  • 3. Take a Stand

Perspective on Issues
 That Matter

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SLIDE 27 27 | GlobeScan

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.

FOUR DESIGN PRINCIPLES TAKE A STAND
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SLIDE 28 28 | GlobeScan

Fighting Discrimination Welcoming Refugees No Mining Required

FOUR DESIGN PRINCIPLES TAKE A STAND
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SLIDE 29 29 | GlobeScan
  • 4. Start a

Movement

Participation by All of Us

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SLIDE 30 30 | GlobeScan

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.

FOUR DESIGN PRINCIPLES START A MOVEMENT
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SLIDE 31 31 | GlobeScan FOUR DESIGN PRINCIPLES START A MOVEMENT

A Level Playing Field Safe Sex is Sexy Climate Justice Is Sweet

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SLIDE 32 32 | GlobeScan

Brands are built by humans, 
 and brands are built for humans – based on our common needs, anxieties, aspirations and desires.

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SLIDE 33 33 | GlobeScan

Now is the moment for brands 
 to help solve these challenges by designing with humanity at the center.

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SLIDE 34 34 | GlobeScan

Case Study: Danone

BRAND PURPOSE IN DIVIDED TIMES

Emmanuelle Wargon

Director General of Public Affairs 
 and Chief of Communications

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SLIDE 35 35 | GlobeScan
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SLIDE 36 36 | GlobeScan
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SLIDE 37 37 | GlobeScan

Case Study: Natura

BRAND PURPOSE IN DIVIDED TIMES

Luciana Villa Nova

Sustainability Manager

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SLIDE 38 38 | GlobeScan
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SLIDE 39 39 | GlobeScan
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SLIDE 40 40 | GlobeScan

Case Study: Ben & Jerry’s

BRAND PURPOSE IN DIVIDED TIMES

Christopher Miller

Activism Manager

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Brand Activism: A Powerful Way

Drive Your Business 


&


Change the World

Christopher Miller Activism Manager @cmwdc @benandjerrys

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pissing off some of your customers is one of the smartest business decisions you can make

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”The strongest bonds you can build with you customers is over shared values”

  • Ben
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Combine issue advocacy with marketing & build better businesses & a better world

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  • We STAND for something
  • We ACT on our values
  • We INVITE our fans and customers to

join us in taking action

WE ARE AN ACTIVIST COMPANY


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Progressive Social Change

What do our consumers care about? How do I emotionally connect with them? How do I align my brand with their cause? What we believe The change we seek to make Inspiring
  • ur fans to
take action

Consumer’s Interests Our Values Build Brand Equity Where it Starts vs. Goal of Campaign Campaign Development

Cause Related Marketing Issue Advocacy

Cause Related Marketing vs. Values Led Activism

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SLIDE 47 O R G A N I Z I N G A C T I V I S M S U P P O R T I V E A C T I V I S M Social Media PR .com Festivals Scoop Truck Scoop Shops Advocacy/Rallies NGO Partnered Events D I R E C T A C T I O N CALL MARCH SIGN POST COMMENT LIKE

Grab, Engage, Act

How we move fans from awareness to action on social issues. Advocacy campaigns should have set measurable KPIs around fan engagement and impact
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18 Month Campaign for Climate Justice

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Earning Authenticity & Credibility

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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
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Activism Results in Conviction

Nielsen BrandEffect Results
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And Drives Relevance

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The New Triple Bottom Line

  • Social Impact
  • Business Results
  • Engage and Retain

Talent

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As brands seek to “personalize” their relationships with consumers, is adopting a political

  • rientation part of

closing the deal? Perhaps it is better in 2016 to be intensely loved by a few than inoffensive to many.

CEO Advocacy and Thought Leadership

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Thank You

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Q&A

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To download the report: BBMG.com/news

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Thank you

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SLIDE 61 61 | GlobeScan
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SLIDE 62 62 | GlobeScan