Brand Purpose in Divided Times. Four Strategies for Brand Leadership

Transcription

1 Brand Purpose in Divided Times Four Strategies for Brand Leadership

2 Hello! 2

3 Hello! Raphael Bemporad Founding Partner, Eric Whan Director, Christopher Miller Activism Manager, Ben & Jerry s Emmanuelle Wargon Director General of Public Affairs and Chief of Communications, Danone Luciana Villa Nova Sustainability Manager Natura 3

4 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

5 INTRODUCTION A New Reality 5

6 INTRODUCTION We are feeling more divided than ever. 6

7 INTRODUCTION Me vs You Us vs Them Rich vs Poor Left vs Right 7

8 INTRODUCTION Yet the path to brand relevance and resilience 8

9 INTRODUCTION is recognizing what we have in common. 9

10 HUMAN PERSPECTIVE Aspirations across the Globe 10

11 HUMAN PERSPECTIVE 16,000 People 16 Countries 34 Languages Urban + Rural 11

12 HUMAN PERSPECTIVE What are your aspirations for the good life? 12

13 HUMAN PERSPECTIVE 1 Health & Wellbeing 2 Financial Security 3 Meaningful Relationships 4 A Sense of Purpose Caring for the health and wellbeing of ourselves, our 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. 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. 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. 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. 13

14 BRAND PURPOSE GAP Challenges & Opportunities for Brands 14

15 BRAND PURPOSE GAP Net Trust in Institutions Net Trust,* Average of 20 countries,** 2017 Trust 54 Science/ academic research institutions 35 Fellow citizens 25 Large charitable foundations 24 NGOs 14 National companies 13 United Nations * 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 -2Global companies -6 Press/ media -6 National government 15

16 BRAND PURPOSE GAP Global Problems Seriousness of Global Problems Terrorism Corruption Extreme Poverty War & Arm Conflicts 61 Environment & Pollution Human Rights Abuses Gap between Rich and Poor Spread of Human Diseases State of Global Economy 44 *Includes Australia, Brazil, Canada, Chile, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Africa, Spain, Turkey, UK, and USA Religious Fundamentalism Transnational Migration

17 BRAND PURPOSE GAP Brand Purpose Gap 65% Consumers who want to support companies with a strong purpose 45% 20% Consumers who can name a company that makes a The brand purpose gap positive difference in society 17

18 BRAND PURPOSE GAP Brand Behavior Rewarding and Punishing Companies 28% 26% Consumers Consumers who rewarded companies for their behavior who punished companies for their behavior The number is up by 9% since

19 FOUR DESIGN PRINCIPLES Building Relevant and Resilient Brands 19

20 1. Start with Empathy: People at the Center 20

21 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

22 FOUR DESIGN PRINCIPLES START WITH EMPATHY Real Talk Partners & Parents Home Life 22

23 2. Define Your North Star Purpose Beyond Products 23

24 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

25 FOUR DESIGN PRINCIPLES DEFINE YOUR NORTH STAR Nourishing Lives Net Positive Impact A Kinder World 25

26 3. Take a Stand Perspective on Issues That Matter 26

27 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

28 FOUR DESIGN PRINCIPLES TAKE A STAND Fighting Discrimination Welcoming Refugees No Mining Required 28

29 4. Start a Movement Participation by All of Us 29

30 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

31 FOUR DESIGN PRINCIPLES START A MOVEMENT A Level Playing Field Safe Sex is Sexy Climate Justice Is Sweet 31

32 Brands are built by humans, and brands are built for humans based on our common needs, anxieties, aspirations and desires. 32

33 Now is the moment for brands to help solve these challenges by designing with humanity at the center. 33

34 BRAND PURPOSE IN DIVIDED TIMES Case Study: Danone Emmanuelle Wargon Director General of Public Affairs and Chief of Communications 34

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37 BRAND PURPOSE IN DIVIDED TIMES Case Study: Natura Luciana Villa Nova Sustainability Manager 37

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40 BRAND PURPOSE IN DIVIDED TIMES Case Study: Ben & Jerry s Christopher Miller Activism Manager 40

41 Brand Activism: A Powerful Way Drive Your Business & Change the World Christopher Miller

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

43 The strongest bonds you can build with you customers is over shared values -Ben

44 Combine issue advocacy with marketing & build better businesses & a better world

45 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

46 Cause Related Marketing vs. Values Led Activism Where it Campaign Goal of Starts Development Campaign Cause Related Marketing Consumer s Interests What do our consumers care about? How do I emotionally connect with them? How do I align my brand with their cause? Build Brand Equity vs. Issue Advocacy Our Values What we believe The change we seek to make Inspiring our fans to take action Progressive Social Change

47 Grab, Engage, Act How we move fans from awareness to action on social issues. SUPPORTIVE ACTIVISM.com Festivals Scoop Truck Scoop Shops CALL MARCH Social Media PR POST SIGN Advocacy/Rallies NGO Partnered Events COMMENT LIKE ORGANIZING ACTIVISM DIRECT ACTION Advocacy campaigns should have set measurable KPIs around fan engagement and impact

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49 18 Month Campaign for Climate Justice 49

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51 Earning Authenticity & Credibility

52 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

53 Activism Results in Conviction Nielsen BrandEffect Results

54 And Drives Relevance

55 The New Triple Bottom Line Social Impact Business Results Engage and Retain Talent

56 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.

57 Thank You

58 Q&A

59 To download the report: BBMG.com/news

60 Thank you

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