The document discusses how brands can transform human behavior by having a clear conviction and purpose. It advocates that brands should put a meaningful human purpose at their core, not just promises or benefits. Purpose-driven brands with a strong conviction about why they exist can attract "believers" rather than just consumers. The document analyzes case studies of brands that have successfully adopted this approach and seen marketplace benefits like increased affinity, loyalty, and social media engagement. It encourages brands to define who they are and what they stand for in the world.
4. Agile Marketing Programmatic
There are lots of “experts” and “gurus” with
different theories, creating confusion in our
industry.
4
Disruption
Holistic 360o Emotional
Engagement
Real Time
Brandtainment
Cultural
Relevance
Experiential
Gamification
12. Conviction:
What the brand believes. What the
brand is passionate about. “We
believe that…
12
Purpose: Why the brand exists in human
terms; needs to be grounded in the
brand’s core business. “We exist to
….”
13. 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.
14. PURPOSE BRANDS
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.
15. PURPOSE BRANDS
Have conviction.
They know why they exist.
They share their passion.
They attract believers, not consumers.
17. CONVICTION
We believe in the emotional and
transformational nature of travel.
PURPOSE
We exist to help each individual find exactly
what it is they are looking for.
22. CONVICTION
We believe that technology drives the
convergence of people and their world
PURPOSE
We exist to use technology to uplift the lives
of Filipinos
28. CONVICTION
We believe that every moment is an
opportunity to make life more interesting.
PURPOSE
We exist to accelerate discoveries and
possibilities.
42. Observable behaviours affecting how people
perceive, consume and talk about brands
42
What are cultural fuels?
Fuels affect the context in which brands
operate
45. FUELS ARE PART OF THE FOUNDATION
45
CULTURAL
FUELS
BRAND
PURPOS
E
CULTURAL
FUELS
BRAND
PURPOS
E
PURPOSESFUL
WORK
46. 46
DOES IT HAVE AN IMPACT?
DOES IT CHANGE BEHAVIOUR?
47. PURPOSEFUL WORK MARKETPLACE RESULTS
Has Purpose
Hefty
Mr. Clean
Lacks Acts Has Acts
Cheer
Zappos
client
Duracell
Lacks Purpose
Office Max
Geico
Priceline
Pantene
client
Mini Cooper
Wal-Mart
client Kohler
Tide
Playstation
client
client
Droid
iPhone
KFC client
Adidas
Nike
Budweiser
client
Mountain Dew
client
Earth’s Best
Gerber
Kmart
Method
Degree
Seventh Gen.
Yoplait
client
Pringles
AT & T
Visa
MasterCard
client Sprint
Citibank
American client
Home Depot
Lowe’s
Menard’s
Target
Overstock
Bluefly
Hyundai
LG
Viking
client
Moen
Panasonic
Vizio
client
Xbox
Reebok
Guinness
client
Era
Pepsi
Eveready Energizer
Rayovac
Head & Shoulders
Beech-Nut
Formula 409
Dove
client
Glad
Dannon
Stonyfield Farms
Altoids
Mentos
Tic Tacs
Cheerios
Sun Chips Doritos
Progressive client
AmEx
Verizon
B of A
Southwest
Holiday Inn
Westin
client
Office Depot
Staples
Burger King
Amazon
Ebay
TOMS Shoes
Expedia
Travelocity
48. PURPOSEFUL WORK MARKETPLACE RESULTS
Has Purpose
48% have affinity for purpose-only brands
11% exhibit positive brand behavior
Hefty
Mr. Clean
Lacks Acts Has Acts
Cheer
Zappos
client
Duracell
Lacks Purpose
Office Max
Geico
Priceline
Pantene
client
Mini Cooper
Wal-Mart
client Kohler
Tide
Playstation
client
client
Droid
iPhone
KFC client
Adidas
Nike
Budweiser
client
Mountain Dew
client
Earth’s Best
Gerber
Kmart
Method
Degree
Seventh Gen.
Yoplait
client
Pringles
AT & T
Visa
MasterCard
client Sprint
Citibank
American client
Home Depot
Lowe’s
Menard’s
Target
Overstock
Bluefly
Hyundai
LG
Viking
client
Moen
Panasonic
Vizio
client
Xbox
Reebok
Guinness
client
Era
Pepsi
Eveready Energizer
Rayovac
Head & Shoulders
Beech-Nut
Formula 409
Dove
client
Glad
Dannon
Stonyfield Farms
Altoids
Mentos
Tic Tacs
Cheerios
Sun Chips Doritos
Progressive client
AmEx
Verizon
B of A
Southwest
Holiday Inn
Westin
client
Office Depot
Staples
Burger King
Amazon
Ebay
TOMS Shoes
Expedia
Travelocity
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
49. 49
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
50. FINAL THOUGHT
50
WHO IS YOUR BRAND?
WHAT DO YOU STAND FOR?
WHERE DO YOU FIT IN THE
WORLD?