PURPOSE-LED GROWTH IGNITING - Kantar
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
IGNITING PURPOSE-LED GROWTH
THE WHY OF PURPOSE IS CLEAR Consumer Employee Financial Demand Preference Performance 84% 3X 6 Trillion
Brands recognized for high commitment to Purpose have grown
at more than twice the rate of others.
Brand Z
12 Year Brand Value Growth
+175%
Sampling of high purpose brands
+86%
+70%
Low Medium High
Perceived Positive Impact
Source: Brand Z 2017 3
Purpose 2020 is the 3rd in our thought leadership series
ORGANIZING FOR GROWTH DRIVING CUSTOMER CENTRIC GROWTH INSPIRING PURPOSE LED GROWTH
What does it take to win? What are the drivers of Customer What it means to be Purpose-led?
Centricity?
How to organise strategy, structure and How to get there?
capability for growth? How to build an Insights Engine?
The biggest and most global marketing
Deep-dive on Customer-Centricity Deep-dive on Purpose-led growth
thought leadership initiative ever
4
When it comes to Purpose, most marketers think they’ve got
one, but…
76% 10%
of marketers
believe their
vs. Of marketers say
that this purpose
organization goes beyond their
has a defined product/service
purpose. promise to include
a societal
commitment.
Source: Purpose 2020 2017 5
Despite or perhaps because of all the buzz,
misrepresentation of Purpose is widespread.
NON
MISUNDERSTOOD ABUSED
STRATEGIC
“A bank planting
“’To become the number one “Soft drink
trees to save
automotive parts supplier solving a
the environment”
racial protest”
Conflate mission and purpose: A noble cause that is disconnected
Exploitation of a social issue
not just a business objective from the brand’s equity/
without real commitment or intent
competencies or has
to meaningfully address it.
disproportionally low impact
6
7
The challenge is the HOW “I’m in a category that simply cannot have a positive impact.” “My brand was founded to make money – hardly purposeful…” “We have the purpose on paper… But now what?”
The Journey
towards
purpose-led
growth has
four stages…
9
3 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
5 CRITERIA Fuelling conversation
Culture- & Strategy-led
Meaningful
360-executed
True
Impact-measured
Unique
Coherent
3 steep steps Business-proof
take Purpose
from a tactic to
a movement
10ARTICULATION IS
ABOUT DEFINING
WHAT YOU STAND
FOR AND THE ROLE
YOU WANT TO PLAY
IN THE WORLD
11ARTICULATING
PURPOSE
Building Blocks
MEANINGFUL
through societal tension
12ARTICULATING
PURPOSE
Building Blocks
MEANINGFUL
through societal tension
& localisation
TRUE
to brand character
& company
13ARTICULATING
PURPOSE
Building Blocks
MEANINGFUL
through societal tension
& localisation
TRUE
to brand character
& company
UNIQUE
within the category
14ARTICULATING
PURPOSE
Building Blocks
MEANINGFUL
through societal tension
& localisation
TRUE
to brand character
& company
UNIQUE
within the category
COHERENT
on company & brand-level
15ARTICULATING
PURPOSE
Building Blocks
MEANINGFUL
thru societal tension &
localisation
TRUE
to brand character
& company
UNIQUE
within the category
COHERENT
on company & brand-level
BUSINESS-PROOF
for long-term growth & impact3 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
5 CRITERIA Fuelling conversation
Culture- & Strategy-led
Meaningful
360-executed
True
Impact-measured
Unique
Coherent
Business-proof
Step 2
17Infusion
is key to
ensuring impact
18High performing brands and companies drive
engagement within the organization
Everything we do is linked 90 Under Perform Overperform
84
to a clear purpose
80
72
OVER- 70
PERFORMERS
63
60
60
80%
32% 50 47
UNDER- 43
PERFORMERS
40
I am proud of my brand’s purpose In our company we ensure that all employees We continuously engage
are fully engaged with our brand purpose our consumers and customers
around our brand’s purpose
19INFUSING PURPOSE
Key characteristics
C-level is driving the
Brand Purpose
LEADERSHIP-DRIVEN
underpin the priority and
company wide impact
85%
58%
20INFUSING PURPOSE
Key characteristics
LEADERSHIP-DRIVEN
underpin the priority and
company wide impact
CULTURE-LED
engage the heart & the mind
21INFUSING PURPOSE
Key characteristics
LEADERSHIP-DRIVEN
underpin the priority and
company wide impact
CULTURE- &
STRATEGY-LED
engage the heart & the mind
360-EXECUTED
substantiate the Purpose
22INFUSING PURPOSE
Key characteristics
LEADERSHIP-DRIVEN
underpin the priority and
company wide impact
CULTURE- &
STRATEGY-LED
engage the heart & the mind
360-EXECUTED
substantiate the purpose
IMPACT-MEASURED
demonstrate impact & learn
233 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
5 CRITERIA Fuelling conversation
Culture- & Strategy-led
Meaningful
360-executed
True
Impact-measured
Unique
Coherent
3 steep steps Business-proof
take Purpose
from a tactic to
a movement
24Amplification
is about going
beyond the
brand and the
company…
25AMPLIFYING PURPOSE
Key drivers
INSPIRATIONAL
Role-modelling
26AMPLIFYING PURPOSE
Key drivers
INSPIRATIONAL
Role-modelling
COLLABORATIVE
with game-changers
271971
AMPLIFYING PURPOSE
Key drivers
1971
INSPIRATIONAL
Role-modelling
COLLABORATION
with game-changers
FUELLING
The cultural conversation
28Ultimately, brands that amplify seek to create a
movement that will live on
Articulation – Infusion – Amplification –
Take a Stand! Involve Everyone! Create a Movement!
293 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
5 CRITERIA Fuelling conversation
Where are you Meaningful
Culture- & Strategy-led
360-executed
on the journey? True
Impact-measured
Unique
Coherent
Business-proof
30IGNITING PURPOSE Contact: leslie.pascaud@kantar.com
You can also read
