Author: Angela Koch Invitro Innovation

Brand Purpose:  Human-­‐centric  branding  for  a  new  world  

A  Shift  In  The  Balance  Of  “Power”  

Organisation

producer

Individual – human level

consumer

Product  led  

Selling  

Interruption  

Repetition  

One  way  

Control  

The  Shift  

Brand  led  

Utility  /  Shared  Value  

Participation  

Consistency  

Two  way  

Sponsor  

New  Thinking  

Sean  Summers:  Twinings  Marketing  Director,  describes  a  new  approach:  

“Previously  in  our  marketing  we  had  given  very  rational  reasons  to  buy  Twinings  and  got  a  rational  response.  Now  it’s  about  understanding  our  role  within  consumers  lives  and  it’s  triggered  an  emotional  response.    It’s  happening  across  food  and  drink  sector  because  from  a  functional  point  of  view,  anyone  can  come  up  with  a  new  @lavour  or  innovation  and    it’s  expected  by  consumers.  They  are  looking  for  brands  that  go  beyond    that  and  give  something  extra.  That’s  where  you  get  loyalty  and  brand  love.”  

Source: http://www.marketingweek.co.uk/twinings-doubles-marketing-spend/3033813.article

“We  need  to  stop  interrupting  what  people  are  interested  in  and  BE  what  people  are  interested  in.”  

Craig  Davis,    Chief  Creative  OfNicer,    JWT  

Brand    interests  

Consumer    interests  

COMMON

GROU

ND

people  aren’t  so  much  to  looking  to  buy;    as  to  buy  into  something  

That Common Ground is a Shared Purpose

Organisational perspective

A  Transaction  

Human perspective

Shared  Purpose  

The  Shift  

people  

leaders  companies  organisations  innovations  

teams  

Purpose-­‐made™  =  A  clear  purpose  

1.  Informs  coherent  actions  

2.  Creates  opportunities  for      Shared  Purpose.  

A  shared  purpose  

We  need  people  to  join  us  in  our  Purpose:  

  -­‐  Attract  the  right  collaborators,          partners,  employees  

-­‐  Invite  followers  and  believers        not  just  customers  

   

Imagine  an  All  Purpose  Protest!  

Brand  Purpose  Inspiration  

HOW DO THEY work IN THEIR FIELD OF computing?

What products and services do they create?

WHY DOES IBM EXIST? To create solutions for a Smarter Planet

Instrumented. Intelligent. Interconnected.

Smarter computing: The IT infrastructure that enables a Smarter Planet

Ibm and mckinsey both create an expectation …

HOW DO THEY WORK IN the consulting field?

What products and services do they deliver?

WHY DOES Mckinsey EXIST? Everything can be made better with a McKinsey Approach

Structure, Rigor, Excellence, Elite club

Consulting services, broad areas of management and across industries

HOW DO THEY work?

What service do they PROVIDE?

WHY DOES the girl scouts EXIST? Helping girls reach their full potential

Build  girls  of  courage,  conDidence,  and  character  

Enriching  experiences  :  learn  skills  for  the  world  

Unlocking  your  Brand  Purpose  

A Purpose-Made Brand Roadmap

Brand Development Roadmap

Part 1 Brand Foundation Work

Part 2 1.5 - 2 day Brand Workshop

Part 3 Brand Strategy Output

Optional Part 4 Brand Experience Activation

Category Lens

The Company / brand

Consumer Lens

2 weeks

- Share Foundation Work

- Anchor in the Brand core strength

- Discover the Brand Opportunity

1 week

- Brand Strategy Document

Personality / Attitude

Values

Brand Vision

2 weeks

- Brand Experience Activation: - 1 day Worksession

- Identify 5 brand hallmarks

1 week

I.  BRAND ORIENTATION

II. BUSINESS CONTEXT

III. DISCOVERY

IV. IDEATION

IV. BRAND DEFINITION

Branding process

25  

II. BUSINESS CONTEXT

II. BUSINESS CONTEXT

III. DISCOVERY

III. DISCOVERY

III. DISCOVERY

IV. IDEATION

IV. IDEATION

IV. IDEATION

IV. BRAND DEFINITION

IV. BRAND DEFINITION

Invitro Clients

BRAND   INNOVATION