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Brands Doing Good
A lot of talk about brands doing
good
Lots of talk about brands doing
bad
Doing Good used to compliment
pursuing profit
Essential driver of some new modern
brands
New essential driver of some more
established
Defining good can be complicated
Maybe it’s about character
Business is about profit
There is one and only one social responsibility of business - to increase its profits
Tension: moral values vs
shareholder interests?
Companies that are leaders in environmental, social and good governance policy have 25% higher stock value.
Some proof that good can = profit
+4.8% out-performance in shareholder value
Attracted and retained more talented staff
Outride publicity with greater ease
High vs Low sustainable businesses
Study of high vs low sustainable businesses over 18 year period 1993-2011
Some proof that good can = profit
Ideals-driven brands outperform the market three-fold
Some proof that good can = profit
Some proof that good can = profit
'Consumers, governments and non-government organisations will favour those companies that take a more constructive approach to issues such as the environment, food availability, obesity and water shortages'
Some proof that good can = profit
Good can drive internal benefits
Good can help future proof a
brand
Already new attitudes towards
brands
Source: Y&R Brand Asset Valuator (2011 vs 2005)
Looking for more character from
brands
Source: Y&R Brand Asset Valuator (2011 vs 2005)
Affecting new purchasing habits
Source: Y&R Brand Asset Valuator (2011 vs 1997)
John Lewis had future proofed its
brand
This brand exists to…
Which in turn creates value for customers
And profit for the business
……………………………………………………………………………………………….……………….
A simple question for modern
brands:
This brand exists to…
This brand exists to…
Which in turn creates value for customers
And profit for the business
……………………………………………………………………………………………….……………….
Make people feel beautiful by challenging the behaviour of the beauty industry
This brand exists to…
This brand exists to…
Which in turn creates value for customers
And profit for the business
……………………………………………………………………………………………….……………….
Bring fair farming to fast food
It can be tactical too:
Champion a cause
Community based
Localisation
Charity partnerships
Create events
But it’s not binary
Let’s take brands on a good
journey
Ask ourselves the good question
Can we achieve a similar or better outcome by doing something good?
Good salience
Good social media buzz
Good stature building
Good relevance
Good credibility
Good quality perceptions
Good POS stand-out
Good NPD
Good traffic driving
Good corporate sponsorship
Watch-out no1: Astro-turfing
Watch-out no2: Small steps vs big
leaps?
A final note: Good wins awards!
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