- 1. PURPOSE Its relevance, meaning and the opportunity it
presents us Ian Rumsby, Weber Shandwick Asia Pacific
2. If youre still seeing our business essentially as a giant
factory producing outputs, instead of a system that creates real,
positive, human outcomes, - youre still stuck in the industrial
age, while the rest of the world, especially our customers, are
beginning to take a quantum leap into a human age an era where a
life meaningfully well lived is what really counts. Umair Haque,
Havas Media Labs 3. Purpose A clear purpose provides an
organisationfrom any industry and of any sizewith the connective
thread that aligns all operations and audiences; the heart and soul
to connect more meaningfully with the people that matter; and an
essential foundation for planning and decision- making. 4. WHY THE
NOISE AND WHY NOW? Five Things that are Creating the Ripple 5. We
have to do more work that matters. Its not just more, its more
good. Wendy Clark Coca-Cola Global Marketing Chief 6. Over the past
three decades we have drifted from having a market economy to
becoming market societies. Michael Sandel, Political Philosopher
Market Societies 7. Market Expectation People are now more aware of
the origin of a product and the ethics used behind producing that
product. Consumers expect goods to be made properly and issues such
as where a product is made and whether or not it is fair trade are
now more important than ever. Imogen Fowler, Hogan Lovells
*FutureBrand, Made In .. 8. By 2030, 60% of the worlds population
will live in cities. Urbanisation 9. Talent Expectation Millennials
work more closely together, leverage right and left brain skills,
ask the right questions and take risks previous generations
resisted. They truly want to change the worlds and use technology
to do so. Mike Marasco Northwestern Universitys Nuvention
Initiative 10. Greater trust means that your stories need to be
grounded in your beliefs as much as your products Brand
differentiation Utility and Significance 11. WHATS THE IMPACT? The
Motivations Behind a Renewed Interest in Purpose 12. infrastructure
Why we do itHow we do it What we do Who we are What we have skills
and approach purpose-driven products & services talent &
attitude Companies and brands are shifting from What to Why Brand
DifferentiationTangible/Rational Intangible/Emotional 13. WHAT
POINT OF DIFFERENCE MARKET-DRIVEN COMPETITIVE EMPLOYEES CONSUMERS
COMMUNICATIONS ADS SOCIAL RESPONSIBILITY LOYALTY TRANSACTIONAL
LEADERSHIP NEXT QUARTER WHY POINT OF VIEW ETHOS-DRIVEN DISTINCTIVE
MISSIONARIES ADVOCATES COMMUNITIES ACTIONS SOCIAL OPPORTUNITY LOVE
TRANSFORMATIONAL LEADERSHIP NEXT QUARTER CENTURY A Brand A Stand
Theres a Mindset Shift Too 14. 16 Jim Stengel Former CMO, P&G
Author of Grow: How Ideals Power Growth and Profit at the Worlds
Greatest Companies. More profitable. 15. Walmart We save people
money so they can live better. Increases sales Motivates workforce
More valuable brand 16. Tesla Accelerating the worlds transition to
electric mobility Provokes innovation and delivers meaningful
social impact. 17. Builds a strong emotional connection Redefines
the category Delivers sustainable value Makes peoples lives
betterCreates engaging experiences at every touch-point Has a
compelling vision of the future WANTS TODAY NEEDS TOMORROW
Purpose-led brands have to balance: 18. Our 100% pure smoothies .
No added sugar. No concentrates. No funny business. Innocent Tasty
or healthy? 19. Context & Culture Connection Points Category
& Competition Content & Capabilities Offer Behaviours Why
youre here Culture Building a purpose-led organisation 20. There
are three distinct types of purpose. Determining whether an
organisation is moral, institutional or value based is important.
21. The purpose triangle WORLD (Moral) PERSONAL (Values) INDUSTRY
(Institutional) To make the world a better place. They sell the
cause, envision utopia, and take the high road. Then invite people
to join a movement To better your personal life with positive
emotions and experiences. To better the industry, find a failure to
be corrected. Create positive outcomes through rethinking internal
norms. 22. 24 With every product you purchase, Toms will help a
person in need. One for One. World (moral) purpose 23. 25 Making
everyone an athlete World (moral) purpose 24. 26 To be the earth's
most customer centric company. INDUSTRY (INSTITUTIONAL)
PURPOSEIndustry (institutional) purpose To be the earths most
customer centric company. 25. 27 The highest standards of corporate
behaviour towards everyone we work with, the communities we touch,
and the environment on which we have an impact. Industry
(institutional) purpose 26. To create sheer driving pleasure.
Personal (values) purpose 27. 29 We strive to refresh the world,
inspire moments of optimism and happiness, create value and make a
difference. Personal (values) purpose 28. THE RULES OF PURPOSE-LED
COMPANIES Behaviours, Personality and Commitment 29. Authenticity
Purpose can not be invented for commercial gain. Its not a
stakeholder engagement tool. Its a sustained business imperative.
1. 30. Simplicity Clear, crisp and articulate. The more words, the
less it resonates. 2. 31. Visible Purpose must be evidence-based.
Show progress. 3. 32. Next Generation Hothouse | March 2014 |
FutureBrand 2014 36 33. The Anchor-Point Use it as the basis of
every story you tell. Decision making is an emotionally driven
process. 4. 34. EMBRACING PURPOSE Implications and opportunities
for the PR industry 35. Thank you.
