![What
How
Why
Would you like to donate ? !
How most organizations communicate
We’re raising money . . .
By people like you donating . . .
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Uploaded byKirk Esmond
Profit from Purpose: How Great Organizations Inspire Action
The document outlines key principles for effective branding and marketing, emphasizing the importance of clarity, purpose, and perception in connecting with audiences. It illustrates these concepts through examples of successful brands and their missions, highlighting the need to articulate 'why' organizations exist and how they position themselves in the market. The guidance encourages coherence between a brand's promise and its actions to foster emotional connections with customers.
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Profit from Purpose: How Great Organizations Inspire Action
- 1. A brand andmarketing consultancy. PROFIT FROM PURPOSE! How Great Organizations Inspire Action
- 2. Key Points forToday! • It’s better to be clear, than clever • Action follows perception • The mind is a competitive place PROFIT FROM! PURPOSE
- 3. Brand, branding ! andmarketing PROFIT FROM! PURPOSE What’s the difference?!
- 4. Brand = Reputation Branding= Visually and verbally describing the brand Marketing = Tactics (PR, social, advertising, outreach) PROFIT FROM! PURPOSE
- 5. What is Brand? PROFIT FROM! PURPOSE
- 6.
- 7. A seamless experience! thatconsistently delivers ! on a specific promise. PROFIT FROM! PURPOSE
- 8. “Coca-Cola is notjust an American brand. It’s a global phenomenon.” ! PROFIT FROM! PURPOSE
- 10. “Disney is oneof those classic American brands we all grew up with . . . It would take something fairly cataclysmic to knock Disney off its rarified perch.”! PROFIT FROM! PURPOSE
- 12. “When you actuallyfind yourself saying things like barista, frappuccino, and double shot with soy hold the whip, you know you’re not just buying coffee – you’ve bought into a cultural movement.”! PROFIT FROM! PURPOSE
- 14. “Apple subscribes tothe ‘less is more’ theory and uses it to a powerful effect . . . Apple is more than a brand — it’s a culture.”! PROFIT FROM! PURPOSE
- 16. Purpose Values Vision Mission Positioning WHY you exist HOW you intend to manifest your vision WHAT you strive to achieve HOW you behave and what you believe WHERE you stand authen>cally in the market
- 17. Four pillars ofperception: PROFIT FROM! PURPOSE
- 18. 1. Start withwhy PROFIT FROM! PURPOSE Four pillars of perception:
- 19. What How Why Would you liketo donate ? ! How most organizations communicate We’re raising money . . . By people like you donating . . . [ often skipped ]
- 20. people don’t buywhat you do, they buy why you do it. PROFIT FROM! PURPOSE 1. Start with why
- 21. Why How What Everything we do,we believe will enhance the patient experience. By connecting with our community of full and part time residents. We achieve this by providing opportunities to donate, gift or take part in events. Would you like to support our cause? ! A better way . . .
- 22. 1. Start withwhy PROFIT FROM! PURPOSE 2. Write mission, speak mantra Four pillars of perception:
- 23. PROFIT FROM! PURPOSE The good. Thebad.! The indifferent. 2. Write mission, speak mantra
- 24. PROFIT FROM! PURPOSE NPR // ! ! “To workin partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.”! 2. Write mission, speak mantra Example of good:!
- 25. PROFIT FROM! PURPOSE Mayo Clinic //! ! “Toinspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.”! 2. Write mission, speak mantra Example of good:!
- 26. PROFIT FROM! PURPOSE The Rotary Foundation//! ! “To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty.”! 2. Write mission, speak mantra Example of good:!
- 27. PROFIT FROM! PURPOSE ! “By creating valuefor our customers, we create value for our shareholders. We use our expertise to create transport-related products and services of superior quality, safety and environmental care for demanding customers in selected segments. We work with energy, passion and respect for the individual.”! 2. Write mission, speak mantra Volvo Car Corp. // Example of indifferent, bland and “anyone”:!
- 28. PROFIT FROM! PURPOSE Avon Products, Inc.// ! " Avon's mission is focused on six core aspirations the company continually strives to achieve:" " Leader in global beauty: Build a unique portfolio of beauty and related brands, striving to surpass competitors in quality, innovation, and value, and elevating Avon's image to become the world's most trusted beauty company." " Women's choice for buying: Become the shopping destination for women, providing a personal, high-touch experience that helps create lifelong customer relationships." " Premier direct-selling company: Expand Avon's presence in direct selling, empowering women to achieve economic independence by offering a superior earnings opportunity as well as recognition, service and support, making it easy and rewarding to be affiliated with Avon." " Most admired company: Deliver superior returns to shareholders by pursuing new growth opportunities while maintaining a commitment to be a responsible, ethical company and a global corporate citizen that is held as a model of success." " Best place to work: Elevate the company's leadership, including its high standards, respect for diversity, and commitment to helping Associates achieve their highest potential in a positive work environment." " To have the largest foundation dedicated to women's causes: Be a committed global champion for the health and well-being of women through philanthropic efforts, with a focus on breast cancer, domestic violence and women's empowerment." " Source: http://www.avoncompany.com/corporatecitizenship/corporateresponsibility/vmvp/index.html#mission WARNING! (Please don’t do this – ever.)
- 29. PROFIT FROM! PURPOSE NPR “Better, diverse news coverage” Mayo Clinic “Inspire hope” Rotary “Do good, every day” Avon Products “Empower women’s lives” Volvo Car Corp. “Boldly protect and innovate” 2. Write mission, speak mantra Mantra: It’s what the employee stands for. Is easily understood and remembered.!
- 30. 1. Start withwhy PROFIT FROM! PURPOSE 2. Write mission, speak mantra 3. Position your brand Four pillars of perception:
- 31. PROFIT FROM! PURPOSE A short, simplestatement that will . . .! Explain Promise Differentiate Create . . . a powerful emotional connection ! with the intended audience.! 3. Position your brand
- 32. What our customers reallywant What we’re really good at What our “competitors” cannot provide Positioning Candidates The BIG IDEA we want others to understand. Can you own it?
- 33. PROFIT FROM! PURPOSE 7-up The uncola BMW The ultimate driving machine Avis We try harder Starbucks Premium coffee Southwest Air The short-haul, no-frills, low-priced airline 3. Position your brand
- 34. 1. Start withwhy PROFIT FROM! PURPOSE 2. Write mission, speak mantra 3. Position your brand 4. Live your brand promise Four pillars of perception:
- 37. Purpose Values Vision Mission Positioning WHY you exist HOW you intend to manifest your vision WHAT you strive to achieve HOW you behave and what you believe WHERE you stand authen>cally in the market
- 38. PROFIT FROM! PURPOSE “Strategy without tacticsis the slowest route to victory. Tactics without strategy is the noise before defeat.”! ! - Sun Tzu, The Art of War
- 39. A Brand andMarketing Consultancy brandwithstructure.com