Purpose and positioning

“2018 should be the year brands move away from doing #purpose for purpose’s sake and #focus on brand #differentiation through better defined #positioning.”

“Savvy brands are beginning to realise that purpose doesn’t have to be lofty or about pushing through a big societal change. A brand’s purpose should be rooted in the brand itself and what it stands for and what makes it different from competitors. And that, essentially, is positioning.”

Trends for 2018: Purpose will morph back into positioning

Purpose and video engagement


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“Do not play it safe, the proof is in the #data. More brands are creating cause-related ads, and those that do see higher #engagement as a result.”

 

Purpose and metrics of storytelling

B2B organizations “spend roughly the equivalent of 50 percent of the marketing budget on content, and 83 percent plan to increase that investment.” Yet, despite the increased investment, zero percent of these brands feel they are effectively tracking content ROI. That’s right, zero.

All of this data comes back to purpose. What is your brand trying to accomplish? And if you’re moving the needle, how are you going to ensure that your content success ultimately impacts the bottom line?

Storytelling Is Not a Strategy

Trots als fundament

via @corhospes

Over dat onderwerp kun je tal van tips online vinden. En ja, ik kan ook nog wel een leuk bluflijstje leveren:

-Ben je audience
-Durf anders te zijn
-Val op, verras. Vanuit je bezieling, brein en ballen
-Zorg voor kwaliteit. In woord en beeld
-Groei tot een expert in je niche
-Help, leer, informeer
-Vertel verhalen, verkoop geen producten
-Kappen met die business mumbo jumbo, weest menselijk
-Denk narratief
-….

Maar wat zijn al die tips waard als het fundament van contentmarketing ontbreekt. Dat voel ik elke weer als ik voor een klant een opdracht uitvoer. Als er binnen een bedrijf geen trots bestaat, trots op het bedrijf, trots op collega’s, trots op het werk, dan kun je mooie verhalen verzinnen wat je wilt, maar dan blijven dat losse flodders in plaats van voltreffers. Want dan zullen je medewerkers die verhalen nimmer gaan delen. Nooit met trots uitdragen naar binnen en buiten.

Daar ga ik het in Cleveland dan ook over hebben. Over trots, over liefde, als het fundament voor contentmarketing. En dat geldt niet alleen voor B2B overigens.

Purpose and worthyness

#Purpose is not per se about being ‘worthy’. Nice and refreshing read.

“You can create a movement [with a brand like that] because you can create a lot of fun with it. The purpose doesn’t always have to be a lofty ‘doing good’ purpose. It’s about who it’s targeting and its mission. When you start to stretch your brand a bit far you can often lose your purpose.”

“There has to be a truth behind purpose. Where brands go wrong on purpose, and we’ve done it a few times at Diageo, is you create some purpose that has no relevance to where the brand came from or its roots, because it plays to something you think might be right.”

Boots and Diageo on why brand purpose doesn’t have to be ‘lofty’

Boots and Diageo on why brand purpose doesn’t have to be ‘lofty and do good’

Purpose marketing

“Facebook’s head of advertising said he expects more marketers to join the trend of purpose-driven marketing, following a series of Super Bowl spots that went beyond cute dogs in favor of more meaningful messaging.” “During the game, other brands also voiced support for various causes as purpose-driven marketing gained prominence. Budweiser and 84 Lumber both aired spots on immigration, Audi promoted equal pay for women and Kia promoted environmentally friendly cars.”

Facebook’s Head of Advertising Says Purpose-Driven Marketing Won’t Slow Down