“The company’s three-strand mission statement – to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis – informs every aspect of the marketing strategy.”
“Weller explains that marketing within Patagonia is focused on “building a movement” based on the values it shares with its communities, a connection that cannot be achieved through traditional above-the-line advertising.
“It’s community building and we’re very much focused on doing that socially online, physically in the real world and we invest as little as we can in paying to talk about what we do and who we are,” he adds.”
“You can’t reverse into a mission and values through marketing. The organisations that are struggling with this are probably the ones that are thinking about marketing first.”
Patagonia on why brands ‘can’t reverse into purpose’ through marketing
Patagonia_ You can’t reverse into purpose through marketing
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Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose,compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose,
Great research on how to take a stand on social media as a brand. And the impact of the CEO on this subjects. (last half of the research)
- People want brands to take stands on important issues, and social media is the place for it. Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity.
- Brands can’t change minds, but they can effect change. Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations.
- Liberals are galvanized by brands that take stands, while conservatives are indifferent. Seventy-eight percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52%) of respondents who self-identify as conservative feel the same. Likewise, 82% of liberals feel brands are credible when taking stands, compared to just 46% of conservatives.
- Relevance is key to reception. Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%).
- Brands face more reward than risk. Consumers’ most common emotional reactions to brands taking a stand on social were positive, with intrigued, impressed and engaged emerging as the top three consumer reactions. Likewise, when consumers’ personal beliefs align with what brands are saying, 28% will publicly praise a company. When individuals disagree with the brand’s stance, 20% will publicly criticize a company.
How to align your #brand with your #charity of choice, nice one. “Make the logo bigger!” clients cry. Rarely do they ask to see it disappear.
Do-and-show-good by Lacoste “The number of shirts available for sale corresponds to the number of animals of each species that remain in the wild. A total of 1,775 shirts have been made; of them, you’ll find 30 Vaquitas (a type of porpoise) and 450 editions with the Anegada Rock Iguana.”
Lacoste’s Iconic Crocodile Makes Room for 10 Endangered Species on Brand’s Polo Shirts
the storytelling funnel for content and in line with your purpose and values, from ‘what you care about’ to ‘who you are’ to ‘what you sell’
“The funnel-matrix has two dimensions. The first maps loosely to the stages of a typical marketing funnel: awareness, consideration, and acquisition.The second dimension of the funnel-matrix adds a bit of planning to aid your content strategy. This comes straight from the playbook newsrooms have used for decades. The idea is to divide your stories into three more categories: timely stories dealing with current events, seasonal stories relevant because of the time of year, and evergreen stories that are valuable no matter when the audience encounters them.”
The Story Funnel-Matrix: Create Better Content With This Simple Diagram
“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
“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.”
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