Brands that unleash the Good in people. Brand development conference, 2 July 2015.
Post on 04-Aug-2015
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“Cancer Research UK has a Superbrandambition: our stretch-goal is to become the UK’s most influential brand.” Kate Eden, Head of Brand
•84% consider it their duty to make a positive difference through their lifestyle
• 61% are concerned about the state of the world and feel personally responsible to improve it
• 62% want their career to have a positive impact on the world
•84% consider it their duty to make a positive difference through their lifestyle
• 61% are concerned about the state of the world and feel personally responsible to improve it
• 62% want their career to have a positive impact on the world
•84% consider it their duty to make a positive difference through their lifestyle
• 61% are concerned about the state of the world and feel personally responsible to improve it
• 62% want their career to have a positive impact on the world
81% of consumers worldwide want a company to take specific actions that both increase profits and improve the economic and social conditions of the community in which it operates
Source: Edelman Trust Barometer 2015
SOCIAL PURPOSE
Source: The Values Revolution, Global Tolerance & Deloitte Millennial Survey
MILLENNIALS
• 84% consider it their duty to make a positive difference
through their lifestyle
• 61% are concerned about the world and feel personally
responsible for improving it
• 77% say a company’s social purpose is part of the reason
they want to work there
Generation Z (12-to-19-year-olds) care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.
Source: Generation Z, JWT Intelligence, Trend briefing
GENERATION Z
We will be a company that doesn’t just market to consumers, but actually matters to people. Paul Polman, CEO
BRANDEVOLUTION
Paul Polman looked to William Lever’s Port Sunlight and his role in bringing hygiene to the masses, realising that the brand has always had a social purpose
“We know that consumers increasingly want brands with purpose – and that purpose delivers growth. We are seeing particular growth in our brands that have build purpose and sustainability into them” Keith Weed, Chief Marketing Officer at Unilever
UNILEVERFOUR YEARS ON
225m healthier peopleClimate impact per consumer down 6%Staff engagement 60% to 78%Graduate applications 30,000 to 45,000
Turnover: $40bn to $51bnShare price: £11 to £24
Guaranteeing quality
Marking ownership
Promising pleasure
Corporate branding
Brands with
purpose
Socially driven brands with purpose
Social branding
From Egyptians
1760s –1820s 1980s 1990s 2000s 2010s 2014
BRANDEVOLUTION
UNLEASH THE GOOD
27 | YEGNA
EARLY MARRIAGE EXACERBATES THIS SENSE OF ISOLATION AS GIRLS LEAVE SCHOOL AND THE FAMILY HOME AS EARLY AS 13 OR 14 TO BECOME A WIFE AND MOTHER. OVERNIGHT HER WORKLOAD CAN MULTIPLY LEAVING NO TIME FOR HERSELF OR FRIENDS.
21% OF GIRLS IN ETHIOPIA DESCRIBE THEMSELVES AS HAVING NO FRIENDS
THE SOUND OF ALL OF US
MODEL THE BENEFITS OF FRIENDSHIP & SOLIDARITYGIVE GIRLS VIRTUAL AND PHYSICAL CONNECTIONSINSPIRE & ENABLE
5 CHARACTER ARCHETYPES
EMUYE MIMI MELAT SARA LEMLEM
THE LEADER,
POSITIVE,
CARING,
VIOLENCE AT HOME
THE STREET GIRL,
HUMOUR,
CONFIDENCE,
STREET LINGO,
SOCIAL
SPOILT,
DISRESPECTFUL TO
RURAL GIRLS,
FINDS IT HARD TO
TRUST
SERIOUS,
EDUCATION AND
PURPOSE
CONSTRAINED BY
PARENTS
STRENGTH,
PERSEVERANCE
AND SUPPORT,
LOOKS AFTER THE
FAMILY
Girls confide in authorities
FACILITATOR:
Respected member of society speaks out against violence
FACILITATOR:
Girls have role models to share experience with
FACILITATOR:
SETBACK:Family pressure to keep secret
SETBACK:Public shame and humiliation
SETBACK:Broken trust between friends
EMUYE’S JOURNEYSERIES 1
BC GOAL:
GIRLS FEEL CONFIDENT TO SPEAK OUT AGAINST VIOLENCE
BCGOAL
THE TALK SHOW AMPLIFIES THEMES RAISED IN THE DRAMA TO SPARK COMMUNITY-WIDE CONVERSATION
YEGNA SA’AT
YEGNASA’AT
GIRLS EMBRACING YEGNA – Girls with branded something
Feedback loop
Talk to how girls are embracing it
Maybe an old man wearing T
56 | YEGNA
AUDIENCE REACTIONS TO YEGNA
“Powerful lyrics! It [the
Abet music video from
the show] advocates
girls’ and women’s
human rights to be
recognised within the
Ethiopian context.”
“Hi Yegna, I love your show you
have me glued to my radio
every Sunday (and I’m more of a
TV kind of guy).”
“There are many youth who
have their own talent… but for
many reasons can’t show it to
the world around them. You
show that.”
“My wife and I
listen to programme
all the time.”
“I am so happy to see Ethiopians
being just Ethiopians, modernising
our true selves without trying to
imitate others.”
“I’m proud of being female.”
“Yegna, I think Ethiopian
people will change their
imagination for women.”
“You [Yegna] are
making me look
forward to life.”“Yegna is my favourite
program. It is a mirror to
my life.”
“The drama teaches
you about friendship,
trust and respect.”
“I realise I want
change by
listening to you.”
“Mimi is a street child
but she thinks globally
and acts locally.”
“Yegna you are truly ours.”
“Touching drama and has
increased my respect for women.”
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