Sharing comments on authenticity (Q2)

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Can an organisation fabricate a purpose to achieve better results?


Let’s first examine the definitionsof “purpose” and “fabricate”


pur·pose [pur-puhs]

noun 1. the reason for which something exists or is done, made, used, etc. 2. an intended or desired result; end; aim; goal. 3. determination; resoluteness.

Origin: 1250–1300; (noun) Middle English purpos < Old French, derivative of purposer, variant of proposer to propose; (v.) Middle English purposen < Anglo-French, Old French purposer

http://dictionary.reference.com/browse/reason

http://dictionary.reference.com/browse/which

http://dictionary.reference.com/browse/goal

http://dictionary.reference.com/browse/propose


fab·ri·cate [fab-ri-keyt]

verb (used with object), fab·ri·cat·ed, fab·ri·cat·ing 1. to make by art or skill and labor; construct: The finest craftspeople fabricated this clock. 2. to make by assembling parts or sections. 3. to devise or invent (a legend, lie, etc.). 4. to fake; forge (a document, signature, etc.).

Origin: 1400–50; late Middle English < Latin fabricātus made, past participle of fabricāre.

http://dictionary.reference.com/browse/art


“Fabricate” in the context of this question implies faking. “Purpose” is the why,

not the what or how.

Faking is counterintuitive to the authentic implication of purpose.


Perhaps the question that we have to ask ourselvesis whether it’s a good idea for an organisation to fabricate a purpose.

Just because you can do something, doesn’t make it a good idea.


Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.

-Leo Burnett, Founder, Leo Burnett Worldwide


Once Upon a Time

There may have been a time when anorganisation could get away with being

inauthentic, but with the way the communication landscape has changed, empowering the consumer,

it’s asking for trouble.


Brands have voices and character; in communicating with their audience, they are the persona of an organisation.

People can sense insincerity and it turns them off. And their voice is far-reaching.

A teenager in Perth, Australia posted a photo of a Subway sandwich claimingto be a “footlong” when in fact it was less than12 inches in length.

In no time, it was liked on Facebook over 100,000 times, and the New York Postran with the story.

Honey, they shrunk the Footlong!

http://nypost.com/2013/01/17/some-subway-footlong-subs-dont-measure-up/




“The power of Purpose is driving consumer preference and loyalty in a world where trust in corporations is low and differentiation between brands is

negligible…Purpose, whether at the core of business operations, or at the heart of the brand proposition, is inventing, motivating and even reengineering organizations as we

know them.”

8000 consumers in 16 markets can’t be wrong

“Purpose is the new paradigm” – Carol L. Cone, Global Practice Chair, Edelman Business + Social Purpose


Groupon has authentic purpose

“When our customers started telling us, ‘I love Groupon because it’s getting me out of the house, making me live my life,’ is when we realized the full impact of what we were doing....We’re not in it for making money. We’re in it for the passion we have for big ideas, making an impact and making the world better.”

-Andrew Mason, former CEO of Groupon


P&G has authentic purpose

We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders, and the communities in which live to work and prosper.


Conclusion:

purposes can be fabricated, but it may cause stakeholders to be unengaged or negatively engaged

with an organisation Define the purpose, stay true to it,

hire people who believe in it, and communicate it to your audience.


http://www.pinterest.com/davidsadams0229/

Next, let’s take a stab at multinational brand communication across markets

