Purpose led growth

To The Gold Mine

Key Points

  1. Brands with a purpose grow 2X faster than others.
  2. Purpose is one of the most misunderstood business buzzwords today.
  3. Among marketing leaders, 76% think their organization has a defined purpose, but only one in 10 have a corporate purpose statement that's backed by a meaningful activation plan.
  4. The critical factor that  sets successful companies apart is the ability to infuse the purpose led thinking throughout the company, rather than just being a marketing exercise.
  5. Articulation, infusion and amplification are the 3 steps that take purpose from a tactic to a movement.
  6. Articulation carries a brand from tactics to promise. Infusion then moves a brand from promise to strategy. And finally, amplification gets a brand from strategy to movement.
  7. Relevance, credibility, uniqueness, coherence and Business-proof are the building blocks of defining a meaningful purpose.
  8. To infuse purpose it should be leadership driven,culture & strategy-led, 360executed and impact measured.
  9. Purpose should be inspiring, collaborative and conversation fueling to amplify and create a movement beyond the brand. 

Author:
Kantar Consulting
Published:
,
2020
Focus:
#Growth,
#Resilience,
#Employees,
#Agility,
#Trust,
#Statistics,