Purpose led growth

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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 fuelling to amplify and create a movement beyond the brand.
Author: Kantar
Published: 2020
Focus: #growth #statistics #agility #resilience #measure
Source: https://consulting.kantar.com/wp-content/uploads/2019/06/Purpose-2020-PDF-Presentation.pdf

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