{"id":1942,"date":"2012-01-04T05:00:00","date_gmt":"2012-01-04T05:00:00","guid":{"rendered":"http:\/\/www.leonorapolonsky.com\/food-for-thought\/brand_purpose_and_brand_promise"},"modified":"2012-01-04T05:00:00","modified_gmt":"2012-01-04T05:00:00","slug":"want-to-grow-profit-400","status":"publish","type":"post","link":"https:\/\/csmhosted.com\/lpa_archive\/?p=1942","title":{"rendered":"Want to GROW Profit +400% ?"},"content":{"rendered":"<p>Interested in ideas about Brand Purpose\/Ideals and Promise that can sharpen your Brand positioning&nbsp;<span>and improve your profitability by 400%<\/span>? I hope this will clarify how <strong>Brand Purpose\/Ideals<\/strong> and <strong>Brand Promise<\/strong> are different and similar, and inspire you to pursue a Purpose Driven path for greater growth.<\/p>\n<h4>Brand Purpose\/Ideal<\/h4>\n<p><em>Why a Brand exists besides earning money<\/em>. The&nbsp;<em>difference a Brand aspires to make in the world<\/em>. Speaks broadly to Brand stakeholders including company employees (NASA Janitor:&nbsp; &ldquo;My job is to enable a man to go to the moon&rdquo;).&nbsp; Examples:<\/p>\n<ul>\n<li>Redbull exists to&nbsp;Energize the World<\/li>\n<li>Southwest exists to&nbsp;Give People Freedom to Fly<\/li>\n<li>Disney exists to&nbsp;Use Imagination to&nbsp;Bring Magic to Millions<\/li>\n<\/ul>\n<p>Merits of Purpose Driven Brands have been highlighted by Sisodia (&#8220;Firms of Endearment&#8221;), Sinek (&ldquo;Start With Why&rdquo;), Spence (&ldquo;It&rsquo;s Not What You Sell, It&rsquo;s What you Stand For&rdquo;) and Kantar (&ldquo;SuperCorp&rdquo;). In his new book,&nbsp;<em><a href=\"http:\/\/www.jimstengel.com\/\" target=\"_blank\">&#8220;GROW &ndash; How Ideals Power Growth at the World&rsquo;s Greatest Companies&rdquo;<\/a><\/em>, former P&amp;G CMO Stengel shows that<em><span>&nbsp;Ideals Driven Brands deliver 400% more profit than S&amp;P 500.<\/span><\/em><span> <\/span><\/p>\n<h4>Brand Promise<\/h4>\n<p>Tells consumers how Brand will make their life better. Typically a central element in Brand positioning (aka: Key Benefit, Point-of-Difference).<\/p>\n<ul>\n<li>Ritz promises to&nbsp;Treat Guests Like Royalty<\/li>\n<li>Disney promises&nbsp;Fun, Family, Magical Entertainment<\/li>\n<li>Google promises&nbsp;Easy Access To Information Everywhere<\/li>\n<\/ul>\n<p>With the Brand Purpose\/Ideal movement gaining steam, should Brands articulate a Purpose, a Promise, or both? For sure, Brand Leaders should be able to answer both the Purpose\/Ideal and Promise questions (We exist to&hellip; We promise to&hellip;).&nbsp; In some cases, they are same. Is Pampers &ldquo;Helping Mother&rsquo;s Care for their Baby&rsquo;s\/Toddler&rsquo;s Healthy, Happy Development&rdquo; a Purpose or a Promise?<\/p>\n<p>In other cases, it is helpful to have two statements<span style=\"color: #1f497d;\">&nbsp;<\/span>(see Disney above). Ralph Lauren might find the following distinction helpful:&nbsp;<em>We exist to<\/em>&nbsp;help people experience an aspirational lifestyle of timeless luxury and elegance;&nbsp;<em>We promise<\/em>&nbsp;a feeling of Power<span style=\"color: #1f497d;\">&nbsp;<\/span>and<span style=\"color: #1f497d;\">&nbsp;<\/span>Success<span style=\"color: #1f497d;\">.<\/span><\/p>\n<p>Is your Brand driven by a higher Ideal, in line with the +400%Stengel Brands? How does your Brand Ideal relate to your Promise?&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interested in ideas about Brand Purpose\/Ideals and Promise that can sharpen your Brand positioning&nbsp;and improve your profitability by 400%? I hope this will clarify how Brand Purpose\/Ideals and Brand Promise are different and similar, and inspire you to pursue a Purpose Driven path for greater growth. Brand Purpose\/Ideal Why a Brand exists besides earning money. [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1942","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1942","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1942"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1942\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}