Here is a longer presentation by Marc Pritchard about the power of the brand purpose. After his first intervention in Cannes 2010 about the same topic, the Global Marketing & Brand-Building Officer of Procter & Gamble shows some great applications with some brands like Always, Tide or even the Old Spice. All these actions were inspired by the purpose of these brands.
“We can be the people who make brand building one of the most positive forces in the world, for doing well but also for making change for the good”
Marc sumps up with 5 points :
1°/ “Change the definition about why our brands exist, guide the brand to the purpose”
2°/ “Change your mindset about marketing, shift your marketing to consumers, so they buy our products and services to serving people with our brands to make their lives better“.
3°/ “Change the definition of who we serve, think of them not as consumers that we target to consumer products with the people that we seek to serve with our brands”
4°/ “Change your understanding of people to find those deeply human insights that drive behavior because they really get at the underlying truth motivations and intentions”
5°/ “Change from the small incremental ideas that only build initiatives and just keep as busy, too busy to inspiring big ideas that build brands, big ideas are so engaging they invite participation, big ideas make people want to be part of brand communities, become part of the conversation and become brand ambassadors and of course purchase more of the brand”