Competing on Social Purpose (Pare the List (Brand attributes (Does the…
Competing on Social Purpose
Building a Strategy
Develop a social purpose strategy and identify social/environmental needs to which the brand can make a meaningful contribution
Social purpose idea in 3 domains
Expectation: Customers increasingly expect brands to have a social purpose
Challenge: Program can benefit society and brand but can fizzle or harm the company if it isn't carefully managed
Strategy: Effective strategy creates value by strengthening a brand's key attributes or building new adjacencies
Pare the List
Does the strategy reinforce brand attributes?
What new and valuable brand attributes might it create?
Would the strategy be difficult for competitors to imitate?
Can the strategy help create a new product or service for current customers?
Can it help open a new market or channel or attract a new customer segment?
Can it help reduce costs or increase the profitability of the business?
Is the social need likely to be perceived as personally relevant to target consumers?
Will consumers be able to easily associate the brand with the social purpose?
Will the social purpose strategy induce positive (and not negative) associations about the brand or product?
Can the brand have a demonstrable impact on the social need?
Are key stakeholders on the front lines of the social issue likely to support the brand actions?
Can the brand avoid inconsistent messaging, perception of opportunism, and politicisation?
Define the Brand's Role