7. BRANDS WITH A PURPOSE OUT PERFORM THE MARKET
Source: The Marketing 2020 - largest and most global marketing survey ever conducted. Supported by major advertisers bodies (ANA, ISBA, BVA/NIMA, UBA,
ABA, Markenverband, OWM, CANA and WFA), Spencer Stuart, Forbes and Metrixlab.
Over 10,231 participants and 3,565 full survey respondents from 92 countries
Under Perform Over Perform
12. MAKE
YOUR
BRAND
:
SIX
STEPS
1. MINE INSIGHT FROM NEW SOURCES
2. FOCUS ON THE JOURNEY AND
CONSUMER EXPERIENCE
3. CHANGE YOUR AUDIENCE
PERSPECTIVE
4. EMBRACE A NEW KIND OF
CREATIVITY
5. USE PURPOSE TO BUILD BIGGER
LONGER IDEAS
6. MOVE TO AN ASSET-BASED MODEL
14. NON-BUYERS BUYERS
enjoy
aware
buy
acquisition of retention of
unaware consider
10%
of traffic
30%
of traffic
60%
of traffic
• What do you know?
• What are the relationships between
the stages?
2. FOCUS ON THE JOURNEY & CONSUMER EXPERIENCE
I want a phone that
looks good
Do I pay more to
Access Facebook
I could do with
some advice
I wonder who gives me the
best deals
What will I get as a
Telefonica customer
I’ve just seen a better
plan
How do I set up
All my contacts
I’ve placed my order,
now what?
Do I have to register
I wish I could
Understand my billing
They can be slow to
respond to price changes
Since 4am I have had no
service! Can you help ?
I want to upgrade but
found it confusing
If I need help
Will I get it?
Can I keep my
number
15. 3. CHANGE YOUR AUDIENCE PERSPECTIVE
FROM BULLSEYE AUDIENCES TO POINTS OF CHANGE