It is one of the top trends of our time: more and more companies are pursuing a higher objective with their business activities – or are at least pretending to. The days when the purpose of business was just business are finally over, believes Wirtschaftswoche editor Beat Balzli, who gave the keynote speech at this year’s Best Brands College, which focused on the theme of “purpose”. To be more specific: “Purpose as the new currency – How companies are positioning themselves as successful future brands with value-oriented brand management.” Our experts in "100 Sekunden Media Talk" are explaining what form a brand purpose can take.
Purpose does not have to be a marketing phrase. Ronald Focken, Managing Director, Serviceplan Group, discusses with Martell Beck, Head of Marketing & Sales, BVG, and Sabine Schmittwilken, Head of Global Brand Management & Social Media, Innogy, how brand purpose, on the contrary, becomes a motor for change. This can also be done on a small scale, as the Berlin public transport company has proven with its Equal Pay Ticket campaign. On this day, women got the ticket 21% cheaper - exactly the same percentage they earn less than men according to the current German salary table. Beck is convinced: "A campaign must offer better ideas than planting a tree. In the end the question is: is it authentic, does it suit you?" Sabine Schmittwilken takes a similar view: “If I understand purpose as that I should start a fundamental change process in the company, then it’s correct. If all I want to do is make a campaign out of it, it’s nonsense.” In a video interview with Susanne Kiefl, Sabine explains how to do it right.
Develey: The first climate-neutral mustard
Develey has already achieved this goal, at least for the company headquarter in Unterhaching. "We are the first climate-neutral mustard," says Michael Durach, who is the fourth generation of the family to run the family business together with his brother Stefan. By 2022, the medium-sized company wants to produce CO₂-neutral in all its locations. Less landfill waste and the renunciation of palm oil are further plans that Develey formulated in 2008. Palm oil in production has been consistently eliminated since 2016. “As a family company, sustainability was always part of our DNA. In our case, it is straight-forward rather than marketing. Things like this do not happen overnight,” says Durach. In an interview with Oliver Hey, he explains the actions taken by Develey to drive sustainability forward and how this allows medium-sized companies to forge stronger bonds with their employees as well.
Young people exert a massive influence on opinion making, and you can include them to the super users which Mediaplus has identified in their latest Trendradar. Super users have a disproportionate strong influence and determine the general interest. More and more use their influence for purpose. Trust, sustainability and a clear attitude were topics that have moved strongly into the focus of the media public. In 2020, these topics will increasingly transfer into corporate communications: customers expect clear positioning and an open commitment to current social values and issues. Markus Gebauer and Christoph Eckert from Mediaplus Trendhub explain what a brand purpose can look like in “100 Sekunden Media Talk”.
The long-term success of a brand depends largely on the values that a brand communicates. Values such as trust and loyalty determine the success of a brand to more than 70 percent! It is therefore essential to integrate the values of a brand into media planning and to synchronize all environments and creations with the brand values. To enable this integration, we work with the VALUE SPHERE° model developed by FACIT.