Did you know that 87% of global consumers believe business should place equal weight on societal issues and business issues? We knew that consumers were becoming more socially responsible, but we were definitely surprised that this statistic was so high. With numbers like these, it’s clear that brands need to stand for something, and find a way to share what they stand for. Consumers will respond positively when brands bring their values to life in an authentic and sincere way.
Fast Co.Exist lists 10 ways that purpose-driven brands can bring their core values to life. We’ve picked out our favorite tips and elaborated on them, below.
1. Humanity must be the cornerstone of your brand architecture.
It seems like common sense, but the most important part of a successful value-driven business strategy is to focus on humanity. Your brand story and actions should “authentically and meaningfully contribute to the well-being of society or the environment.” Brands may focus on sustainability, community involvement, volunteering, cause marketing, and more. Whatever cause your brand focuses on, it’s important that the cause is authentic and in line with the brand’s personality. Think of how well Toms shoes have done. It’s not that the shoes started out being cool. It’s that, through inspirational marketing about their “one for one” campaign, Toms became the shoes to own.
Why is it important that your brand has a human element? Of course, it’s the right thing to do. But, economics back it up as well. Brands that “positively affect humanity outperform the stock market by 120%.” And, the Meaningful Brand Index report discovered that 73% of all brands could simply disappear and consumers wouldn’t care. The 27% of brands that consumers care about are the ones that are making a positive impact on humanity or the environment.
2. Make customers the celebrity of your brand story.
There are so many choices and so much noise in the marketplace today that marketing can’t focus simply on features and benefits. Marketing has to “celebrate the benefit in the way it impacts other people’s lives.” Think about Nike or Apple commercials. They don’t outline the features and benefits. Instead, they make you see how their products could change your life. They demand an emotional response, and emotions create a stronger relationship between brands and consumers. That’s why consumers are so obsessed with their Nike sneakers and iPhones. They seem them as an integral part of their lives, not just as products.
3. Make engagement your key metric for social.
Want to know how to measure your social media success? It’s all about engagement. Sales, clicks, and impressions are great. But, they don’t tell you how your brand is performing with consumers. Meaningful conversations help brands become more relevant and important to consumers.
Most engagement, not surprisingly, is happening on mobile. People are checking their Facebook in the grocery line, tweeting while on the bus, Instagramming while eating at a restaurant. Wherever people go, their phones go with them, and their engagement with brands is its most immediate and real. So, your brand needs to do work well on mobile.
For more ways that brands can bring their core values to life, read the full article on Fast Co.Exist.
October 21st, 2013
In an unprecedented act of kindness and generosity, President-Elect Obama, the Obama campaign and the National Democratic party have come together to donate thousands of dollars worth of supplies and equipment to school districts around the country via the iLoveSchools.com website.
In this past week, the Obama campaign and the National Democratic party have come together to donate supplies and equipment from President-Elect Obama’s campaign offices around the country. Each office has partnered with iLoveSchools.com to ensure that local campaign offices donations go directly to nearby school districts for maximum impact and effect. Click here to read more. And, google “Obama donates thousands to schools” to read articles about this nationwide effort like the one in the Philadelphia Inquirer.
Incitrio is proud to have partnered with iLoveSchools.com to donate pro bono: branding analysis and strategy, logo refinement, stationery package design, collateral design, press release development, and cause marketing campaign & strategy development for the Obama partnership.
Said owner, Angela Hill at Incitrio: “iLoveSchools.com personifies the ideal non-profit: 100% of funds and equipment go directly to teachers and not ILS operations. They are making a direct impact on the nation’s Educational system by providing the opportunity for individuals and corporate donors to partner directly with teachers and schools at the local level. America’s teachers are getting the resources they need to create a better classroom environment for learning, regardless of geographic, demographic and economic limitations. Very few non profits can make that same claim.”
View samples of our design work for iLoveSchools.com: logo, website design.
Note: the new website will be live later this month, click on this link here to view the old site for comparison.
November 11th, 2008
12-Year Old Boy Shot and Killed While Trick or Treating
In Sumter, South Carolina, an ex-convict who said he thought he was being robbed gunned down a 12-year-old trick-or-treater, shot nearly 30 rounds with an assault rifle from inside his home after hearing a knock on the door. Quentin Patrick, 22, is accused of killing 12-year-old T.J. Darrisaw on Friday night. T.J.’s 9-year-old brother, Ahmadre Darrisaw, and their father, Freddie Grinnell, were injured but were released after being treated at a hospital.
The family attended a Halloween celebration in downtown Sumter, 45 miles east of Columbia, then stopped at Patrick’s house because the porch light was on, police said. Another sibling was with them but wasn’t hurt. Police said at least two of the boys were wearing ghoulish masks when they knocked on the door. The boys’ mother and a toddler stayed in the car nearby. Click here to read the full article.
A story like this is so horrible and sad to a mother of two little boys myself. A child getting hurt or killed is a parents’ worst nightmare. The fact that it came on a night that is dedicated to celebrating imagination and getting to know your neighbors, is beyond terrible. So, I am issuing a challenge. Right here. Right now.
Dear Paul Michaels, CEO of Mars, Inc. (aka Mars Candy),
What will you do to keep Halloween Safe for our Kids? In the face of tragedy, this is your moment to step up to the plate and do the right thing for your community and country. I challenge you to create a “Keep Halloween Safe” campaign.
Next Halloween, put (free) window decals in your candy bags and educate the public via television advertising. Tell the public: “Making sure our children are safe and happy this Halloween starts with you. Please put this window decal in the front window or on the front door of your house so that parents and trick or treaters know that your house is a Halloween Safe house.”
You have the marketing power, now it’s time to do the right thing for the children. Will you accept this challenge?
November 4th, 2008