Brands Doing Good

A lot of talk about brands doing

good

Lots of talk about brands doing

bad

Doing Good used to compliment

pursuing profit

Essential driver of some new modern

brands

New essential driver of some more

established

Defining good can be complicated

Maybe it’s about character

Business is about profit

There is one and only one social responsibility of business - to increase its profits

Tension: moral values vs

shareholder interests?

Companies that are leaders in environmental, social and good governance policy have 25% higher stock value.

Some proof that good can = profit

+4.8% out-performance in shareholder value

Attracted and retained more talented staff

Outride publicity with greater ease

High vs Low sustainable businesses

Study of high vs low sustainable businesses over 18 year period 1993-2011

Some proof that good can = profit

Ideals-driven brands outperform the market three-fold

Some proof that good can = profit

Some proof that good can = profit

'Consumers, governments and non-government organisations will favour those companies that take a more constructive approach to issues such as the environment, food availability, obesity and water shortages'

Some proof that good can = profit

Good can drive internal benefits

Good can help future proof a

brand

Already new attitudes towards

brands

Source: Y&R Brand Asset Valuator (2011 vs 2005)

Looking for more character from

brands

Source: Y&R Brand Asset Valuator (2011 vs 2005)

Affecting new purchasing habits

Source: Y&R Brand Asset Valuator (2011 vs 1997)

John Lewis had future proofed its

brand

This brand exists to…

Which in turn creates value for customers

And profit for the business

……………………………………………………………………………………………….……………….

A simple question for modern

brands:

This brand exists to…

This brand exists to…

Which in turn creates value for customers

And profit for the business

……………………………………………………………………………………………….……………….

Make people feel beautiful by challenging the behaviour of the beauty industry

This brand exists to…

This brand exists to…

Which in turn creates value for customers

And profit for the business

……………………………………………………………………………………………….……………….

Bring fair farming to fast food

It can be tactical too:

Champion a cause

Community based

Localisation

Charity partnerships

Create events

But it’s not binary

Let’s take brands on a good

journey

Ask ourselves the good question

Can we achieve a similar or better outcome by doing something good?

Good salience

Good social media buzz

Good stature building

Good relevance

Good credibility

Good quality perceptions

Good POS stand-out

Good NPD

Good traffic driving

Good corporate sponsorship

Watch-out no1: Astro-turfing

Watch-out no2: Small steps vs big

leaps?

A final note: Good wins awards!