THE STATE OF THE STORY — TRENDS REPORT

How to Build a Mission-Driven Brand?

How to Build a Mission-Driven Brand?

How to Build a Mission-Driven Brand?

BY MAGNET MEDIA

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How to Build a Mission-Driven Brand

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Now, more than ever, brand leaders are rethinking their strategies on how to connect with their audiences. The majority of consumers believe that it is no longer acceptable for companies to just make money; they expect companies to positively impact society as well. Brands who can genuinely tell their stories are the ones that have the greatest consumer growth.

At our ‘The State of the Story’ virtual roundtable, brand and thought leaders—Jill Cress of PayPal, Tomas Kellner of GE, Susan McPherson of McPherson Strategies, Jennifer Cohan of Edelman, and Adrianne Smith of WPP—shared best practices about how to authentically tell brands' stories while creatively connecting with consumers.

Key Takeaways from 'The State of the Story' 

1. Consumers expect companies to lead societal change, not just make profits.

Marketers spend too much time looking for ways to force customers to pay attention to their messages and not enough time thinking of ways to make customers want to pay attention. Consumers are leaning towards brands that react to challenging times by uplifting their communities and care about honest, open dialog.

2. Brand purpose is mainstreaming... but at what cost?

There are risks associated with not standing behind your purpose –especially when businesses are being called upon to demonstrate their ability and integrity during crisis. Those who project a higher share of voice than their market share will significantly outperform those who are cutting down on their communications in critical times.

3. The purpose should not be a stand-alone initiative, it should be a core of the brand. 

The purpose should be woven into all brands' operations. It should guide and inspire responsible actions and the creation of economic and community value. To support their narrative, brands need to tell authentic stories as they provide substance, shareability, and believability.

Key Takeaways from 'The State of the Story' 

1. Consumers expect companies to lead societal change, not just make profits.

Marketers spend too much time looking for ways to force customers to pay attention to their messages and not enough time thinking of ways to make customers want to pay attention. Consumers are leaning towards brands that react to challenging times by uplifting their communities and care about honest, open dialog.

2. Brand purpose is mainstreaming... but at what cost?

There are risks associated with not standing behind your purpose –especially when businesses are being called upon to demonstrate their ability and integrity during crisis. Those who project a higher share of voice than their market share will significantly outperform those who are cutting down on their communications in critical times.

3. The purpose should not be a stand-alone initiative, it should be a core of the brand. 

The purpose should be woven into all brands' operations. It should guide and inspire responsible actions and the creation of economic and community value. To support their narrative, brands need to tell authentic stories as they provide substance, shareability, and believability.

 

Download the Report

If you are looking for an executive guide to mission-driven marketing, watch the recording of the expert session and receive your copy of How to Build a Mission-Driven Brand and Drive Profits report.
 

Download the Report

If you are looking for an executive guide to mission-driven marketing, watch the recording of the expert session and receive your copy of How to Build a Mission-Driven Brand and Drive Profits report.
 

Download the Report

If you are looking for an executive guide to mission-driven marketing, watch the recording of the expert session and receive your copy of How to Build a Mission-Driven Brand and Drive Profits report.
 

Download the Report

If you are looking for an executive guide to mission-driven marketing, watch the recording of the expert session and receive your copy of How to Build a Mission-Driven Brand and Drive Profits report.
 

Download the Report

If you are looking for an executive guide to mission-driven marketing, watch the recording of the expert session and receive your copy of How to Build a Mission-Driven Brand and Drive Profits report.
 

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