THE STATE OF THE STORY — TRENDS REPORT
THE STATE OF THE STORY
TRENDS REPORT

[Report] How to Build a Mission-Driven Brand and Drive Profits

How to Build a Mission-Driven Brand?

Report: How to Build a Mission-Driven Brand and Drive Profits

BY MAGNET MEDIA

BY MAGNET MEDIA

Mission-Driven Brand

ON-DEMAND EXPERT SESSION

Brand Leaders on Building a Mission-Driven Brand

Brand Leaders on Building a Mission-Driven Brand

THOUGHT LEADERSHIP

Contribute to The State of the Story 2021 Global Trends Report

Contribute to The State of the Story 2021 Global Trends Report

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.

In the report, How to Build a Mission-Driven Brand and Drive Profits, we offer insight into how companies can lead societal change, act on their brand purpose, and connect with their consumers.

Key Takeaways from 'The State of the Story' 

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 a 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.

In 2020, we also hosted a virtual roundtable with Jill Cress of PayPal, Tomas Kellner of GE, Susan McPherson of McPherson Strategies, Jennifer Cohan of Edelman, and Adrianne Smith of WPP, who shared best practices on how to authentically tell brands' stories while creatively connecting with consumers. You can watch this session on-demand here

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.

Get The Download

If you are looking for an executive guide to mission-driven marketing, get your copy of the How to Build a Mission-Driven Brand and Drive Profits report by filling out the form below.

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.
 

Get the Download

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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