purpose-driven growth | brand building trends in 2015 _ full report

|Purpose-driven GROWTH|Brand building trends 2015


Fundamental Shift


SOCIOCULTURAL INSIGHT AS NEW BRANDING COMPASS

Given rising complexities of the

market, a growing concern is how to

truly understand consumers and

socio-cultural insights in order to

better design the marketing program

and maximize contextual advantages.

Socio-cultural insight experts help

brands and companies understand

complex relationship between their

commercial efforts, social and

cultural dynamics, which eventually

leads to better designing and fine-

tuning marketing efforts.

Sociocultural

Insight

1


PURPOSE-DRIVEN BRAND BUILDING

Brand is no longer just trademark for

consumers to differentiate one

manufacturer from another. It has

grown to become vital area of

interest from marketing officers to

CEOs.

Brand Purpose is a bigger reason of

existence. Brand Purpose is what

matters to consumers. It fuels a

deeper connection between

consumers and brand. Questions

from consumers’ perspective in

examination of Brand Purpose: WHY,

WHAT, HOW, THEN.

2


Conversation

over Advertisement


BRANDS AS ENGAGING STORY TELLERS, CURATORS,

AND QUALIFIERS

Future consumers are to be

influenced by Brand Purposes whose

idea and message are to be told with

stories. Storytelling, in various

emerging formats, has become a

highly valued tool in brand-building

work.

By evolving into “concept curators

and qualifiers”–not only talking about

brand itself but also leveraging in

consumers’ trust –brands create

platforms which gather new ideas

from various sources, categorize and

propose to consumers.

3


Powered by search engine and armed

with diversified interests and media,

consumers only need to type the

keywords to access their topic of

interest. Hence, the emerging trend

is to move forward in the direction of

creating ‘Finer content for niche

audience’.

Brand establishes itself as ‘subject

matter expert’ as well as expressively

demonstrates its Brand Purpose,

strengthening its presence in

consumers ’ l ives as important

solutions and ideas provider.

FINER CONTENT FOR NICHE AUDIENCE

4


Engagement with

Excitement


CO-CREATION BRANDED ENTERTAINMENT

Co-creation branded entertainment

allows brand to fully maximize

entertainment content’s potential in

meaningful ways. It enables brand to

infuse its purpose and message to the

consumers’ attention at deeper levels.

• Co-creation with entertainment

content owner

• Co-creation with consumers

• Co-creation with society at large

• Co-creation with artist, subject

matter experts

5


BRAND GAMIFICATION

If engagement and interactivity are

the key drivers for consumers to

understand and experience brands in

a deeper and more meaningful way,

games could bring about the best of

both worlds.

Need to play is hardwired in our

brains. Gaming industry has always

been on the growth since the

invention of Atari (1972). Gamifying

brand engagement, when properly

designed, opens up new areas of

engagement as it allows brands to

“share the experience, tell the story

and get consumers to act will ingly”.

6


EXPERIENTIAL BRAND BUILDING EVENT

While brands and company are

shifting their attention and resources

to digital marketing, consumers’ need

to remain in touch with reality world

remains strong.

Guided by proper designs and

management, experiential brand

building event could lead to strong

purpose connection between brand

and consumer.

7


Fine-tuning

Marketing effectiveness


Several concepts/ TVCs are well

received in FGDs but failed to

generate purchase interest in reality

or vice versa. It seems like consumers

use their rational mind to respond to

research questions.

Addressing this issue, neuro-

marketing research uses brainwave

tracking devices to get true insights

into what consumers’ brain really

react to.

BIO-MATRIX @ LAUNCH EFFORT EVALUATION8


WINNING AT ZERO-MOMENT-OF-TRUTH

In today’s connected democratic

shopping spaces, much of the

decision happens prior to the

conventional in-store First-Moment-

Of-Truth (FMOT). And you may bet

your competition has been grabbing

ZMOT visibility and mindshare the

way they have been fighting for shelf

and display space.

To win at ZMOT is to first rethink this

as brand properties as basic as your

shop signage.

9


DELIVER ROI WITH SOCIALLEAD AND SOCIALCRM

Quantifying a return on investment (ROI)

for social media is becoming the hottest

question to every agency. Hence brands

are now braving the new frontier of hard

metrics by defining a new role for

community platforms such as facebook:

(1) SocialLead (2) SocialCRM

Given the power of technology, big data

analytics and readily available social

platforms, traditional targeted and

relationship marketing can achieve

bigger reach without full CRM

infrastructure.

10

The Purpose Group brings together four companies under one philosophy: obsessively adding values to brands and companies. The seamless integration of services equips us

with better insights, better strategies, better ideas and stronger executions which allows us to truly be purpose-driven brand-building one-stop agency.

The Window BMC Mindcaster Mash

Sociocultural Insight & Research consultancy

Idea-driven brand communication in transmedia world

Conversational PR specialist on service, lifestyle & wellness.

Brand engagement through the power of creative, digital technology and database

ABOUT US

...best agency in strategic planning, particularly in large-scale complicated projects.

Ms. Nguyen Huong Mai– Samsung PR Manager –

addressed all stakeholders' needs and concerns but they also delivered

equivalently great execution. This raised the quality standard to a high level.

Mr. Do Thai Vuong– Abbott’s Head of Public Affairs –

It is rare to find an agency who has in-depth knowledge in brand building and marketing and

strongly devotes to our business and brands. Mr. Ngo Van Tu

– Vinasoy CEO –

They not only present insightful findings but they also manage to turn the understanding

into actions and improvements Mrs. Huynh Thi Thuy Van

– Marketing Director Fonterra Vietnam –

Any agency can do a good job, but only a whole-hearted team can attain perfection.

Ms. Tran Nguyen Thanh Truc – Research Director, Masan Food –

Bringing your brand purpose TO LIfETHANN AUTTANUKUNE

Business [email protected]

M.: +84 122 4848 421Skype: Thann Auttanukune

9F, Rosana Building, 60 Nguyen Dinh Chieu, Da Kao Ward, District 1, Ho Chi Minh City.