We are two professionals with extensive experience in very different sectors, who have found in purpose the key to guide companies to their natural place in the market. We unite two services that only exist separately: the definition of brand purpose and business and marketing strategy.
Why does your company need to become a purpose-driven organization?
The current context philippines girls telegram and the obsessive search for sales have distanced companies from their customers. As a consequence, companies and their audiences have become distant and disconnected.
We can intuit this from our own relationship with most of the brands we consume, but the reality is perhaps more impressive (McKinsey Study 2009):
Marketing actions by companies are only present in 33% of pre-purchase interactions.
In the remaining two-thirds, brands are neither present nor expected. Customers do not trust brands when making their purchasing decisions, and they look for spaces outside their influence in which to make that decision.
As a result, rather than changing their approach, companies are pushing things harder on their marketing side (33%) and are bombarding customers to get sales.
It is a purely commercial relationship in which the only benefit for both parties is the commercial transaction. Brands need to stop chasing their audience and become magnets for their customers.
How can we RE-connect companies with their customers?
I think we are at a turning point where, for the most part, the company-customer relationship is distant and both parties need each other to move forward.
It seems that companies are realizing that their impact on society (and their responsibility) goes far beyond the commercial. And on the other hand, customers are looking for something more than products or services in their relationship with companies. They are looking for companies that go beyond and that provide value to them (and to society). According to the Meaningful Brands study (Havas, 2019):
In Spain, 50% of customers prefer to buy from brands with which they share values
That's why they need a reference, a common point that makes their relationship change from purely commercial to something more. And this is precisely the purpose of a brand .
That is why, at Purpose-Driven Organizations , we start from its definition to design a strategy that allows companies to RE-CONNECT companies with their audience.
Below is the presentation video and a PDF so you can get to know us a little better. If you are interested in knowing more or simply want to comment on something related to the purpose and strategy, write to us and we will talk .