We need to shy away from creating “Brand Purpose” and then serving it on a platter to our consumers. We need to start involving our consumers in the journey of creating brand purpose if at all, which I would call “Shared Purpose”. And for this, we need clients to partner with us in giving us time more than anything to make this happen together! Read this,
“As consumers question their consumption habits – a shift that has accelerated thanks to social distancing and self-isolation as well as climate crisis concerns – many want to buy less. The brands of 2030 will have to fight to be the chosen ones. Charlotte Goodman, Director of people and purpose at Virgin Group says: ‘Fundamentally, the world doesn’t have time to wait for anyone to become perfect. Brands need to be alert, transparent and consultative in their approach. Apologise when you screw things up, but be heroic in your recovery. People are happy to go on the journey with you. They want to see that you are agile and trying to get better every day.”
Source: Rachael Stott, Kathryn Bishop and Rebecca Coleman, 2020
#braveclients #brandpurpose #sharedpurpose #brandstrategy #brandstrategytips #thesmilingstrategist #freelancestrategist #creativestrategist
Author: ROMA SINGHAL
Roma has spent over 15 years as Brand, Design and Digital Strategist carving disruptive and impactful strategies for blue-chips brands at marketing advertising organisations such as American Express, Ogilvy, Publicis Groupe, McCann, BBDO and more in Sydney, Singapore and Mumbai covering Global, AUNZ, ASEAN and India markets. She has planned and launched insightful and effective campaigns for a diverse clientele, spanning across various industries and brands.
Her works have been awarded, one of them being The EFFIE Gold for Cadbury. She was also chosen as the first round judge for EFFIE Australia 2019.
Last few years, she has been experimenting with her entrepreneurial spirit, having launched three planning initiatives, 1. THE SMILING STRATEGIST (www.thesmilingstrategist.com), a freelance strategy initiative working across a variety of brands and industries in a highly collaborative set-up; 2. SELFCONCEPT (www.facebook.com/selfconcept123), a self-awareness platform gathering true human insights, where training from Mind Master Tony Buzan on Mind Mapping techniques helped her think divergently; 3. ROYALE ARTISAN (www.royaleartisan.com), an online artisan gift store, which she has founded to give back to the talented rural artists.
In her free time she drives her humanitarian initiatives, tries her mind at poetry, plays the guitarlele and experiments with acrylic painting on square shaped canvasses. A lover of philosophy, she is working everyday to become a better human being.
To start a conversation please e-mail her at romasinghal@brandself.net. Also join her page on Linked-in @ https://www.linkedin.com/company/romasinghal-thesmilingstrategist/ for strategy tips.
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