CAN YOU CHANGE YOUR

BRAND PURPOSE?

CREATING A NEW

RELEVANT BRAND PURPOSE

2

The Definition of Purpose

An anticipated outcome

that is intended or that

guides your planned

actions

What

something

is used for

The quality of being

determined to do or

achieve something;

firmness of purpose

3

Brand Purpose

What You

Are

Passionate

About

What

You Are

Good At

What The

World Needs

Brand

Purpose

Majority of

Established

Brands only

have these two

elements

Another Layer

That When Done

Correctly Adds

Relevancy &

Desirability

4

Starbucks’ Brand Purpose

What You

Are

Passionate

About

What

You Are

Good At

What The

World Needs

Brand

Purpose Bringing

People

Together

Making

Good

Coffee

Welcoming

Creative

Open Space

For Anyone

5

Moving Beyond Brand Purpose

What Your

Brand

Believes In

What

Consumers

Believe In

Shared

Purpose

How Do We Combine

Shared Purpose + Brand Purpose

To Create A More Premium Brand Purpose?

www.brilliantnoise.com

6

Co-Creating A Brand Purpose For The Future

What

Consumers

Care About

What Your

Brand

Believes In

What Your

Brand Is

Passionate

About

The Creation of

___ Will Help To

Improve The World

7

Outcome Is To Be Relevant, Meaningful,

& Make Consumers Feel Good

Tap Into

Something

Meaningful

Adapt to

Changing

Consumer

Expectations

Give Your

Brand A

Heart

Help People Feel

Good

8

It’s No Longer the 4 P’s - It’s The 5 P’s Now

PLACE

PRODUCT PRICE PROMOTION

PURPOSE

9

Purpose Matters

“People are not simply looking for a

product that fulfills their practical need

combined with an image that reflects their

personal identity.

They want to buy brands that have an

authentic sense of purpose, run by people

who are passionate about or at the very

least genuinely interested in what they are

selling. And they want those brands to be

contributing in some way to solving, or at

least addressing, the wider societal

challenges we all face.” On Purpose by

Shaun Smith (founder Smith + Co)&

Andy Milligan (founder The Caffeine Partnership)

10

Purpose Is A Global Driver

SOCIAL

CHANGE

PERSONAL &

SOCIETAL

WELL-BEING

ENVIRO

CHANGE

SUSTAINABILITY

motivated by personal

needs & social desires

trying to balance

sustainability &

consumption

Seeking brands that can

help them . . .

Do good & feel good

But still look good

PURPOSE DRIVEN CONSUMERS

PURCHASING POWER

11

Sustainability Is Not A Fad 66% of Global

Consumers Say

They’re Willing to Pay

More for Sustainable

Brands—Up 55%

From 2014

73% of Global

Millennials Are Willing

to Pay Extra for

Sustainable

Offerings—Up From

50% in 2014

“. . .it’s no longer just

wealthy suburbanites . . .

Consumers across

regions, income levels,

and categories are

willing to pay more, if

doing so ensures they

remain loyal to their

values.

“Consumers are looking

for products that are both

good for them and good

for society. A product’s

health and wellness

benefits are influential

purchase decision drivers

for more than half of

survey respondents (59%)”

Nielsen Global October 2015

12

Sustainability Is The Cost of Entry

Nielsen Global October 2015

“Consumers are starting to

consider sustainable

practices a basic cost of

entry, rather than a market

differentiator. Going forward,

brands have to define a

credible, relevant social

purpose, deliver greater

social value, and

communicate that value

effectively to attract and

retain consumers.”

13

Is it Possible to take an Established Brand

& Create a More Purposeful & Relevant Offering?

We Think So . . .

14

It’s About Knowing the Right Pieces of Information

& Putting Them Together

in New More Meaningful Ways

15

MARKET & CURRENT DATA

LEFT BRAIN

TRENDS & SEMIOTIC CULTURAL ANALYSIS

RIGHT BRAIN

Our Approach Combines Left

& Right Brain Thinking

BRAND & CATEGORY DATA

TRENDS

TRENDS

IN & OUT OF CATEGORY, CONSUMER,

CULTURAL TRENDS

NEED STATES, ETHNOGRAPHIES

CURRENT CONSUMER BEHAVIOUR

VISUALLY CODE MEANING &

PURPOSE

SEMIOTICS

NIELSEN DATA

MARKET SIZING

PREMIUM CODES

SEMIOTICS

OPPORTUNITY PLATFORMS &

PRODUCT IDEATION

QUALITATIVE OPTIMISATION &

RANKING OF IDEAS

INNOVATION FORMULA

INNOVATION

PIPELINE

SIZED OPPORTUNITY

STRATEGY & CREATIVE TEAMS

CO-CREATION FOCUS GROUPS

FINAL

DELIVERABLES

1

2 3

4 5

6 - 9 10

1

16

What The Trends Are Telling You

Millennial Mindset of Wanting Better Drives Sustainability &

Health From The Fringe To Mainstream Expectations

Make Me Feel

Good

Vegetables

don’t harm

the

environment

Protein that

uses less

natural

resources

Sustainable Food Choices

Savory isn’t

as harmful

to my body

as sugar

Healthy Eating

Superfoods

help me

maintain my

health

18

How To Visually Code Meaning &

Purpose

PEOPLE DON’T

BUY PRODUCTS,

THEY BUY

MEANING

What Does SEMIOTICS Mean?

Semiotics [see-me-ot-iks] noun

1. The study of signs and symbols as elements of

communicative behaviour; the analysis of systems of

communication, as language, gestures, or clothing.

2. A general theory of signs and symbolism, usually divided into

the branches of pragmatics, semantics, and syntactics.

How Do We Get to the Root of Cultural Meaning?

SU

RFA

CE We can ask consumers.

Surveys, focus groups and interviews

We can observe consumers.

Ethnography and intercepts.

We can study cultural phenomena.

Semiotics is adept at getting to the cultural roots that inform our

attitudes and behaviours.

What people SAY.

What people DO.

What people

KNOW,FEEL

and DREAM.

DEEP

SU

RFA

CE

Why Semiotics?

GAINING DEEPER INSIGHTS

Resonating with consumers on a deeper (cultural) level.

FUTURE PROOF

From reacting to short term trends and consumer needs, to

building long-term meaning.

ONE PLATFORM ACROSS THE BRAND

Creating the DNA that drives branding, innovation, structural

and communication design.

OWNABLE

Shifting gear vs. the competition to create truly unique meanings

that lead the category.

24

Functional, Industrial

Semiotic Map

RESIDUAL DOMINANT EMERGENT

Experiential, exciting, upbeat

Natural, Authentic

FUNCTIONAL

GENERIC ENERGY

WEIGHT MANAGEMENT

LIFESTYLE MANAGEMENT

NATURAL/FROM NATURE

PERFORMANCE/OUTDOORS

FEEL GOOD ENERGY

ABUNDANT NATURE

INNOCENT IRREVERENT

INTERNAL WELLBEIN

G

TRANSPORT TO YOUR WORLD

25

What Really Drives Premium

26

Semiotic Codes of Premium

Naturalness Inspiration &

Inventiveness

Crafted

Tradition

Elevated

Display

Coding where

something has

come from, not

necessarily organic

or raw, often just a

type e.g. Seville

Orange, not just

orange

Radical ideas

which code dreams and

fantasy, boldness, bravery and even

provocation

Adopting the idea of craftedness goes hand in hand with the idea of care

and passion on the part of the maker

Haute couture cues of highly finished and special structural,

textures and design to code other premium categories such as

perfume

27

Consumer Behaviour

28

Breakfast Wholesome simplicity

Substantial Elevenses

Specialist Health snacks

Anytime sweet cereal bar

Kids Lunchbox/Treaty Tea Time Bars

Functional Specialist

Taste Generalist

8am 9 am 10 am 11 am 12 pm 1 pm 2 pm 3 pm 4 pm 5pm

Sporting/Gym Energy

Light elevenses

Anytime healthier snacks

Tea Time Treat

mainstream

Consumer Behaviour/Needs Map

28

29

Sizing The Opportunity

30

Breakfast Wholesome simplicity

Substantial Elevenses

Specialist Health snacks

Anytime sweet cereal bar

Kids Lunchbox/Treaty Tea Time Bars

Functional Specialist

Taste Generalist

8am 9 am 10 am 11 am 12 pm 1 pm 2 pm 3 pm 4 pm 5pm

Sporting/Gym Energy

Light elevenses

Anytime healthier snacks

Tea Time Treat

mainstream

Where The Opportunities Lie By Market Size

30

£500m -5.7%

£2m +8.7%

£2.7m +0.7%

£105m -5.8%

£2m +3%

£50m +5.6%

£175m +2.4%

31

Combining Everything –

Where You Can Credibly Move

32

Functional, Industrial

Semiotic Code Map

RESIDUAL DOMINANT EMERGENT

Experiential, exciting, upbeat

Natural, Authentic

FUNCTIONAL

GENERIC ENERGY

32

WEIGHT MANAGEMENT

LIFESTYLE MANAGEMENT

NATURAL/FROM NATURE

PERFORMANCE/OUTDOORS

FEEL GOOD ENERGY

ABUNDANT NATURE

INNOCENT IRREVERENT

INTERNAL WELLBEIN

G

TRANSPORT TO YOUR WORLD

33

Bring It To Life

34

Functional, Industrial

Semiotic Code Map

RESIDUAL DOMINANT EMERGENT

Experiential, exciting, upbeat

Natural, Authentic

FUNCTIONAL

GENERIC ENERGY

34

WEIGHT MANAGEMENT

LIFESTYLE MANAGEMENT

NATURAL/FROM NATURE

PERFORMANCE/OUTDOORS

FEEL GOOD ENERGY

ABUNDANT NATURE

INNOCENT IRREVERENT

INTERNAL WELLBEIN

G

TRANSPORT TO YOUR WORLD

35

36

We Turn Creative Platforms Into Tangible Actions

MARKET & CURRENT

DATA

LEFT BRAIN

TRENDS & SEMIOTIC CULTURAL ANALYSIS

RIGHT BRAIN

BRAND & CATEGORY

DATA

TRENDS

TRENDS

IN & OUT OF CATEGORY, CONSUMER, CULTURAL

TRENDS

NEED STATES,

ETHNOGRAPHIES

CURRENT CONSUMER BEHAVIOUR

VISUALLY CODE

MEANING & PURPOSE

SEMIOTICS

NIELSEN DATA

MARKET SIZING

PREMIUM CODES

SEMIOTICS

1

2 3

4 5

1

CREATIVE

PLATFORMS

PRODUCT

INNOVATION &

INNOVATION

STRATEGY PRODUCT &

PACKAGE DESIGN

STRUCTURAL

PACKAGING

BRAND STORY &

GUIDELINES

SHOPPER &

CONSUMER

COMMS STRATEGY &

ACTIVATION

TRADE STORY

IN-

STORE DIRECT

TO

HOME

E-

COMM

DIGI

SOCIAL

MOBILE

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