On Tuesday 21st July, ‘Kermit on the Couch’ returned for a second time at the fab Headspace in Clerkenwell.
Meaghan Ramsey, Unilever’s Global Director of the Dove Self-Esteem Project and Jaideep Prabhu, Professor of Business and Enterprise at the University of Cambridge and author of “Frugal Innovation” shared their thoughts on bringing brand purpose to life.
More than that, they also shared their own personal experiences of how they are working with brand purpose, where it works and some of the thornier complex elements of building a brand that really matter to people.
The conversation was so rich with so many highlights but a personal favourite for me was the distilling of what it takes to become a brand that matters. It was great to hear it expressed so concisely although obviously it is constantly evolving and there are many nuances depending on where your business is on its journey to being a brand that matters.
- An ambitious and visionary leader
- A stretching vision
- Innovation to help solve some of the business challenges – as well as create a portfolio of new sustainable products and services
- A systems approach to surface where to make the most impactful interventions
- Targets in place, because you can only change what you can measure
- Incentives that make the intangible tangible to people
- People…in fact for me, it’s all about the people. People make up the beating heart of a business. On the journey to becoming a brand that matters it takes the determination and commitment of people to make a stretching and long term vision a reality.
- Communication…it’s super important to have clear and inspiring communications for people internally and externally. Great communication can help people make sense of this complex journey and see why / how it is relevant to ‘them.’ In esssence it provides the glue that binds together all the hard work happening behind the scenes.
Having worked in sustainability for years it was great to hear it put so simply…if only the practical application was as easy!
I also love how previously exclusive and expensive research and development processes have been ‘democratised’ with the emergence of frugal innovation. It’s a game changer on so many levels. I was great to hear Jaideep talk about frugal innovation being flexible and inclusive and that many businesses adopting this approach are both value and values conscious.
Brands that matter…sounds good to me.
Carrina Gaffney, Director Ogilvy Earth