OUR APPROACH IS STRATEGIC, YET SIMPLE.
OUR APPROACH MAKES COMMON SENSE, AND HONES IN
ON A BRAND’S ‘SENSE OF PURPOSE’…
EVERY SUCCESSFUL BUSINESS HAS A 'CLEAR SENSE OF PURPOSE'
With disruptive brands, having a ‘sense of purpose’ is critical and will underpin all PR activity undertaken. A ‘sense of purpose’ is best described by Punit Renjen, Deloitte Global CEO:
“An organisation’s sense of purpose answers the critical questions of who it is and why it exists. They have a sense of purpose beyond making a pro*t. An organisation’s sense of purpose answers the critical questions of who we are and why we exist through a set of carefully articulated core beliefs. A sense of purpose guides behaviour, influences strategy, transcends leaders - and endures.”
Take Google as an example. Its sense of purpose is: “To organise the world’s information, and make it universally accessible and useful.”
Each and every product that Google develops is intended to get it one step closer to fulfilling its purpose. This purposeful narrative propels experimentation in new products, technologies, and services.
We have witnessed great results from companies of all sizes who too have a clear sense of purpose from the outset. A disruptive brand’s sense of purpose will acknowledge that there are consumer frustrations with the ‘status quo’ or the current options available.
It will demonstrate how the brand is reinventing ‘the norm’ for the benefit of today’s consumer. The sense of purpose, or the brand’s ‘reason for existing’ must be both relevant and appealing to the audience/s the brand is targeting.
Ultimately, because the sense of purpose gets right to the heart of what a brand is all about, it should drive all aspects of the business; from the recruitment strategy, the workplace culture, and the communications programme