Developing sustainable and purposeful brands

Brand Architecture

Selecting the right brand architecture is key to ensure synergies and isolate risks, to speed-up multi-category development, as well as ensure an optimal portfolio strategy. A brand architecture is a key enabler of a multi-segment strategy, allowing a brand to keep consistency and relevancy with diverse and distinct consumer target groups. A collection of our recent posts on branding is accessible here.
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Brand Positioning

Positioning and re-positioning a brand is a complex exercise, half-way between craft and science. A good positioning combines strong and proprietary consumer insights, with unique and discriminant benefits, while ensuring a proper a believable message architecture. A collection of our recent posts on branding is accessible here.
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Brand Rituals

Rituals are highly emotional – hence fertile – environment to build consumer brands. They are also very repetitive and predictable, which is at the same time an opportunity for education and for brand activation. To learn more about rituals, please refer to this article on our blog or to this presentation on Slideshare (opens a new window).
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Brand Rituals

Project Examples:

  • Developing an activation platform for a food brand in Russia
  • Creation of new consumption moments for a soft-drink brand in Middle East and Africa
  • Brand Extensions ideation for a global player in the Beer marketplace
  • Entry-strategy for soft drinks in Poland

Brand Purpose

The duality of purpose marketing – e.g. marketing with a purpose and purpose-driven marketing – can be incorporated at the strategic and executional levels. It affects the positioning of a brand by focusing on a brand ladder that goes beyond the functional and emotional benefits and connects with societal issues. Probably one of the best and most self-evident examples is the 2012 “Thank you Mom” campaign by Procter & Gamble, featuring the catchy tagline: Proud Sponsor of Moms. Purpose marketing also affects a brand’s architecture: one of P&G’s fiercest competitors, British/ Dutch multinational Unilever – also known to have a “house of brands” approach, welcomes website users with the statement: “brands with a purpose”, which highlights how each one of the category brands as well as the corporate umbrella, must distinguish themselves through a purpose. (From The mighty rise of Purpose Marketing)

Purposeful Brands earn 80% better margin than traditional brands!

  • Purpose Marketing lays at the crossroads of demarketing, sustainable marketing, golden circle and social marketing
  • It has a dual declination: marketing with a purpose and purpose-driven marketing, depending on whether the societal benefit is a way to give back to society, or a core pillars of the brands essence and positioning.
  • Building a purposeful brand begins with strong and relevant insights, before moving to a compelling positioning.

At Amati & Associates we advise customers in building a purposeful brand, by starting with unique and differentiating insights, which become the input of a brand repositioning exercise.

Consumer Buying on Societal benefits

Profitability

Traditional 100Index
Purpose Brands 180Index
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