3 Companies with Strong Brand Purposes That’ll Inspire You
Setting brand resolutions and strategizing how to live your brand’s purpose is important at any point in the year, whether it’s the beginning, middle, or end. As Marc Pritchard, chief brand officer at Procter & Gamble, said so perfectly, “People expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that's good for growth.”
NewYork-Presbyterian
As New York City’s top-rated hospital for the past 18 years, NewYork-Presbyterian has purpose built into its existence. It mandates that everyone should expect exceptional care, no matter what. “We’re elite, but not elitists,” said CMO Hernando Ruiz-Jimenez.
In 2019, for instance, it provided over 200,000 virtual consultations, has an app to quicken hospital wait times, and implemented in-store kiosks to provide access to doctors through a partnership with Walgreens pharmacies.
Denny's Restaurant
Meanwhile, Denny's Restaurant has fostered a warm, family-friendly and inclusive dining spot since 1953. As a provider of food and hospitality, the diner chain has found a fitting social mission in its efforts to help fight food insecurity. These efforts include raising $6.3 million to help fight childhood hunger and helping to feed the victims of disasters such as California’s recent wildfires.
Denny’s is an institution that elicits nostalgia and emotional resonance for many. In 2011, the company launched its “America’s Diner” campaign to capitalize on this fact. However, to be more inclusive of different racial and ethnic groups, in May 2019, a new campaign launched called “See You at Denny’s.” A girl sitting at a booth states that Denny’s is a place everyone can come, to make new friends and see old friends.
Then, another campaign, “I See You,” created various video ads, such as a commercial in Spanish made with English subtitles. In addition, the diner’s menu is more diverse now, including Hispanic-inspired dishes.
The Keurig Beverage Brewing Company
The Keurig Beverage Brewing Company wanted to increase the visibility of fair-trade issues and has educated many coffee drinkers on the perilous economic situations faced by many coffee growers as a result. As a prominent seller of coffeemakers and coffee, Keurig felt an urgent responsibility to help address this issue and has promised to improve the livelihood of one million coffee growers by 2020.
Beyond that, the company also wanted to address the fact that its single-serve coffeemakers use disposable pods which aren’t sustainable for the environment, prompting Keurig to vow that its operations will produce zero landfill waste by 2020 and develop recyclable coffee pods for the U.S. market.
Marketers and advertisers can learn more about how they can effectively identify and strategically leverage their brand's purpose by visiting the ANA Center for Brand Purpose.
Source
"3 Companies with Strong Brand Purposes That'll Inspire You," ANA, 2020.