Clear Brand Positioning: A Winning Characteristic

August 8, 2014

Executive Summary

It’s no secret that having a clear brand purpose is a major driver of business growth. In an age of social media, a compelling purpose can help brands stay connected with “Generation Why”— younger consumers who tend to purchase products and services based on shared social values. Internally, an inspirational purpose can bring a company’s employees together, driving collaboration and improving efficiency.

Marketing2020 found that winning organizations have a clearer brand positioning and higher internal brand engagement relative to underperformers.

79 percent of respondents from overperforming organizations said their company has a clear brand positioning versus only 51 percent of respondents from underperformers.
82 percent of respondents from overperforming organizations said they are proud of their brand’s purpose versus only 66 percent of respondents from underperformers.
57 percent of respondents from overperforming organizations believe their organization ensures that all employees are fully engaged with their brand purpose versus only 36 percent of respondents from underperformers.

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About Marketing2020

Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.