A review of an impactful meeting
Do you want to make impact with your brand? Then most of all, dare to start! That is one of the take-outs of the Purpose+-meeting that Fresh Forward and Mountain hosted on Jan. 14. With about 20 CMOs, we went in depth - digitally - on how to be meaningful as a brand in this decade.
The kickoff was a presentation on the Brand Impact Model®. The model developed by Fresh Forward gives marketers insight into the building blocks for successful brands in a new zeitgeist. Brands that know how to touch people and are meaningful socially, economically and environmentally.
About the Brand Impact Model®
Central to the model is the Purpose of a brand. Why do you exist and what do you mean to people and society? A shared desire, that's what it's all about. Ensuring positive impact also requires brands to work from a certain Mentality. A mindset where the inner and outer worlds continuously work together and where creativity, connection and flexibility are key.
Brands in this decade should also Involvement showing. Paying attention to, connecting with and taking responsibility. This is only possible if brands are true to themselves, because without Authenticity you miss the trust and connection with the consumer. This decade also calls for Challenge; brands may challenge more. 'Challenge the status quo,' or, dare to break rules. Think and act differently and, above all, show courage.
Finally, it involves Truth to the concrete evidence of a brand. "The proof of the pudding is in the eating. What concrete activations and innovations will we bet on? Not only storytelling, but above all storydoing.
After presentations by Miriam Teoh-Wijers (Fresh Forward) and Rik Keesen (Mountain Design), attendees got to work themselves in the breakout rooms. The openness with which cases were shared and insights into the challenges of different brands was striking. Among the conclusions: Make an impact not only outside but, more importantly, within the walls of your own organization. We can fully embrace this. With these and many other insights, we continued plenary.
Concluding, Jempi Moens and André de Koning were interviewed by Miriam Teoh-Wijers.
'Especially in times of crisis, there are great opportunities for brands that are actually meaningful to their customers. Humanization is one of the keys to achieving this. It also means allowing brands to be vulnerable. The latter is exactly what keeps so many marketers from really going in depth with their brand. 'The fear of doing something wrong and the illusion that as a brand you always have to have it perfect in one go paralyzes many a brand manager,' say Jempi Moens and André de Koning.
It is with great pleasure that we look back on a wonderful afternoon where there was such open discussion about the challenges and desires of brands and marketers.
We will soon follow up on this series of Purpose+ meetings, going deeper by sector. More on that soon!
