Success Requires Business with Higher Ideals
In 2008, Jim Stengel left his prestigious role as global marketing officer at Proctor & Gamble to start on a new mission sharing his passion for growing business through a focus on higher ideals. Below is a good video that shows the result of studying the world’s top 50 brands and their correlation to ideals. These companies are successful because they don’t just offer a product or service but reach for something higher.
It’s a great video in its entirety but please try to watch at least the first 3:20. And if you can hang in there longer, keep watching for the great example of Coca-Cola’s return to ideas by delivering happiness—guaranteed to make you smile (unless you insist on being pissy).
The research done by Stengel and his partners at Millward Brown reveals every successful brand must address at least one of the following fundamental ideals (human values):
Joy: Delight people with experiences of joy, wonder and limitless possibility (examples: Lindt, Zappos)
Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways (Natura, Starbucks)
Exploration: Helping people explore new horizons and new experiences (Discovery, Pampers)
Pride: Giving people increased confidence, strength, security, and vitality (Snow Beer, Mercedes Benz)
Society: Affecting society broadly, from challenging the status quo to redefining categories (IBM, Innocent, Method)
Ultimately, every business is human business. Connect to your customer’s fundamental values and they will connect to you.
Here’s the link to his video. Enjoy!
The New Story of Brand Success: http://www.jimstengel.com/thought-leadership#articles
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