Leo Burnett’s Ahmad Abu Zannad argues that purposeful advertising can benefit the whole human race
It has been proven by multiple sources that a brand anchored by a human purpose – one that gives it a meaningful, active role in people’s lives and stems from a strong conviction on how people ought to live their lives – does indeed deliver astonishing business results. For example, Unilever claims that ‘brands with purpose’ are growing at twice the speed of others in its portfolio. In Jim Stengel’s book Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies he analysed research conducted on 50,000 brands in 40 countries, ultimately creating a list of 50 purposeful brands. He showed how these purposeful ones not only built loyalty but also outperformed the S&P 500 by more than 400 per cent over 10 years. A 2015 Havas Media study showed that purposeful brands outperform the stock market by 133 per cent, gain 46 per cent more share of wallet and achieve marketing results that are double those of lower-rated brands.
At Leo Burnett, we conducted a global study in 11 countries, across 155 categories, including 778 Brands, with 37,900 respondents, and it revealed that on average brands with purpose had double the market share and followers across all their social media platforms.
Diese Geschichte stammt aus der November 5, 2017-Ausgabe von Campaign Middle East.
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Diese Geschichte stammt aus der November 5, 2017-Ausgabe von Campaign Middle East.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
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MELTDOWN
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Lucy Letby, the most notorious nurse in Britain, was found guilty of killing seven babies. Did she do it?
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We used to think the rich had a social function. What are they good for now?
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My name is Margaret Jo Stinson, and I’d like to share my own perspective on this sort of thing.
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Five years before my mother died, we had a violent argument—a thing that had never happened before.
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Zemlinsky, Schulhoff; and other neglected Jewish composers of Central Europe.
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FROM ZERO TO GYM BRO
GET FIT AT HOME WITH THE SPEEDIANCE GYM MONSTER
PHOTO SHARING FACE-OFF: ICLOUD VS. GOOGLE PHOTOS
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TIKTOK TO START LABELING AI-GENERATED CONTENT AS TECHNOLOGY BECOMES MORE UNIVERSAL
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WE KNOW LATE-NIGHT SCREENS ARE BAD FOR SLEEP. HOW DO YOU STOP DOOMSCROLLING IN BED?
Like many of us, Jessica Peoples has heard the warnings about excessive screen time at night. Still, she estimates spending 30 to 60 minutes on her phone before going to sleep, mostly scrolling through social media.
New-Gen iPads 2024 AIR AND PRO LINES BRING IDEAS TO LIFE LIKE NEVER BEFORE
At this year's Let Loose Event, Apple unveiled all-new iPad Airs, iPad Pros, and new accessories like the Apple Pencil Pro. These devices offer game-changing graphics and outrageous performance and showcase the powerful M4 chip for the first time.
ONE TECH TIP: HOW TO SPOT AI-GENERATED DEEPFAKE IMAGES
AI fakery is quickly becoming one of the biggest problems confronting us online.
US SEEKS INFORMATION FROM TESLA ON HOW IT DEVELOPED AND VERIFIED WHETHER AUTOPILOT RECALL WORKED
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FTX WILL RETURN MONEY TO MOST CUSTOMERS LESS THAN 2 YEARS AFTER CATASTROPHIC CRYPTO COLLAPSE
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NINTENDO TO ANNOUNCE SWITCH SUCCESSOR IN THIS FISCAL YEAR AS PROFITS RISE
Japanese video-game maker Nintendo said this week that it will make an announcement about a successor to its Switch home console sometime before March 2025.
JUDGE GRILLS APPLE EXEC ABOUT WHETHER COMPANY IS DEFYING ORDER TO ENABLE MORE IPHONE PAYMENT OPTIONS
A federal judge on Wednesday questioned whether Apple has set up a gauntlet of exasperating hurdles to discourage the use of alternative payment options in iPhone apps, despite a court order seeking to create more ways for consumers to pay for digital services.