Got purpose? How to position with purpose to drive reputation & corporate performance.
Purpose-driven (Re-)Positioning
Got purpose? How to position with purpose to drive reputation & corporate performance.
A successful purpose-driven positioning builds on a systematic purpose development. In order to use it successfully, it needs to be ensured that purpose is authentic and deeply ingrained in what your company actually does. It should answer the questions: What positive impact do we want to have in the world? Why does our work matter? To achieve this, it is crucial to align with the strategy – that is integrating your purpose into all major business decisions, product & service development as well as customer engagement strategies.
To activate purpose in communication, you need to decide what role purpose is supposed to play in relation to the corporate brand. In some cases, purpose may serve as the positioning core of the corporate brand. In other cases, purpose is serving as one key value dimension in the corporate brand model, leaving room for a more differentiating and customer-focused core positioning. In a third category, there are companies who keep purpose separate from the positioning and use it more tactically and internally focused. Depending on the industry and ambition level, there are good reasons for each of these approaches. To activate a purpose-led positioning, the messaging needs to be delivered consistently to employees, customers, investors and the public. You also need to show actionable commitment through initiatives that make a difference as well as related internal & external purpose-led campaigns. From a brand management perspective, there are many areas touched by purpose, such as modifications of the corporate brand (think of “BMW i”), the creation of program brands or purpose-led brand families, the re-branding or entirely new creation of purpose-led offerings or – as the most extreme option – the re-naming and re-branding of entire organizations (think of the Danish energy company Orsted). At the same time, purpose & sustainability related claims need to be counter balanced with there current level of Purpose Readiness™ as well as the latest green claim related regulation by the European Union to avoid greenwashing risks.
A purpose-led positioning helps a company to strengthen reputation, to create a strong brand identity that attracts and retains customers, employees, and investors who share similar values. This approach not only enhances corporate image but also contributes to long-term sustainability and success.
Support in the positioning of Schaeffler as the leading Motion Technology Company to advance how the world moves
Positioning of the Covestro brand around the unique „Pushing Boundaries“ campaign theme
Support in positioning the newly formed Syngenta Group based on the positioning theme „Together we grow“
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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