‘Positive Impact’ is about finding ways for your brand to tackle issues that affect people and the planet in the communities in which you operate.
But, this isn’t just feel-good philanthropy. It’s about creating a deeper engagement with consumers by demonstrating that you care about what they care about. That you stand for something meaningful and enduring.
Having a positive impact strategy means creating brand resonance through action not just words: Creating powerful proof points of your purpose, where you show your total commitment, and create a valuable shortcut to building equity in people’s minds, by strengthening the associations you want to demonstrate, and building a meaningful interaction with them that goes beyond communication. Which marketer wouldn’t want that?
Bluebabel finds bespoke ways to create that for clients, with aspects that could include:
- A model of ‘positive impact’ – what ‘good’ looks like to get the triple win of brand-consumer-society benefits, and how to build credibility
- An ability to create ‘positive impact’ strategies and frameworks, that can connect commercial goals to the board strategy and ESG agenda
- Leveraging an in-depth understanding of marketing processes, objectives and methods, so can identify the opportunities for change
- Specific expertise in brand’s use of certification labels (Fairtrade, MSC, FSC etc), based on pioneering research amongst senior brand marketers
- Capability development expertise – design and delivery of training programmes and workshops, to inspire, inform and equip, and redesign of processes where needed
- Facilitation – design and delivery of workshops that pool agendas and expertise to create new exciting solutions
- Audience insight – qual and quant research with consumers, customers, stakeholders, brand critics and influencers, commentators, leadership teams, or employees
