bluebabel

bluebabelonluna
Menu
  • Home
  • Who We Are
  • What We Do
  • What We Think
  • How We Work
  • Experience
  • Our Views
  • Contact Us

Purpose

The role of a purpose is to crystallise shared ambition and beliefs that unite the organisation, and set it in the context of the world, not the category.It’s not a financial objective, or a mission statement. It instead defines the reason you exist at all.

What are you for? What role do you play for people? What do you believe in and what do you want to change about the world?

A good purpose becomes a clear direction – for consumers to rally to, and for you to make decisions by. It should direct everything the organisation does, help prioritise investment, and harness all the energy of people and ideas to drive growth. It should also link to the brand positioning, and be evident in the positive action the business takes. And be simple enough that everyone can understand and repeat it.

Challenges we help solve for clients include:

  • “We need a single minded idea to bring the whole company together”
  • “We lack a clear direction, a purpose, we’ve become a bit staid and lost our momentum”
  • “We’ve been through a lot of change, we need to unite the teams now and move forward”
  • “We have agreed a purpose at the board but can’t seem to get traction for it in the business”
  • “We’re not clear on how company purpose links to the individual brand positionings”
  • “We want to stand for something, so that we can stand out and really engage with consumers better”
  • “We’ve got a brand positioning/proposition, but it’s not a big enough idea to really drive us”

Skills that bluebabel can bring to the table for these challenges are many and varied:

  • Purpose best practice, learning from other businesses, clear criteria for success
  • Stakeholder interviews and engagement
  • External world and trends input to help identify the future business opportunity
  • ‘Archetype’ methods for unlocking the right debate to nail the best purpose
  • Audience research – consumers, customers, stakeholders and employees
  • Facilitation design and delivery for creative, strategy or engagement workshops
  • Total process design and project management

Experience

Cotswold Outdoor

Purpose and positioning for outdoor retail

Read more

Homebase

Shaping business with fresh purpose

Read more

Principality

Creating purpose and positioning

Read more

Opinion

‘How can a third party certifier can help you build a stronger brand?’ – published in Market Leader June 2014

Download

Marketing Leader June 2014

‘In Pursuit of Purpose’ – published in Market Leader June 2014

Download

Positioning
Positive Action

Category

  • board
  • cultural change
  • ethical
  • opinion
  • purpose
  • sustainable

Archives

  • January 2018
  • September 2017
  • June 2017
  • December 2015
  • April 2013
  • February 2013
  • May 2012
  • February 2012
  • January 2012
  • December 2011
  • October 2011
  • February 2011
  • November 2010
  • September 2010
  • April 2010
  • February 2010
  • January 2010
  • October 2009
  • September 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
About Us

We help businesses define a compelling purpose that unlocks the energy and potential of the people, the brand and the marketplace

We create powerful brand positionings, defining what the purpose means for consumers, driven by inspirational insight

We can help those brands do good in the world, through positive action against issues affecting people and the planet

And through all this we are translating social, environmental and economic issues and consumer trends into the brand and business world, uniting knowledge and experience in both sustainability and marketing

Latest Posts
  • Do marketers think ecolabels can help drive brand growth?

    In a world of decaying trust, where…

  • Non-Exec Directors say: “Purpose and strategy have to drive culture”

    A fascinating panel discussion of experienced Chairmen…

Contact Info

bluebabel

hello@bluebabel.co.uk

Legals
  • Privacy Policy / Cookies
  • Website Terms of Use
Copyright bluebabel © 2019 - All rights reserved
Website by WebFountain WebDesign Luna