The meaningful marketing framework webinar
Meaningful Marketing framework webinar
On 19 october, we organised an open webinar on meaningful marketing in collaboration with BAM (Belgian Association of Marketing). Dominique Vercraeye, co-founder of Chosen Group and CEO of BAM, is our guest speaker. He gives us a framework for meaningful marketing, with examples of brands who use these tactics.
In this blog, you can discover the 6 key elements of meaningful marketing and click through to watch the entire webinar.
What is the Meaningful Marketing Framework?
The Meaningful Marketing Framework is an evolutive guide to thriving and growing in the digital era. It aims to inspire and help marketers and brands to fundamentally reassess what they do in a world where relevance defines success.
The Meaningful Marketing DNA comprises Purpose, Holistic, Shared Values, Trust, Personal, and Collaboration. The framework is meant to guide you on your journey towards meaningful business growth.
The 6 key elements of Meaningful Marketing
"All brands need a purpose, not all brands must be purposed brands"
1. Purpose
A set of business goals that drive the company and have a positive impact on society, which is more than just profit goals. All brands need a purpose, but not all brands should become purposed brands. Some brands centralize the purpose in the value proposition. This doesn’t mean all brands need to do that. Having a purpose is necessary, but it’s not enough to have business succes.
2. Holistic
Your purpose needs to be embedded in the whole organization and shared with the external world. It defines how you interact with all stakeholders, internally and externally. Some businesses take this one step further, and they strive to transform the whole sector and more by sharing their purpose with competitors, the state, policy makers, academics and regulators.
For example Allbirds; a sneaker brand that chose to be completely CO2-neutral. Now you can see other brands like Adidas and Nike following this transformation.
Another great example is Volvo, who invented the three-point seat belt. They chose not to patent it and share their knowledge so that other brands could use it as well and help protect car drivers.
3. Shared values
Creating new values that serve your customers, brand and society and ecosystem partners. Instead of having sustainable goals next to your business activity, transform your business and bring some sustainable goals to the core business of your company.
4. Trust
To build trust in your brand, you must be authentic. Every interaction should support your purpose and shared values. We have 2 aspects
- Transparency in where you stand with your brand, what your ambitions are and which steps you are taking forwards.
- Traceability: To what extent do I allow external control. The European authorities play an important role here.
5. Personal
Using data and technology to deliver personalized, seamless experiences. We strive to provide consumers with solutions precisely when and where they need them, all while respecting their individual preferences.
6. Collaboration
How can we collaborate with an external partner in order to create a total experience. For example aviation. Instead of just flights, a total solution could be from leaving home until the check-in at the hotel.
Watch the Meaningful Marketing webinar
Do you want to watch the recording of the entire webinar? Watch it now for free. If you have any remarks or questions, don’t hesitate to contact us.
