Kategorien
Vision

Brand Purpose & Mission

Der Brand Purpose 1 beantwortet die Frage danach, warum es die Marke gibt und wonach sie strebt 2 3. Er wird durch Key Values und Brand Personality gestützt 4 und formuliert die langfristige Herausforderung bzw. das Ziel der Marke 5, auf das alle Mitarbeiter und Aktivitäten täglich hinarbeiten.

Brand Purpose

Der Brand Purpose soll Mitarbeiter und Partner inspirieren und motivieren 6 und im besten Fall so prägnant und knapp formuliert sein, dass er auf ein T-Shirt gedruckt werden könnte. Das Ziel soll dabei realistisch und damit erreichbar, unwiderstehlich und dadurch wirksam, und aufrichtig, und damit greifbar, sein 7. In der Regel ist eine klare Überzeugung bzw. ein deutlicher Standpunkt Basis des Brand Purpose. Sei es eine Realität, eine Ungerechtigkeit, ein Marktsituation, die es zu ändern gilt. Durch den Purpose tritt die Marke als Held 8 auf und kämpft gegen eben diesen Missstand, oder für eine Idee. Es ist wenig anwendungsorientiert, den Aufbau oder Umfang des Brand Purpose konkret bis ins Detail vorzuschreiben. Grundsätzlich soll aber die prägnante Formulierung darin unterstützen, die Marke als Betrachter des Modells möglichst schnell zu erfassen.


Was ist unsere tiefe Überzeugung?
Wogegen kämpfen wir in dieser Welt an?
Wofür kämpfen wir in dieser Welt?

Purpose: We believe
beauty should be a source of confidence, and not anxiety.

Purpose: That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.

Quelle: Dove

Corporate Vision: Transforming Zalando from a successful online fashion retailer into a fashion platform. We strive to become the Starting Point for Fashion.

Purpose: We believe
fashion ecosystems can and should benefit everyone – customers, the industry, and society at large. Fashion should be smarter, kinder, more sustainable, and more accessible.

Purpose: We exist to
reimagine fashion for the good of all.

Values: tiefgreifende Kundenorientierung, unternehmerische Denkweise, Schnelligkeit und Teamgeist

Quelle: vgl. Homburg/Richter, 2003, S.15 nach Detzel/Mahle/Pätzmann, 2016, S. 60; Zalando Vision & Purpose, Zalando Werte

Vision: A global Force for establishing and innovating Learning-through-play

Purpose: We believe
in the power of play. Play lets us be creative, explore, experiment, dream and discover. Children are our Rolemodels.

Purpose: We exist to 
inspire the and develop the builders of tomorrow

Markenwerte: Imagination, creativity, fun, learning, quality, caring

Quelle: Lego
Zum Brand Portrait von Lego

Corporate Vision:
To bring the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software, and internet offerings.

Purpose: We believe
people with passion can change the world to the better. We beliebe the ones that are crazy enough to believe they can change to the better, are the ones who actually do.

Purpose: We exist to
enable people to think different.

Purpose: We believe
in multi-planetary life. 

Purpose: We exist to
revolutionize space technology, with the ultimate goal of enabling people to live on other planets. 

Quelle. SpaceX


Purpose: We believe
in a connected digital society, where data flows at speed, connecting people, communities and things to the internet like never before. We are optimistic about how technology and connectivity can enhance the future and improve people’s lives.

Purpose: We exist to
connect for a better future. We aim to build a digital society that enhances socio-economic progress, embraces everyone and does not come at the cost of our planet.

Quelle: Vodafone

Essence:
Happiness in a Bottle

Purpose: We exist to
refresh the world in mind, body and spirit.9

Values: Leadership, collaboration, intergrity, accountability, passion, diversity, quality

Quelle: Mission-Statement.com

Purpose: We exist to
make people happy

Mission: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

Values: Imagination and Wholesomeness

Quelle: 10 11 12 13

Purpose: We exist to
bring personal banking into the modern world.

Values:
Simplicity 14
Integrity 15
Drive 16
Excellence 17

Quelle: N26


Purpose: We exist to
fill the world with emotion, through the power of creativity and technology.

(Old Purpose: Become the company most known for changing the worldwide poor-quality image of Japanese products)

Values:
Dreams & Curiosity
Pioneer the future with dreams and curiosity.
Diversity
Pursue the creation of the very best by harnessing diversity and varying viewpoints.
Integrity & Sincerity
Earn the trust for the Sony brand through ethical and responsible conduct.
Sustainability
Fulfill our stakeholder responsibilities through disciplined business practices.

Quelle: Sony, Bruce & Montanez, 2012,S.77

Corporate Vision:
to become the world’s premier digital industrial company, transforming industry with software-defined machines and solutions that are connected, responsive and predictive.

Purpose: We exist to
invent the next industrial era,
to build, move, power and cure the world (old)
2019: Building a world that works

Quelle: Panmore, GE Wold in Motion, GE CEO Letter

Corporate Vision (1909):
To democratise the automobile

Purpose (today):
We go further to make our cars better, our employees happier and our planet a better place to be.

Quelle:  LaBelle, Waldeck, 2020, Strategic Communication for Organizations, S.76
Esch, Tomczak, Kernstock, Langner, Redler (2014). Corporate Brand Management:, S.53


Purpose (Believe): Ein für alle Mal haben wir entschieden, auf der Seite der vielen 18 Menschen zu stehen. Wir wollen ein breites Sortiment formschöner und funktionsgerechter Einrichtungsgegenstände zu Preisen anbieten, die so günstig sind, dass möglichst viele Menschen sie sich leisten können.

Purpose: We exist to
create a better everyday life for the many people.

Values:
Strapazierfähig, Unkompliziert, Geradlinig, Aufrichtig

Benefits:
Democratic Design: Schönes Design, Gute Funktionaliät, nachhaltig, gute Qualität, Niedriger Preis

Quelle: Ikea – Testament eines Möbelhändlers 19


Purpose: We believe
Clothes and how they’re made can make a difference.

Purpose: We exist to [enable]
authentic self-expression

Values:
EMPATHY 20 INTEGRITY 21 ORIGINALITY 22
COURAGE 23

Quelle: Levis 24


Vision:
use of all its resources to protect life on Earth.

Purpose: We believe
all life on earth is under threat of extinction

Purpose: We’re in business to
save our home planet.
(Old: build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.)

Values:
Cause no unnecessary harm 25
Use business to protect nature. 26

Quelle: Patagonia 27

Vision:
to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow

Essence:
We are the “third place” where everyone is welcome and we can gather, as a community, to share great coffee and deepen human connection.28

Purpose: We’re in business to
to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time

Values:
teamwork, integrity, respect for culture, and perseverance 29

Quelle: Starbucks 30 28 Mission Statement.com 31

Vision:
Audio is global and Spotify should be too.

Purpose: We believe
all life on earth is under threat of extinction

Purpose: We exist to
unlock the potential of human creativity by giving a million creators the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Values:
Innovative 32 Sincere 33
Passionate 34
Collaborative 35
Playful 36

Personality:
Here at Spotify, we like to think of ourselves as a band.

Quelle: Spotify 37


Podcasts


Literatur

Start with why

How great leaders inspire everyone to take action

Autoren: Sinek, Simon
Veröffentlicht: 2009

Erhältlich Simon Sinek

  1. z.T. in der Literatur auch als Motivation, Mission oder Zweck bezeichnet, wenngleich diese Begriffe nach Auffassung zahlreicher Autoren eigentlich synonym benutzt werden sollten(back)
  2. Esch, F.-R. (2010). Strategie und Technik der Markenführung (6. Auflage). München: Franz Vahlen Verlag, S. 83(back)
  3. Esch, F.-R., & Ambrecht, W. (Hrsg.). (2009). Best Practice der Markenführung. Wiesbaden: Gabler | GVW Fachverlage GmbH, S. 222(back)
  4. Sonnenburg, S. (Hrsg.). (2009). Swarm Branding. Wiesbaden: VS Verlag für Sozialwissenschaften | GWV Fachverlage, S. 78(back)
  5. Kindervater, J., Heim, A., Dertinger, H., & v. Gwinner, L. (2009). Markenführung ist Diktat, keine basisdemokratische Entscheidung. In F. Keuper, J. Kindervater, H. Dertinger, & A. Heim (Hrsg.), Das Diktat der Markenführung (1. Auflage). Wiesbaden: Gabler | GWV Fachverlage, S. 121 f.(back)
  6. Kapferer, J.-N. (2012). The New Strategic Brand Management – Advanced insights and strategic thinking (5. Auflage). London: Kogan Page, S. 32(back)
  7. Wallace, L. (2004). Libraries, Mission, & Marketing. Chicago: American Library Association, S. 7(back)
  8. gleichsam den Archetypen(back)
  9. … To inspire moments of optimism and happiness trough our brands and actions. To create value and make a difference.(back)
  10. Esch, Tomczak, Kernstock, Langner, Redler (2014). Corporate Brand Management:, S.49(back)
  11. Walt Disney Company Hutchison, Lyons, de Rodriguez, (2014) Humanistic Business, 167(back)
  12. Oosthuizen (2013), Brand Book, S.49(back)
  13. Collins, Kim, Mauborgne, HBR 10 Must Reads on Strategy for Healthcare(back)
  14. Banking does not have to be complicated – neither for the customers, nor for those who want to innovate it.(back)
  15. Transparency and fairness matter – not only in respect to banking solutions but also at our daily work.(back)
  16. We change banking by implementing the right ideas quicker than our competitors.(back)
  17. We want to offer the best banking experience in Europe – that’s why we always try to reach the optimal.(back)
  18. im Sinne von normalen oder einfachen(back)
  19. Dokument auf Yumpu.com(back)
  20. Walking in other people’s shoes Empathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders.(back)
  21. Doing the right thing Integrity means doing right by our employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize our way of doing business.(back)
  22. Being authentic and innovative The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mold.(back)
  23. Standing up for what we believe It takes courage to be great. Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs.(back)
  24. Levis – About us(back)
  25. We know that our business activity—from lighting stores to dyeing shirts—is part of the problem. We work steadily to change our business practices and share what we’ve learned. But we recognize that this is not enough. We seek not only to do less harm, but more good.(back)
  26. The challenges we face as a society require leadership. Once we identify a problem, we act. We embrace risk and act to protect and restore the stability, integrity and beauty of the web of life.
    Not bound by convention ((Our success—and much of the fun—lies in developing new ways to do things.(back)
  27. Patagonia – Core Values(back)
  28. Starbucks – Third Place Policy(back)(back)
  29. … Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results.(back)
  30. Starbucks – About us(back)
  31. Mission-Statement.com – Starbucks(back)
  32. We move fast and take big risks. We cultivate curiosity. We’re unafraid to fail, knowing that each mistake contains a valuable lesson and gets us one step closer towards creativity and innovation.(back)
  33. We have no time for internal politics. We lead with transparency and engage with open minds. Creating something new requires trust so candid feedback delivered with good intent is at the heart of everything we do.(back)
  34. We revel in what we do. We genuinely care about our shared Spotify mission, pushing ourselves to become masters of the part we play. We energize and inspire others around us, knowing that excitement drives innovation.(back)
  35. we recognize that we’re all in this together. Everyone is an integral part of the work we do with an equal opportunity to participate – we share ideas and best practices across business units and in spite of traditional hierarchies.(back)
  36. With all that said, we don’t take ourselves too seriously. We connect with each other. We celebrate successes. And just like a real band, we like to jam.(back)
  37. Spotify – Jobs(back)

Von Uli Drömann

Senior Strategy Consultant | Serviceplan Consulting Group
Dozent für Strategic Planning an der Brand University in Hamburg