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When Purpose Marries Passion

When Purpose Marries Passion

Shivaji Dasgupta

Shivaji Dasgupta

August 20, 2019

For passion to co-exist with purpose, brands must develop their unique Legacy Equilibrium – the needs of today blending with deeds for tomorrow.

"Every company and brand must define their Legacy Equilibrium, drawing from the Legacy Audit."

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By Shivaji Dasgupta

CSO, Havas Group India

August 20, 2019

 

Brands of the day often face this unique dilemma – a key element of customer experience inconsistent with an environmental or social-cultural truth. If forsaken in haste, it may lead to the dissolution of a key competitive advantage. If ignored by choice, the corporate reputation may suffer, leading to livid social media. For passion to co-exist with purpose, brands must develop their unique Legacy Equilibrium – the needs of today blending with deeds for tomorrow.

Just recently, I was in an Indian city with a much-magnified water problem. The hotel with a fine reputation for sustainability has invested in much greenery, both real and charming. However, during a recess in the poolside, I noticed a jarring aberration – a lady relentlessly watering the plants with a high-speed pipe. In the 30 minutes I was there, mammoth portions of water were utilized in ensuring that the greenery be celebrated. A classic case of short-term premiumization colliding with necessary restraint for today and not just tomorrow. What must brands do in such situations?

The answer lies in a new concept called the Legacy Audit, a necessary investment for all responsible brands. It starts by defining the core value proposition and clearly articulates the experience customers must duly receive. To drive brand preference in increasingly competitive scenarios, adding deserving dollops of delightfulness. Then this experience must run through the filter of sustainability, to minimize today’s actions that may logically impact tomorrow’s outcomes. What passes must be the foundation for customer engagements and strategies of the organization. Only in the rarest cases must the rejects be allowed to continue, that too from a temporary lens.

The hotel example can amply illustrate this concept, in the matter of say water conservation. Unless in a Cape Town scenario, the management cannot ask customers to bathe less; however, they can certainly replace rain showers by regular showers. Just as towels are urged to be re-used, the decadent practice of inducing a plate-change multiple times during a buffet can be easily stopped. Even the finest-heeled eat from varied courses from a single plate at home or during wedding feasts, so this will not be taken harshly. Smaller plates can also lead to the elimination of wastage, subtle messaging requesting gourmands to take only what they can eat. Greenery must be of the low-maintenance variety, else artificial solutions must be brought to the party.

Brands can actually take advantage of positive new-age consumer sentiments towards purpose, in right-sizing expectations. The Havas Group Meaningful Brands Survey, among others, clearly says that purpose matters to more than 77% of Indian customers when making a choice. We have also seen the successful application of the Ikea Effect (greater brand engagement when co-creating) in the airline industry, Indigo Airlines persuading the pampered Indian flyer to dump their own cups as an aid towards punctuality. In fact, it may even add back to the quality of brand affinity, when there is integrity and consistency in intent. Let me share a few possibilities on how this can happen.

 

Read the full article

"Every company and brand must define their Legacy Equilibrium, drawing from the Legacy Audit."

Best Media Info

By Shivaji Dasgupta

CSO, Havas Group India

August 20, 2019

 

Brands of the day often face this unique dilemma – a key element of customer experience inconsistent with an environmental or social-cultural truth. If forsaken in haste, it may lead to the dissolution of a key competitive advantage. If ignored by choice, the corporate reputation may suffer, leading to livid social media. For passion to co-exist with purpose, brands must develop their unique Legacy Equilibrium – the needs of today blending with deeds for tomorrow.

Just recently, I was in an Indian city with a much-magnified water problem. The hotel with a fine reputation for sustainability has invested in much greenery, both real and charming. However, during a recess in the poolside, I noticed a jarring aberration – a lady relentlessly watering the plants with a high-speed pipe. In the 30 minutes I was there, mammoth portions of water were utilized in ensuring that the greenery be celebrated. A classic case of short-term premiumization colliding with necessary restraint for today and not just tomorrow. What must brands do in such situations?

The answer lies in a new concept called the Legacy Audit, a necessary investment for all responsible brands. It starts by defining the core value proposition and clearly articulates the experience customers must duly receive. To drive brand preference in increasingly competitive scenarios, adding deserving dollops of delightfulness. Then this experience must run through the filter of sustainability, to minimize today’s actions that may logically impact tomorrow’s outcomes. What passes must be the foundation for customer engagements and strategies of the organization. Only in the rarest cases must the rejects be allowed to continue, that too from a temporary lens.

The hotel example can amply illustrate this concept, in the matter of say water conservation. Unless in a Cape Town scenario, the management cannot ask customers to bathe less; however, they can certainly replace rain showers by regular showers. Just as towels are urged to be re-used, the decadent practice of inducing a plate-change multiple times during a buffet can be easily stopped. Even the finest-heeled eat from varied courses from a single plate at home or during wedding feasts, so this will not be taken harshly. Smaller plates can also lead to the elimination of wastage, subtle messaging requesting gourmands to take only what they can eat. Greenery must be of the low-maintenance variety, else artificial solutions must be brought to the party.

Brands can actually take advantage of positive new-age consumer sentiments towards purpose, in right-sizing expectations. The Havas Group Meaningful Brands Survey, among others, clearly says that purpose matters to more than 77% of Indian customers when making a choice. We have also seen the successful application of the Ikea Effect (greater brand engagement when co-creating) in the airline industry, Indigo Airlines persuading the pampered Indian flyer to dump their own cups as an aid towards punctuality. In fact, it may even add back to the quality of brand affinity, when there is integrity and consistency in intent. Let me share a few possibilities on how this can happen.

 

Read the full article

Shivaji leverages over two decades of rich experiences across the length and breadth of brands across multiple categories.

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