Beyond the bottom line

In Dana Anderson’s opening keynote ‘Brand Purpose – Marketing a deeper quality of life’ brands must deliver to its promise through compelling storytelling. She referenced ‘A Story is a Promise’ by Bill Johnson to best understand the mechanics of storytelling which has 3 core components:
A premise, momentum and fulfilment.
However “If you (ie your brand) don’t stand for more, the days of delivering fantastic price are over, we need to deliver purpose…investors are demanding this!” said Jane Power (Chief Marketing & Customer Officer of Bupa Australia and New Zealand) in response to what future trends all brand leaders must prepare to over come during the ‘Future Session’ panel.

Our take

In an increasingly complicated world, where trust is at an all time low, it has created the perfect storm where crisis of trust is met with activist awakening. Brands need to step up for peace, diversity and the health of the planet.  However, they need to be authentic in their storytelling or risk backlash, as evidenced by the Pepsi Kendall Jenner campaign last year. However Pepsi have demonstrated how they have turned this around through their initiative to reduce waste at the biggest sporting event in the US – the Superbowl. Watch here to see how Pepsi have demonstrated what it means to be a truly purposeful brand and how it ties into our Making A Brandstand trend .

Monia Montefusco


What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.