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科技新领军
NEW CHAMPIONS IN
TECHNOLOGY INNOVATION
Unleashing Brand Growth Through
Purposeful Technology
By Benoit Garbe, Senior Partner at Millward Brown Vermeer,
Managing Director for the Africa Middle East Asia Pacific Region
Over the past three decades, technology has been
central to business transformation and growth. Technology
has been and continues to be a catalyst for change. It
shapes not only how businesses are run, but also how
brands are built. In today’s world, companies that make a
difference and outperform their peers are those who use
purposeful
a toto achieving
achieving their
purposeful technology
technology as
as ameans
meansfor
their
ideal.
Over the years, we have seen a strong connection
between technology, business management practices and
branding.
The pre-internet era, 1980’s to mid-1990’s, was
a time marked by the development and deployment of
more sophisticated information systems and networks.
These new technologies led to two major business
transformations; globalization and business process
r e - e n g i n e e r i n g . T h e s e t w o h e l p o rg a n i z a t i o n s t o
fundamentally improve customer service, cut operational
costs, and become world-class competitors. This era can
be
linked
whatwhat
we we
would
describe
of
be link
withwith
the era
would
describeasasthe
the era
era of
‘functional marketing’. Branding was about dialing up
functional benefits; businesses and brands tried to outdo
each other on the ground of product differentiation and
prices.
Then came the internet era, 1995-2005, during which
the new web-based technology transformed businesses,
redefining how they worked, used information and engaged
with consumers. Companies were running globally and
had managed to produce high quality and differentiated
products, efficiently. The new challenge was about
breaking through and capturing consumers’ imagination
and attention in world of
a information overload. This
resulted in what we call, the era of “emotional marketing”.
Think of
the‘Nike
‘Nike Just
Just Do
Think
of the
thesensational
sensationalcampaigns,
campaigns,bethe
Do
it’ campaigns super charged with hero celebrities (Michael
Jordan, Tiger Woods among many others), or Budweiser
“Whassup?” commercials for Anheuser-Busch from 1999
to 2002. In both these examples, the brands became pop
culture icons, by talking less about the products, and
connecting with global consumers on emotional grounds.
The last decade, the 2005-2014 era, has seen the rise
of new disruptive technologies, such as big data, mobile
and social media. These new technologies created
new multi-billion dollars businesses in the shortest
time period
per Facebook,
Facebook, Uber
Uber and
time
period ever,
ever, aslike
and Alibaba.
Alibaba.
They also helped redefine businesses such as IBM,
Amazon, Disney or Nike. These new technologies invited
companies to think about the role they play in peoples’
lives, and to consider how they could serve consumers
rather than how they could merely sell to them. In parallel,
consumers found themselves more empowered through
social media. Consumers now set higher expectations for
the companies and brands they engage with and consume.
This is the era of Societal Marketing or what we call
Purposeful Marketing. Consumers seek higher meaning
and choose brands with ideals. The companies that can
capitalize on these technologies and offer societal benefits
will win in this new market context.
Fuel Behind Ideal-driven Brands
Our research and academic work has provided
89
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learning on the drivers behind brand
value creation and growth today.
HigherPurposeaswehavediscovered
Higher purpose as we have discovered
and validated, is central to the most
successful businesses. Millward
Brown Vermeer led a global study,
analyzing 10 years of financial and
consumer data of 50,000 brands, to
identify the top 50 fastest-growing
brands. The findings showed that the
brands that serve a higher purpose
deliverstrongerfinancialperformance
and build deeper relationships with
consumers. The key to their growth
was defining themselves not around a particular product
or service, but around an Ideal: a higher-order reason
for being that articulates “why” the brand exists and the
impact it seeks to make on the world. The global study
and the findings were the backbone of Jim Stengel’s
book, ‘Grow: How Ideals Power Growth and Profit at the
World’sGreatestCompanies’(CrownBusiness).
Our continued effort to understand how brands
unlockbusinessgrowth,usinginsightsfromourBrandZ™
Most Valuable Brands annual rankings, as well as our
recent Marketing2020™ study (see Harvard Business
Reviewarticle,July-August2014,TheUltimateMarketing
Machine, authored by Marc de SwaanArons and Frank
vandenDriest(MBVermeer),andKeithWeed,Unilever),
drew our attention to the central role played by technology
attheseideal-drivencompanies.
Our findings show that the greatest brands’ use
purposeful technology in the pursuit of their ideals.
Purposeful technology — which we have seen applied
to R&D, operation management, capability building and
digital and mobile applications — not only changes what
the company does and how it does it, but also fosters a
more aligned culture behind the ideal.
Purposefultechnologyhelpsthebestbrandsachieve
their ideal in three ways. First, it invites businesses to
rethink and even reinvent where they play and what
they do. Ideal-driven companies are not defined by
what they sell, but what they stand for. Technology
enables companies to redefine their space and push the
boundaries of their categories. Secondly, purposeful
technology challenges businesses to reinvent how they
organize themselves and how they work internally. Best
companies put their Ideal at the center of all activities,
HR,procurement,R&D,manufacturing
and marketing. Purposeful technology
sets new ways of working, and inspires
n e w o p e r a t i n g a n d o rg a n i z a t i o n a l
models. Lastly, purposeful technology
invites companiesto reinventhow they
engage with consumers. Ideal-driven
brands use technology to co-create
and dialogue with consumers, while
they add meaning and deliver value to
consumers’lives.
Benoit Garbe
90
Enabling Companies to
Rethink Business
Purposeful technology enables brands to rethink
the business they are in. Technology enables companies
to expand their scope, and stretch category boundaries in
serviceoftheirideal.Purposefultechnologyistheenabler.
service of their Ideal. Purposeful technology is the enabler.
One clear example of this is Nike. What business
is Nike in? Through the use of purposeful technology,
Nike has effectively extended itself far beyond its early
beginningsas a running shoe company.Since1964, Nike
has
technologyin
in service
serviceto
to its
has been
been integrating
integrating technology
its ideal
Ideal
— empowering people to find their greatness. While
Nike has been a leader in footwear, Nike’s most notable
use of technology has extended the brand into digital
with Nike+. Bringing together social media and mobile
solutions,withwearablehealthcaretechnologies(Running
App,
SportWatch,Fuelband
Fuelb and
App, SportWatch,
andSE,Training
SE, Training Club),
Club), Nike+
Nike+
has become a virtual fitness community that inspires
individuals to challenge themselves and be at their best.
Purposeful
technology has
has helped
Purposeful technology
helped Nike
Nike redefined
redefine itself
itself
in the pursuit of its ideal. Even though Nike disinvested
in Fuel’s hardware business earlier in 2014, Nike has
redefined the category its plays in, Nike is as much a
digital platform, a technology company, as an apparel and
footwear company.
Google is another example of a company, built
on an ideal and technology, which constantly stretches
beyond its core category. Google exists to organize the
information of the world in service of people. Inspired
byitsideal,witheachnewventure,Googleaimstosolve
consumers’ problems and make life better. For example,
Google announced that it wants to explore ways to slow
aging, tackle health, rethink how we use our time in our
car(bynotdriving),andnowGooglewillbemovinginto
our home, with the recent acquisition of Nest, to make
The biggest
challenge
to achieving
itspurpose
higher purpose
home
more sustainable
and smarter.
The biggest
challenge
to achieving
its higher
our homeour
more
sustainable
and smarter.
Tencent Tencent
in Chinain China
is
Mother itself,
Natureand
itself,
and theunpredictable
the unpredictable
climate
is Mother
Nature
itself,
and
has followed
similar approach,
using technology
to
is Mother
Nature
theunpredictable
climate climate
has followed
a similara approach,
using technology
to
changes.
Monsanto
acquired
Corporation
in
provideaddedvalueservicestoconsumersandbeintegral
changes.
Monsanto
acquired
ClimateClimate
Corporation
in
provideaddedvalueservicestoconsumersandbeintegral
early
2014. From
2013
and invested
in Inc.
Solum,
Inc. in
to people’s
lives.These
companies,
by stretching
2013 and
invested
in Solum,
in early
2014.
From
to people’s
lives.These
companies,
by stretching
across across
these,Monsantocanleveragethelatestbigdataanalytics
and categories,
to consumers’
capture consumers’
these,Monsantocanleveragethelatestbigdataanalytics
platformsplatforms
and categories,
compete compete
to capture
technology
to provide
with a
more complete
life’.
The companies
who manage
to gain as
technology
to provide
farmersfarmers
with a more
complete
‘share of‘share
life’. of
The
companies
who manage
to gain as
With integrated
from weather
muchof
“share
of consumers’
life”
will maximize
picture.picture.
With integrated
insightsinsights
rangingranging
from weather
much “share
consumers’
life” will
maximize
share ofshare of
forecasting,
soil assessment,
seeds yielding,
weed and
forecasting,
soil assessment,
seeds yielding,
weed and
wallet. wallet.
insect management.
Purposeful
technology
was deployed
San Francisco-based
company,
one
insect management.
Purposeful
technology
was deployed
Method,Method,
the Santhe
Francisco-based
company,
one
to help Monsanto
higher purpose,
and ultimately
of the growing
fastest growing
household
to help Monsanto
fulfill itsfulfill
higheritspurpose,
and ultimately
of the fastest
household
cleaningcleaning
productproduct
deliveredstrongerbusinessperformance.
brands,
is one another
good example
of a company
that
deliveredstrongerbusinessperformance.
brands, is
one another
good example
of a company
that
IBM
is acase
similar
case example
of a company
that
uses purposeful
technology
reset category
standards.
IBM is a
similar
example
of a company
that
uses purposeful
technology
to reset to
category
standards.
leverages
purposeful
technology
in big
data management
ideal
happy,
healthy
homes.
Method’s
tocreate
create
happy,homes.
healthyMethod’s
homes. Method’s
Method’s
leverages
purposeful
technology
in big data
management
Method’sMethod’s
ideal to ideal
createistohappy,
healthy
and analytics,
in the of
pursuit
of its
— to
co-founder,
Eric
Ryan articulates
thefor
reason
for
and analytics,
in the pursuit
its ideal
—ideal
to build
a build a
co-founder,
Eric Ryan
articulates
the reason
being
ofbeing of
planet.
IBM believes
the technology,
the
as “creating
natural, non-toxic
smartersmarter
planet. IBM
believes
that thethat
technology,
the
Method Method
as “creating
natural, non-toxic
cleaningcleaning
productsproducts
and resources
solve
the world’s
that perform
look beautiful
in ourSince
homes. Since
thinkingthinking
and resources
exist toexist
solveto
the
world’s
most most
that perform
well andwell
lookand
beautiful
in our homes.
complicated
problems,
if there
is the
will to
solve them.
the inception,
brand’s inception,
has the
pushed
the boundaries
complicated
problems,
if there is
the will
to solve
them.
the brand’s
Method Method
has pushed
boundaries
IBM
will,
and
it has deployed
the technology.
ofR&D,usingcuttingedgetechnologyandchemistry,to
IBM has
the has
will,the
and
it has
deployed
the technology.
ofR&D,usingcuttingedgetechnologyandchemistry,to
smart
data analytics
and cognitive
technology
deliveronitsideal.Productsthatdomorethanclean;they
ThroughThrough
smart data
analytics
and cognitive
technology
deliveronitsideal.Productsthatdomorethanclean;they
as Watson,
IBM
now provide
a wide
be
green,
smell
like heaven,
be friendly
such as such
Watson,
IBM can
nowcan
provide
a wide range
ofrange of
must bemust
green,
smell
like
heaven,
be friendly
and safeand
to safe to
solutions,
tacklecongestion,
traffic congestion,
crime, or
cancer, or
make
happy,
healthyCompetitors
home. Competitors
are
on
make healthy
happy, home.
healthy
homes.
Competitors
are catching
catching
on
solutions,
to tackletotraffic
crime, cancer,
make happy,
are catching
on
energy
over-consumption.
energyoverconsumption.
and the category
is transforming.
Today,
3% of home
energyoverconsumption.
and the category
is transforming.
Today, only
3% only
of home
Ideal-driven
use
technology
and
social
Idealcompanies
drivencompanies
companies
use technology
and social
andcleaningproductsare“greenfriendly”,by2020,itis Ideal driven
use technology
and social
andcleaningproductsare“greenfriendly”,by2020,itis
platforms
tohow
rethink
how to innovate
and
to be
30%. is
Method
is welltoplaced
to this
capture this
platforms
to rethink
to innovate
and create
acreate
single-a singleexpectedexpected
to be 30%.
Method
well placed
capture
minded
brand One
culture.
One
of theChinese
hottest Chinese
exponential
minded brand
culture.
of the
hottest
brands inbrands in
exponential
growth. growth.
recent
years
is is
Xiaomi,
thethe
rising
star
in
technology
recent
years
Xiaomi,
rising
star
in the
the technology
the recentthe
years
is Xiaomi,
the rising
star
in the
technology
space,
taking
onApple,
Samsung
and
other
tech
giants.
space,
taking
onApple,
Samsung
and
other
tech
giants.
New
of Working
SettingSetting
A New AWay
ofWay
Working
It is founded
on thethat
belief
that Xiaomi
Undeniably,
technology
has become
in
It is founded
on the belief
Xiaomi
exists toexists
createto create
Undeniably,
technology
has become
central central
in
technologyforthe‘technology’fanatics.TonyLeihasset
the workplace.
More
andbusinesses,
more businesses,
large and
technologyforthe‘technology’fanatics.TonyLeihasset
the workplace.
More and
more
large and
by utilizing
technology
andmedia
social media
small,
aretotrying
to incorporate
thetechnology
latest technology
Xiaomi Xiaomi
apart byapart
utilizing
technology
and social
small, are
trying
incorporate
the latest
toan
foster
open
and self-monitoring
into
their operations,
to reshape
way
they work
to foster
openan
and
self-monitoring
culture,culture,
to stay to stay
into their
operations,
to reshape
the waythe
they
work
connected
with consumers
and programmers,
and spark
and collaborate.
The of
appeal
of thetechnology
whole technology
connected
with consumers
and programmers,
and spark
and collaborate.
The appeal
the whole
innovation.Xiaomihasbuiltanoperatingmodelwhichis
advancement
isis
that
it is designed
makeand
people and
innovation.Xiaomihasbuiltanoperatingmodelwhichis
advancement
is that it
designed
to maketo
people
agile, responsive
fast moving,
what
Tony describes
businesses
more knowledgeable,
connected,
and
agile, responsive
and fastand
moving,
what Tony
describes
businesses
more knowledgeable,
connected,
efficient efficient
and
as ‘hungry
and culture’.
foolish culture’.
Xiaomi
has incorporated
profitable.Purposefultechnologyputattheserviceofthe
as ‘hungry
and foolish
Xiaomi has
incorporated
profitable.Purposefultechnologyputattheserviceofthe
an internal
messaging
system ‘Miliao’
similar toWechat,
organizationanditspeople,anddesignedinlinewiththe
an internal
messaging
system ‘Miliao’
similar toWechat,
organizationanditspeople,anddesignedinlinewiththe
to host business
meetings,
discuss product
development,
ideal,
has the deepest
impact
on businesses.
Purposeful
to host business
meetings,
discuss product
development,
ideal, has
the deepest
impact on
businesses.
Purposeful
share creative
ideas
and suggestions
for the business,
or
technology
allows companies
toworld-changing
create world-changing
share creative
ideas and
suggestions
for the business,
or
technology
allows companies
to create
even approve
reimbursement.
Better
yet,is
Miliao
innovationsusingbigdataandanalytics,todevelopfaster
even approve
reimbursement.
Better yet,
Miliao
also is also
innovationsusingbigdataandanalytics,todevelopfaster
by the millions
of fans,
Xiaomi
fans, meaning
Xiaomi is
and smarter
supplymanagement,
chain management,
and to rethink
used by used
the millions
of Xiaomi
meaning
Xiaomi is
and smarter
supply chain
and to rethink
always
oneaway
swipe
away
from
their consumers,
and within
organizational
designs
that
foster
more collaborative
and
always one
swipe
from
their
consumers,
and within
organizational
designs that
foster
more
collaborative
and
of a passionate
community
of designers,
single-mindedbrandculture.
reach of reach
a passionate
community
of designers,
engineersengineers
single-mindedbrandculture.
andprogrammerswillingtoco-createwithXiaomi.
a np leex, a am pl el ae d, ian gl e a d i nandprogrammerswillingtoco-createwithXiaomi.
g
Ta k e MTa
o nksea nMt o nassa natno eaxsa m
multinational
agrochemical
and agricultural
biotechnology
multinational
agrochemical
and agricultural
biotechnology
business.
It defines
as a sustainable
agriculture
business.
It defines
itself asitself
a sustainable
agriculture
Challenging
Companies
to Reinvent
Challenging
Companies
to Reinvent
How How
company,
which
to improve
humanity
by ensuring
company,
which exists
toexists
improve
humanity
by ensuring
They Engage
with Consumers
They Engage
with Consumers
affordable
and accessible
food to
supply
to all people.
per Jeremy
Bullmore
of“Brands
WPP, “Brands
are
affordable
and accessible
food supply
all people.
As per As
Jeremy
Bullmore
of WPP,
are
91
91
趋势
Trends
complicated, elusive, slippery, half-real and half-virtual
things.WhenCEOsthinkaboutbrands,theirbrainshurt”
– brands don’t hurt CEOs’ brains, how to make them
engaging does.
Marketing has undergone a radical transformation
as the world has gone online and mobile. The digital
age has given rise to remarkable tools such as mobile
devices,socialmediaplatforms,andlarge-scaledatabases.
These all help businesses better connect and engage with
consumers on an ‘anywhere, anytime, just-the-way-youwant-it basis’.Yet digital has also created immense new
challenges for marketers.
To e n g a g e w i t h c o n s u m e r s , a b r a n d m u s t b e
meaningful, different and salient. However, finding the
right way to engage consumers and being part of the
conversation is the marketers’ Holy Grail. Ideal-driven
companieshavechangedthenatureoftheequation.They
are less interested in shouting what they have to sell,
rather they focus on sharing their point of view, inviting
consumersintodialogue,andaddingvalueintotheirlives
throughservices.Onceagain,purposefultechnologyisthe
enabler.
Starbucks stands for more than coffee. It is a
people business, with a higher purpose to create human
connections. Starbucks has bet not only on its stores and
baristas since
since Day
day One
one to
create these
these connections,
connections, but
but
baristas
to create
also on technology, mobile and social digital platforms
to bring people together.AlexandraWheeler,VP Global
Digital Marketing describes Starbucks’ internal set up as
‘a venture capital-style incubator for digital technology,
where Marketing and IT collaborate to drive innovation
to achieve the company’s higher purpose’. Starbucks
was one of the first brands to use Instagram to share the
behind the scene; the stories of the company, the coffee,
the people and the communities. Starbucks also uses
meaningful technology to make life easier. Its mobile
App,delivers
deliversmany
many value-added
value addedservices
servicessuch
such as
as store
app,
store
location finders, membership loyalty programs, and in late
2014,anewmobileappwillenablecustomerstoreserve
their coffee through mobile phone and pick up the coffee
at stores.
SimilartoApplewhocontrolstheentireecosystem
(Hardware, Software, iTunes,Apple Stores) to protect
and deliver the ultimate consumer experience, Taobao
has redefined the rules of engagement with consumers,
by designing and controlling the experience across the
entirebuyingprocess.TaoMagazinetriggersneeds;eTao
92
enables consumers to compare among offerings;Taobao
Marketplace is the on-line retail;Alipay supports with
transaction payments; Cainiao takes care of deliveries;
and finally Juhuasuan help the consumers spend points
rewarded through previous purchases.All are under one
roof.–Taobao’s.
roof
Taobao’s.
Red Bull understood that branded communications
and advertising designed to sell no longer worked in
the digital and ideal-driven world. Non-advertising
and meaningful content is the only means to engage
consumers. In its own way, non-conventional way, Red
Bull delivered on its ideal of uplifting mind and body
through technology, as seen with the Red Bull Stratos
project and Felix Baumgartner's supersonic freefall. Red
Bull redefined the rules of consumer engagement by
creating meaningful content, and captured the imagination
of people around the world. As a result, an estimated
$200M worth of publicity, 30MYoutube views within
the first week, and continued brand value growth in our
BrandZ
100 ranking.
ranking. More
Moreinterestingly,
interestingly, beyond
beyond
BrandZ Top
top 100
engaging with
with consumers
of-a-kind events,
engaging
consumers with
with one
one-of-a-kind
events, Red
Red
Bullusesitsidealandtechnologytoredefinethebusiness
it is in, as we have discussed with Google and Nike
earlier. Red Bull is more than an energy drink company,
and has transformed itself into a sports, media and
lifestyle company.
In today’s era, the societal marketing era, successful
businesses have set higher standards for themselves,
and built their organizations around an ideal.They align
their activities, business decisions and culture behind
a higher purpose. More than anything, they capitalize
on meaningful and purposeful technology to deliver
the impact they wish to make on consumer ’s lives.
As business leaders, one shall think of answering the
following questions. Why do we do what we do, and
what is our higher purpose? Which technologies can
we deploy in the pursuit of the ideal? The companies
leading the way, who have answered these questions, are
not only touching people’s lives but also outpacing their
competitorsfinancially.Wheredoyoustandandwhatwill
you do differently, to unleash brand-led business growth
in this new era?
Contributors: Daniel Obrien; Tao Lin; Kevin Yu;
Jack Tian; Chris Hui; Cecilia Li; and Leon Zhang, at MB
Vermeer Shanghai