Deborah Malone on Marketing That Makes a Difference
Purpose beyond profit
Sunday Series, April 13th, Deborah Malone, Founder, The Internationalist
The Internationalist is an organization that works with marketers globally to enhance their understanding of purpose and mission-driven marketing. It began as a trade publication focused on international marketing and has evolved to include various initiatives such as awards, events, and consulting. A key focus of The Internationalist is to showcase and share case studies of impactful marketing campaigns from around the world, demonstrating how marketing can be a force for positive change.
Case Study: Dove's evolution with the Real Beauty campaign
"What's great about Dove is they've stuck with the real beauty theme for a very long time. And now they're really taking it to a level of activation." - Deborah Malone
Implication: This example highlights the importance of long-term commitment to a purpose-driven message. It also illustrates how a brand's purpose can grow over time to address new social issues and heighten its impact.
Application: If you choose to use a purpose-driven message, be ready to stick with it for the long term. Allow your purpose to evolve as society changes and new challenges come up, ensuring it remains relevant and impactful.
"If you have your purpose right, you'll know what to do." - Deborah Malone, Founder, The Internationalist
Marketing's Central Role: Marketing is at the heart of contemporary culture, shaping how we perceive the world around us. Identify the influence of marketing and use it responsibly.
Global Perspective in Marketing: Embrace a global mindset in marketing to connect with a variety of audiences and learn from international strategies. Look for insights from various markets to enhance your marketing approach.
Evolving with the Times: The marketing landscape is always changing; adapt your strategies to incorporate digital elements, content, and new trends. Stay agile and innovative to remain relevant.
Purpose-Driven Marketing: Marketing can drive social change: Tide's India campaign tackled traditional expectations of women's laundry duties, advocating for shared responsibility. Identify social or cultural issues that align with your brand's values and that resonate with your target audience.
Authenticity is Key: Ensure your marketing efforts are authentic and genuine to build trust with consumers. Avoid "purpose washing" by aligning your actions with your brand's core values.
The Power of Storytelling: Effective marketing involves compelling storytelling that connects with audiences on an emotional level. Craft narratives that convey your brand's purpose and impact.
Learning from Case Studies: Analyze successful case studies to gain insights and inspiration for your own marketing initiatives. Adapt proven strategies to fit your brand and audience.
Innovation in Marketing: Marketing departments are vital for driving innovation within organizations. Encourage creative thinking to develop impactful campaigns.
Balancing Purpose and Profit: Strive to find a balance between purpose-driven initiatives and profitability. Demonstrate that doing good can also drive business success.
Addressing Societal Issues: Harness marketing to talk about important societal issues and contribute to positive change. Think about how your brand can make a difference in the world.
Cultural Relevance: Do your homework. Know which audiences you’re trying to reach and speak to. Refine your message based on those different audiences.
Internal Alignment: Ensure that your organization's purpose is shared across all departments, not just marketing. Foster a strong corporate culture that reflects your brand's values.