THE TIN MAN’S HEART: BRAND LOVE IN 2019
14 FEBRUARY 2019
As our Manifesto proudly declares, “We Believe in the Tin Man’s Heart. Soulless brands are only meaningful when given a fleshy, beating heart.”
Today, millions of heart shaped candies, cards, balloons and chocolate boxes are being doled out generously between starry-eyed lovers. In a day long-lauded for ceremonial gift giving, our hearts and minds are focused on LOVE… Brand Love. So it begs the question: Why should people love your brand if your brand doesn’t love the world?
Here are three simple reasons why brand love, founded in purpose and belief, can create the highest form of brand affinity:
Boost Your Brand Believers - The economics of leading with brand purpose don’t lie. Working with brands like Starbucks and Cisco to Intel and Arby’s, we’ve realized that leading with brand purpose sells. The investments in leading with brand purpose are showing incredible results for brands like Starbucks, who bravely steps into some of the biggest social and economic issues that we face. According to Simon Mainwaring’s Marketing 3.0 analysis, 71% of global brand consumers say they would help promote a brand if they felt it supported a good cause. Brands with purpose create passionate brand believers that lead to higher brand engagement, higher valuations and higher profits.
Retain and Attract Employees - According to Glassdoor, 66% of millennials are expected to leave their current companies by 2020 and 27% of these cite that they intend to leave because their goals or values don’t align with their current employer. According to a Mercer Workplace Trends survey, thriving employees are 3 times more likely to work for a company with purpose. The brands that do so ultimately create a more fulfilling and dynamic workplace where employees feel like their work matters and makes a difference.
Powerfully Impact Culture - Today, brands are the most powerful culturally-shaping institutions on earth. In the past, this honor has been led by social, political or religious establishments. Today, we live in the Age of Brand, where companies can reshape our values and how we live in - and with - the world around us. In 2018, Patagonia announced it will donate its $10 million tax cut to environmental groups focused on fighting climate change. According to Forbes, Patagonia has influenced the culture of consumption in a way that puts humans and the world at the forefront of its calling. With its mission statement “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis,” Patagonia rallies us to partake in this new generation of environmental advocacy and become socially conscious consumers. CSR is no longer the sideshow for brands - it’s the main stage. The irony in the Tin Man's story is that he already had the heart that he was searching for all along. He simply needed to be confronted with the conviction, courage and belief to see it clearly