General Mills purpose is “to make food the world loves” with iconic billion-dollar brands like Haagen Dazs, Betty Crocker, Cheerios, Pillsbury, Nature Valley, Yoplait, Old El Paso and more.
I caught up with Brad Hiranaga, the Chief Brand Officer to find out more how their purpose is manifesting itself through their brands, and their attempts to be a force for good in the world with programs like Box Tops For Education which has donated a staggering $1 billion to schools throughout its lifetime.
SB Brand Transformation Roadmap exclusively available to SB’19 Detroit Conference Attendees
SAN FRANCISCO, April 18, 2019 /3BL Media/ – Business executives seeking to identify, prioritize, align and scale company sustainability actions will now find a valuable online solution to support their brand transformation journey. The SB Brand Transformation RoadmapSM is a powerful orientation and navigation tool that maps out a company’s entire sustainability journey and allows the company to access the maturity of its efforts across five practice areas - Purpose, Brand Influence, Operations & Supply Chain, Products & Services, and Governance.
Speaking on the 'Business Purpose: the paradox and the potential' panel about this trend, Melissa Waggener Zorkin, chief executive of WE Communications and Michelle Oliver, global head of purpose, diversity and inclusion at Mars discussed how brands should both walk the walk and talk the talk, when it comes to their core values.
At Mars, Oliver said that its purpose has come from defining how its brands have a positive impact on society or the environment.
Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.
When compared to cost and quality, Purpose trumps across majority of consumer behaviors
BOSTON,May 30, 2018 /3BL Media/ – Nearly eight-in-10 (79%) Americans say they are more loyal to Purpose-driven brands than traditional brands and nearly three-quarters (73%) are more willing to defend them, according to the 2018 Cone/Porter Novelli Purpose Study.
This Is What Celebrities Should Really Be Talking About On the Red Carpet
By Shannon Schuyler
I can imagine how exciting it is for an actor, director or screenwriter to have his or her name announced after the famous words we've been hearing for more than 80 years: And the Oscar goes to... I can understand, too, why in their speeches the winners thank so many people both on and off screen. It takes an ensemble working seamlessly together toward a shared vision to make a great movie. And who doesn't love a fantastic film?