Finding and aligning your drivers and associated transformational goals is the starting point for your transition to a brand with a higher internal orientation.
Creating a higher internal orientation does not mean that you are purpose-driven. From the drivers and transformational goals you also have to connect with a social ambition.
An example of a brand that recently made a change from a sales-oriented to a purpose-driven brand is the rebranding of Nuon to Vattenfall. Where Nuon initially had a strong focus on a high level of service, it eventually decided to make the transition to the Vattenfall brand with the new brand promise 'fossil-free living within one generation'.
With this brand promise, Vattenfall wants to be a leader in the energy transition. This makes the organization a 'Leader' brand where both internal and external orientation are high.
The importance of a strong purpose indonesia telegram data increases significantly if you ask me. I think that a clear purpose first of all gives an enormous boost to employee engagement. During the rebranding process, I was able to see with my own eyes what kind of energy this gives to people. A kind of common goal comes into view: we tell one story on behalf of the company, and the new propositions are also devised from that. (source: VIM Group)
Winning outside starts inside
There is still much to discuss about the added values of purpose. Shouting that you are a purpose-driven brand while this is not experienced internally can not only harm your brand, but also harms the credibility of brands that have organized this well.
It remains a cliché, but the saying 'winning outside is starting inside' certainly applies to making a transition from a sales-oriented to a purpose-driven brand.
Decentralized Finance (DeFi): The New Foundation of Trust in the Financial World?
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Cryptocurrencies like Bitcoin are becoming increasingly popular. Companies like Facebook, Amazon, Google and Apple have also opened the direct attack on the banking system with their own financial services. The latest trend in the fintech world that is quickly gaining popularity is Decentralized Finance (DeFi). What is it, what can you do with it and what do the next steps look like.
