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Finding the purpose of your brand is crucial to make it stand out in the market and be a benchmark against the competition and the consumer’s choice of purchase.
By achieving this, the market value is determined and with it the potential to become a benchmark of weight.
Today there are various elements that help us visualize the value of a strategy, provided that it is based on a clear brand purpose and that it really benefits the consumer.
Transcending is the key word in every company and brands know that sales errors, bad operations, communication errors, bad campaigns are transcended, in short, a series of challenges are transcended and digital has served in this to achieve it and most importantly , to reach the brand purpose.
Claudia Hernandez, Marketing Director for Colgate-Palmolive In Mexico, it explains the value in being able to give with the brand purpose and thereby define the capacity that exists in the market to be able to transcend in the way in which today a brand assumes challenges and communicates with the consumer responding to them.
Merca2.0 – What exercises help a brand to be able to achieve its purpose?
Claudia Hernández – In our specific case, we are a brand that is in more homes than any other and that brings us great opportunities and challenges in the area of sustainability and social impact. For this reason we decided to focus on seeking the well-being of people, their pets and our planet, so that future generations have a better future.
Our brands have a defined purpose and this is born with the needs to be covered in society, many of them will help Mexican families to improve their health, facilitate day-to-day tasks, education on how to protect ourselves and take care of our health .
Precisely this vision led us to start this new decade determined to achieve a greater positive impact and thus we announced our Sustainability Mission 2025, where our goals to preserve the environment are mainly focused on eliminating plastic waste (eliminating a third of our new plastics by 2025), accelerate action on climate change (achieve net zero carbon in our operations by 2040 and 100% renewable electricity for our global operations by 2030), and lead with zero-waste facilities (100% zero-waste operations).
This involves each of our brands, so we promote continuous innovation, as well as developing a purpose for each of them. We must be consistent both with the language of the brand, as well as with the target audience, as well as with the nature of the product. In this way, we are able to maximize the impact of each of our initiatives.
Merca2.0 – Culture outweighs strategy, what has been the best experience at Colgate where brand culture helped drive the brand’s weight in the market?
Claudia Hernández – At Colgate-Palmolive we are a company characterized by our great geographic and cultural diversity, so that all of us who are part of the company strive to foster a diverse and inclusive environment; so that all collaborators feel valued.
This makes us stand out as a company, because we put this vision into practice from leaders at all levels of the organization to our collaborators, everyone makes a difference by getting involved with causes that benefit our communities and actively participate in different social activities, including those developed by the diversity, equity and inclusion committee, which focus on four fundamental pillars: gender, disability, generations and LGBT +.
Achieving a positive culture inside strengthens us abroad by promoting best practices for the benefit of Mexicans.
Merca2.0 – What do you recommend to brands when having to build their own culture?
Claudia Hernández -Brand purpose now more than ever is the most relevant factor for Colgate-Palmolive employees to feel part of a company that helps the environment, people, our planet and pets. By having a culture and brand purpose that makes us different from the rest of the industry, it gives us permanent validity in the hearts of Mexican families.
The recommendation would be to build your own brand culture and purpose, differentiating yourself from the rest and looking for how to solve needs and build under that perspective over time.
The most important thing is to involve all the people of the company, from the role of responsibility that the leaders have, since they will be in charge of ensuring the culture within their teams, up to each of the collaborators. Well, without a doubt, change only occurs with the commitment of everyone who is part of the company.
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