Toto Chan–Girl by the Window is reputed to be the largest-selling Japanese book of all time. Written by Tetsuko Kurayonagi, a TV personality, it is a charming story about her childhood in post-World War II Japan. She attended a small school called Tomoe Gakuen that had some unique practices that made the children fall in love with the school and its principal. One such practice was that children should come dressed in their oldest set of clothes. Why? Well, the school encouraged them to play in the dirt and sand. Clothes could get dirty and may even tear.
As I was reading this delightful book, I was reminded of the Unilever’s Persil ‘Dirt is Good’ campaign, now in its 13th year. In India, the campaign was adapted for another Unilever brand Surf and the line was the evocative ‘Daag Ache Hain’. Just as the kindly principal of Tomoe Gakuen, Surf wants parents to encourage their kids to get their clothes dirty by playing in the open. Because Surf had the detergent power to remove the deepest of deep stains and dirt.
Surf and Persil are good examples of a brand that has transcended from rational and emotional benefits to a purpose-driven campaign.
Why are purpose-driven brands becoming more and more important?
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Denne historien er fra May 2021-utgaven av Indian Management.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Trust is a must
Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.
Listen To Your Customers
A good customer experience management strategy will not just help retain existing customers but also attract new ones.
The hand that feeds
Providing free meals to employees is an effective way to increase engagement and boost productivity.
Survival secrets
Thrive at the workplace with these simple adaptations.
Plan backwards
Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.
For a sweet deal
Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.
Humanise. Optimise. Digitise
Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.
Beyond the call of duty
A servant leadership model can serve the purpose best when dealing with a distributed workforce.
Workplace courage
Leaders need to build courage in order to enhance their self-reliance and contribution to the team.
Focused on reality
Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.
