Purpose marketing: making an impact

Corporate Social Responsibility is more than a trend that all organisations have to jump on. It is a mindset in which everything revolves around the impact you have as an organisation on people, society, and the environment.

Just about every brand has a mission and a vision. They know very well what they want to stand for. The only problem? They often don't know how to convey that message. How best to translate their brand story into actions.

Today most brands have a solid commitment to a mission and vision. That’s good news. But how do you translate your brand story into concrete actions? How do you attract a target audience that supports your brand's vision and consistently picks your products or services over those of your competitors? We would love to help you find your way with social positioning.

Nice toaster. But why do you work with an influencer who, along with being a breakfast guru, is also openly homophobic? What customers expect from brands has changed a lot in recent years. A great product with excellent service is no longer enough: now a brand has to have a meaningful connection to core values. As a brand, don’t just position yourself in the market, but also in society. How exactly do you do that?

One in eight people in the Netherlands are living with a long-term physical, psychological, intellectual, sensory, or intellectual disability. If you offer products or services in the Netherlands, it is forbidden to discriminate between people with or without a disability. Yet there are still many companies that only assess their digital sales and service channels on the speed and responsiveness on each device. Why do companies often see digital accessibility, and therefore the WCAG 2.1 guidelines as optional? At iO, Software Architect Lucien Immink is committed to creating accessible webshops, applications and sites and explains how to make your digital channels accessible and inclusive.

In episode 1 of the Public Brands series: Tom van Laarhoven (UWV) and Anke Heun (Belastingdienst) on brand thinking in the public sector.

The Police and the CBS (Central Statistical Office). Two household names in the Netherlands. They’re established brands. How do you manage them? Mirjam Otten and Mike Ackermans on brand thinking in the public sector.

The IND (Immigration and Naturalisation Service) and the Netherlands Enterprise Agency (RVO). Two public organisations that are also brands. One is known to the general public, the other to a specific group. How do you manage them from a brand and communication perspective?