Do you know the true impact of your Brand’s Purposeful Marketing? We do!

by Christian Lazopoulos
Head of Innovation

“Perception is Truth, Purposefulness is Perception”.

Or “what we’ve learned from analyzing 600+ US brands, 1.8+ million branded content assets and 36+ million online conversations and interactions from 29 million US consumers and shoppers”*.

On the 4th of June in NYC’s Hudson Yards, XPLAIN was invited to present and unveil a radical innovation in the National Advertisers (ANA)/Internationalist 1000 Event for CMOs and Senior Marketers: Marketing Makes a World of Difference.

It all started with a “challenge” put to XPLAIN in 2018 by the brilliant organization of Internationalist/ANA due to our shared passion and collaboration for Purposeful Marketing – and boy do we love a challenge!

The challenge was two-fold: How does a Brand define “Purposefulness” and in a way it can measure its true impact?

First, there is no debate on whether you need to be purposeful as a Brand, since 3 out of 4 US consumers, according to our own research, expect it. But this expectation, like any relationship, needs to be relevant.

Our research also signified that Relevance comes when a Brand’s Purpose aligns with the Values of its Consumers, always in line with the Brand’s Essence and Positioning, since Authenticity is also a prerequisite.

And that was our starting point for defining and measuring Brand Purposefulness, in the only way it matters; according to the people whose lives any Brand wants to become a meaningful part of.

Our 10-month journey of development started with analyzing millions upon millions of consumers’ conversations and interactions.

XPLAIN’s AI scientists and Behavioral specialists worked together to indicate the common denominators of the US Culture when it came to Purposefulness.

The top 10 of the most Purposeful Brands, as perceived by US consumers and shoppers

For more information: Purposeful Index

Specifically, the conceptual themes, linguistic and visual patterns and narrative associations that consistently and truly comprised the meaning of “Purpose” and “Purposefulness” were identified and quantified in a manner that is now dynamically measurable over time.

Yes, this was the elaborate way of saying that we’ve managed to develop a proprietary AI powered solution and service that can now measure a Brand’s Purposefulness Impact based solely on unbiased Consumers’ perceptions.

The very first level of our output is a dynamic ranking of over 330 “qualified by Consumers” US Brands across all industries. That naturally led us to name our innovative solution as the “Purposeful Index”.

But XPLAIN didn’t just create a ranking system.

The “Purposeful Index” offers unprecedented depth in identifying a Brand’s “way in” to Purposefulness, the reasons behind its performance under 4 Key Pillars of Analysis (Authenticity, Relevance, Consistency and Timeliness) and how to optimize its performance.

This level of analytics can further benefit Brands with real and measurable insight across some of the biggest challenges they are facing, converting them to opportunities:

• Effective Categories of Purposeful Initiatives across Channels & Industries
• Audience Segments more likely to Engage
• Purposeful Content’s Impact based on Data-driven Predictive Analytics
• Underlying Consumer & Shopper Values & Alignment/Fit with respective Brands’ Values & DNA
• Key Learnings for tangible results & A&M Spending Optimization

The Purposeful Index will go fully “live” on the 26th of October 2019 on the US “I care about you” day, and yes it isn’t a coincidence.

In the meantime if you’d like to know more, find out how your brand “fared” in the Purposeful Index and XPLAIN’s capabilities that led to its creation, you can visit our pre-launch page and sign-up for updates and news, and you can download the presentation that was given on the 4th of June at the great event hosted by ANA/The Internationalist.