DSM: een merk met een purpose

DSM: een merk met een purpose

26 september 2015 om 16:09 - door PIM Redactie - 29 reacties

De wereld staat voor grote uitdagingen. Het opraken van grondstoffen, klimaatverandering, ondervoeding – allemaal grote uitdagingen vandaag de dag. Deze uitdagingen vormden de inspiratie om DSM te verenigen achter een eenduidig purpose: het verbeteren van de kwaliteit van leven, voor de mensen nu en ook voor de komende generaties.

“Het bedenken van een purpose is een, het waarmaken is een tweede."

Die purpose werd de afgelopen jaren opgetekend en heeft veel aandacht gekregen. Tijdens de kennissessie "Merken bouwen in 2020: digital of people first?" op 13 oktober gaat Jos van Haastrecht, global brand director DSM, dieper in op het leven na de purpose. Want, hoe kom je van een papieren exercitie naar actie? Hoe maak je een gedachtegoed levend en hoe maak je de belofte van je merk waar? Hierbij vast een voorproefje.

“Het bedenken van een purpose is een, het waarmaken is een tweede. Een essentiële stap is om dit ook in je producten tot uiting te laten komen en andere stakeholders zich te laten verenigen achter ons gedachtegoed. Het silo-denken is voorbij. We moeten samenwerken in de keten door te ondernemen op basis van gedeelde waarde. Alleen dan verbeteren we werkelijk de kwaliteit van leven”

Hoe zet je, samen met je stakeholders, iets op de agenda van overheid en eindconsument?

Humanizing Science
DSM geeft  wetenschappers een platform die met hun onderzoek bijdragen aan een maatschappelijk doel als klimaatverbetering of voedselvoorziening. Door wetenschappers en hun werk een gezicht te geven brengt DSM ze dichter bij mensen. Het merk lanceerde een mini-film over Unsung Heroes of Science. Hierin worden vijf wetenschappers en hun uitdagingen zichtbaar. De video is inmiddels meer dan drie miljoen keer bekeken op verschillende platforms.

Publiekelijk stelling nemen
DSM vormt coalities met gelijkgestemden binnen de keten. Ze voert gesprekken met overheden, beleggers, leveranciers en afnemers om ze te inspireren met hun visie. In december vindt de Klimaattop plaats in Parijs. Leiders van landen en organisaties bespreken daar de toekomst en oplossingen voor het klimaatprobleem. In de aanloop naar de klimaattop deelde DSM tezamen met andere bedrijven haar ambities in de Financial Times om haar issues nu al te agenderen.

Meer inzicht in het bouwen van sterke merken?

Tijdens de PIM sessie "Merken bouwen in 2020: digital of people first?" van 13 oktober deelt Van Haastrecht meer concrete initiatieven die DSM onderneemt om de kwaliteit van leven te verbeteren. Richting 2020 zal iedere organisatie een sterke merkgedachte op een inspirerende manier uit moeten dragen. Een merk komt niet alleen tot uiting door communicatie, marketing en strategie, maar misschien nog wel meer door de bedrijfscultuur. DSM laat zien hoe je als merk kunt navigeren met een moreel kompas.

Bekijk het volledige programma en schrijf je in op onze website!

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