--- title: Product, price, place, purpose? description: Struggling with your purpose communications? We take you step by step to creating a winning purpose campaign. image: https://www.bluechipcommunication.com.au/hubfs/shutterstock_556945903%20(1)-1.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... - ##### [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) ## [Product, price, place, purpose?](https://www.bluechipcommunication.com.au/blog/product-price-place-purpose) ###### By Olivia Fairfield ###### 30 Jun 2017 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fproduct-price-place-purpose) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/product-price-place-purpose) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fproduct-price-place-purpose) ![shutterstock_556945903 (1)-1.jpg](https://www.bluechipcommunication.com.au/hs-fs/hubfs/shutterstock_556945903%20(1)-1.jpg?width=640&height=356&name=shutterstock_556945903%20(1)-1.jpg) We are in the middle of a business evolution. This week saw [Danone](https://www.marketingweek.com/2017/06/23/danone-repositioning-manifesto-brand/), the multinational food product company, declare the complete repositioning of their business for the greater good. The movement leading this change? *Purpose*.   Cynics could perceive purpose as just a communication fad and one simply for the comms team. However, purpose has been slowly shifting up the decision chain and is now debated at the C-suite in many financial services organisations. If you aren’t considering your purpose, you're misaligning your whole business strategy. It should be what drives you and your company. As customers, Millennials and Generation Z are exceptionally environmentally conscious. These younger generations purchase and invest in purpose-led, sustainable companies, as we explained [in last week’s blog](https://www.bluechipcommunication.com.au/blog/the-rise-and-rise-of-purpose-driven-brands) (along with why they're now a key market segment). 75% say that it's fairly or very important that a [company gives back to society](https://www.inc.com/vicky-castro/todays-millennial-consumers-may-be-picky-but-theyre-loyal-too.html) instead of just making a profit.  So if you’re stuck on where to start, we’ve outlined a brief guide on how to put your purpose into practice: **Back to basics** While it may seem obvious, reviewing your core business is essential to kick start your purpose-driven communication. “Start with the why” as [Simon Sinek stated](https://www.youtube.com/watch?v=sioZd3AxmnE) - reverting back to the core driver of why your business was created is a great place to start when reviewing your purpose. Increasingly we are seeing companies articulate a purpose that goes beyond just delivering returns to shareholders – to create a sustainable company that adds value to each of its stakeholders. Although this could be at the expense of short term profits, research shows businesses that prioritise their purpose see a [10% growth year on year](http://www.ey.com/Publication/vwLUAssets/ey-the-business-case-for-purpose/%24FILE/ey-the-business-case-for-purpose.pdf).   [![Screen Shot 2017-06-28 at 10.09.40 am.png](https://www.bluechipcommunication.com.au/hs-fs/hubfs/Screen%20Shot%202017-06-28%20at%2010.09.40%20am.png?width=611&height=381&name=Screen%20Shot%202017-06-28%20at%2010.09.40%20am.png)](http://www.ey.com/Publication/vwLUAssets/ey-the-business-case-for-purpose/%24FILE/ey-the-business-case-for-purpose.pdf)  **Teamwork leads the way** Once established, your purpose should be integrated through your team ethos. Employees are key. They live and breathe your brand story and need to be on board, so as to drive you towards your goal purpose. As Millennials rise through the ranks they want to work for companies with a strong purpose. In fact, Millennials would [prioritise a sense of purpose](https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-millenial-survey-2016-exec-summary.pdf) and the company making a positive difference over growth or profits.  [![Screen Shot 2017-06-29 at 5.36.15 pm.png](https://www.bluechipcommunication.com.au/hs-fs/hubfs/Screen%20Shot%202017-06-29%20at%205.36.15%20pm.png?width=658&name=Screen%20Shot%202017-06-29%20at%205.36.15%20pm.png)](https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-millenial-survey-2016-exec-summary.pdf) 89 percent of all respondents in the [HBR survey](http://www.ey.com/Publication/vwLUAssets/ey-the-business-case-for-purpose/%24FILE/ey-the-business-case-for-purpose.pdf) said companies with a shared sense of purpose would have greater employee satisfaction: “It is more important that the purpose resonates with the employees than with the customers. If it doesn’t happen there, then the customers will [catch on] very quickly. And it has to matter to the supplier, and eventually to the community,” Raj Sisodia, author of *Conscious Capitalism* said. Essentially: your comms piece will be worthless if your team isn’t upholding the values you are promoting ([United Airlines](https://www.bluechipcommunication.com.au/blog/how-pr-supports-or-destroys-brand-just-ask-united-airlines), take note). **Telling the story** Spending millions on a multi-channel campaign is pointless if you haven’t got the basics right. Purpose is about your brand message and story so ask these questions when planning your comms strategy: 1. *What is my story?* If we consider the success of the new superfunds breaking into the market, the key to their success is not that they’re offering anything new compared to current funds, but that they are [articulating their story better](https://www.bluechipcommunication.com.au/blog/spaceship-a-lesson-in-how-to-launch-a-financial-services-product) to their audience - Millennials. 1. *Who is telling the story?* These superfunds carefully place key spokespeople that their target audience can directly relate to – Millennials want to hear from Millennials, CEOs want to hear from CEOs. 1. *Are my communications creating a message that resonates with my audience?* These superfunds are tapping into Millennials’ most closely aligned products – tech, apps and ["greenie bullsh*t](https://amp-afr-com.cdn.ampproject.org/c/s/amp.afr.com/technology/inside-the-multibillion-dollar-battle-for-millennials-super-20170606-gwl91y)". With Millennials now being the long-term investors due to their age these start-ups claim to [“invest in where the world is going”](http://www.smh.com.au/money/investing/techfocused-super-fund-called-spaceship-to-target-millennials-20160913-grfay9.html) which is music to millennials ears after consistently hearing of the golden age of years gone by from older generations. **Communications need to be authentic ** Consumers are savvy. They can tell when they are being sold to – [43% of Millennials rank authenticity over content](https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#3985b2cc6c8f) when consuming news. And [80% of consumers say “authenticity of content”](https://www.slideshare.net/MathewSweezey/5-content-engagement-questions-answered) is the most influential factor in their decision to become a follower of a brand. It isn’t enough to just state your purpose but you must follow through.  An authentic purpose, combined with a strong story and genuine customer experience that reflect this is the winning combination. Be prepared to evolve, as the world changes, keep reviewing your purpose to align with your customers’ needs. **Short-termism is dead, visions rule** Change is coming – or more realistically, we are weathering the storm of a huge sustainability revolution. Constantly reviewing your business purpose, brand story and communications will weather-proof your business to sail through, safely.  A sustainable business is more than just giving money to support the environment, it is one that can essentially ask itself: *am I treating each one of my stakeholders correctly?* A company with its purpose rooted in sustainability will be successful over the long term as it will continue to deliver value to its stakeholders.   *As we approach the end of the financial year we must ask the question – where can I put my budget to keep ahead (or at least in line with) the future of communication? Our blog next week will help outline the top trends for the financial year ahead.* [![New call-to-action](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/431002e3-250a-4808-8e24-851fccc589ac.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/431002e3-250a-4808-8e24-851fccc589ac) [![how to drive your fame agenda](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d) ## Related Posts [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 06 April 2021 #### [Getting your email on in 2021 – Human behaviour hacks every financial services marketer should know](https://www.bluechipcommunication.com.au/blog/getting-your-email-on-in-2021-human-behaviour-hacks-every-financial-services-marketer-should-know) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) [Integrated Marketing](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ###### 29 January 2020 #### [How to pitch for more budget for your marketing and PR efforts](https://www.bluechipcommunication.com.au/blog/how-to-pitch-for-more-budget-for-your-marketing-and-pr-efforts) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) [Integrated Marketing](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) ###### 29 November 2019 #### [What does the future look like for fund managers?](https://www.bluechipcommunication.com.au/blog/what-does-the-future-look-like-for-fund-managers) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) ###### 15 November 2019 #### [BlueChip celebrates 15 years in business](https://www.bluechipcommunication.com.au/blog/bluechip-celebrates-15-years-in-business) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) [Integrated Marketing](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) ###### 13 November 2019 #### [Developing an integrated communication plan for your next in-person event](https://www.bluechipcommunication.com.au/blog/integrated-communication-plan-for-your-next-in-person-event) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) [Integrated Marketing](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 30 October 2019 #### [Top 3 mistakes financial services marketers are making in 2019](https://www.bluechipcommunication.com.au/blog/top-3-mistakes-financial-services-marketers-are-making-in-2019) ## Stay up to date ### Marketing insights you’ll want to read. 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