In today’s world, thinking small gets nobody far (Cue nanotechnologists harrumphing.).
Globally-minded thinking, however, does.
Globally-minded thinking pertains to a number of areas: exporting to the world - the motivation to vastly disperse a brilliant idea geographically - creating a product, service or solution of such high quality and importance that it stacks up and deserves to succeed in any global market; identifying and solving a problem which is universally shared around the world; or, creating a product or service that has a positive impact on the world through sustainability or community measures.
There is a greater philosophical take on globally-minded thinking too, one which operates high and above any macro and micro trends and is driven by ambitions far greater than the micro contexts we exist within, day to day.
Purpose.
Think Patagonia.
Think Tesla.
Think Disney.
And, one of my recent favourites, Liquid Death, whose purpose is to make drinking water less scary for younger generations.
The reason globally-minded thinking must link to purpose is simple: the world is complex. Every market presents its nuances in behaviour, preconceptions, perceptions, wants, needs and competitor mixes. Businesses must have a truthful purpose in play that can ride any ups and downs and shifts in culture. Purpose drives a company forward.
At Moonsail, we call that purpose the North Star.
Moonsail Co-Founder, Matt Nankivell, implemented exactly this in his role as Global Head of Art on Unilever brand Dove while at Ogilvy London, ensuring the purpose of Real Beauty permeated compellingly through 76 countries. The fact that despite the purse strings pulling shut in the face of macroeconomic trends and recessional impact, customers are willing to invest money if the brand is purposeful and has a positive impact on the planet. This bodes well for Dove.
Our North Star for one of our clients Watches of Switzerland links directly into their devotion to their clients, which lays foundations for service delivery that can and does address the 2023 consumer trends of a 43% increase in online shopping globally, and the demand for frictionless experiences across digital and physical spaces, recently identified in a PwC Global trends report.
Furthermore, a recent R/GA global report discovered it is no longer about customer loyalty but brands being loyal to customers - particularly important as kinks continue to jam the global supply chain. There are many factors to consider, and the plates are constantly shifting.
The one factor that remains unwavering above all, is purpose.
There is no shortage of globally-minded thinking in Western Australia. Our State is brimming with big thinkers across all industries and sectors, big and small - highly intelligent, curious innovators, academics, scientists, leaders and doers. And not just the usual big suspects, hundreds of bright bulbs are blinking on from all corners of the State all the time, and in vastly different fields. We are a creatively charged State, unencumbered by the complexity and barriers often experienced in other markets. Our isolation has forced us out of sheer necessity to problem solve and, in the process, we have developed a true culture of entrepreneurialism and innovation we should all be proud of.
The reality is in order for globally-minded business ideas to succeed, they have to be supported by a globally-minded and purposeful brand, communications, and go-to-market strategy - the kind that sits high above those macro and micro trends; that can weather any change.
The quality of idea and ambition of our bright thinkers, businesses and organisations in WA must be backed by a high level of quality in how it is perceived and experienced in the world.
Far too often we see brands that don’t match the quality of the business idea.
Far too often brand and purpose is an afterthought.
In our years of experience working on hundreds of brands globally, nationally and locally, the most effective brand development and go-to-markets have been a result of early pinpointing of the purpose, then the creation of a compelling brand intrinsically linked to the potency of the core business or product idea.
WA, we are globally-minded. Our State is brimming with world-class people and ideas. Let’s make sure our brands and the way we go to market are, too.
Paul Coghlan is Co-Founder and Creative Partner of advertising and branding company Moonsail – WA’s Challenger Agency of the Year
