Good

Wins. Health. Morning. Luck. Partners. Wins.

Good

Wins. Health. Morning. Luck. Partners. Wins.

Good wins.

A good guy. A good gal. A good neighbor or friend. For us, consistent good is better than hyperbolic spurts of momentary greatness. Good is the feeling lasting relationships are built on. The same is true for brands. Good brands must create experiences that are welcome in people’s lives. Respect consumers’ time and intelligence. Share people’s values and empower and inspire them. Good brands are built upon an overt, motivating and purpose-driven foundation. And research shows they succeed to the tune of 9x share of wallet. And 10x greater shareholder value. Our work is guided by the unshakable belief that Good Wins.

Our
Approach

Preston Kelly continues to discover and catalyze the new opportunities in modern branding. Our Good Wins approach is in direct response to the way the world is fundamentally and continually reshaped by new demographics, globalization, digital technology and interconnected social networks. In a crowded marketplace where people are seeking more meaning in the choices they make and brands they endorse, we are creating meaningful experiences that actually make our messages welcome in people’s lives. Put another way, we use the power of our creativity to draw people in and reward their time and effort.

Through our culture, our creativity, and our interactions with clients, runs a continuous thread of positivity. In fact, Positivity is the last and most important of what we call our COOP Values, with the others being: Courage, Originality, and Openness.

Good
Brands Index

It’s important to understand that the thinking behind Good Wins not only feels intuitively right but is 100% business-based. We undertook an extensive two-year process to develop our thinking, making sure we were being true to our skill set and market experience, true to respected industry and consumer research, and evolving culturally with the times. We found that:

80% of consumers say they’d be more likely to purchase from a company that shows it makes a positive difference in people’s lives.

Meaningful brands can increase share of wallet by 9x.

Purpose-driven brands deliver 10x greater shareholder value.

Emotionally positive marketing results in connections that are 2x more valuable.

Sources: The Good Purpose Study; Meaningful Brands Study; EY Beacon Institute and Harvard Business Review Study; Deloitte Survey of Millennials; The New Science of Customer Emotions; Pringle & Field Study; Millward Brown Emotion in Advertising; Fractl Emotional Response to Viral Images

We developed our own, first-of-its-kind, national study called the Good Brands Index™.

This Index helps us better understand how people define a “good brand,” how they judge one brand versus another, and what actually matters most to them when making purchase decisions. The original study included over 1,000 people from diverse markets across the country. We plotted our learnings and continue to measure dozens of attributes that influence consumer preference and behavior. Each of these attributes falls under three important brand categories.

Performance

What’s so good about what you do? What’s so good about how you do it? What makes you so much good-er than the competition?

Personality

What feels so good about what you do? What’s so good about your people and culture?

Purpose

What good do you do for the world? Why would good people love you? How does your good work get expressed?

Looking at key attributes of a good brand from the perspective of performance, personality and purpose allows us to focus on the most meaningful advantages and vulnerabilities in your competitive set. It gives us the ability to pinpoint exactly what your brand is doing that resonates with consumers, and what doesn’t. Equally important for future plans, we learn what will and what won’t move the needle. These actionable insights provide clearer strategic direction to shape not only how your brand communicates, but how to set goals and change operations in order to best connect to the people you serve.

We are proud to be a strategic and creative partner to brands that are driven by a higher purpose, striving to do good for people and living out their values in real ways.

See the good we’re doing for current clients.