Part 2: The Credibility You Can Hold | From Olive Leaves to a Purpose-Driven Brand
Every brand has a story, but not every brand knows how to tell it with conviction. For a sustainable mobility brand, the most powerful stories are those you can touch, see, and feel. They are born from a commitment to authenticity and a clear, unwavering purpose.
I remember my time at Delta Motors (BMW and MINI), when my CEO made the bold decision to introduce the BMWi program to the Serbian market. Back then, it felt like a mission. We had no charging infrastructure and no government subsidies. But we had an original BMW narrative that was so compelling, we knew it would resonate.
Pillar 1: The Supply Chain Story – The Foundation of Trust
The approach was to focus on the BMW i3's story long before it ever hit the road. It wasn’t just an electric car but a statement about sustainability from the first component. We talked about the interior, which featured eucalyptus wood on the dashboard, a rapidly renewable resource. We explained how the leather was tanned using a more eco-friendly extract from olive leaves, a byproduct of the olive harvest. Even the seat fabric came from recycled plastic bottles.
But the story went deeper. The energy used for production was just as critical to the narrative. The BMW plant in Leipzig was powered by four wind turbines, and the carbon fiber for the car's body was made at a facility in Washington that ran on hydroelectric power. This wasn't marketing spin but tangible evidence of a holistic commitment, and it’s the kind of narrative that builds trust.
Our Insight: At Publicity Bureau, the belief is that a transparent supply chain is the new handshake in public relations. The role is to unearth these intricate stories, transforming complex operational details into proof points of a brand's true commitment.
Pillar 2: The Purpose-Driven Mission – Beyond Profit, Towards Impact
A brand's purpose is its north star. It guides every action and provides the emotional reason for a consumer to connect with you. The strongest brands don't sell products, they champion a cause.
Tesla: From the beginning, Tesla's mission has been to "accelerate the world's transition to sustainable energy". This narrative has built a loyal community of advocates, not just customers. However, even the most powerful narratives can face challenges. A founder's personal politics, such as Elon Musk's public support for Donald Trump, can create a complex PR landscape, leading to a noticeable split in consumer sentiment and impacting brand loyalty. (I wrote more about Tesla HERE)
Hyundai: Similarly, Hyundai's mission of "Progress for Humanity" is more than a slogan. It serves as a foundation for its significant investments in hydrogen fuel cell technology and its development of the IONIQ series. It shows that the brand's actions are aligned with its long-term purpose.
Our Insight: At Publicity Bureau, we help brands articulate this broader societal purpose. It’s about building an identity that can withstand external pressures and manage stakeholder expectations. This isn't just about PR - it’s actually about defining your legacy.
In the final post, I will explore the human element of this new narrative - how to use technology, community, and a broader ecosystem to create an unbreakable bond with your audience.