Een BHAG doet wonderen voor uw merkstrategie

Delen op twitter Delen op facebook De Rabobank heeft een nieuwe campagne, het zal je niet ontgaan zijn. Er is namelijk nogal wat kritiek op, de slogan “Growing a better world together’ maakt behoorlijk wat los. Op zich al heel wat voor een campagne, maar ik wil het over iets anders goeds hebben. Hier zien we namelijk de BHAG zijn kop boven het maaiveld uitsteken. En dat is vaak een kop vol inspiratie.

Dromen over de Big Hairy Audicious Goal
In 1994 dook de Big Hairy Audicious Goal voor het eerst op, in het boek ‘Built to last: Successful Habits of Visionary Companies’ van James Collins en Jerry Porras.

De BHAG is een ultiem doel, dat je je als organisatie stelt. Een doel waarvan je eerst vaak denkt ‘onmogelijk’ of zelfs ‘idioot’, maar waarvan je een moment later gelooft dat het heel misschien toch best zou kunnen: ‘laten we ervoor gaan!’. Om zo’n ultiem doel te stellen moet je wel in dromen geloven. Zoals Martin Luther King dat bijvoorbeeld deed. En Walt Disney. Zijn motto: ‘If you can dream it, you can do it’. En ik wil in dit licht ook zeker de heer Borsato niet ongenoemd laten. Hij zei immers ooit niet voor niks de meeste dromen zijn bedrog. Er maar mee aangevend dat er dus wel degelijk ook dromen zijn die uitkomen. Dus, hup, jaag ze na!



Voorbeelden van BHAG’s zijn die van Twitter ‘We want to be the pulse of the planet’, Joop van den Ende ‘Mensen de avond van hun leven bezorgen’, Volvo ‘By 2020 no one should be killed or seriously injured in a new Volvo’ en Microsoft ‘A computer on every desk in every home’. Maar verreweg de bekendste is die van John F. Kennedy, die op 25 mei 1961 zijn ultieme doel aan de wereld liet weten:

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.


” …I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to the Earth.”

De anekdote gaat dat Kennedy een keer een schoonmaker begroette tijdens een bezoek aan de NASA en vroeg wat hij precies deed, waarop de man antwoordde: ‘”I’m helping put a man on the moon sir”. Zie hier de BHAG in werking. Een ultiem doel geeft energie aan een organisatie. Drive aan medewerkers, een hoger doel of een purpose, zoals je wilt. Werknemers worden er gelukkiger door.

Niet zo heel vaak zet de BHAG ook een stap buiten de deur. Maar de Rabobank heeft dat wel gedaan. Ze heeft haar droom met ons gedeeld: het wereldvoedsel probleem oplossen. Dat is een ultiem doel. Als medewerker zou ik daar wel enthousiast van worden en als consument word ik dat ook. Hoewel ik mij er moeilijk nog echt iets bij voor kan stellen. Het helpt wel dat ik van een bevriende bankdirecteur van een Rabo concurrerent begreep, dat als er één bank in de wereld is die een rol kan spelen op dit vlak, het Rabobank is. En ook dat ik lees dat Rabobank samen met de UN 1 miljard in duurzame voedselproductie steekt.

Ik wil de Rabobank vooral aanmoedigen om snel haar plannen, proposities, partners, ideeën, die haar droom dichterbij laat komen, met ons te delen. Zodat ze kan laten zien dat het haar menens is en we er allemaal in kunnen gaan geloven. En het ons inspireert en aanjaagt om mee te doen. Want dát is belangrijk. Wij, consumenten, moeten toch vooral ook zelf voor de grote ommekeer zorgen. Weet ook directeur duurzaamheid Bas Rüter, die op de Rabobank site zegt dat de rol van de bank maar bescheiden is, vergeleken met die van de consument.

Dat inzicht en die bescheiden toon had ik wel wat meer terug willen horen in de campagne. We gooien in Europa voor 30 miljard aan voedsel weg. Tegelijkertijd is het tegengaan van food waste nummer 3 van de 100 meest substantiële maatregelen tegen klimaatverandering. Rabobank belooft ons te helpen die verspilling tegen te gaan. Prima, graag. Ik ben benieuwd!

Hoopvol wacht ik op die zet in de rug. In de tussentijd leg ik Marco hier onder de naald en droom ik over een hit voor
de Rabobank.

Lees het volledige artikel  of ga naar gerelateerde merkopleidingen

Hubert van Wensen
Business Creative bij The USP Company
NIBAA Institute

Dit is NIBAA Institute


NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.




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