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Applying tate´s conscious marketing plan to a hybrid organization: movimento transformers search for identity-image fit - aligning organizational purpose with the brand identity
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This work project consisted of developing a Marketing Plan for Movimento Transformers, a
Hybrid Organization with the mission of increasing civic and social participation. To do so, a
strategic analysis of the market was performed, and the results displayed a misalignment
between the organizational Brand Identity and Brand Image. Consequently, a Conscious
Marketing Plan was implemented to correct the GAP found and improve overall marketing
performance. The concept of Purpose was used to define the organizations' "why" which, was
placed at the core of the TF’s identity and thus, informed an updated Brand Positioning.
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Purpose Volunteering Conscious marketing plan Movimento transformers Organizational brand identity Brand image Hybrid organization Civic participation Social awareness Youth associative movement