2015 sustainable brands buenos aires - simon mainwaring, we first

Social Branding. How sustainability

builds your business, community and social impact.

Simon Mainwaring, CEO, We First

©2015 We First Inc. 1

Culture has changed…

– Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs

–  Environmental damage

– Loss of biodiversity – Gender inequality

Marketing has changed…

– Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data –  Internet of Everything – Wearables

Consumers have changed…

– Media-savvy – Well-informed – Socially-conscious – Hyper-connected

– Consumer activists – Mobile focused – Values-driven – Always on


Story vs. Data.

Story drives data.


Data defines impact.

VS

Social storytelling.

How well you tell your story determines how well consumers share your story.


Story transcends technology.

You must define a story worth telling to be a brand worth sharing.

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Sustainability spending.

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Consumer preferences.

Nielsen, 2014 ‘Doing Well By Doing Good Report’ ©2015 We First Inc. 7

Consumer mindset shift.


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1. Sustainability storytelling.

©2015 We First Inc.

1. Own a fundamental human property.

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Unilever.

airbnb.

Starbucks.

Chipotle.

IBM.

Subaru.


2. Declare your mission and values.


3. Share a specific point of view.


Simplicity is compressed complexity.


Unilever: Company/product brand alignment.

M&S: A company promise is a way of being internally.

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And externally.


KEY TAKEAWAY The future of profit is purpose.


KEY QUESTION What fundamental human property does your brand own?


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2. Community architecture.


Consumers driving story.

The first decision of a consumer is do they want to be part of your story.


To inspire participation, the consumer must be the hero of your story.

To build a self-sustaining community you must maintain and reward engagement.

1. Consumers build brands.


2. Encourage co-authorship/co-creation.


3. Celebrate consumers.


BRAND

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Self-directed storytelling.


Celebratory storytelling.

BRAND


Story arc.


Engagement tactics.


Engagement upgrades.


Self-sustaining community.


KEY TAKEAWAY A brand must be the chief celebrant, not celebrity,

of its consumer community.


KEY QUESTION What consumer benefit will your brand celebrate?


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3. Cultural leadership.


People rise to the conversation you grow around them.


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Sustainable Mass Transportation.


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CULTURAL CONVERSATION 2


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Starbucks – Shared Planet – Leadership.


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Mission-Led Culture, Marketing & Sales.


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Are we consuming too much?


Can we treat the planet better?

CVS Health launches national quit smoking platform and campaign.

Intel CEO challenges entire industry to become ‘conflict mineral free.’


The evolution of revolution is contribution.

KEY TAKEAWAY Be a mission with a company, not a company with a mission.


KEY QUESTION What cultural conversation will your brand lead?


Stories write our future.


THANK YOU!


@SimonMainwaring

WeFirst15.com

2015 sustainable brands buenos aires - simon mainwaring, we first

Leadership & Management