viacom meeting keynote: simon mainwaring - november 17, 2015
TRANSCRIPT
Leading the Future
Simon Mainwaring CEO, We First @SimonMainwaring
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
1 . The New Normal
Change as new fears
Change as new behaviors
Change as new opportunities
Fears: Pace of change
Fears: Range of change
Fears: Scale of change
Fears: Acceleration of change
Th
e S
eco
nd
Mach
ine A
ge
Fears: Compounding change
Wetp
@in
t
Fears: Depth of change
Behaviors: Younger demographics
Hav
as
Med
ia, ‘
Mean
ing
ifu
l Bra
nd
s R
ep
ort
’ 20
15
Elit
e D
aily
‘Mill
en
nia
l Stu
dy’,
20
15
Behaviors: Younger demographics
Behaviors: Younger demographics
Behaviors: Generation App
Opportunities: Story vs. data
Opportunities: Story transcends tech
Opportunities: Expert storytellers
Leading The Future
1. The New Normal Fears. Behaviors. Opportunities.
Leading The Future
1. The New Normal Fears. Behaviors. Opportunities.
2. Brand Transformations
3. Cultural Leadership
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Brand Positioning
Singularity
Celebrant
Consistency
Hav
as
Med
ia, ‘
Mean
ing
ifu
l Bra
nd
s R
ep
ort
’ 20
15
1. OWN A FUNDAMENTAL HUMAN PROPERTYBrand Positioning: Singularity
Hav
as
Med
ia, ‘
Mean
ing
ifu
l Bra
nd
s R
ep
ort
’ 20
15
CLARITY BUILDS COMMUNITY
clarity
message community
MARKETIN
G
AMPLIFIC
ATIO
N
Brand Positioning: Singularity
Hav
as
Med
ia, ‘
Mean
ing
ifu
l Bra
nd
s R
ep
ort
’ 20
15
CELEBRATING CUSTOMERSBrand Positioning: Celebrant
Self-directed/Celebrity.
Self-directed storytell ing. 1. CONSUMER-DIRECTED PURPOSE STORYTELLING
BRAND
Community-facing/Celebrant.
Brand Positioning: Consistency
Brand Positioning: Consistency
Takeaway 1:
Your brand must own a fundamental human property.
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Consumer Engagement
Co-ownership
Co-authorship
Co-creation
UNILEVER - SUSTAINABILITY INTEGRATIONEmployee Engagement & Activation
Co-ownership: Unilever/Employees
Co-ownership: Levi’s/Consumers
Co-ownership: VMA’s
Co-authorship: Patagonia
Co-authorship: REI Members
Co-authorship: Dove/TOMS
Co-creation: AirBnb
Co-creation: Sport England/Always
Co-creation: Starbucks/GAP
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Community Architecture
Strategy
Collaboration
Content
Strategy: Mission
Strategy: Tactics
Strategy: Upgrades
Strategy: Rewarding engagement
Strategy: Upgrades
Community Architecture
Strategy
Collaboration
Content
Collaboration: Values
Collaboration: Outside of industry
Collaboration: Sector-wide
Community Architecture
Strategy
Collaboration
Content
Content: GE
Content: TOMS
Content: I l ly/Patagonia
Takeaway 2:
Brands must be the celebrant, not celebrity, of their customer community.
Leading The Future
1. The New Normal Fears. Behaviors. Opportunities.
2. Brand Transformations Positioning: Singularity. Celebrant. Consistency
Engagement: Co-ownership. Co-authorship. Co-creation. Architecture: Strategy. Collaboration. Content.
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
Cultural Leadership
Leading change
Leading conversations
Leading culture
Leading change: Existing Products
Leading change: New Products
Leading change: Industry-wide
Leading conversations: Patagonia
Time
Them
es a
nd T
actic
s Conversation leadership
Different tactics accumulate over time
to define, shape and lead the conversation.
2005 Common Threads Recycling Program
2007 Footprint Chronicles
2010 Common Threads 5R Program
2011 Don’t Buy This Jacket 2009
Sustainable Apparel Coalition
2013 Worn Wear
2015 Worn Wear Tour
Leading conversations: Patagonia
Time
Sust
aina
bilit
y Im
pact
Pro
gram
s Conversation leadership
Impact investments, initiatives and programs implemented over time build
social proof and demonstrate The conversation ‘in-action’
2009 Sustainable Apparel Coalition
2013 $20 Million & Change Fund / Patagonia Works
2014 Patagonia Park 2014
DamNation
1985 Environmental Grants Program: 1% of Sales
2006 Ambassadors
Leading conversations: Patagonia
Leading conversations: Dove
Leading conversations: Dove
Time
Tact
ics
and
conv
ersa
tion
them
es
Conversation leadership
Different tactics accumulate over time to define, shape and lead the
conversation.
2006 Model transformations Self-esteem fund
2005 Real bodies
2004 Vote for real beauty
2007 Beauty comes of age Unrealistic beauty
2010 Self-esteem mentors Self-perception
2015 Choose beautiful
Leading conversations: Starbucks
Starbucks – Shared Planet.
Shared Planet
Different themes establish, maintain and
expand consumer engagement around your conversation.
Gridlock in Congress Job Creation
Boycott Political Donations Same Sex Marriage
Post-Traumatic Stress Disorder
Online Employee Education
Racism
What Starbucks Knows About America
Crowded Space
Focus: The Solution or End State (Strategic)
Focus: The Problem (Tactical)
White Space
Where the opportunity is.
THE CONVERSATION GOLD RUSHTHE CONVERSATION GOLD RUSHConversation gold rush.
Leading culture: Tesla
Leading culture: Patagonia/REI
Leading culture: Starbucks
Takeaway 3:
Brands must transcend their products, services and categories
to positively shape culture.
Leading The Future
1. The New Normal Fears. Behaviors. Opportunities.
2. Brand Transformations Positioning: Singularity. Celebrant. Consistency
Engagement: Co-ownership. Co-authorship. Co-creation. Architecture: Strategy. Collaboration. Content.
3. Cultural Leadership Change. Conversations. Culture.
1. Own a fundamental human property.
2. Be the celebrant, not celebrity, of your customer community.
3. Define, frame and lead a conversation that shapes culture.
Leading the future: 3 Takeaways
Thank you. @SimonMainwaring WeFirstBranding.com Slides: [email protected]