BBMG SI Webinar May2009

8/14/2019 BBMG SI Webinar May2009

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Green: Going, Going, Gone(what you need to know to tell yourauthentic brand story at a time like this)


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About BBMGA new kind of marketing firm, dedicated tothe intersection of branding, sustainabilityand innovation. Founded in 2003, offices in

New York and San Francisco, 35+ designawards. Learn more at bbmg.com.


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Its Easy Being Green TodayOr is it? Green has gone mainstream. Andfor many companies, its not just aphilosophy. Its a marketing strategy.


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The Question Before UsWhat marketing strategies can you use totell an authentic story so longtimecustomers and new ones will trumpet your

brand far and wide?

Is this the right question...?


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Conscious ConsumersGreen is up. Trust is down. And consumersare redefining value in the new economy.Its about value and values.


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Take Amanda

I wont compromise on the quality of thefood I buy. I will no longer walk into mycorner grocery store and buy organic milkfor five dollars. Ill wait. If I cant get to

Trader Joes and buy it for $3.50, Ill gowithout it for that day and a half. Amanda, 40s, married, children, CA


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MADE IN THE USALOCALLY GROWNENERGY EFFICIENT

NON-TOXICORGANICNO ANIMAL TESTINGALL NATURALENVIRONMENTALLY-FRIENDLY

HORMONE or PESTICIDE-FREEGREEN

CAGE-FREE OR FREE-RANGE

FAIR TRADE

CARBON NEUTRAL

TrustworthyClaims?


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How Do You Know?

Of 2,000 consumers we surveyed, one infour have no way of knowing if a companysclaims are valid.

Only 5% turn to company advertising.Only 4% look for a CSR report.


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Who Is Least/Most Socially Responsible?

Wal-Mart tops both lists. 41% ofrespondents could not name a singlesocially responsible company.


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Who Will Win the Trust Mark Wars?Of 400+ seals vying for attention, onlythree have decent awareness. Familiarity

does not equal favorability. Nor does ittranslate into intent to purchase.


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89% 87%

62%

45%

21% 19% 18%

45%

56%

23%18%

7% 7%6%

familiarity

intent to purchase

Familiarity & Intent to Purchase


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17% 14% 12% 11% 11%

6%6% 6% 5% 5% 4% 2%

familiarity

intent to purchase

Familiarity & Intent to Purchase


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Why Care About Conscious Consumers?Three times more likely to be earlyadopters. Younger. Wired. Eager to spread

the word. Eager to reward. Quick to punish.


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As more consumers ask notWhat am I buying? butWhat am I buying into?

winning brands willdistinguish themselves withmore authentic stories and

engaging experiences usinga new branding paradigm.


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1. Integration: Align Promise with PracticeEvery decision in the lifecycle of a productor service -- from design and development

to delivery -- is now a brand decision.


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2. Co-ownership: Shared ValueBrands are now co-owned by an array ofstakeholders who increasingly test,

challenge and authenticate brandpromises. Invite them in.


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3. Triple Value PropositionSustainable brands deliver on what we callPractical, Social/Environmental and Tribal

benefits.

TM


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4. Inside-OutIts time to connect the consumer-facingbrand story with the authentic corporate

back story.


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5. Empowering ExperiencesThere are too many screens, too manymessages, the narrative too fragmented.

Brands must now deliver meaningful ideasand experiences.


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Fine, but where do I getstarted? Whether B2B orB2C, your big opportunities

revolve around...price, performance, purposeand participation.


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REFRAME PRICE


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MAKE PERFORMANCE PERSONAL


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ELEVATE PURPOSE


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OFFER MANY WAYS TO PARTICIPATE


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SUSTAINABLE BRANDINGBrand 1.0

Logo & TaglineProduct

Marketing

Transaction

Monologue

Buying

What

Brand 2.0

ExperienceEmpowering Platform

Movement

Transformation

Exponential Dialogue

Being

HOW


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Relationships are the only real currency inlife. Please let me know if you would like afree tip sheet on either B2B or B2C green

marketing. Thanks for your time.Mitch Baranowski, 212.473.4902 ext 202

[email protected]

CONNECT
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BBMG SI Webinar May2009

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