Brand and Sustainability - GlobeScan · Brand and Sustainability ... Case Study If you would like...
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1 Brand and Sustainability True love, or a marriage of convenience? Webinar – 8 May 2012 Presented by:
Transcript of Brand and Sustainability - GlobeScan · Brand and Sustainability ... Case Study If you would like...
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Brand and Sustainability True love, or a marriage of convenience?
Webinar – 8 May 2012
Presented by:
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Moderated by:
KoAnn Vikoren Skrzyniarz
Founder, Sustainable Brands
Chris Coulter
President, GlobeScan
Guy Champniss
Principal 1D9&Co and author of
Brand Valued
Kellie McElhaney
Professor, Haas School of
Business, author of Just Good
Business
Presented by:
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Agenda
• Introductions
• Evolution of Brand & Sustainability - Recent History
• Setting the Table – The Context
• A New Model – A Solution
• Final Thoughts – Key Lessons Learned
• Discussion
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Business success increasingly depends on managing…
• Disruptive technologies and expectations
• Integration and alignment
• Trust not forensics
• Becoming B2E
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Trust gap between global companies and scientists/NGOs
Net Trust in Institutions,* Average of 22 Countries, 2012
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Social/environmental factors drive corporate reputation
Most Important Factors in Forming Impressions of Companies,
Unprompted Combined Mentions, Average of 28 Countries, 2011
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Gap between expectations and perceived performance
Expectations vs Performance Gap, Average of 15 Tracking Countries, 2001 - 2011
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Integration is a work in progress
Level of Engagement with CSR/Sustainability Function, BSR Member Companies
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Experts recognize a diverse group of leadership companies
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Expert have shifting perspectives on leadership
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?‘promise of value’
‘promise of value’
‘promise of value’
Identities...
Business identities...
Journal of Marketing, 2011
[email protected] Meltwater Consulting Ltd
Social Signature
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1. Your Social Signature. The ultimate value proposition. In all ways, and to all constituents.
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Your Social Signature
2. The source code of your business’s relationship with society.
3. Informs all of the business’s identities.
[email protected] Meltwater Consulting Ltd
Social Signature = CVi + CVe +.........................................SVi + SVe + EVi + EVe
Consumer Immed’
Consumer Embedded
Employee Immed’
Employee Embedded
Society Immed’
Society Embedded
& &
&
Social Signature
Getting to it...
[email protected] Meltwater Consulting Ltd
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iThe strategic advantage?
Social Signature
1. Makes it easier - not trying to force machined outputs, into the wrong
machine!
3. Provides ‘integrity’ - structural, collaborative, participational & delivery.
5. Changes the conversation - less about brand equity, more about social equity.
2. Ensures the right reasons are in play for identities - self-verifying, not
self-enhancing.
4. Presents opportunities to drive brand prominence (and relevance) before traditional ‘preference moments’.
[email protected] Meltwater Consulting Ltd
Momentum is key - use brand expertise (beyond brand domain)
Brand Equity (Be), Reputation Equity (Re), Talent Equity (Te)
Increasingly social peformance is business performance
Brand Equity
Rep’ Equity
Talent Equity
Social Equity Biz Perf’
[email protected] Meltwater Consulting Ltd
Case Study
If you would like to receive the case study mentioned, on the development of the Social Signature as a means to redefine value and drive business performance, please email us at:
or
The Power of CSR
& Brand Professor Kellie A. McElhaney
Haas School of Business
8 May 2012
My Talk
• McElhaney Model of CSR
• Why to Brand CSR
• How to Brand CSR
• Some Examples
CSR + Product Labeling + Viral =
Brand Trust
Grail Research, 2009
The Dove 2% Study
• Found in a consumer study:
• Only 2% of women describe themselves as beautiful - 63% strongly agree that society expects women to enhance their
physical attractiveness
- 45% of women feel women who are more beautiful have greater opportunities in life
- 68% of women strongly agree that "the media and advertising set an unrealistic standard of beauty that most woman can't ever achieve"
- 76% wish female beauty was portrayed in the media as being made up of more than just physical attractiveness
- 75% went on to say that they wish the media did a better job of portraying women of diverse physical attractiveness, including age, shape and size.
•Increased sales. U.S. sales rose 6% in one year
•Dollar sales jumped 2% in the month the campaign started.
•In England, uptick of 700% with Real Women/ RED magazine month- long campaign
•Heightened brand awareness. Ads received considerable press, more than 1 million women have visited dove.com and voted on images.
•Created buzz with the "water cooler effect
•Leveraged effective viral communication
& Business Value
McElhaney’s Eight Principles
1. Authenticity
2. Fit
3. Consistency
4. Simplicity
5. Fun & Positive
6. Targeted
7. Story-Telling
8. Social Media
