Making Marketing Better

Can sustainability be a route to becoming a

better marketer?

Can sustainability be a route to becoming a

better marketer?

What is the job of marketing?

“Marketing people like to say that a product is more than a physical object. There is a story a promise - that’s what the brand represents.

Sometimes this story is true and sometimes unfortunately it is not. The process of marketing is to uncover and coax out a story that is buried inside the product.

What happens next is a battery of focus groups, ethnographies and brainscans to uncover what the consumer wishes the product really was.Then the marketing budget is spent telling lies about the product”

Adding some sheen?

Baked In by Alex Bogusky and John Winsor

What is the job of marketing?

“Marketing people like to say that a product is more than a physical object. There is a story a promise - that’s what the brand represents.

Sometimes this story is true and sometimes unfortunately it is not. The process of marketing is to uncover and coax out a story that is buried inside the product.

What happens next is a battery of focus groups, ethnographies and brainscans to uncover what the consumer wishes the product really was.Then the marketing budget is spent telling lies about the product”

Adding some sheen?

Baked In by Alex Bogusky and John Winsor

What is the job of sustainable

marketing?

Adding some green

sheen?

What is the job of sustainable

marketing?

Adding some green

sheen?

Green sheen is definitely not the answer!

An evolutionary perspective on the new challenges of

marketing...

and how sustainability thinking can

overcome these challenges

An evolutionary perspective on the new challenges of

marketing...

and how sustainability thinking can

overcome these challenges

what works - has changed

what is possible - has changed

what people want - has changed

platform rules characters

the rulesthe playersthe platform

what works - has changed

what is possible - has changed

what people want - has changed

platform rules characters

the rulesthe playersthe platform

In ads we trust

what works has changed

Belief that companies generally tell the truth in ads has fallen down from 13% to just 6% 2002 to 2006

Advertising resistance

The brand bubble -‐ John Gerzema and Ed Lebar

In ads we trust

Belief that companies generally tell the truth in ads has fallen down from 13% to just 6% 2002 to 2006

Advertising resistance

Source: nVision ResearchBase: 11,000 aged 15+ / 5,000 aged 16-64 (Nordics), 2006

“Advertising does not reflect my life nowadays”% who agree / strongly agree, by age within country

Source: nVision ResearchBase: 11,000 aged 15+ / 5,000 aged 16-64 (Nordics), 2006

“Advertising does not reflect my life nowadays”% who agree / strongly agree, by age within country

Media monopoly

Can’t get my message across

Source: Jupiter/Merrill Lynch/Deloitte State of Media 2007, Big Six Study 2007 (US/Germany)

TV viewing (UK.) No of programmes in the UK that reached over 15 million?

1999 – 1772006 – 2 2007 – 0Barb data

Media monopoly

Can’t get my message across

Source: Jupiter/Merrill Lynch/Deloitte State of Media 2007, Big Six Study 2007 (US/Germany)

TV viewing (UK.) No of programmes in the UK that reached over 15 million?

1999 – 1772006 – 2 2007 – 0Barb data

Source: nVision researchBase: 9000 internet users aged 15+

Simultaneous TV watching & internet use

Source: nVision researchBase: 9000 internet users aged 15+

Simultaneous TV watching & internet use

Trust and respect in

brands

Falling trust and respect

The Henley centre in the UK has recorded that since 1999 the 17 largest iconic brands have shown a 16% decline in consumer TRUST

Y&R research from 2008 shows a 50% drop in TRUST in the last 9 years

Trust and respect in

brands

Falling trust and respect

The Henley centre in the UK has recorded that since 1999 the 17 largest iconic brands have shown a 16% decline in consumer TRUST

Y&R research from 2008 shows a 50% drop in TRUST in the last 9 years

Engagement

Build trust and respect

Behaviour - the company is the message

From loss of trust to sustainability champions

Trust is more important to us than it has ever been. Global chief marketing ofSicer McDonalds

Sustainability thinking can help...

Engagement

Build trust and respect

Behaviour - the company is the message

From loss of trust to sustainability champions

Trust is more important to us than it has ever been. Global chief marketing ofSicer McDonalds

Digital transparency

Hide behind the brand

what’s possible has changed

Hide behind the brand

what’s possible has

changed

Brand directed media

People directed media

what’s possible has

changed

Brand directed media

People directed media

Product differentiation

Commoditisation

Brand differentiation decline -‐ 40 out of 46 categories showed a decline in ability to differentiate based on Copernicus brand metrics

Product differentiation

Commoditisation

Brand differentiation decline -‐ 40 out of 46 categories showed a decline in ability to differentiate based on Copernicus brand metrics

Differentiation

Reputation risk/opportunity

Open dialogue

Differentiation

Reputation risk/opportunity

Open dialogue

what people want has changed

Inhumancompanies

Human companies

“A business has a voice. You can usually hear it -- authentic or unauthentic -- most obviously and transparently, on its Web site. Even before the last graphic finishes downloading, you can usually tell if the company speaks with passion, if it’s lost or uninterested.

The Cluetrain Manifesto - Rick Levine, Christopher Locke, Doc Searls, and David Weinberger.

Inhumancompanies

Human companies

“A business has a voice. You can usually hear it -- authentic or unauthentic -- most obviously and transparently, on its Web site. Even before the last graphic finishes downloading, you can usually tell if the company speaks with passion, if it’s lost or uninterested.

The Cluetrain Manifesto - Rick Levine, Christopher Locke, Doc Searls, and David Weinberger.

Authenticity seeking

Brand identity

40% of Europeans now claim that they actively try to “support small brands or producers whenever I can” according to nVision Research.Aegis Media research

Authenticity seeking

Brand identity

40% of Europeans now claim that they actively try to “support small brands or producers whenever I can” according to nVision Research.Aegis Media research

Vision

Meeting short term needs

Fitting with long term

Values

“In ‘Built To Last’, Jerry Porras and Michael Collins demonstrate that – in the medium and longer term – purpose-‐driven businesses outperform businesses with similar asset bases, from similar locaEons, of similar age, etc. by a large margin.”Mark Earls, HERD

“The market for something to believe in is infinite” Hugh MacCleod

Vision

Meeting short term needs

Fitting with long term

Values

“In ‘Built To Last’, Jerry Porras and Michael Collins demonstrate that – in the medium and longer term – purpose-‐driven businesses outperform businesses with similar asset bases, from similar locaEons, of similar age, etc. by a large margin.”Mark Earls, HERD

“The market for something to believe in is infinite” Hugh MacCleod

Relevance - Empathy

Authenticity

Leadership

Relevance - Empathy

Authenticity

Leadership

Using sustainability to answer the new marketing challenges means re-thinking corporate structures

Marketing

Sustainability

Inside out Outside in

The lines become blurred

Marketing

Sustainability

Inside out Outside in

The lines become blurred

“Brand Ecosystem”

EmployeesSuppliers Customers

MarketingOperations

ProductHR

Every part of your business is under scrutiny

But when imbued with sustainability thinking, every part can be brand building

MarketingOperations

ProductHR

Patagonia - just logistics?

16 products

Interactive

Open discussionWe believe it’s important for our customers to know the true environmental and social impact of a garment they purchase.

“Casey Sheahan, CEO, Patagonia

Patagonia - just logistics?

16 products

Interactive

Open discussionWe believe it’s important for our customers to know the true environmental and social impact of a garment they purchase.

“Casey Sheahan, CEO, Patagonia

Zappos – just human resources?

$2000 to quit

random acts of kindness

To us, customer service isn't just a department -- it is the entire company.

10 core values

$1.2 billion

employees in ads

Zappos – just human resources?

$2000 to quit

random acts of kindness

To us, customer service isn't just a department -- it is the entire company.

10 core values

$1.2 billion

employees in ads

Nike greenxchange – just product development?

open-source

collaborative

400 patents shared

innovation communities

Our hope is this will unleash new innovation to help solve current obstacles to sustainability issues“

Mark Parker, Nike CEO

Nike greenxchange – just product development?

open-source

collaborative

400 patents shared

innovation communities

Our hope is this will unleash new innovation to help solve current obstacles to sustainability issues“

Mark Parker, Nike CEO

Dole - just supply chain management?

traceability

digital transparency

3-digit farm code

It's not enough for the customer to love your product. They have to love your process as well.“

The Cluetrain Manifesto

25+ farms

Dole - just supply chain management?

traceability

digital transparency

3-digit farm code

It's not enough for the customer to love your product. They have to love your process as well.“

The Cluetrain Manifesto

25+ farms

carbon neutral

educate and engage

leadership on big issues

News Corp – just corporate comms?

drives a hybrid

Imagine if we succeed in inspiring our audiences to reduce their own impacts on climate change by just 1 per cent. That would be like turning the state of California off for almost two months.

“Rupert Murdoch, CEO News Corp

carbon neutral

educate and engage

leadership on big issues

News Corp – just corporate comms?

drives a hybrid

Imagine if we succeed in inspiring our audiences to reduce their own impacts on climate change by just 1 per cent. That would be like turning the state of California off for almost two months.

“Rupert Murdoch, CEO News Corp

Danone Grameen - just CSR?

multinational social business

partnership

1,600 new jobs

new marketA great opportunity to make progress and take another huge step towards fulfilling our mission: to bring health through food to as many people as possible.

“Franck Riboud, CEO Groupe Danone

Danone Grameen - just CSR?

multinational social business

partnership

1,600 new jobs

new marketA great opportunity to make progress and take another huge step towards fulfilling our mission: to bring health through food to as many people as possible.

“Franck Riboud, CEO Groupe Danone

Pepsi Refresh – beyond brand communications?

1155 ideas this month

6 categories

$5,000 - $250,000

$25 million

We decided that this year it was time for the brand to actually go within culture and actually move something forward, so that it was actually getting engaged with consumers.

Frank Cooper, CCEO, PepsiCo

Pepsi Refresh – beyond brand communications?

1155 ideas this month

6 categories

$5,000 - $250,000

$25 million

We decided that this year it was time for the brand to actually go within culture and actually move something forward, so that it was actually getting engaged with consumers.

Frank Cooper, CCEO, PepsiCo

MarketingOperations

ProductHR

MarketingOperations

ProductHR

The future belongs to a very different kind of person with a very different kind of mind – creators and empathizers, pattern recognizers and meaning makers.

Daniel H. Pink

The future belongs to a very different kind of person with a very different kind of mind – creators and empathizers, pattern recognizers and meaning makers.

Daniel H. Pink

consumer insight

brand insight

Sustainability goal

Strategy

Creative solutions

More than facts - a deeply held human truth that will inform our approach

Something uniquely true about the brand that will inform our approach

A social or environmental outcome that we think we will be able to achieve

A simple and inspiring idea that will guide all parts of the program/s that we will execute

The programs and initiatives that sit under your strategy across different touch-points

Consumer Benefit

Sustainability Benefit

Business Benefit

Why this is good for our customers

How it will benefit people and planet

Why this is good for the prospects of our business

Exercise - A Sustainable marketing process

RiskWhat is the risk from a business / sustainability perspective

consumer insight

brand insight

Sustainability goal

Strategy

Creative solutions

More than facts - a deeply held human truth that will inform our approach

Something uniquely true about the brand that will inform our approach

A social or environmental outcome that we think we will be able to achieve

A simple and inspiring idea that will guide all parts of the program/s that we will execute

The programs and initiatives that sit under your strategy across different touch-points

Consumer Benefit

Sustainability Benefit

Business Benefit

Why this is good for our customers

How it will benefit people and planet

Why this is good for the prospects of our business

Exercise - A Sustainable marketing process

RiskWhat is the risk from a business / sustainability perspective

Making Marketing Better

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