Simon Mainwaring Next Generation Digital Summit - December 2016

Humanizing digital storytelling.Next Generation Digital SummitDecember 6, 2016

Every company, brandand marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.

©2016 We First Inc.

Culture has changed… Consumers have changed…Marketing has changed…


Story vs. Data.


ME FIRST BRAND

Opaque

Defensive

Disingenuous

Self-directed

Isolated

Profit for profit’s sake

Traditional mindset

Reactive

Schizophrenic

Shareholder

Dysfunctional

Broadcast

Status quo

Promotes advertising

WE FIRST BRAND

Transparent

Accountable

Authentic

Community-facing

Connected

People, planet, profit

Innovative mindset

Proactive

Consistent

Stakeholder well-being

Purposeful culture

Innately sharable

Future facing

Shapes culture


2. Intimacy

3. Currency

1. Humanity


Sharable storytelling.

How well you tell your story determines how well consumersshare your story.

Story transcends technology.

You must define a story worth tellingto be a brand worth sharing.


Uber

Name your enemy.


Own a fundamental human property.


Brands As ValuesDeclare your mission and values.


Share a simple, consistent and

scalable message.


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CLARITY BUILDS COMMUNITY

clarity

message community

MARKETIN

G

AMPLIFIC

ATIO

N


M&S. Plan A. Because there is no Plan B.


Simplicity is compressed complexity.


Empathy Family


Digital technology is teaching us

to be human again.

Key Takeaway 1



What’s your enemy?

Key Question 1

2. Intimacy

3. Currency

1. Humanity


BRAND


Digital technology must be leveragedto scale intimacy.


Co-Ownership.


Co-Authorship.


Co-Creation.


What fundamental consumer benefit do you celebrate?

Key Takeaway 2


Be the chief celebrant, not celebrity, of your customer community.

Key Takeaway 2


2. Intimacy

3. Currency

1. Humanity


People rise to the conversation you

grow around them.


Time

2006 Model transformations Self-esteem fund

2005Real bodies

2004Vote for real beauty

2007Beauty comes of ageUnrealistic beauty

2010Self-esteem mentorsSelf-perception

2015Choose beautiful

Dove – Real Beauty.


Time

Th

em

es

an

d T

acti

cs

Co

nversa

tion

lead

ersh

ip

2005Common Threads Recycling Program

2007Footprint Chronicles

2010Common Threads 5R Program

2011Don’t Buy This Jacket2009

Sustainable Apparel Coalition

2013Worn Wear

2015Worn Wear Tour

Patagonia – Storytelling tactics.


Time

Sust

aina

bilit

y Im

pact

Pro

gram

sC

onversation leadership

2009Sustainable Apparel Coalition

2013$20 Million & ChangeFund / Patagonia Works

2014Patagonia Park2014

DamNation

1985Environmental Grants Program: 1% of Sales

2006Ambassadors

Patagonia – Impact initiatives


SharedPlanet


Transcend your products, services

and category to shape culture.


Sustainable Mass Transportation.


Responsible Consumption


Anti-discrimination


Equality


Confidence


What cultural conversation will

you lead?

Key Question 3


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

Key Takeaway 3


Thank you.

For [email protected]

www.WeFirstBranding.com

Simon Mainwaring Next Generation Digital Summit - December 2016

Leadership & Management

Transcript of Simon Mainwaring Next Generation Digital Summit - December 2016