Post on 28-Jul-2015
CRMC2015ConferenceSimon MainwaringFounder, We FirstJune 3, 2015
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The digital disruption of retail marketing.
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Every company, brandand retail marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.©2015 We First Inc. 3
Culture has changed…
– Climate change– Wealth
inequality– Water scarcity– Over-
population
-Environmental damage
– Loss of biodiversity
– Gender inequality
– Healthcare costs
Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer– Mobile commerce – Big Data– Internet of Everything – Wearables
Consumers have changed…
– Media-savvy– Well-informed– Socially-
conscious– Hyper-
connected
– Consumer activists
– Mobile focused– Values-driven– Always on
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Drones.
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Connected TVs. Connected Cars. Wearables.
Internet of Everything.
Data deluge.
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Global smartphone sales.
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Socialmedia users & ad spend.
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Social commerce.
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Consumers as content producers.
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Story vs. Data.
Story drives data.
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Data defines impact.
VS
The business case for purposeful storytelling.©2015 We First Inc. 12
Edelman, 2015 ‘Trust Barometer Report’©2015 We First Inc. 13
Building brand trust.
2015 Deloitte ‘Core Beliefs & Culture Survey’
Purpose builds culture.
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Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 15
Consumer mindset shift.
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1. Purposeful storytelling.
Social storytelling.
How well you tell your story determines how well consumers share your story.
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Story transcends technology.
You must define a story worth telling to be a brand worth sharing.
1. Own a fundamental human property.
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Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
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2.Declare your mission and values.
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3.Be specific - sustainability.
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Simplicity is compressed complexity.
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B2C company/product brand alignment.
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A company promise is a way of being internally…
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And externally.
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Whole Foods. Value Creation at retailValues signage
Whole Foods. Value creation on productsPackaging
Whole Foods. Value creation onlineConsumer education for better health
Whole Foods. Value creation in communicationsValues-based advertising and events
KEY TAKEAWAYThe future of profit is purpose.
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KEY QUESTIONWhat fundamental property does your brand own?
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2. Community architecture.
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Consumers driving story.
The first decision of a consumer is do they want to be part of your story.
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To inspire participation, the consumer must be the hero of your story.
That story isn’t static but must evolve and mature.
1. Consumers build brands.
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2.Encourage co-authorship and co-creation.
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3. Celebrate consumers.
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Celebratory storytelling.
BRAND
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BRAND
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Self-directed storytelling.
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Story arc.
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Engagement tactics.
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Engagement upgrades.
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Self-sustaining community.
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Chipotle. Value creation onlineWebsite, values overview
Chipotle. Value creation at retailSignage
Chipotle. Value creation at retailCommitment to quality
Chipotle. Value creation at retailPackaging
Chipotle. Value creation in advertisingBillboards
Umpqua Bank. Value creation at retailValues signage and creating community
Umpqua Bank. Value creation at retailValues based interaction
Umpqua Bank. Value creation onlineValues oriented messaging
Umpqua Bank. Value creation at retailvalues based collateral
KEY TAKEAWAYA brand must be the chief celebrant, not
celebrity, of its consumer community.
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KEY QUESTIONWhat consumer benefit will your brand
celebrate?
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3.Cultural leadership.
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PEOPLE RISE TO THE CONVERSATION YOU GROW AROUND THEM.
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Sustainable Mass Transportation.
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CULTURAL CONVERSATION 2
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Starbucks – Shared Planet Leadership.
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Anti-discrimination
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Brands as Values Advocates - Indiana
Mission-Led Culture, Marketing & Sales.
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The goal is to transcend your products, service, and category to positively shape
culture.
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Ben & Jerry’s. Value creation at retailValues signage and fixtures
Ben & Jerry’s. Value creation at retail‘Cleaner greener freezer’ fixture
Ben & Jerry’s. Value creation at retailPackaging
Ben & Jerry’s. Value creation onlineValues overview and ingredients transparency
Ben & Jerry’s. Value creation in advertising
Ben & Jerry’s. Value creation at every touch point
Ben & Jerry’s. Value creation through eventsCause campaign – global warming
Ben & Jerry’s. Value creation through engagementSocial enterprise ‘Partnershop’
CVS Health launches national quit smoking platform and campaign.
Intel CEO challenges entire industry to become ‘conflict mineral free.’
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The evolution of revolution is contribution.
KEYTAKEAWAYBe a mission with a company, not a company with a mission.
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KEY QUESTIONWhat cultural conversation will your brand lead?
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Key takeaways.
3. Be a mission with a company, not a company with a mission.
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1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.
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Q&AThank you,
CRMC!
Simon@WeFirstBranding.com
Social Branding Training
Summit:
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