Brand Manage Camp
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Transcript of Brand Manage Camp
“86% of global consumers believe that business needs to place at least equal weight on society’s
interests as on business’ interests.”Edelman 2010 GoodPurpose® Study
@simonmainwaring
Timeless Brand Strategy
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
@simonmainwaring
5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
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Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger
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Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
Key Social Strategies/Tactics
Crowdsource ideas or funds or IP
Collaborate with competitors/cross sector
Build contribution into real/virtual consumption
Launch/partner with employee volunteer programs
Use social platforms to trigger donations/actions
Use online platforms/mobile apps for credibility/reach
Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
1. The future of profit is purpose.
2. Brands must become community celebrants not celebrities.
3. Marketers must become day traders in social emotion.
Key Takeaways
Thank You.
Twitter: @simonmainwaring
Email: [email protected]
For the slides, email:[email protected]
For information on the firstWE FIRST SOCIAL BRANDING SEMINAR,
email: [email protected]
