Driving Brand Value Through CSR - Kellie McElhaney
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“Best Practices in Driving Brand Value Through Corporate Responsibility ” Professor Kellie A. McElhaney
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To be most effective, CSR initiatives must be intimately connected to the corporate brand. They must reinforce a company’s unique identity and be an integral part of how a business tells its story. In this session, Kellie McElhaney of UC Berkeley and one of the world’s leading experts on CSR strategy, offers seven principles and a detailed process for helping you develop a CSR strategy that is authentic because of its natural linkage to your company’s mission, vision, and values, and delivers significant, quantifiable, bottom-line benefits. Cause marketing case studies included from Pedigree, Dove, Starbucks, Haagen-Dazs, and Unilever.
Transcript of Driving Brand Value Through CSR - Kellie McElhaney
“Best Practices in Driving Brand Value Through Corporate Responsibility”
Professor Kellie A. McElhaney
Who I am.
Recovering bankerProfessor at UC Berkeley/ Haas School of BusinessWas professor at University of MichiganFounded Center for Responsible Business
Ranked #1 in world in 2008 by FTExpertise in CSR & Brand, CSR & Strategy, CSR & DiversityLots of consulting
eBay, HP, Gap, Twitter, Accenture, McDonalds, Ulster Bank, Ernst & Young, Kimberly Clark, Frontline, NVIDIA, Driscoll’s Berries, Yum!, McGraw Hill, Navigant, VolunteerMatchNew book Just Good Business
Who I Wanted to Be.
What I’ll Talk About.
1. Don’t brand crappy CSR.
2. Brand hope.
3. You’re always branding.
4. More stories, less science.
5. Simplicity rocks.
6. Be fun, we crave it.
7. The Lioness factor.
8. Consistency is critical.
9. Be authentic.
10. Inspiration is [sadly] easy.
What I Was Supposed to Talk About.
1. Know Thyself
2. Get a Good Fit
3. Be Consistent
4. Simplify
5. Work from the Inside Out
6. Know Your Customer
7. Tell Your Story
McElhaney’s Seven Rules of the Branding CSR Road
1. Don’t brand crappy CSR.
A business strategy that is integrated
with (1) core business objectives &
(2) core competencies to create
financial and social/environmental
returns, and is embedded in
corporate culture and day-to-day
business operations.
Smart CSR is….
Smart CSR.
CSR
What Smart CSR Can Do.
Inspire employees
Enhance the brand
Redefine brand
Foster distinctiveness
Tell a story
Make money.
Hartman 2009
Doing the right thing
for the Greater Good.
Purchases, non-purchases,
voting & volunteerism.
Journey that begins with
attitude change,
then behavioral changes.
2. Brand hope.
CSR can transform the brand.
CSR can brand hope.
Breaking News: We’re in a recession…We’re in a recession…
….of HOPE.
3. You’re always branding.
Dear Mr.Drexler,
I have something to tell you about J-Crew. Sorry, it's not the best thing
about your company. But, your company is great.
Do you know the story called " The Giving Tree"? Well, in the story,
that one tree gives up everything to the boy. Everything. Apples, wood,
branches, and even the tree stump…… … I think if you try this, you will end up not spending as much money on
boxes, as well as gas for your trucks, not killing as many trees and getting
better feedback from customers, kids, mail men, anybody.
Sincerely,
Kellie's* daughter,
Isabel
P.S. I am nine, please respond
and, don't take this personally, because it's not only you.
4. More stories, less science.
Stories trump facts ten times out of ten, period.
5. Simplicity rocks.
Pedigree
6. Be fun, we crave it.
http://www.youtube.com/watch?v=7m5vt07W2n4
7. The Lioness Factor.
8. Consistency is Critical.
9. Be authentic.
Do a Personal Responsibility Strategy (PSR)
AuthenticConnectedUseful
10. Inspiration is [sadly] easy.
Consumers must first be concerned that something
they value (condition of environment, economy,
ethical treatment of others) is at risk
More recently, sense of hope for the future and a
desire to do and feel good more inspiringhttp://www.youtube.com/watch?v=0xAwKBywrEk
Don’t do nothing.
The only thing necessary for the
triumph of evil is for good men to
do nothing.
- Edmund Burke
Signing at 3:35.
Thank you.
