San Diego, CA

Sustainability-Speak Your CMO Will UnderstandGreenBiz Forum - February 18, 2015

About UsLiz Matthews, Executive Director of Corporate Brand and Purpose, Dell@LizziMatt

Dave Stangis, VP Public Affairs and Corporate Responsibility, Campbell Soup Company@DaveStangis

Amon Rappaport, VP Brand Purpose, i.d.e.a.@Amon Rappaport

We move people, products and culture.

Living in a New Brand World

Will recommend companies that stand for something

73%

Believe companies deliver on their promises

5%

We move people, products and culture.

What is a Brand?

A brand is a claim of distinction and the evidence to back it up

Think different

The evidence that delivers on the promise

DNA of a brand

A claim of distinction (or Unique Value Proposition)

A set of promises you make to your customer

Branding is the tactical execution of your claim of distinction or UVP(i.e. your tagline and brand visuals)

Brand vs Branding

We move people, products and culture.

Find Your Brand Purpose

Promise PurposeReal Beauty

Healthy, Happy Babies

Real Food that Matters for Life’s Moments

Gentle Soap

Dryness

Nourishing People’sLives Everywhere, Every Day

“Sharing Economy” Lodging and Income

Promise Purpose=

Food With Integrity

One for One

Buy a Pair, Give a Pair

Environmental Solutions

HigherProfits

Connect toConsumers

EngageEmployees

WHY You Do It

=Brand

Purpose

HOWYou BenefitThe World

WHATYou Do Best

ProductsServicesInnovationNew MarketsFinancial ROI

Job Creation PhilanthropyVolunteerism

Cause MarketingCSR/Sustainability

Find Your Brand Purpose

WHY Brand

Purpose =

Food withIntegrity

HOWTransforming

the FoodSystem

WHATNo NonsenseFast Casual

Mexican

Chipotle

WHY Brand

Purpose =

Freedom to Fly

HOWDemocratizing

Travel

WHATLow FareAir Travel

Southwest

We move people, products and culture.

Story Time

Questions for Liz and Dave1.What’s your brand’s purpose? How did you discover it?

2.Do sustainability and marketing share the same language and agenda?

3.What are the top few jargon words, and what are your alternatives?

4.What are the main challenges and how do you overcome them?

5.What are your top few solutions to recommend?

We move people, products and culture.

Let’s Work It

Questions for You1.What is your brand’s purpose—the unique way you make

the world better through your business?

2.What’s the one thing you want your marketer to take advantage of?

3.What is your marketer’s top priority in next 12 months?

4.How are you/others getting smarter on your company’s marketing, including internal and external audiences?

5.What new actions will you take when you’re back at work? With whom and by when?

San Diego, CA Thank You!

Contact UsLiz Matthews - (512) 739-5197 Elizabeth_Matthews@DELL.com@Lizzi Matt

Dave Stangis - (856) 342-8667Dave_Stangis@campbellsoup.com@Dave Stangis

Amon Rappaport - (510) 435-2292amonr@theideabrand.com@AmonRappaport