The document discusses driving sustainable brand value through corporate and product brand messaging. It summarizes presentations from executives at Nestle, Unilever, and Kingfisher on their approaches. Nestle's approach embeds sustainability at all levels of the company and product brands. Unilever connects consumers with its corporate brand's purpose through multiple channels and its product brands play a critical role. Kingfisher acknowledges it doesn't have all the answers but sees sustainability as a potential brand halo and aims to build trust with customers over time through engagement.

1. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Nick Folland, Group Corporate Affairs Director: Net
Positive, Kingfisher
¡ Sandi Northey, Marketing & Consumer
Communication, Nestlé
¡ Lori Zoppel, Global Director of Marketing, Unilever
Brand, Unilever
¡ Thomas Kolster, Founder and Creative Director,
Goodvertising Agency and WhereGoodGrows
Sustainable Brands
London Conference

2. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Sandi Northey, Marketing & Consumer
Communication, Nestlé
Sustainable Brands
London Conference

3. Driving sustainable brand value through
corporate and product brand messaging
Enhancing the quality of life through good food and beverages, everywhere
1 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

4. Nestlé in Society: Creating Shared Value and
meeting our commitments
Addressing the full value chain with a focus on core business activities
where we can make a material difference and value is created for both
society and shareholders
2 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

5. It will not be credible if our activity is only at
corporate brand level
CSV and sustainability are embedded at all levels
3 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

6. Each business and brand contributes in unique
ways to Nestlé CSV and sustainability (sample)
Beverage Confectionery Waters Dairy Ice Cream
Culinary Nutrition Health Sciences Nestlé Professional Petcare
4 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

7. Product brand teams follow a rigorous process
X-functional, full value
Monitor and evolve
chain approach
strategy
7 1
Internal
Responsible 6 assessment
communication 2
including LCAs
5 3
Integrate into
business and brand 4 External views:
strategy • Consumers
• Customers
• KOLs
Materiality and priority setting
5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

8. impact through 3 key focus areas
6 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

9. S’engage and emphasis on quality
Nutrition
Environment
Traceability Farmers & Suppliers
Packaging
7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

10. Nestlé corporate and product brand messaging,
working together
8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

11. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Lori Zoppel, Global Director of Marketing, Unilever
Brand, Unilever
Sustainable Brands
London Conference

12. NOVEMBER 2012
UNILEVER BRAND
SUSTAINABLE BRANDS CONFERENCE

13. OUR PURPOSE

14. UNILEVER SUSTAINABLE LIVING PLAN
www.unilever.com/sustainable-living

15. Unilever Sustainable Living 2020
THREE BIG GOALS BY Plan:
Three big goals

16. WE CAN’T DO IT ALONE

17. AND WE CAN’T DO IT ONLY WITH OUR
PRODUCT BRANDS

18. CONNECTING CONSUMERS WITH THE
CORPORATE BRAND

19. CORPORATE BRAND ACROSS
CHANNELS

20. PRODUCT BRANDS PLAY A CRITICAL
ROLE

21. CONNECTING EMPLOYEES WITH OUR
PURPOSE

22. BUILDING MOMENTUM WITH EXPERTS

23. UNILEVER BELIEVES IN THE POWER OF
AND

24. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Nick Folland, Group Corporate Affairs Director: Net
Positive, Kingfisher
Sustainable Brands
London Conference

25. Nick Folland
Kingfisher Corporate Affairs
Director: Net Positive

26. As you’ll see
We don’t have all the answers

27. Between intention & action

30. Don’t mention the ‘S’ word

31. Dear Customer
What is going on?

32. The power to modernise & reposition
now future
big trusted respected
dirty
orange modern
friendl reassuring
y
blokey
human

33. Sustainability
Can be a Brand Halo

34. Customer engagement
Market share
Awareness Education Trust
Engagement
Loyalty

35. Behind everything we do
Is a plan you can trust in