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- 4. Every company, brand
and marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and always-on
consumers living in a
challenging world.
©2016 We First Inc. 4
- 5. Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
– Healthcare costs
– Environmental
damage
– Loss of biodiversity
– Gender inequality
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
5©2016 We First Inc.
- 7. Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2016 We First Inc. 7
- 9. Purpose:
(Noun) The reason for which something is done or
created or for which something exists.
(Verb) One’s intention or objective.
©2016 We First Inc. 8
- 10. 2016 Edelman Trust Barometer
80%
agree
“An organization can take
specific actions that both
increase profits and
improve the economic and
social conditions in the
community where it
operates.”
up from 74% in 2015
Consumers expect companies to do more than
just make a profit.
©2016 We First Inc.
- 11. …and that everyone must play a role - including
business and consumers.
Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan
3 in 4
Consumers agree that improving the
environment & society is a shared
obligation across government, private
sector, non-profits & consumers
©2016 We First Inc.
- 14. Globescan Regeneration Consumer Study
Consumers want to be part of the solution.
67%
consumers
globally
are interested in
sharing ideas,
opinions and
experiences with
companies to help
them develop better
products or create
new solutions
72%
consumers
globally
believe in voting
and advocating for
issues important to
them
©2016 We First Inc.
- 16. 2015 MLS Group The Future of Business Citizenship
It must be made easy.
©2016 We First Inc.
- 17. The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First Inc.
- 18. Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience significantly more growth than
those that do not.
Organizations that prioritize
& integrate purpose
Organizations that do not prioritize
& integrate purpose
©2016 We First Inc.
- 19. How purpose drives profit.
Purpose defines the values of a company.
Relationships determine the productivity, profit, and impact of
the brand.
Values define how stakeholders relate to
each other.
©2016 We First Inc. 19
- 21. Purposeful storytelling.
How well you tell your story determines how well consumers share
your story.
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
©2016 We First Inc. 21
- 22. 1. Own a fundamental human property.
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2016 We First Inc. 22
- 24. In today’s social business marketplace, brands no longer
show our separation or differentiation, but our
connectedness to values.
©2016 We First Inc. 24
- 29. Story as a way of being internally.
29©2016 We First Inc.
- 34. Consumers driving the story.
The first decision of a consumer is
do they want to be part of your story.
34
To inspire participation, the consumer must
be the hero of your story.
The story can’t be static but must be an ongoing conversation.
©2016 We First Inc.
- 43. KEY TAKEAWAY:
A brand must be the chief celebrant,
not celebrity, of its consumer community.
©2016 We First Inc. 47
- 46. People rise to the conversation
you grow around them.
©2016 We First Inc. 50
- 57. The goal is to transcend your products, services and
category to positively shape culture.
©2016 We First Inc. 61
- 61. CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
61
The evolution of revolution is contribution.
©2016 We First Inc.