SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman

RESEARCH ROUNDTABLE:

LATEST CONSUMER INSIGHTS FROM SLM’S TOP RESEARCH PICKS

Karen Barnes, Shelton Group

Hernan Sanchaz, Havas Media Intelligence

Jonathan Yohannan, Cone Communications

Kevin Williams, Pure Branding

Annie Longsworth, Saatchi & Saatchi S

Henk Campher, Edelman



Karen Barnes, Shelton Group

Finding the bright spots
when the research isn’t very positive

Sustainable Brands
June 2012

We help clients define and leverage their
sustainability stories for market advantage.

•  Purchases and behaviors are down,
almost across the board

•  The average number of green
activities isn’t increasing

•  The average number of green
activities isn’t increasing
•  Searching for greener products is
down

•  Eco-labels and certifications

•  Price premiums

•  Global warming messages

•  Global warming messages
•  Reliance on natural enthusiasm to
create long-term market growth

•  Appeals to personal health

•  Corporate sustainability stories

•  Corporate sustainability stories
•  Social influence

Americans say they
are most strongly
impacted by monetary
influences, but
rewards or penalties
were essentially tied.

Americans are more
influenced by
learning about the
dangers and risks
instead of possible
benefits.

•  Shoplifting
•  DUI
•  Throwing trash out
window
•  Cheat on taxes
•  Smoke cigarettes
•  No seat belt
•  Low mpg car
•  Don’t recycle
•  Use paper plates
•  Keep thermostat at 73
•  Let water run while
brushing

Sustainability is in a slump.

People need to see, experience and
realize the benefits of being green.

It’s time for an injection of motivation to
keep from losing more momentum.

It’s time to re-examine what’s
working and what’s not, and
make adjustments.

Social influence is a powerful
tool that’s producing results.

Don’t give up.

Keep pushing.

Find the bright spots.

Inspire others.

Thanks!

Karen Barnes
Email: kbarnes@sheltongrp.com
Twitter: @barneshead



Hernan Sanchaz, Havas Media Intelligence

Meaningful Brands 2012

June, 2012

Meaningful Brands: a new cartography

10 Global:
•  More than 50.000 consumers
•  14 countries
•  More than 300 brands in 10
industries
•  Explores new territories:
Personal Well-being + Sustainability
•  Launched: November’11

•  More than 30,000
consumers
•  Explores the opinion of •  10 countries: Brazil,
more than 20.000 China, France, Germany,
consumers India, Mexico, Spain,
•  10 countries Colombia, UK, and USA
•  20 brands per market •  More than 150 brands
2007-08, “Consumer from 10 industries
Perception on Climate •  BSF Branding &
Change and its potential
Communication Services
impact on business”

Meaningful Brands 2012 3

Meaningful Brands main results


Brands need to redefine relationships with people

Contribution to
people’s quality of life

% of brands improving
notably people’s quality
of life
20% 8% 5% 30% 70%

Brands Attachment
% of brands people
would really care if they
disappeared ...
29% 12% 18% 53% 53%


…to meet their new standards…

Consumers
care
only

about
brands
that
bring

meaningful
value
to

social
cons6tuencies

(consumers
themselves,

communi6es,
socie6es):

Authen'c,
Shared,

Sustainable

Concrete,
personal

beneﬁts
not
just

“stories”,
“myths”,

“iden66es”,
or
even

“DNA”


Consumers are expecting more from Corporations

%
Agree,
2011

%
Agree

Global
Europe USA Latam Asia

87 77 10% 80 4% 92 2%

20 -‐‑‒38% 12 -‐‑‒37% 12 -‐‑‒68% 20 -‐‑‒33%

22 27 -‐‑‒16% 32 -‐‑‒5% 54 10%

69 54 -‐‑‒12% 63 -‐‑‒10% 62 -‐‑‒6%

14 17 19 57

7

*Growth
2011
vs.
2010

Consumers have a deeper connection with
those brands that improve their lives

Source:
Havas
Media
Meaningful
Brands
2012


Meaningful Brands create new experiences


And communicate differently

I talk WE talk THEY talk

Talk Think Trust

What the
consumer
What the What others say
experiences
Brand says about the Brand
(Interactions &
conversations)


Meaningful Brands: a Cartography

Brand Value
Sales/Brand Equity

Meaningful Brands

Meaningful Communications

OUTCOMES COMMUNICATIONS
Output Personal Collective Talk Think Trust


Meaningful Brands create superior value by offering
better experiences and interactions with people

HM Intelligence BI 7/5/12




Jonathan Yohannan, Cone Communications

2012 Cone Green Gap Trend Tracker

Consumers Still Shop with Environment in Mind

69% of
Americans
consider the
environment
when making
purchasing
decisions

Companies Should Help Educate

71%

wish companies
would do a better
job helping them
understand the
terms they use

Messages Should Be Readily Available

73%

want companies
to provide more
environmental
information on-
pack

What Do Consumers Really Expect of Companies?

Honest Communication is Key

75%
say it’s okay if a company is not environmentally
perfect, as long as it’s honest about its efforts

From Cradle to Grave, Consumers Expect it All

Americans believe companies are
responsible for addressing the environmental impact of:

Disposal is Top-of-Mind

Yet, their purchases are most influenced by
environmental messages about responsible:

Addressing Issues Along Supply Chain

How a product How a product How a product
is made is used is disposed of

Motivations for Buying Environmental Products

90% believe it will save them time or
money in the long run

88% believe it’s healthier for
themselves, their families or their
communities

27% want to preserve the
environment for future generations

Prepared to Punish

77%
would stop buying if they discover an
environmental claim is misleading

Learning from Others.
Getting it Right.

The Opportunity for Companies

Americans continue to be confused
about environmental messages in the
market

Consumers want companies to help them
understand environmental terms and
messages

Precise messages, such as
certifications or specific data, are most
influential

Consumers seek relevant claims that
demonstrate how environmental benefits
can save them time and money

Consumers will stop buying if they feel
misled by environmental claims

Jonathan Yohannan
Executive Vice President Questions?
JYohannan@coneinc.com
617-939-8350



Kevin Williams, Pure Branding

KEY TRENDS

Sunday, June 3, 2012

100% NATURAL


American farmers markets 1994—2011

4x

GROWING


American CSAs 1990—2010

400 » 12,500+

CSA GROWTH


METHODOLOGY

» We launched a survey with questions selected to understand
participant behavior, preferences, and need as
it relates to food.

» 5,584 participants with an active interest in food were recruited
from three consumer panels. These panels provided a range in
their levels of engagement.

» In depth Qualitative interviews with over 60 participants
representing various segments


METHODOLOGY

» We launched an online survey with questions selected to
understand producer needs, attitudes and understandings of
their customers.

» Over 1,100 farmers and ranchers who are engaged in the
sustainable and local food economy.

» In depth Qualitative interviews with over 30 producers
representing various segments


METHODOLOGY

» Interviewed Industry Experts

• Local Harvest • Gastronomica Magazine
• Slow Food US • Farm Folk City Folk -
• Slow Food Canada • PVGrows
• Farm Aid • USDA
• Regional Food Hubs • Agriculture and Agri-Food Canada
• National Association • Bon Appétit Food Management
of Produce Market Managers Company


OMNIBUS

Two Omnibus studies, consisting of 2000 North American general
populace participants balanced demographically
All participants were asked three questions:
passion for food, importance of community, and where they shop


PASSION

“I am the kind of person who is passionate about food (whether
eating it, understanding where it comes from and/or preparing it
for myself and others?)”
» Strongly agree: 69% Passionate
» Agree: 31%
» Neither agree nor disagree: 0% screened
» Disagree: 0% screened
» Strongly disagree: 0% screened


PRIORITY

Based on your first impression, what is most important to you
about where you shop for food?
» Fresh produce: 59% » Gourmet/artisanal options: 6%
» Low prices: 55% » Connection to your community: 5%
» Better meat, poultry or fish: 38% » Ethically produced foods: 4%
» Near my house/work: 33% » Attention to presentation: 3%
» Locally grown/produced food: 26% » Staff expertise: 3%
» Health/diet concerns: 16% » Offers information/education: 2%
» Organic foods: 15% » Delivery to home: 1%
» International foods: 7% » Religious/spiritual options: 1%
» Availability of ready-to-eat foods: 6%


FACTORS

Generally speaking, what are the most important factors to you in
selecting food products?
» Freshness: 63% » Eco-friendly packaging: 5%
Fresh + Taste
» Taste and flavor: 59% » Manufacturer grows its own
» Price: 47% ingredients: 4%
» All-natural: 23% » I buy what I always buy: 4%
» On sale: 19% » Fair trade certified: 3%
» Local (grown within approximately 100 » Sourced direct from producer: 3%
miles/160 km): 17% » I like the name: 2%
» Certified organic: 13% » I like the packaging: 2%
» Availability of product: 11% » I buy what my friends & family buy: 1%
» Environmental practices of » Biodynamic: 1%
manufacturer: 8% » Other: 1%
» Good manufacturing practices: 8%


SHOP

Where do you do MOST of your food shopping?
Omnibus US Omnibus CAN
» Supermarket chain: 69% 87%
» Mass Merchandiser: 45% 14%
» Club Store: 22% 18%
» Farmer’s market: 10% 17%
» Other: 8% 7%
» Trader Joe’s: 7% 1%
» Small/ natural foods store: 5% 5%
» Whole Foods: 4% 2%
» CSA: 1% 1%
» Gourmet store: 1% 3%
» I don’t shop for food: 1% 1%
» Not sure: 1% <1%


CHANNEL

Where would you go to purchase food if each of the following
reasons were your MAIN concern?


FARMER’S MARKETS

• NUTRITION 17/18
• FLAVOR/TASTE 15/26
• ORGANIC 24/25
• ECO-FRIENDLY 14/33
• SHOPPING EXP. 17/18
• LOCAL FOODS/FARMERS 14/59


FARMER’S MARKETS

• NUTRITION 17/18
• FLAVOR/TASTE 15/26 173%
• ORGANIC 24/25
• ECO-FRIENDLY 14/33 235%
• SHOPPING EXP. 17/18
• LOCAL FOODS/FARMERS 14/59 421%


LOCAL / FOODIE / ETHICS

Which of the following 3 scenarios would be most appealing to you
when shopping for food?
» Scenario A connects you to your local community, enables your local food
system, and supports a network of farmers in your community by offering them
programs, financing and operational support: EMI: 50% LH: 58%

» Scenario B celebrates exquisite, high-quality and flavorful foods from around
the world by sharing knowledge, insights and traditions amongst its global
network of hand-selected, artisanal farms

» Scenario C promotes ethics and sustainability by ensuring humane treatment
of animals, preservation of food diversity and organic agricultural practices
throughout its network of tightly-monitored farms


LOCAL / FOODIE / ETHICS

Which of the following 3 scenarios would be most appealing to
you when shopping for food?

ETHICS

LOCAL !"#$%&

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COMMUNITY SUPPORT

I would be more likely to purchase from a food retailer, brand or
producer that actively supports the farmers and growers in my local
community, versus one that does not.
EMI SB LH
» Much more likely: 42% 51% 73% Community: 79%
» More likely: 37% 31% 22%
» Somewhat more likely: 17% 15% 4%
» No different: 4% 3% 1%
» Somewhat less likely <1% 0% <1%
» Less likely <1% 0% <1%


COMMUNITY SUPPORT

Community involvement, whether for me or for others, is
extremely important to me

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How involved are you in your community

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CONCERNS


FOOD SYSTEM

"The prevailing food system in America is perfect
just the way it is..."
EMI SB LH
» Strongly agree: 6% <1% <1%
» Agree: 15% 4% 1%
» Somewhat agree: 32% 22% 8%
» Disagree: 31% 43% 27%
» Strongly disagree: 15% 30% 63% Recognize need
for change


BELIEF

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CONCERNS

What areas of the prevailing North American food system currently
make you the most concerned?
» Use of chemicals/pesticides: 41% » GMOs: 9%
» Use of antibiotics/hormones: 34% » Government food policies: 9%
» High cost of food: 33% » Labor practices: 7%
» North American’s diet: 21% » Availability of good farmland: 7%
» Food handling: 18% » Distribution of food: 6%
» Lack of inspection/oversight: 17% » Labeling: 6%
» Availability of healthy food: 16% » Food scarcity: 4%
» Corporate control of food: 13% » Lack of local infrastructure: 4%
» Industrial farming: 12% » Nothing, no major concerns: 4%
» Increase in food imports: 10%


TRUST OF LOCAL


TRUST

In terms of integrity, honesty and trustworthiness, what kinds of
foods do you trust most?
EMI SB LH
» Locally grown: 58% 61% 68% Local + Direct
» Direct from the farmer: 39% 42% 68%
» Nationally recognized natural foods
(Kashi, Amy’s, Silk, Organic Valley,
Cascadian Farm, Newman’s Own, etc.): 31% 36% 34%
» Nationally recognized foods
(Kraft, General Mills, Nabisco,
Stouffers, Green Giant etc.): 31% 25% 5%
» Specialty foods from your region: 16% 13% 8%
» International gourmet: 7% 3% 1%
» Kosher: 7% 6% 5%


ORGANIC & LOCAL

Although organic has a very high familiarity, local
food is much more preferred by 75% of the market.

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TASTE

Taste verse Organic Taste verse Local

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$!" $!"
9/:+;6*" ()*+,"
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PRICE

Price verse Organic Price verse Local

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UNCERTIFIED

Is your farm organically certified?
» Yes: 14%
» No: 86%
» Not sure: <1%


UNCERTIFIED

What main methods of agriculture do you use on your farm?
» Organic: 58%
» Transitional (from conventional to organic): 18% 88% state
» Permaculture: 15%
some form
» Conventional (synthetic fertilizers, pesticides etc.): 14%
» Bio-dynamic: 12% of Organic
» Sustainable: 2%
» Certified naturally grown: 1%
» Natural: 1%
» Hydroponic: 1%


ORGANIC IS IDEAL

In a perfect world, which of these methods of agriculture would you
most like to use on your land?
» Organic: 75%
» Permaculture: 31%
» Biodynamic: 29%
» Conventional: 8%
» Sustainable: 1%


TRUST

What reasons do you have for not being certified?
» Don’t need certification. My customers know and trust that I grow organic: 52%
» Too expensive. I would be certified except it is not worth the cost: 50%
» Other: 31%
» I am transitioning parts of my farm to organic: 5%
» Not sure that my organic farm would be certified: 5%


PSYCHOGRAPHICS


SELF IDENTIFY

Which of the following word or phrases would you most associate
with yourself?
» Family-focused: 39% Affiliation » Patriotic: 9%
» Open to new ideas: 32% » Athletic: 8%
» Loyal: 29% » Extroverted: 8%
» Creative: 28% » Trendy: 7%
» Intellectual: 20% » Involved in community: 7%
» Adventurous: 15% » Politically moderate: 6%
» Neighborly: 15% » Politically conservative: 5%
» Spiritual/religious: 13% » Alternative mindset: 5%
» Artistic: 10% » Business-focused: 4%
» Politically liberal: 10% » Activist: 3%
» Introverted: 9% » Anti-establishment: 2%


COMMUNITY INVOLVEMENT

“Community involvement, whether from me or others, is extremely
important to me.”
EMI SB LH
» Strongly agree: 24% 23% 32%
» Agree: 49% 51% 49%
» Neither agree
nor disagree: 22% 23% 17%
» Disagree: 4% 2% 2%
» Strongly disagree 0% 1% <1%
» Other: 1% 0% 0%


COMMUNITY INVOLVEMENT

How involved are you in your community?
EMI SB LH
» Very involved: 13% 7% 12%
» Involved: 30% 27% 32%
» Somewhat involved: 32% 35% 35%
» A little involved: 14% 19% 14%
» Not involved: 10% 13% 7%


COMMUNITY

Using the scale below, indicate how much your community is a
reflection of who you are.
» My community reflects me very well: 19%
» My community somewhat reflects me: 50%
» My community does not really reflect me: 9%
» My community does not reflect me at all: 2%
» I don’t know how my community reflects me: 19%


MEAL

How often do you eat with your family/household?
» Daily: 73%
» A couple times a week: 18%
» Only on weekends: 2%
» Once a week: 1%
» A few times a month: 2%
» Special occasions only: 3%
» I am the only member of my household: <1%
» Never: <1%


WHY LOCAL


WHY LOCAL?
FRESH
TASTE
TRUST
AFFILIATION


WHY LOCAL?
FRESH
TASTE - Faith
TRUST - Relationship
AFFILIATION - Connection with community


WHY LOCAL?
Opportunity to experience food in a new “Old” way!


WHY LOCAL?
Opportunity to experience food in a new “Old” way!

To PARTICIPATE in community

To define who we are in the process


THANK YOU




Henk Campher, Edelman

GOODPURPOSE

Edelman goodpurpose® 2012
GLOBAL CONSUMER SURVEY

Purpose, now serving 7 Billion.

3

An Evolving “Consumer”

hungry concerned vocal empowered

4

Punishment Goes Public

5

Fifth Global Consumer Study 2012
What consumers have to say…
CANADA INDIA
500 500

BRAZIL CHINA
500 500

US JAPAN
500 500

UK UAE
500 500

FRANCE GERMANY
500 500

NETHERLANDS ITALY
500 500

BELGIUM INDONESIA
500 500

SINGAPORE MALAYSIA
500 500

StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+

Consistent Commitment; Diverse Opportunity
Improving the quality of healthcare 89%
Protecting the environment 89%
Ensuring access to safe drinking water 86%
Equal opportunity to education 86%
Stopping relationship violence and abuse 84%
Reducing poverty 84%
Aiding in disaster relief 83%
Alleviating hunger and homelessness 83%
Supporting human and civil rights 83%
Encouraging tolerance for people who are different 82%
Fighting the spread of global disease and pandemics 80%
Helping to raise people's self-esteem 78%
Supporting animal rights 74%
Supporting the creative arts 67%

7

But, Differences Exist in Local Markets (US)
Alleviating hunger and homelessness 91%
Improving the quality of healthcare 91%
Supporting human and civil rights 90%
Stopping relationship violence and abuse 89%
Reducing poverty 89%
Ensuring access to safe drinking water 89%
Equal opportunity to education 88%
Protecting the environment 87%
Fighting the spread of global disease and pandemics 86%
Aiding in disaster relief 86%
Encouraging tolerance for people who are different 85%
Supporting animal rights 78%
Helping to raise people's self-esteem 77%
Supporting the creative arts 76%

The License to The Reengineering
Lead of Brand Marketing

5 Years of
goodpurpose

The New
Purpose Bull Markets The Me in We

9

5 Years of Purpose
The Reengineering of Brand Marketing

The Power of
Purpose
From product innovation and R&D, to
supply chain optimization and 360
marketing, our study reveals it is the
power of Purpose that is helping to
drive consumer preference in a
world where trust in corporations is
low and differentiation between brands
is negligible

Profit + Purpose: The New Normal
It is OK for brands to support good causes and make money at the same
time
90%

+33%
80%
76%

70%

70%
68%

60%
57%

50%

40%

30%

20%

2008
2009
2010
2012

12

Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most important factor

60%

+ 26% 53%

50%

42%
43%

41%

Growth from 2010
40%

•  Japan (100%)
•  China (79%)
•  Netherlands (43%)
30%

•  Germany (36%)
•  India (43%)
20%

2008
2009
2010
2012

13

Purchase
Frequency
‘At Least Monthly’ purchases of
cause-supporting brands increased by
47% from 2010 - 2012
2010 2012

34% 19%
EVERY 6 TO 12 EVERY 6 TO 12
MONTHS MONTHS

32% 47%
AT LEAST AT LEAST
MONTHLY MONTHLY

14

License to Lead
Building Future Performance on Societal Actions

The New
Imperative
Rather than merely exercising their
“license to operate,” leading brands
and corporations of the future must
move beyond operational
imperatives and social add-on’s to
establish their “license to lead.”

Business is Struggling to Meet Expectations
Performance Gap in Addressing Societal Issues
Business should place at least equal weight on society's interests and business' interests
Business is performing well in addressing societal issues

94%
90% 89% 91% 90%
87% 87% 87% 87% 86% 87% 85%
84% 84% 84% 83%
79%

58%
49%
42% 42%

28% 30%
25% 26% 27%
21% 23% 23% 22%
20% 18%
13% 15%

Consumers will praise…and punish
Company that does NOT
actively support a good
_ + Company that
actively supports a
Increase from 2010 cause good cause Increase from 2010
+7
44% 76%
+9
REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES

+7 44% 76%
+9
CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES

+5 44% 73%
+8
SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES
AND EXPERIENCES
+ 11 48% 57%
+4
NOT WANT TO WORK FOR IT WANT TO WORK FOR IT

+7 53% 45%

NOT INVEST IN IT INVEST IN IT

44%

PAY A PREMIUM FOR ITS PRODUCTS/
SERVICES

18

The More You Know
It is critical for companies to make consumers aware of their efforts

92% 90% 88% 87% 87% 86% 84% 84%
80% 80%
76%
73% 73% 73% 72% 70% 68%

19

The New “Purpose Bull Markets”

Who are the Purpose Bull Markets?

INDIA BELGIU
CHINA BRAZI M ITAL FRANC
MALAYSIA
L NETHERLAN
E
INDONESI VS YJAPANGERMAN
DS
A UA U Y
E UK
S

21

Empowered to Make a Difference
Purpose Bull Markets Purpose Bear Markets

COMPARED TO FIVE YEARS AGO, 63%
‘PEOPLE LIKE ME’ NOW HAVE MORE POWER
29%
AND INFLUENCE TO MAKE A DIFFERENCE

THE RESPONSIBILITY OF 56%
‘PEOPLE LIKE ME’ HAS INCREASED
37%

22

Passion in Action
Bull Market consumers contrast those in Bear Markets
Purpose Bull Markets Purpose Bear Markets

I HAVE MORE TRUST IN A BRAND THAT IS ETHICALLY AND 83%
SOCIALLY RESPONSIBLE 66%

I AM MORE LIKELY TO RECOMMEND A BRAND THAT 82%
SUPPORTS A GOOD CAUSE THAN ONE THAT DOESN'T 64%

I WOULD HELP A BRAND PROMOTE ITS PRODUCT/ 81%
SERVICES IF IT HAD A GOOD CAUSE 63%

I WOULD SWITCH BRANDS IF A DIFFERENT BRAND 80%
SUPPORTED A GOOD CAUSE 67%

I WANT BRANDS TO MAKE IT EASIER FOR ME TO MAKE A 79%
DIFFERENCE IN THE WORLD 62%

BRANDS CAN SUPPORT GOOD CAUSES AND MAKE 78%
MONEY AT THE SAME TIME 72%

I WANT BRANDS TO DO MORE FOR ME THAN PROVIDE A 73%
PRODUCT 57%

23

Paying for Purpose
Bull Market consumers more willing to pay a premium for Purpose
80%

71%

55%
55%
54%

43%
44%
42%

39%
38%

35%
34%

30%
30%
29%
29%
28%

24

Discovering the “Me in We”

25

Defining the Me in We
As the disparity between the
haves and have not’s continues,
more and more consumers are
discovering the me (personal
need) in the we (the common
good)…Purpose Gets
Personal.

26

The Globalization of Need
Because of the global recession, societal issues are hitting close to home
Unable to Unable to
pay medical Reduced My salary donate as
spending Reduced
decreased much money
expenses or
afford on food leisure
shopping to societal 85%
healthcare issues of those
surveyed around
the world say
.
they have been
affected by the
economic
downturn in
some way.

27

Me: Empowered
‘People like me’ now have more power and influence to make a
difference
77%
73%
66%
58% 57% 57%

44% 47%
41% 39%
37% 36%
29% 26%
21% 20% 20%

28

Me: in Action

of global consumers take part in
89% activities to address societal issues.

72% in US 77% of Chinese
recycle regularly donated money

63% of Brazilians
voiced their 75% of Germans
concerns take actions to
conserve energy

5 Years of Learning

1 Purpose key driver in reengineering brand marketing

2 Purpose definitive purchase trigger

3 Largest growth markets bullish on Purpose

4 Operational excellence + societal performance rewarded

5 Corporations earn License to Lead via Purpose

31

Not IF, but HOW…
LEAD Powerful programs are leader led

CONSTRUCT Start with depth, not scale

CUSTOMIZE Customize for local execution
COLLABORAT Work with NGOs, colleagues, competitors
E
MEASURE Build performance measures up front

NARRATE Story, story, story

ENGAGE Employees, partners, consumers

EVOLVE Evolve programs to stay relevant

32

What’s Your Purpose?

33

SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman

SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman

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SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman