Slides for "Sustainability-Speak Your CMO Will Understand". Developing and delivering a sustainability message to a company’s most important audiences requires buy-in from the chief marketing officer (CMO). But it requires skill to frame the opportunity from the CMO’s perspective, lest it be seen as "just doing good.” Translating sustainability-speak into CMO-speak requires understanding how sustainability aligns with the CMO's world in engaging customers and building brand value.

1. San Diego, CA
Sustainability-Speak
Your CMO Will Understand
GreenBiz Forum - February 18, 2015

2. About Us
Liz 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

3. We move people, products
andculture.
Living in a New Brand World

11. Will recommend companies
that stand for something
73%

12. Believe companies
deliver on their promises
5%

13. We move people, products
andculture.
What is a Brand?

14. A brand is a claim
of distinction and
the evidence to
back it up
Think different

15. 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

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

17. We move people, products
andculture.
Find Your Brand Purpose

18. Promise Purpose
Real Beauty
Healthy, Happy Babies
Real Food that Matters
for Life’s Moments
Gentle Soap
Dryness
Nourishing People’s
Lives Everywhere,
Every Day
“Sharing Economy”
Lodging and Income

19. Promise Purpose=
Food With Integrity
One for One
Buy a Pair, Give a Pair
Environmental Solutions

20. Higher
Profits
Connect to
Consumers
Engage
Employees

21. WHY
You Do It
=
Brand
Purpose
HOW
You Benefit
The World
WHAT
You Do Best
Products
Services
Innovation
New Markets
Financial ROI
Job Creation
Philanthropy
Volunteerism
Cause Marketing
CSR/Sustainability
Find Your Brand Purpose

22. WHY
Brand
Purpose
=
Food with
Integrity
HOW
Transforming
the Food
System
WHAT
No Nonsense
Fast Casual
Mexican
Chipotle

23. WHY
Brand
Purpose
=
Freedom
to Fly
HOW
Democratizing
Travel
WHAT
Low Fare
Air Travel
Southwest

24. We move people, products
andculture.
Story Time

25. Questions for Liz and Dave
1.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?

26. We move people, products
andculture.
Let’s Work It

27. Questions for You
1.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?

28. San Diego, CA
Thank You!

29. Contact Us
Liz Matthews - (512) 739-5197
Elizabeth_Matthews@DELL.com
@Lizzi Matt
Dave Stangis - (856) 342-8667
Dave_Stangis@campbellsoup.com
@Dave Stangis
Amon Rappaport - (510) 435-2292
amonr@theideabrand.com
@AmonRappaport