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“ Best Practices in Driving Brand Value Through Corporate Responsibility ”   Professor Kellie A. McElhaney
Who I am. Recovering  banker Professor at  UC Berkeley/ Haas School of Business Was professor at  University of Michigan Founded  Center for Responsible Business Ranked  #1 in world  in 2008 by FT Expertise in CSR &  Brand , CSR &  Strategy , CSR &  Diversity Lots of consulting  eBay,   HP, Gap, Twitter, Accenture, McDonalds, Ulster Bank, Ernst &  Young, Kimberly Clark, Frontline, NVIDIA, Driscoll’s Berries, Yum!,  McGraw Hill, Navigant, VolunteerMatch New book  Just Good Business
Who I Wanted to Be.
What I’ll Talk About. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What I Was Supposed to Talk About. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],McElhaney’s Seven Rules of the Branding CSR Road
1.  Don’t brand crappy CSR. ,[object Object],Smart CSR is….
Smart CSR. C SR
What Smart CSR Can Do. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hartman 2009 Doing the right thing for the  Greater Good . Purchases, non-purchases, voting & volunteerism . Journey that begins with  attitude change,  then behavioral changes.
2.  Brand hope. CSR can  transform  the brand. CSR can  brand hope .
Breaking News:  We’re in a recession… … .of HOPE.
 
 
 
 
 
3.  You’re always branding. Dear Mr.Drexler,          I have something to tell you about J-Crew. Sorry, it's not the best thing about your company. But, your company is great.         Do you know the story called " The Giving Tree"? Well, in the story, that one tree gives up everything to the boy. Everything. Apples, wood, branches, and even the tree stump……   …   I think if you try this, you will end up not spending as much money on boxes, as well as gas for your trucks, not killing as many trees and getting better feedback from customers, kids, mail men, anybody. Sincerely, Kellie's* daughter, Isabel   P.S. I am nine,  please respond  and, don't take this personally, because it's not only you.     
4.  More stories, less science. Stories trump facts ten times out of ten, period.
5.  Simplicity rocks.
Pedigree
6.  Be fun, we crave it. http://www.youtube.com/watch?v=7m5vt07W2n4
7.  The  Lioness  Factor.
8.  Consistency is Critical.
9.  Be authentic. ,[object Object],[object Object],[object Object],[object Object]
10.  Inspiration is [sadly] easy. Consumers must first be concerned that  something they value  (condition of environment, economy, ethical treatment of others)  is at risk More recently, sense of  hope for the future  and a  desire to do and feel good more inspiring http://www.youtube.com/watch?v=0xAwKBywrEk
Don’t do nothing. ,[object Object],[object Object]
Signing at 3:35. Thank you.
 

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Driving Brand Value Through CSR - Kellie McElhaney

  • 1. “ Best Practices in Driving Brand Value Through Corporate Responsibility ” Professor Kellie A. McElhaney
  • 2. Who I am. Recovering banker Professor at UC Berkeley/ Haas School of Business Was professor at University of Michigan Founded Center for Responsible Business Ranked #1 in world in 2008 by FT Expertise in CSR & Brand , CSR & Strategy , CSR & Diversity Lots of consulting eBay, HP, Gap, Twitter, Accenture, McDonalds, Ulster Bank, Ernst & Young, Kimberly Clark, Frontline, NVIDIA, Driscoll’s Berries, Yum!, McGraw Hill, Navigant, VolunteerMatch New book Just Good Business
  • 3. Who I Wanted to Be.
  • 4.
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  • 9. Hartman 2009 Doing the right thing for the Greater Good . Purchases, non-purchases, voting & volunteerism . Journey that begins with attitude change, then behavioral changes.
  • 10. 2. Brand hope. CSR can transform the brand. CSR can brand hope .
  • 11. Breaking News: We’re in a recession… … .of HOPE.
  • 12.  
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  • 17. 3. You’re always branding. Dear Mr.Drexler,         I have something to tell you about J-Crew. Sorry, it's not the best thing about your company. But, your company is great.        Do you know the story called " The Giving Tree"? Well, in the story, that one tree gives up everything to the boy. Everything. Apples, wood, branches, and even the tree stump……   … I think if you try this, you will end up not spending as much money on boxes, as well as gas for your trucks, not killing as many trees and getting better feedback from customers, kids, mail men, anybody. Sincerely, Kellie's* daughter, Isabel   P.S. I am nine,  please respond  and, don't take this personally, because it's not only you.     
  • 18. 4. More stories, less science. Stories trump facts ten times out of ten, period.
  • 19. 5. Simplicity rocks.
  • 21. 6. Be fun, we crave it. http://www.youtube.com/watch?v=7m5vt07W2n4
  • 22. 7. The Lioness Factor.
  • 23. 8. Consistency is Critical.
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  • 25. 10. Inspiration is [sadly] easy. Consumers must first be concerned that something they value (condition of environment, economy, ethical treatment of others) is at risk More recently, sense of hope for the future and a desire to do and feel good more inspiring http://www.youtube.com/watch?v=0xAwKBywrEk
  • 26.
  • 27. Signing at 3:35. Thank you.
  • 28.