Social Branding: How Sustainability Builds Your Business, Community and Social Impact.

1. Social Branding.
How sustainability
builds your business,
community and
social impact.
Simon Mainwaring, CEO, We First
©2015 We First Inc. 1

2. 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.
©2015 We First Inc. 2

3. 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
©2015 We First Inc. 3

4. Story vs. Data.
Story drives data.
©2015 We First Inc. 4
Data defines impact.
VS

5. Social storytelling.
How well you tell your story
determines how well consumers share your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
5

6. Sustainability spending.
6©2015 We First Inc.

7. Consumer preferences.
Nielsen, 2014 ‘Doing Well By
Doing Good Report’©2015 We First Inc. 7

8. Consumer mindset shift.
©2015 We First Inc. 8

9. 9
1. Sustainability
storytelling.
©2015 We First Inc.

10. 1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc. 10

11. 2. Declare your mission and values.
11©2015 We First Inc.

12. 3. Share a specific point of view.
12©2015 We First Inc.

13. Simplicity is compressed complexity.
13©2015 We First Inc.

14. Unilever: Company/product brand alignment.

15. M&S: A company promise is a way of being internally.
4015©2015 We First Inc.

16. And externally.
16©2015 We First Inc.

17. KEY TAKEAWAY
The future of profit is purpose.
17©2015 We First Inc.

18. KEY QUESTION
What fundamental human property does your brand own?
18©2015 We First Inc.

19. 19
2. Community
architecture.
©2015 We First Inc.

20. Consumers driving story.
The first decision of a consumer is
do they want to be part of your story.
20©2015 We First Inc.
To inspire participation, the consumer must
be the hero of your story.
To build a self-sustaining community
you must maintain and reward engagement.

21. 1. Consumers build brands.
21©2015 We First Inc.

22. 2. Encourage co-authorship/co-creation.
22©2015 We First Inc.

23. 3. Celebrate consumers.
23©2015 We First Inc.

24. BRAND
50
Self-directed storytelling.
©2015 We First Inc. 24

25. Celebratory storytelling.
BRAND
25©2015 We First Inc.

26. Story arc.
26©2015 We First Inc.

27. Engagement tactics.
27©2015 We First Inc.

28. Engagement upgrades.
28©2015 We First Inc.

29. Self-sustaining community.
29©2015 We First Inc.

30. KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
30©2015 We First Inc.

31. KEY QUESTION
What consumer benefit will your brand celebrate?
31©2015 We First Inc.

32. 32
3. Cultural
leadership.
©2015 We First Inc.

33. People rise to the conversation
you grow around them.
©2015 We First
Inc.
33

34. Sustainable Mass Transportation.
©2015 We First
Inc.
34

35. CULTURAL CONVERSATION 2
©2015 We First
Inc.
35

36. Starbucks – Shared Planet – Leadership.
©2015 We First
Inc.
36

37. Mission-Led Culture, Marketing & Sales.
©2015 We First
Inc.
37

38. The goal is to transcend your products, service,
and category to shape culture.
60©2015 We First Inc. 38

39. 39©2015 We First Inc.
Are we consuming too much?

40. 40©2015 We First Inc.
Can we treat the planet better?

41. CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
41©2015 We First Inc.
The evolution of revolution is contribution.

42. KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
42©2015 We First Inc.

43. KEY QUESTION
What cultural conversation will your brand lead?
43©2015 We First Inc.

44. 44©2015 We First Inc.

45. Stories write our future.
45©2015 We First Inc.

46. THANK YOU!
©2015 We First Inc. 46
@SimonMainwaring
WeFirst15.com