Companies which field various brands struggle to determine the proper strategy for delivering sustainable brand messaging. Some decide to focus on establishing the corporate brand as a trusted choice editor. Others find value in defining unique sustainable brand value for different SKU's while also communicating a corporate brand commitment to sustainable innovation. This panel shares what has driven their thinking on this topic, provides examples of messaging that is achieving success in their marketplace, and suggests principles for thinking about how you might prioritize your sustainable brand innovation journey.

1. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Sandi Northey, Marketing & Consumer
Communication, Nestlé
Sustainable Brands
London Conference

2. Driving sustainable brand value through
corporate and product brand messaging
Enhancing the quality of life through good food and beverages, everywhere
2 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

3. Nestlé in Society: Creating Shared Value and
meeting our commitments
Addressing the full value chain with a focus on core business activities
where we can make a material difference and value is created for both
society and shareholders
3 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

4. It will not be credible if our activity is only at
corporate brand level
CSV and sustainability are embedded at all levels
4 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

5. Each business and brand contributes in unique
ways to Nestlé CSV and sustainability (sample)
Beverage Confectionery Waters Dairy Ice Cream
Culinary Nutrition Health Sciences Nestlé Professional Petcare
5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

6. Product brand teams follow a rigorous process
X-functional, full value
Monitor and evolve
chain approach
strategy
7 1
Internal
Responsible 6 assessment
communication 2
including LCAs
5 3
Integrate into
business and brand 4 External views:
strategy • Consumers
• Customers
• KOLs
Materiality and priority setting
6 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

7. impact through 3 key focus areas
7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

8. S’engage and emphasis on quality
Nutrition
Environment
Traceability Farmers & Suppliers
Packaging
8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

9. Nestlé corporate and product brand messaging,
working together
9 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication