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Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡    Sandi Northey, Marketing & Consumer     ...
Driving sustainable brand value throughcorporate and product brand messagingEnhancing the quality of life through good foo...
Nestlé in Society: Creating Shared Value andmeeting our commitments          Addressing the full value chain with a focus ...
It will not be credible if our activity is only atcorporate brand level                        CSV and sustainability are ...
Each business and brand contributes in uniqueways to Nestlé CSV and sustainability (sample)    Beverage             Confec...
Product brand teams follow a rigorous process                                                                             ...
impact through 3 key focus areas7   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & C...
S’engage and emphasis on quality     Nutrition                 EnvironmentTraceability                    Farmers & Suppli...
Nestlé corporate and product brand messaging,working together9   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi ...
Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging - Sandi Northey
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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging - Sandi Northey

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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.

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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging - Sandi Northey

  1. 1. Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡  Sandi Northey, Marketing & Consumer Communication, Nestlé Sustainable Brands London Conference
  2. 2. Driving sustainable brand value throughcorporate and product brand messagingEnhancing 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. 3. Nestlé in Society: Creating Shared Value andmeeting 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. 4. It will not be credible if our activity is only atcorporate 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. 5. Each business and brand contributes in uniqueways to Nestlé CSV and sustainability (sample) Beverage Confectionery Waters Dairy Ice Cream Culinary Nutrition Health Sciences Nestlé Professional Petcare5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  6. 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 3Integrate intobusiness 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. 7. impact through 3 key focus areas7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  8. 8. S’engage and emphasis on quality Nutrition EnvironmentTraceability Farmers & Suppliers Packaging 8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  9. 9. Nestlé corporate and product brand messaging,working together9 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication

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