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Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡    Nick Folland, Group Corporate Affairs Director: Net
      Positive, Kingfisher
¡    Sandi Northey, Marketing & Consumer
      Communication, Nestlé
¡    Lori Zoppel, Global Director of Marketing, Unilever
      Brand, Unilever
¡    Thomas Kolster, Founder and Creative Director,
      Goodvertising Agency and WhereGoodGrows




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




                Sustainable Brands
                London Conference
Driving sustainable brand value through
corporate and product brand messaging




Enhancing the quality of life through good food and beverages, everywhere

 1   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
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




 2   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
It will not be credible if our activity is only at
corporate brand level




                        CSV and sustainability are embedded at all levels

 3   Nov. 27-28, 2012     Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
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




4   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
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

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




6   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
S’engage and emphasis on quality




     Nutrition

                 Environment




Traceability                    Farmers & Suppliers

                  Packaging



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




8   Nov. 27-28, 2012   Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡    Lori Zoppel, Global Director of Marketing, Unilever
      Brand, Unilever




                 Sustainable Brands
                 London Conference
NOVEMBER 2012

UNILEVER BRAND
SUSTAINABLE BRANDS CONFERENCE
OUR PURPOSE
UNILEVER SUSTAINABLE LIVING PLAN




                        www.unilever.com/sustainable-living
Unilever Sustainable Living 2020
  THREE BIG GOALS BY        Plan:
Three big goals
WE CAN’T DO IT ALONE
AND WE CAN’T DO IT ONLY WITH OUR
PRODUCT BRANDS
CONNECTING CONSUMERS WITH THE
CORPORATE BRAND
CORPORATE BRAND ACROSS
CHANNELS
PRODUCT BRANDS PLAY A CRITICAL
ROLE
CONNECTING EMPLOYEES WITH OUR
PURPOSE
BUILDING MOMENTUM WITH EXPERTS
UNILEVER BELIEVES IN THE POWER OF
AND
Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡    Nick Folland, Group Corporate Affairs Director: Net
      Positive, Kingfisher




                 Sustainable Brands
                 London Conference
Nick Folland
Kingfisher Corporate Affairs
Director: Net Positive
As you’ll see
We don’t have all the answers
Between intention & action
Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging
Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging
Don’t mention the ‘S’ word
Dear Customer
What is going on?
The power to modernise & reposition


                  now                                     future
                    big                         trusted      respected
          dirty

                          orange                                         modern
friendl                            reassuring
    y

                          blokey
                                   human
Sustainability




Can be a Brand Halo
Customer engagement

                                                             Market share
Awareness   Education   Trust	
  	
     Engagement	
  	
       Loyalty
Behind everything we do




Is a plan you can trust in
Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging

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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging

  • 1. Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging ¡  Nick Folland, Group Corporate Affairs Director: Net Positive, Kingfisher ¡  Sandi Northey, Marketing & Consumer Communication, Nestlé ¡  Lori Zoppel, Global Director of Marketing, Unilever Brand, Unilever ¡  Thomas Kolster, Founder and Creative Director, Goodvertising Agency and WhereGoodGrows Sustainable Brands London Conference
  • 2. Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging ¡  Sandi Northey, Marketing & Consumer Communication, Nestlé Sustainable Brands London Conference
  • 3. Driving sustainable brand value through corporate and product brand messaging Enhancing the quality of life through good food and beverages, everywhere 1 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 4. 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 2 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 5. It will not be credible if our activity is only at corporate brand level CSV and sustainability are embedded at all levels 3 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 6. 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 4 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 7. 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 5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 8. impact through 3 key focus areas 6 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 9. S’engage and emphasis on quality Nutrition Environment Traceability Farmers & Suppliers Packaging 7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 10. Nestlé corporate and product brand messaging, working together 8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  • 11. Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging ¡  Lori Zoppel, Global Director of Marketing, Unilever Brand, Unilever Sustainable Brands London Conference
  • 14. UNILEVER SUSTAINABLE LIVING PLAN www.unilever.com/sustainable-living
  • 15. Unilever Sustainable Living 2020 THREE BIG GOALS BY Plan: Three big goals
  • 16. WE CAN’T DO IT ALONE
  • 17. AND WE CAN’T DO IT ONLY WITH OUR PRODUCT BRANDS
  • 18. CONNECTING CONSUMERS WITH THE CORPORATE BRAND
  • 20. PRODUCT BRANDS PLAY A CRITICAL ROLE
  • 23. UNILEVER BELIEVES IN THE POWER OF AND
  • 24. Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging ¡  Nick Folland, Group Corporate Affairs Director: Net Positive, Kingfisher Sustainable Brands London Conference
  • 25. Nick Folland Kingfisher Corporate Affairs Director: Net Positive
  • 26. As you’ll see We don’t have all the answers
  • 30. Don’t mention the ‘S’ word
  • 32. The power to modernise & reposition now future big trusted respected dirty orange modern friendl reassuring y blokey human
  • 34. Customer engagement Market share Awareness Education Trust     Engagement     Loyalty
  • 35. Behind everything we do Is a plan you can trust in