1. THE SPIDERMAN
IMPERATIVE
MERCURY MONDAY: APRIL 7TH, 2014
PLANNING FOR RESPONSIBILITY

3. FIRST THING’S FIRST…

4. “THE
BUSINESS OF
BUSINESS IS
BUSINESS”
- Milton Friedman

5. ALL TRUTH IS IN THE
CASH ACCOUNT.

6. BUT BUSINESS EVOLVES.

7. SO DOES ADVERTISING.

8. “One problem is the
mistaken notion that
advertising shapes
culture… Advertising
has always been a
mirror that reflects
changes in culture,
politics and industry.
- Abbie Walker, Momentum
Worldwide.

9. “Without a connection to culture, Coke is merely carbonated water and syrup.
Without culture, it’s just a fizzy drink. So culture counts. Let’s be clearer still.
The fundamental terms of the Coke proposition are changing. The carbonated
soft drink is now contested by new ideas of what a drink should be (Snapple,
Gatorade, Poland Springs, Vitamin-water, Red Bull). In the traditional case,
culture matters. In the present case, it matters more.”
– Grant McCracken, in Chief Culture Officer.

10. SO WHAT DOES
CULTURE WANT?

11. “People literally care,
more about an
institution’s values and
conduct than the
intrinsic qualities of the
goods and services
themselves…
I mean, you gotta have
the goods… But part of
the goods is being
good.”
- Bob Garfield, Author,
Co-host of NPR’s On The Media
!

12. “People literally care,
more about an
institution’s values and
conduct than the
intrinsic qualities of the
goods and services
themselves…
I mean, you gotta have
the goods… But part of
the goods is being
good.”
- Bob Garfield, Author,
Co-host of NPR’s On The Media
!

13. Cone Communications Echo Global CSR Report: 10,287 Consumers, 10 Countries.
http://www.conecomm.com/2013-global-csr-study-release

14. OR PUT ANOTHER WAY…

15. From Simon Sinek’s Start With Why.

16. THERE’S A LOT OF EVIDENCE
Havas Meaningful Brands Study 2013: 700 Brands, 134,000 Consumers, 23 Countries: http://www.havasmedia.com/meaningful-brands
Edelman Good Purpose Consumer Study 2012: 500 Brands, 8,000 Consumers, 16 Countries:; http://www.slideshare.net/EdelmanInsights/global-deck-2012-edelman-goodpurpose-study
Edelman, Brandshare Consumer Study 2013, 212 Brands, 11,000 Consumers, 8 Countries.: http://www.edelman.com/news/ninety-percent-of-consumers-want-more-from-brands/
71%of people think large
companies should be
actively involved in
solving social
problems
92%Want to do
business with
brands that share
their beliefs.
87%Believe business
should place at
least equal weight
on business and
society.

17. WHAT’S A BRAND
TO DO?

18. STOP
NAVEL GAZING…

20. “Find a parade and get in front of it.”
– George Lois

21. FIGURE OUT WHAT
PEOPLE ALREADY
CARE ABOUT…

22. THERE’S NO
SHORTAGE…

23. POLLUTION
EDUCATION
FOOD
INEQUALITY POLLUTION POVERTY
OBESITY FOOD SUSTAINABILITY
DEBT EDUCATION STRESS

24. “There’s problem
after problem, but
what separates this
time from any time
I can remember is
the awareness of
these problems.
We're all very
aware.”
- Michael Porter, TED, 2013.

25. WHAT BRANDS ARE
DOING IT WELL?

26. 1.REFLECT THE
VALUES OF YOUR
CORE AUDIENCE

28. 2.GET OUT IN FRONT
OF CULTURE

29. “If you don’t like
marriage equality, feel
free to sell your
Starbucks Stock.”
- Howard Schultz

30. 3.CHALLENGE
CONVENTION

32. 4.CODIFY THE
WORTHWILE.

35. 5.BAKE IN SOCIAL
BENEFIT.

36. “Be good in the
way you make
money, not just
the way you give it
away.”
- Alain De Botton

38. 6.EMPATHIZE

39. • Super Bowl, 2009.
• Through the first 10 months of
2009, Hyundai’s sales were up
4.1 percent over 2008.
• Compared to competitors sales
during the same period:
Chrysler (-39 percent);
GM (-33.8 percent);
Toyota (-25.5 percent);
Honda (-22.6 percent);
Ford (-20.4 percent).

40. 7.POLARIZE

41. 7.POLARIZE
(WITH PURPOSE)

43. 8.INCLUDE RATHER
THAN EXCLUDE.

44. THINK THIS…

45. NOT THIS…

46. SO WHAT DOES
THIS MEAN?

48. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

49. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

50. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

51. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

52. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

53. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

54. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

55. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

56. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

57. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

58. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

59. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What can we give the audience social
currency?
THE RESPONSIBLE BRIEF

60. From:
What’s the business problem?
What’s true to the brand?
What’s the core insight?
Who is the audience?
Why will the audience care?
What impact will we have on the
audience?
To:
What social problem can we solve?
What good can the brand do?
Why does the insight matter?
Who can the audience influence?
What issues do they already care about?
What social currency can we give the
audience?
THE RESPONSIBLE BRIEF

61. SAYS
SWIKE

62. NO GARCESES WERE HARMED IN
THE BUILDING OF THIS DECK.

63. END