In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.

1. World Textile
Summit 2015
Sustainability as
a differentiating
factor for brands
and companies
13th November 2015

2. Introduction
Paula Oliveira
| WTS | Interbrand | 13 November 20152
Executive Director,
Brand Consultancy
@PaulaOliveiraBV

3. ABOUT
INTERBRAND

4. Who we are
4
Founded 1974
1200 Employees
32 Offices
24 Countries
20 Languages
6 Continents
1 Mindset
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5. We understand
how brands
deliver
business value
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Our legacy

6. How we measure success
Drive choice
Command a premium
Engender loyalty
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7. Our clients
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Some of the
brands we
have worked
with in and
out of your
sector

8. IS SUSTAINABILITY
IMPORTANT FOR
TEXTILE BRANDS?

9. Legal
Right
Moral / Fair
Check-list

10. Where is it going?
Waste Management Supply Chain Disposal

11. New driving forces are transforming the way companies do business and how they relate to different
constituencies
11 | WTS | Interbrand | 13 November 2015
Environment
Circular Economy
Human
Shared Value, Shared Economy
Government
Employees
Suppliers
Shareholders
Community
Customers
Corporate
Responsibility

12. WHY?

13. 1. New Norm

14. Some big business are at the forefront of this transformation

15. 15
While others are being set up based on social values…
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Merging The Profit
Motive and Moral
Imperatives: The Rise of
Social Enterprise in the
United States.
A New Generation of
Entrepreneurs is Practicing a
Business Model that Places
Equal Importance on Doing
Social Good as on Making
Money.
The Rise of Social
Entrepreneurship
Suggests a Possible
Future for Global
Capitalism.
Marketing 3.0 will be won
by Purpose-Driven, Social
Brands.

16. …leading to a new generation of successful brands with new business models and a higher purpose
16
In 2015:
The world’s largest taxi company
empowers self-employed drivers
The world’s bigest accommodation provider
creates income for home-owners
The world’s largest information source aims
to make information accessible for everyone
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17. 2. Create value for your
business

18. of consumers around the world say they
prefer to buy products and services from
companies that have implemented
programs to give back to society.
66
Source: Nielsen global survey on Sustainability
of consumers want
to reward responsible companies with
their business.
51

19. Source: Nielsen global survey on Sustainability
of millennials (age 21-34) have a
stronger likelihood to purchase from
companies that support solutions to
specific social issues.
89

20. Contribution of CC Summary: Regression Analysis
Consumer (across countries & categories)
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Corporate
Citizenship (CC)
significantly
impacts
consumer
opinion: it is the
most important
for driving brand
choice and it is
even more
important to
B2B purchasers
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Brand Choice Commitment Advocacy Brand Favorability
ContributiontoChoice
B2C B2B

21. 21 | WTS | Interbrand | 13 November 2015
People are
becoming more
and more willing
to pay a
premium for
environmentally
sustainable and
socially
responsible
products and
services

22. The same is true for the fashion industry
22 | WTS | Interbrand | 13 November 2015
35%
49%
41%
20%
29%
23%
11%
20%
15%
12%
18%
14%
9%
14%
11%
5%
9%
6%
5%
6%

23. Purpose-driven brands create extraordinary business value
23
An authentic and
well-communicated
purpose can contribute
up to
17%
of a company’s financial
performance*
Brands with a positive
impact on our quality
of life outperform the
stock market by
120%
AirBnB’s latest round
of funding values the
young tech business
at
$20bn
total*on avergage*

24. 3. It’s your legacy

25. 25

26. Collaboration
26

27. How to differentiate?

28. H&M
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Fashion and quality at the best price in a sustainable way

29. Toms
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For every pair you purchase, TOMS will give a pair to a child in need.

30. Climatex
Innovation for the Future.

31. Being brave

32. WHERE DO I START?

33. Clarity
• What is your POV on the world? What are you adding to the debate?
• How do you differentiate?
• What would we miss if you went bust tomorrow?
• What legacy is your business creating?

34. Brand Strength framework overview
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Clarity
Clarity internally about what the brand stands for and its
values, positioning and proposition. Clarity too about
target audiences, customer insights and drivers. Because
so much hinges on this, it is vital that these are articulated
and shared across the organization.
Commitment
Internal commitment to brand, and a belief
internally in the importance of brand. The
extent to which the brand receives support
in terms of time, influence, and investment.
Governance
The existence of an operating model for the
brand that enable the effective and efficient
execution of the brand strategy.
Responsiveness
The ability to respond to market changes. challenges
and opportunities. The brand should have a sense of
leadership internally and a desire and ability to
constantly evolve and renew itself.
INTERNAL
FACTORS

35. Brand Strength framework overview
| WTS | Interbrand | 13 November 201535
Clarity
Clarity internally about what the brand stands for and its
values, positioning and proposition. Clarity too about
target audiences, customer insights and drivers. Because
so much hinges on this, it is vital that these are articulated
and shared across the organization.
Commitment
Internal commitment to brand, and a belief
internally in the importance of brand. The
extent to which the brand receives support
in terms of time, influence, and investment.
Governance
The existence of an operating model for the
brand that enable the effective and efficient
execution of the brand strategy.
Responsiveness
The ability to respond to market changes. challenges
and opportunities. The brand should have a sense of
leadership internally and a desire and ability to
constantly evolve and renew itself.
INTERNAL
FACTORS
Understanding
The brand is not only recognised by customers,
but there is also an in depth knowledge and
understanding of its distinctive qualities and
characteristics
Authenticity
The brand is soundly based on an internal truth and
capability. It has a defined heritage and a well grounded
value set. It can deliver against the (high) expectations
that customers have of it.
Relevance
The fit with customer/consumer needs, desires,
and decision criteria across all relevant
demographics and geographies.
Differentiation
The degree to which customers/
consumers perceive the brand to have a
differentiated positioning distinctive from
the competition.
Consistency
The degree to which a brand is
experienced without fail across all
touchpoints or formats
Presence
The degree to which a brand feels
omnipresent and is talked about positively by
consumers, customers and opinion formers in
both traditional and social media.
EXTERNA
L
FACTORS

36. Strong
Brands
Drive Choice Create value

37. The value of brands
50
75
100
125
150
175
200
225
250
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
BGB 100 S&P 500 MSCI World
Indexedto2000valuesequaling100
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
Strong brands deliver financial results
Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index
37 | WTS | Interbrand | 13 November 2015

38. 1. New Norm
2. Creates Value
3. Your Legacy

39. Thank you
Interbrand London
85 Strand
London WC2R 0DW
T: +44 20 7554 1000
london@interbrand.com