Soulbrands of the 21st Century

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Generating new opportunities & Profits for brands by putting Planet & People first

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Soulbrands of the 21st Century

  1. 1. SoulBrandsof the 21stCentury<br />Branding for Good | Wednesday 13th October 2010<br />
  2. 2. Why did the Toad<br />Cross the Road?<br />
  3. 3. Why I live in Noordhoek<br />
  4. 4. There are over 100 Sauvignon Blancsto choose from; only one offers longer life for the amorous Western Leopard Toad<br />
  5. 5. 5 Toad Lessons<br />Global >> Local<br />MakeAmends<br />Pots of<br />Gold<br />Oops<br />BrandPlus<br />
  6. 6. ExternalitieS<br />The Economists Curse<br />MakeAmends<br />
  7. 7. The Old View – Corporate Largesse<br /><<< $$$$$$$$$$$$$ <<<<br />People<br />Profit$<br />>>> $ $ $ $ >>><br />Planet<br />>>> $ $ >>><br /><<< $$$$$$$$$$ <<<<br />
  8. 8. SocialInvestmentImpact<br />
  9. 9. Planet<br />People<br />Profit$<br />healthy businesses need<br />healthy societies<br />healthy societies need<br />a healthy ecosystem<br />The New View<br />
  10. 10. $ 000 000 000 000<br />per year<br />Value of Natural Capital<br />10<br />20<br />30<br />40<br />50<br />60<br />70<br />72<br />
  11. 11. % of Ecosystems<br />are Degraded<br />United Nations Environment Programme, 2010<br />Value of Natural Capital<br />10<br />20<br />30<br />40<br />50<br />60<br />
  12. 12. Making Amends<br />Carbon Offsets & Carbon Taxes<br />Higher Prices & Shortages<br />Green Economy<br />R600m pa project20 000 plus jobopportunities paIncreases watersupply 6-13%+<br />Global bestpractice<br />
  13. 13. Global >> Local<br />The more universal we become,the more tribal we act.<br />John Naisbitt, The Global Paradox<br />
  14. 14. A typical carrot has to travel 1,838 miles to reach a dinner table in the USA<br />Fresh foodstuff travels 1,500 – 2,500 miles from farm to plate (USA Worldwatch Institute)<br />Farmers on average, receive 3,5 – 6 cents in the dollar<br />Food Miles<br />
  15. 15. Eli Zabar supplies his New York supermarket with the freshest organic vegetables…<br />…grown on his supermarket roof<br />
  16. 16.
  17. 17. Ethical & sustainable business practice, taking responsibility for the social & environmental impacts of decisions, especially in relation to lending & investment.  Commitment to the welfare of communities & the environment.<br />So what areyou doing for<br />Noordhoek?<br />
  18. 18. Save the Worldor Save the Toad<br />
  19. 19. BrandPlus<br />
  20. 20. 1st Stage of Brand Attraction<br />
  21. 21. 2nd Stage of Brand Attraction<br />
  22. 22. 3rd Stage of Brand Attraction<br />
  23. 23. Rethinking<br />
  24. 24. Beyond Petroleum >>> Big Problems<br />Brand Minus<br />
  25. 25. Messages from Planet Earth<br />Dear Mr Toyota,We don’t need more cars,even if they are hybrids.We need better public transport, more cycle lanes,less suburban sprawl.How can you help?<br />
  26. 26. Messages from Planet Earth<br />Dear Mr Tata,We don’t need a $1 000 car.<br />We need a $100solar water heater. How can you help?<br />
  27. 27. Messages from Planet Earth<br />Dear Mr Apple,<br />We don’t need more cool stuff that is outdated in a year. We need less that lasts longer. How can you help? <br />(c.c. Ms Chanel)<br />
  28. 28. Messages from Planet Earth<br />Dear Mr HSBC,<br />Nice to know you could inherit a green head office in South Africa – nicer to know how you invest your customers’ money –in green industries or smokestacks.Can you tell us?<br />
  29. 29. Messages from Planet Earth<br />Dear Mr Brand-Owner,<br />The Green Economy will create more opportunities and new jobs in the next 20 years than any other industry; it will also create huge wealth. Have you signed up?<br />
  30. 30. BrandPlus<br />Good Business Journeysstart from the inside<br />
  31. 31. BrandPlus<br />Brands PlusEndorsement Brands<br />
  32. 32. Oops<br />UnintendedConsequences<br />
  33. 33. Oops<br />
  34. 34. Pots of<br />Gold<br />Renewable energy, cleaner, quieter aircraft & locomotives, water purification, sustainable homes.<br />2005 revenues – $10 billion2009 revenues – $18 billion Growing twice as fast as rest of GE<br />
  35. 35. Pots of<br />Gold<br />Only finance projects with social &environmental benefits.<br />Funds under management:2005 – 2,4 billion Euro2009 – 4,8 billion Euro<br />
  36. 36. Some are Born with Soul…<br />
  37. 37. BambooFlooring<br />Bug-RepellentGoat’s Milk Soap<br />
  38. 38. greenschool.org<br />
  39. 39. Electric Vehicle<br />Networks & Services<br />Over 90 Partners<br />Commercial Launch 2011<br />
  40. 40. Some Achieve Soul…<br />Your region, your store, your local products<br /><ul><li>Localchoice milk: launched as an alternative for shoppers concerned about high food miles
  41. 41. Tesco sourcing milk from small local farmers and increasing the price dairy farmers receive for their milk
  42. 42. Brand philosophy: tapping into the passion of small producers </li></li></ul><li>Some have Soul thrust upon them<br />Do the right thing<br />Faster response to Hurricane Katrina<br />than federal agencies<br />
  43. 43. If the world has not approached its end, it has reached a major watershed in historyequal to the turn from the Middle Ages to the Renaissance. <br />It will demandfrom us a spiritual blaze. <br />This ascension is similar to climbing onto the next anthropological stage. <br />No one on earth has any other way left but —upward. <br />Aleksandr Solzhenitsyn<br />
  44. 44. People deal too much with the negative, with what is wrong.<br />Why not try and see positive things, to just touch those things &make them bloom?<br />ThichNhatHanh<br />

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