Presented by Peter Brown - “How To Create Powerful Brand Stories” - 2017 Medinge Autumn Meeting, Oslo, Norway

1. Brands with a Conscience:
Political conscience and authenticity
Peter Brown
Oslo, 7 September 2017

2. Brand evolution
Shareholder value management
Stakeholder management
Social
embedding

3. In a free enterprise,
the community
isn’t just another
stakeholder in business,
but in fact
the very purpose of its existence.
Jamshetji Nusserwanji Tata Founder, Tata Group

4. A new era of brand transparency

5. Coverage of breadth and depth of
socio-political issues

6. an enormous global challenge

7. and a challenging political landscape

8. Taking sides on Brexit

13. The referendum campaign was
marred by exaggerations and lies, but
now we need the truth, that’s why
we’re covering Boris Johnson’s battle
bus with thousands of questions for
the new government from Leave and
Remain voters
John Sauven, Executive Director

14. and then there’s Vivienne

15. Edeka

16. The Trump effect
we will neither stand
by, nor stand silent,
as the uncertainty
around the new
administration’s
actions grows with
each passing day.
Howard Schultz, CEO,
Starbucks

17. How about we meme
“Undocumented Immigrant
Day” at Starbucks into
existence? Announce free
coffee for all illegals on a
certain date. August 11? 11
looks like II (for Illegal
Immigrant)…and then alert
ICE for the Round up. Even if
this doesn't work it will still
be a good publicity scare.

18. To have such a pro-business
president is something that is a
real asset for the country.
People can really grab that
opportunity. He wants to build
things. He wants to make bold
decisions and be really decisive.
Kevin Plank, CEO, television
interview with CNBC, 7/2/17

19. I want to clarify to our hometown exactly
the values for which Under Armour and I
stand…I personally believe that
immigration is the foundation of our
country's exceptionalism…
We are always mindful of the
responsibility that we have to those who
choose our brand, especially the young
people who represent the bold and bright
future of a diverse and inclusive
America…in a time of division, we aspire
to be a force of unity, growth and
optimism for our city and our country.
Kevin Plank, CEO,
Baltimore Sun, 15/2/17

20. Under Armour engages in
innovation and sports, not
politics.
I love our country and our
company and will continue to
focus my efforts on inspiring
every person that they can do
anything through the power of
sport which promotes unity,
diversity and inclusion."
Kevin Plank, CEO, 14/8/17

22. Aligned with its values…
Nike stands together
against bigotry and any
form of discrimination.
Mike Palmer, CEO, Nike

23. nothing like good branding…

24. when yoga is good business…

25. and brands and politics are cosy

26. Socially conscious brands may wish or
need to express “political” conscience
More natural evolution for brands with
clear values?
strong leaders?
homogenous users?
Culturally influenced
A further evolution for brands?

27. tusen takk