9. Expanded Accountability
The drivers of brand reputation
are expanding beyond
marketing to include supply
chain, metrics, employees,
engagement, customers.
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17. Opportunity Gap
PERFORMANCE GAP IN ADDRESSING SOCIETAL ISSUES
GAP COULD DRIVE DISILLUSIONMENT, DISENGAGEMENT AND DISTRUST
SOURCE Edelman 2012 GoodPurpose Study
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18. CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS
SOURCE Cone Echo 2013 Global CR Study
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20. “”
86% of Millennials would consider leaving an
employer if its social-responsibility values no
longer matched their expectations.
PriceWaterhouseCoopers
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21. “”
80% of the 13–25-year-olds want to work for
a company that cares about its impact. In the
same survey, more than half said they would
refuse to work an irresponsible corporation.
NET IMPACT
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30. Story Strategies
•
Story transcends technology.
•
You must tell a story worth telling to be a brand
worth sharing.
•
How well you tell your story determines how well
your customers tell your story.
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31. Stages of Story Definition
1.
Undefined
2.
Tactical
3.
Schizophrenic
4.
Consistent
5.
Branded
6.
Social Brand
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32. Defining Your Brand
•
What does your
company do?
•
What is its purpose?
•
What are its values?
•
Who does it serve?
•
What is its mission?
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37. Framing your story
•
Be the celebrant, not celebrity,
of your customer community.
•
Make the customer the hero
of your brand story.
•
Assume what you want to prove
and dramatize the benefits.
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42. “”
“In today’s social business marketplace,
brands no longer show our separation
or differentiation but our connectedness
through values.”
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43. Question 1:
What one human property do
you want your brand to own?
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56. Key Takeaway 2:
!
Be the chief celebrant,
not celebrity, of your
customer community.
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57. 3. How does it
build business?
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58. Leadership and Narrative
• People grow into the conversations you create
around them.
• Your larger brand narrative will drive the
conversations that change your employees,
customers and business.
• Find the why that’s bigger than your company
and you’ll find the way to lead the future.
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@SimonMainwaring
