More Related Content
Similar to FpA NorCal Speech (20)
More from Simon Mainwaring (19)
FpA NorCal Speech
- 3. Every company, brand
and marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and always-on
consumers living in a
challenging world.
©2015 We First Inc. 3
- 4. Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
-Environmental
damage
– Loss of biodiversity
– Gender inequality
– Healthcare costs
Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer
– Mobile commerce – Big Data
– Internet of Everything – Wearables
Consumers have changed…
– Media-savvy
– Well-informed
– Socially-conscious
– Hyper-connected
– Consumer activists
– Mobile focused
– Values-driven
– Always on
©2015 We First Inc. 4
- 5. Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2015 We First Inc. 5
- 8. 2015 Deloitte
‘Core Beliefs &
Culture Survey’
Value-add: Purpose builds culture.
Data: Culture drives employee engagement & productivity.
8©2015 We First Inc.
- 12. Social storytelling.
How well you tell your story determines how well consumers share
your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
- 13. 1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc.
- 15. In today’s social business marketplace, brands no
longer show our separation or differentiation,
but our connectedness to values.
15©2015 We First Inc.
- 28. Consumers driving story.
The first decision of a consumer is
do they want to be part of your story.
28©2015 We First Inc.
To inspire participation, the consumer must
be the hero of your story.
That story isn’t static but must evolve and mature.
- 34. ©2015 We First Inc. 34
Sound Stewardship (formerly Syverson & co.)
- 41. KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
41©2015 We First Inc.
- 44. PEOPLE RISE TO THE CONVERSATION
YOU GROW AROUND THEM.
44©2015 We First Inc.
- 54. The goal is to transcend your products, service,
and category to positively shape culture.
60©2015 We First Inc.
- 58. CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
58©2015 We First Inc.
The evolution of revolution is contribution.
- 59. KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
59©2015 We First Inc.
- 61. Key takeaways.
3. Be a mission with a company, not a company with a mission.
©2015 We First Inc. 20
1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.