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Simon mainwaring codacon presentation - 18 jan2017

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Simon mainwaring codacon presentation - 18 jan2017

  1. 1. PURPOSEFUL STORYTELLING: The future of marketing to drive business growth and social impact. Simon Mainwaring Founder, We First January 18, 2017 1 © We First, Inc. 2017
  2. 2. Why is purpose important? 1. How do you connect with parents and kids on a deeper level? 2. How do you get more out of your employees? 3. How do you differentiate yourself from your competitors? © We First, Inc. 2017
  3. 3. 3 First, the world we live in. © We First, Inc. 2017
  4. 4. 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. © We First, Inc. 2017
  5. 5. Marketing has changed… – Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables Culture has changed… – Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs – Environmental damage – Loss of biodiversity – Gender inequality Consumers have changed… – Media-savvy – Well-informed – Socially-conscious – Hyper-connected – Consumer activists – Mobile focused – Values-driven – Always on © We First, Inc. 2017
  6. 6. 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 © We First, Inc. 2017
  7. 7. The business case for purposeful storytelling. © We First, Inc. 2017
  8. 8. 2016 Edelman Trust Barometer 80% agree “An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 Consumers expect companies to do more than just make a profit. © We First, Inc. 2017
  9. 9. HBR 2015 The Business Case for Purpose Survey Organizations that prioritize purpose experience significantly more growth than those that do not. Purpose drives profit. © We First, Inc. 2017
  10. 10. Purpose defines the values of a company. Relationships determine the productivity, profit and reputation of the brand. Values define how stakeholders relate to each other. How purpose drives profit. © We First, Inc. 2017
  11. 11. 1. Purposeful Storytelling. © We First, Inc. 2017
  12. 12. PURPOSE: (Noun) The reason for which something is done or created or for which something exists. (Verb) One’s intention or objective. © We First, Inc. 2017
  13. 13. 1. Own a fundamental human property. © We First, Inc. 2017
  14. 14. 2. Declare your mission, vision and values. © We First, Inc. 2017
  15. 15. MISSION: (Noun) An internal-facing description of why and how your brand exists - what you will do to achieve your purpose. The mission ensures all stakeholders understand who the brand is and what it stands for. © We First, Inc. 2017
  16. 16. The Giving Keys The Honest Company Innocent Smoothies Walt Disney Company Inspiring the world to pay it forward. To simplify your life and bring more delight to every day. To help people live well and die old. To strengthen communities by providing hope, happiness, and comfort to kids and families who need it most. © We First, Inc. 2017
  17. 17. VISION: (Noun) The future you aspire towards. It articulates the change you want to create in the world. The vision inspires all stakeholders to realize an aspirational future. © We First, Inc. 2017
  18. 18. The Giving Keys Dove Feeding America Who we’ll be tomorrow is not defined by who we were yesterday. The space between intention and greatness is filled with hard work. Paying it forward is the ripple effect that will change the world. A world where beauty is the source of confidence, not anxiety. A hunger-free America. © We First, Inc. 2017
  19. 19. 3. Be specific. © We First, Inc. 2017
  20. 20. PURPOSE The reason for our existence focused on who we serve and how VALUES What we stand for MISSION Why we are here CAMP BRAND STORY The distilled idea that takes us from the present to our envisioned future CAMP STORY Articulation of our purpose VISION What we aspire towards CONTRIBUTION STORY Articulation of our purpose COMMUNITY STORY Articulation of our purpose POSITIONING The proprietary position we seek to own in the market, vis-à-vis competitors How it all works together. © We First, Inc. 2017
  21. 21. Simplicity is compressed complexity. © We First, Inc. 2017
  22. 22. Examples of Compressed Complexity. © We First, Inc. 2017
  23. 23. Who does it apply to? - Leadership to employees - Employees to employees - Company to consumers - For-profit company to non-profit partners - Private sector to public sector - Way of being in the world © We First, Inc. 2017
  24. 24. KEY TAKEAWAY: The future of profit is purpose. © We First, Inc. 2017
  25. 25. KEY QUESTION: What fundamental human property does your brand own? © We First, Inc. 2017
  26. 26. 2. Internal Storytelling. © We First, Inc. 2017
  27. 27. Purpose increases employee loyalty & tenure.Linkage between loyalty and a sense of purpose 81%of business leaders think that purpose can impact their employee satisfaction and retention. Bases: 1,510 Source: PwC’s Mi like a s em Yet, only own purp Bases: 1,510 full and part-time employees and 502 business leaders in 39 industries around the US. Source: PwC’s Putting Purpose to Work Survey 5.3X 2.3X Millennials are 5.3X more likely to stay when they have a strong connection to their employer’s purpose. Non-millennials are 2.3X more likely to stay when they have a strong connection to their employer’s purpose. Bases: 1,510 full and part-time employees and 502 business leaders in 39 industries around the US. Source: PwC’s Putting Purpose to Work Survey Millennials are 5.3X more likely to stay when they have a strong connection to their employer’s purpose. Non-millennials are 2.3X more likely to stay when they have a strong connection to their employer’s purpose. Yet, only 27%of business leaders help employees connect their own purpose to the work of the company. PWC, 2016 ‘Putting Purpose to Work’ Report© We First, Inc. 2017
  28. 28. 2015 Imperative & NYU Workforce Purpose Index As high eNPS scores are correlated with high performance, retention, and brand reputation, Purpose-Ori- ented Workers are more likely to pro- vide high value to their employers. eNPSScore 50 25 0 -25 -50 Work Orientation 24 -9 eNPS Score by Work Orientation Purpose Oriented Non-Purpose Oriented Purpose-oriented workers are significantly more likely to recommend employers to others. Purpose-driven employees as brand ambassadors. © We First, Inc. 2017
  29. 29. 2015 Imperative & NYU Workforce Purpose Index The benefit of purpose-driven employees. © We First, Inc. 2017
  30. 30. CLIF BAR & COMPANY Company-wide culture of caring © We First, Inc. 2017
  31. 31. Path of Service™ • Launched in 1992 • Provides full time employees up to 40 paid service hours per year TIMBERLAND Creating rituals and traditions © We First, Inc. 2017
  32. 32. DISNEY Employee recognition through online platforms and awards. © We First, Inc. 2017
  33. 33. SOUTHWEST Celebrating real employees making a difference. © We First, Inc. 2017
  34. 34. KEY TAKEAWAY: Inspire, engage and reward employees so they become advocates. © We First, Inc. 2017
  35. 35. KEY QUESTION: If you had to describe your company culture in one word, what would it be? © We First, Inc. 2017
  36. 36. 3. Community Building. © We First, Inc. 2017
  37. 37. Consumers are now storytellers. The first decision of a consumer is do they want to be part of your story. To inspire participation, the consumer must be the hero of your story. That story isn’t static but must evolve and mature. © We First, Inc. 2017
  38. 38. Celebratory storytelling. BRAND © We First, Inc. 2017
  39. 39. vs. Self-directed storytelling. BRAND © We First, Inc. 2017
  40. 40. 1. Consumers build brands. © We First, Inc. 2017
  41. 41. 2. Encourage co-authorship/co-creation. 4 1 © We First, Inc. 2017
  42. 42. 3. Celebrate customers and your community. © We First, Inc. 2017
  43. 43. Stories worth telling. Stories about your camp, kids, contributions and community. © We First, Inc. 2017
  44. 44. KEY TAKEAWAY: A brand must be the chief celebrant, not celebrity, of its community. © We First, Inc. 2017
  45. 45. KEY QUESTION: What consumer benefit will your brand celebrate? © We First, Inc. 2017
  46. 46. 3. Cultural Leadership. © We First, Inc. 2017
  47. 47. People rise to the conversation you grow around them. © We First, Inc. 2017
  48. 48. Family.
  49. 49. 4 9 Confidence.
  50. 50. 50 Second-Chances.
  51. 51. Dove Real Beauty © We First, Inc. 2017
  52. 52. Time Tacticsandconversationthemes Conversationleadership Different tactics accumulate over time to define, shape and lead the conversation. 2006 Model transformations Self-esteem fund 2005 Real bodies 2004 Vote for real beauty 2007 Beauty comes of age Unrealistic beauty 2010 Self-esteem mentors Self-perception 2015 Choose beautiful Dove Real Beauty © We First, Inc. 2017
  53. 53. Patagonia Responsible Consumption © We First, Inc. 2017
  54. 54. Time ThemesandTactics Conversationleadership Different tactics accumulate over time to define, shape and lead the conversation. 2005 Common Threads Recycling Program 2007 Footprint Chronicles 2010 Common Threads 5R Program 2011 Don’t Buy This Jacket 2009 Sustainable Apparel Coalition 2013 Worn Wear 2015 Worn Wear Tour Patagonia Responsible Consumption © We First, Inc. 2017
  55. 55. The goal is to transcend your products, services and category to positively shape communities. © We First, Inc. 2017
  56. 56. KEY TAKEAWAY: Be a mission with a company, not a company with a mission. © We First, Inc. 2017
  57. 57. KEY QUESTION: What conversation will your brand lead? © We First, Inc. 2017
  58. 58. 1. Define a simple, consistent and emotional brand story. 2. Empower employees to share your camp, culture, contribution and community stories. 3. Let your mission define your marketing. 3 Key Takeaways © We First, Inc. 2017
  59. 59. Thank You! For Slides or Questions, email: Simon@WeFirstBranding.com @SimonMainwaring

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