Liza Lort Phillips, Ben Shimshon October 20th 2009
The world we live in..
The reputation equation
The New Battle of Hearts, Minds and Market Share
Trust
• Dove Onslaught
http://www.youtube.com/watch?v=e pOg1nWJ4T8
• Dove Onslaught(er)
http://www.youtube.com/watch?v =odI7pQFyjso
Repercussions if you get it wrong !"
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14 October 2009
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We're doing this because it's what you want us to do. It's also the right thing to do. We're calling it Plan A because we believe it's now the only way to do business. There is no Plan B.‘ Stuart Rose
‘Brands of the future should be managing their social, economic and environmental footprint as an integral part of brand management.’
‘The market is ready...
we have to make sustainability a significant, mainstream driver of consumption.’ Tesco CEO Terry Leahy
12 October 2009
Role of social media McDonalds
Innocent
No wonder we’re confused!
Headlines from our consumer research Brand Democracy & Corporate Citizenship
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When they stopped to think about it, main shopper mums felt this didn’t address the key issue around disposable nappies – the environmental impact it's in response to the bottled water debate that’s happening … “Don’t buy bottled water, always ask for tap water in a restaurant” … and that [the Volvic advert] to me feels like it's quite aggressive and saying “Come on, keep buying water, because you know you're helping someone over in Africa”. Young Professionals
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For a soft drinks producer, choosing the strongest link leads to:
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12% more consumers feeling ‘much warmer’
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10% more consumers saying they’re a lot more likely to trial the product
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5% more consumers saying they’d be prepared to pay 5% more
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Key messages for brands • Fit for the future – a tougher, more questioning world • Fit for the consumer – connect in a personal, creative and motivating way • Fit for the brand – enhance and build on existing brand personality to drive loyalty
Make your Brand Fit
Sustainability Diagnostic
Map â&#x20AC;&#x2DC;hot spots & sweet spotsâ&#x20AC;&#x2122;
Ask your consumers
Develop the Big Idea
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Connecting with consumers: Real Beauty campaign • Launched in 2004 • European sales of firming products up 700% six months into campaign • US sales of firming products increased 600% in the first two months • Campaign exceeded company expectations; global sales surpassed the $1 billion mark in 2005
Demonstrating your credentials to customers (and saving money!)
• A full footprint assessment from ‘well to waste’ • Identified hotspots, sweet spots and ‘housekeeping issues’ • Opportunity to leverage ethical issues in order to build brand loyalty • Greater leverage in negotiating contracts with customers • A potential wellspring of ideas for brand story..
Connecting with a cause that is relevant
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Get Fit programme Brand Benefits
• Understand the hot spots & sweet spots
• Manage risks
• Show the evidence on which to build greater credibility and trust
• Leverage in contracts
• Tell a new brand story
• Cost savings
• Brand credentials
• More sales • Consumer loyalty • Differentiation
And one final thought… “The rise of the conscience consumer is a
movement that is gathering momentum. It will change the face of business and brands” Patrick Cescau, former Chief Executive, Unilever
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Give us a ring For further information please contact: Liza Lort-Phillips Associate Director Corporate Citizenship 5th Floor, Holborn Gate 330 High Holborn London WC1V 7QG United Kingdom T: +44 (0)20 7861 1616 E: liza.lort-phillips@corporate-citizenship.com W: www.corporate-citizenship.com