2016 Sustainatopia Panel
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The document discusses leveraging purposeful storytelling to scale business growth and social impact. It outlines three stages in a brand storytelling supply chain: 1) Supply Chain, by using supply chain partners as proof points; 2) Marketing, through simple and consistent messaging aligned with the brand's purpose; and 3) Partnerships, by growing conversations around the brand's purpose. The key takeaways are that the most important place to bring a brand story to life is internally, that ambitious purposes provide more opportunities, and that people will engage with meaningful brand conversations.
2016 Sustainatopia Panel
- 1. Sustainatopia Leveraging innovative storytelling to scale your business growth and social impact. Simon Mainwaring Founder, We First
- 3. Purpose: (Noun) Expression of your reason for being, the reason which something is done or created or for which something exists. (Verb) Advocating and engaging others in your brands intention or objective.
- 4. Your story supply chain may be complex... BRAND INTERNAL OPERATIONS EXTERNAL OPERATIONS SUPPLY CHAIN, SOURCING, CPG RETAIL MARKETING / BRAND, CPG CONSUMERS Efficiency ? Performance Efficiency ? Value-Driver Loyalty ? ImpactBrand Story Many intermediaries between brand & customer/consumer. Varied touch points & storytelling opportunities.
- 5. or direct. BRAND END-CONSUMERS RETAIL INDUSTRY PARTNERS & CHANNELS END-CONSUMERS END-CONSUMERS Value Experience Brand Story Experience Experience Efficiency, Loyalty Fewer intermediaries between brands & end-consumers. One-to-one relationships & connections for targeted storytelling.
- 6. John Rego Sony Pictures Entertainment Mark Brodeur Nestle Erik Oberholtzer Tender Greens Focus: Supply Chain Focus: Well-Being Focus: Partnerships Bringing your purpose to life.
- 7. 1. Purpose + Values = Brand Character 3. Be a Mission With a Company, Not a Company With a Mission 2. Simple, Consistent & Scalable Messaging The new rules for brand storytelling.
- 8. ?2016 We First Inc. 3 1. Purpose + Values = Brand Character Provide experiences of your brand that are a function of your why (purpose) and your values.
- 9. ?2016 We First Inc. 3 Upstream Marketing. Leverage supply chain partners and stories as proof points in your brand story and bringing your purpose to life. 2. Simple, Consistent & Scalable Messaging
- 10. ?2016 We First Inc. 3 Back out of our purpose to guide messaging, marketing and storytelling in ways that invite your customers to share your story on your behalf. 3. Be a Mission With a Company, Not a Company With a Mission
- 11. Bringing Purpose to Life.
- 12. John Rego Sony Pictures Entertainment Mark Brodeur Nestle Erik Oberholtzer Tender Greens 1. Supply Chain 2. Marketing 3. Partnerships Three stages in the storytelling supply chain.
- 32. Three Key Takeaways. 1.? The most important place to bring your brand story to life is within your four walls.
- 33. 2. The bigger the idea, the more room you have to play. 1.? The most important place to bring your brand story to life is within your four walls. Three Key Takeaways.
- 34. 2. The bigger the idea, the more room you have to play. 1.? The most important place to bring your brand story to life is within your four walls. 3. People rise to the conversation you grow around them. Three Key Takeaways.
- 35. 2. The bigger the idea, the more room you have to play. 1.? The most important place to bring your brand story to life is within your four walls. 3. People rise to the conversation you grow around them. Three Key Takeaways.
- 36. Q&A
- 37. Thank You! To get these slides, email: Simon@WeFirstBranding.com @SimonMainwaring