Organic Exchange, London 10 June 2008: “Competing on Transparency”

What is it? Why is it happening? What does it mean for your business? Who is affected? How should you respond? Transparency

What is it?

Why is it happening?

What does it mean for your business?

Who is affected?

How should you respond?

1. What is Transparency? “ Improving the flow of relevant information, to empower stakeholders to make better decisions” (thereby enabling more sustainable relationships)

1. What is Transparency?

“ Improving the flow of relevant information, to empower stakeholders to make better decisions”

(thereby enabling more sustainable relationships)

2. Why? doubt regulation risk infomediaries standardisation accountability social web process brands integrity Drivers Accelerators Enablers Anticipate Social Issues

2. Why?

doubt

regulation

risk

infomediaries

standardisation

accountability

social web

process brands

integrity

3. What? Product advocacy Flexible brands Category innovation Co-creation . Supply-chain collaboration Stakeholder Endorsement Shopper Engagement Backstory Promotion Corporate Branding Revenue Relationships Reputation Embrace Corporate Marketing

3. What?

Product advocacy

Flexible brands

Category innovation

Co-creation .

Supply-chain collaboration

Stakeholder Endorsement

Shopper Engagement

Backstory Promotion

Corporate Branding

4. Who? Ethical High involvement Relationship-seekers Educated Civically engaged Info-seekers Industries Brands Communities Understand Stakeholders’ Decision-making Globalised Mature Shopper-led

4. Who?

Ethical

High involvement

Relationship-seekers

Educated

Civically engaged

Info-seekers

Globalised

Mature

Shopper-led

5. How? Vision Mission Values Social Insight Materiality Brand Story Social marketing Sustainability Internal marketing Strategy Planning Campaigning Build your ‘Brand Assurance’ plan

5. How?

Vision

Mission

Values

Social Insight

Materiality

Brand Story

Social marketing

Sustainability

Internal marketing

How 2: The 5 Critical Success Factors Anticipate stakeholders’ decision needs Identify the most critical touchpoints Decide you to differentiate your ‘data’ Tell your brand story

How 2: The 5 Critical Success Factors

Anticipate stakeholders’ decision needs

Identify the most critical touchpoints

Decide you to differentiate your ‘data’

Tell your brand story

THINK MULTI-STAKEHOLDER Information-needs Touch-points Data-value-add Brand Backstory Who needs information disclosure from you? What information do they need to make decisions? (info/endorsement) Where do they search for and access that information? (tools/locations) How can you add value to data at these decision-points? (colour/texture) How can you tell your brandstory to build better relationships? (stories/images) Suppliers [Processors] [Input providers] Customers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Society [Standard-setters] [Activists]

5 Critical Success Factors Profile stakeholders’ decision needs Identify critical touchpoints Decide how to differentiate your data Tell your brand story 5. Connect the knowledge-based conversations

5 Critical Success Factors

Profile stakeholders’ decision needs

Identify critical touchpoints

Decide how to differentiate your data

Tell your brand story

5. Connect the knowledge-based conversations

CONNECTING CONVERSATIONS… What are their common knowledge needs? How well are you addressing them? Which are the critical knowledge-hubs? What tools could enable better flow between them? What are stakeholders’ access/useability expectations? How can make your knowledge viral? Which pieces of your brand story are most relevant? How can you link knowledge back to your brand? Stakeholder cluster Information needs Touch points Data value-add Brand backstory Who needs information disclosure from you? What information do they need to make decisions? (info/endorsement) Where & how do they search for and access that information? (tools/locations) How can you add value to data at these decision-points? (colour/texture) How can you tell your brand story to build better relationships? (stories/image/vircal) Suppliers [Processors] [Input providers] Customers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Society [Standard-setters] [Activists]

1. Understand the stakeholder’s decision-flow… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Brand Activism

1.1 Identify critical knowledge-needs… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Brand Activism Why does this brand exist? How do I find out more? Why is it relevant to me? Why should I act now? How will it improve my life? How does it perform over time? Why should I get more involved? How do I get involved?

1.1 Identify critical knowledge-needs … Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Brand Activism Why does this brand exist? How do I find out more? Why is it relevant to me? Why should I act now? How will it improve my life? How does it perform over time? Why should I get more involved? How do I support this brand? Category information Functional information Design information Ethical information Logistical information Environmental information Social information Provenance information Anticipation of future impact Engagement with past history

2. Understand your key touchpoints… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Brand Activism

2.1 Map your key touchpoints… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Logos Labels Packaging In-store Print Outdoor Web Broadcast WoM

2. Map your key touchpoints? Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Logos Labels Packaging In-store Print Outdoor Web Broadcast WoM DM

2.1 Drive information to the point of decision Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Logos Labels Packaging In-store Print Outdoor Web Broadcast WoM DM

3. Understand where you can add value to your data… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Brand Activism

3.1 Add value to your ‘data’… Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Data Information Knowledge Insights Stories Evidence Causes Tools Campaigns

3. Add value to your ‘data’? Awareness Consideration ‘ Purchase’ Preference Reinforcement Advocacy Engagement Involvement Data Information Knowledge Insights Stories Evidence Causes Tools Campaigns

4. Understand w hat brand story you are telling with Organic? Collective Individual Environmental Social

4. cont’d Understand w hat brand story you are telling with Organic? Collective Individual Environmental Social Purity Healthy Naturalness Back to nature Guilt-free

4.1 Think how Organic meshes with your own brand story ? Collective Individual Environmental Social M&S Quality? M&S Plan A? Look behind the label

4. 2 What brand story are you telling with Organic? Collective Individual Environmental Social The transparency gap The connectivity gap The corporate marketing gap

5. Connecting Knowledge… Knowledge-needs Touch-points Knowledge-value-add Brand Backstory Who needs information disclosure from you? What knowledge do they need to make decisions? (info/endorsement) Where do they search for and access that information? (tools/locations) How can you add value to knowledge at these decision-points? (colour/texture) How can you tell your brandstory to build better relationships? (stories/images) Suppliers [Processors] [Input providers] Customers [Shoppers] [Consumers] Investors [Funds] [Individuals] Civil Society [Standard-setters] [Activists]

Speaker biography Tim Kitchin, Partner Tim Kitchin is a broad-based brand communications expert with extensive experience of CSR, environmental and policy-making arenas. His passion is to help organisations develop more sustainable stakeholder relationships. Tim is a founding partner of stakeholder marketing specialists, Glasshouse Partnership, and an associate senior adviser to ethical thinktank AccountAbility, His is also member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards. Tim was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative and was special editor of the journal of brand management for its first issue on CSR. He was a co-author of ‘managing corporate reputations’ and ‘Beyond Branding’ (both Kogan Page). Contact: timk@glasshousepartnership.com

Tim Kitchin, Partner

Tim Kitchin is a broad-based brand communications expert with extensive experience of CSR, environmental and policy-making arenas. His passion is to help organisations develop more sustainable stakeholder relationships.

Tim is a founding partner of stakeholder marketing specialists, Glasshouse Partnership, and an associate senior adviser to ethical thinktank AccountAbility,

His is also member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.

Tim was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative and was special editor of the journal of brand management for its first issue on CSR.

He was a co-author of ‘managing corporate reputations’ and ‘Beyond Branding’ (both Kogan Page).

Contact: timk@glasshousepartnership.com