THE AGENCY FOR (HUMAN) BRANDS
LOVELY DAY
MEET THE (HUMAN) BRANDS:
Corporate Social Innovation for 21 st Century Companies
November 11, 2009 | Presented by Jerri Chou + Nathan Heleine

LOVELY DAY
CREATES AND SHAPES BRANDS FOR THE 21 st CENTURY.
HAND IN HAND WITH THE WORLD’S GREATEST BUSINESSES,
WE DEVELOP STRATEGIES FOR GLOBAL BRANDS
TO DO WELL BY DOING GOOD.
OUR STRATEGIC FOCUS: CORPORATE SOCIAL INNOVATION

WE ARE WITNESSING A MAJOR PARADIGM SHIFT IN
THE WAY BUSINESS IS DONE
LOVELY DAY MEET THE (HUMAN) BRANDS

WE ARE WITNESSING A MAJOR PARADIGM SHIFT IN
THE WAY BUSINESS IS DONE
“ The business of business is business.
-- Milton Friedman
MAXIMIZE RETURN TO SHAREHOLDERS
LOVELY DAY MEET THE (HUMAN) BRANDS

WE ARE WITNESSING A MAJOR PARADIGM SHIFT IN
THE WAY BUSINESS IS DONE
The institutional embodiment of
laissez-faire capitalism fully meets
the diagnostic criteria of a psychopath.
LOVELY DAY MEET THE (HUMAN) BRANDS

CORPORATIONS WILL DO ANYTHING
FOR MONEY.
Which can be scary.
LOVELY DAY MEET THE (HUMAN) BRANDS

CORPORATIONS WILL DO ANYTHING
FOR MONEY.
But what if the solution is as simple as this…
LOVELY DAY MEET THE (HUMAN) BRANDS

But what if the solution is as simple as this…
CORPORATIONS WILL DO ANYTHING
FOR MONEY.
LOVELY DAY MEET THE (HUMAN) BRANDS

REIMAGINING
THE WAY BUSINESS IS DONE
“ I’m convinced business can create innovative, valuable social solutions
that are good for business and society.
COMMERCE AND JUSTICE DON’T HAVE TO BE ANTAGONISTIC NOTIONS.
-- Jeff Swartz, CEO of Timberland
LOVELY DAY MEET THE (HUMAN) BRANDS

THE LANDSCAPE
ETHICAL CONSUMERS + ETHICAL EMPLOYEES + RISING COSTS OF DOING BUSINESS
LOVELY DAY MEET THE (HUMAN) BRANDS

CORPORATE SOCIAL RESPONSIBILITY
Corporate Social Responsibility (CSR) is the
“inclusion of public interest into corporate decision-making, and the honoring
of a triple bottom line: People, Planet, Profit.”
(Harvard Business Review)
LOVELY DAY MEET THE (HUMAN) BRANDS

THREE LEVELS OF CSR
Corporate Philanthropy
Risk Management / Reputation
Business Case / Value Creation
LOVELY DAY MEET THE (HUMAN) BRANDS

CSR TODAY
Most corporate giving programs have nothing to do with a company’s strategy.
They are primarily aimed at generating goodwill and positive publicity and
boosting employee morale.
(Harvard Business Review)
LOVELY DAY MEET THE (HUMAN) BRANDS

SOCIAL IMPACT OF CSR?
Philanthropic initiatives are typically described in terms of dollars or volunteer
hours spent but almost never in terms of impact.
Strategy is always about making choices, and success in corporate social
responsibility is no different. It’s about choosing which social issues to focus on.
(Harvard Business Review)
LOVELY DAY MEET THE (HUMAN) BRANDS

EVOLUTION OF CSR
MARKETING >>
INTEGRATION >>
INNOVATION
Marketing -- jumping on the bandwagon without really making
internal changes -- “greenwashing”
Integration -- reducing carbon emissions, supply chain responsibility
Innovation -- leveraging social good to create innovative business ideas
LOVELY DAY MEET THE (HUMAN) BRANDS

SOCIAL INNOVATION
Creating new and better solutions for the world’s most pressing social problems
LOVELY DAY MEET THE (HUMAN) BRANDS

CORPORATE SOCIAL INNOVATION
Companies integrate innovative solutions to a problem or a need
on a societal level in their core business, through their core competencies
THIS IS NOT CHARITY. IT IS A STRATEGIC BUSINESS INVESTMENT.
LOVELY DAY MEET THE (HUMAN) BRANDS

WE BELIEVE
INNOVATION is more powerful than responsibility.
INVESTMENT shapes the world more than charity.
IMPACT can be measured over more than one bottom line.
LOVELY DAY MEET THE (HUMAN) BRANDS

HOW IT GETS DONE
Align business with mission
Recognize various channels of business and how you affect them
Leverage core business for social good
Communicate your work
Engage and leverage the masses for your benefit
Build partnerships
LOVELY DAY MEET THE (HUMAN) BRANDS

SOCIAL INTRAPRENEURSHIP
“ The greatest agents for sustainable change are unlikely to be social
entrepreneurs, interesting though they are…
They are much more likely to be the entirely reasonable people, often working for
large companies, who see ways to create better products or reach new markets,
and have the resources to do so.
-- The Economist
LOVELY DAY MEET THE (HUMAN) BRANDS

MARKS & SPENCER “PLAN A”
$400M CSR program impacting all parts
of the operation over the next four years
360-degree approach
100-point plan
LOVELY DAY MEET THE (HUMAN) BRANDS

GE ECOMAGINATION
Double GE investment in R&D by 2010
Double GE revenue from products by 2014
Reduce GE greenhouse gases by 1% by 2012
Inform and educate the public
Initiative boosted revenue from
$6.2B (2004) to $10.1B (2005)
LOVELY DAY MEET THE (HUMAN) BRANDS

REIMAGINING
BRANDS FROM NATURE
BIOMIMICRY
An innovation method that seeks sustainable solutions by emulating nature's
time-tested patterns and strategies, e.g., a solar cell inspired by a leaf.
The goal is to create products, processes, and policies -- new ways of living --
that are well-adapted to life on earth over the long haul.
(Wikipedia)
LOVELY DAY MEET THE (HUMAN) BRANDS

REIMAGINING
BRANDS FROM HUMAN EXPERIENCE
NATURAL INVENTION
Human Behavior -- Expect brands to act with the same core principles that we
universally expect from each other
Collective Action -- Leverage community thought + action, when aligned with the
collective values of an organization, to do big things and make sweeping changes
Balance of Interests -- Doing well and doing good can, and must, go hand in hand.
LOVELY DAY MEET THE (HUMAN) BRANDS

WHAT IS A HUMAN BRAND?
A brand comprised of values, actions, culture and outputs reflecting an overall
character that, when viewed as representing the traits of an individual,
people will appreciate, trust and support.
A brand that you would be proud to call your friend.
LOVELY DAY MEET THE (HUMAN) BRANDS

WE WANT TO WORK WITH TOMORROW’S (HUMAN) BRANDS.
Contact us for our formal Request For Clients documentation.
hello@itsalovelyday.com
LOVELY DAY MEET THE (HUMAN) BRANDS

“ Corporations are like elephants, as they take time to change directions, but when
they do, they bring lots of weight or positive leverage.
-- Win Skdinan, Procter & Gamble
LOVELY DAY MEET THE (HUMAN) BRANDS

THANK YOU
THE AGENCY FOR (HUMAN) BRANDS
LOVELY DAY
ITSALOVELYDAY.COM TWITTER.COM/LOVELYDAY
November 11, 2009 | Presented by Jerri Chou + Nathan Heleine