Lovely Day // Meet The (Human) Brands

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

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Lovely Day // Meet The (Human) Brands

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Lovely Day // Meet The (Human) Brands — Presentation Transcript