More Considerations

We are Fairbrand We conduct ethical research and trend analysis for our clients. We also help our clients apply this analysis to their businesses in an ethical manner. But we don’t just work with ethical people, we work with anyone who wants to be better. And so far there’s been little people and big people. We run Fairbrand as a collective utilising the skills of a wide variety of ethically minded and creative individuals.

We conduct ethical research and trend analysis for our clients.

We also help our clients apply this analysis to their businesses in an

ethical manner.

But we don’t just work with ethical people, we work with anyone

who wants to be better. And so far there’s been little people and

big people.

We run Fairbrand as a collective utilising the skills of a wide

variety of ethically minded and creative individuals.

Rory Besides being a Founding Partner of Fairbrand Rory is a Planner for Holmes&Marchant, a design and packaging agency. Starting his career as a Trend Analyst for Faith Popcorn in NY he works with a wide variety of brands ranging from Unilever to Heineken. He also lives on a boat in the countryside.

Besides being a Founding Partner of Fairbrand Rory is a Planner for Holmes&Marchant, a design and packaging agency.

Starting his career as a Trend Analyst for Faith Popcorn in NY he

works with a wide variety of brands ranging from Unilever to

Heineken.

He also lives on a boat in the countryside.

Mark Hadfield Planner for Woo Communications Launched in 2005 35 strong £4M turnover Part of The Engine Group www.woocommunications.com Tutor at St. Martins College to MA students Founding Partner of Fairbrand I’m running a marathon in May, I watch way too much Mythbusters and I support Newcastle United http://markhadfield.blogspot.com

Planner for Woo Communications

Launched in 2005

35 strong

£4M turnover

Part of The Engine Group

www.woocommunications.com

Tutor at St. Martins College to MA students

Founding Partner of Fairbrand

I’m running a marathon in May, I watch way too much Mythbusters and I support Newcastle United http://markhadfield.blogspot.com

And Charlie (Associate) Charlie works in Ideation, NPD and Digital Strategy. He ’ s done this both freelance and through agencies for the likes of: SC Johnson, Nike, MTV, Diageo, Nokia, Adidas, ITV, X-BOX, Nintendo, Sony and the BBC. He also likes music and grapefruit juice.

Charlie works in Ideation, NPD and Digital Strategy.

He ’ s done this both freelance and through agencies for the likes

of: SC Johnson, Nike, MTV, Diageo, Nokia, Adidas, ITV, X-BOX,

Nintendo, Sony and the BBC.

He also likes music and grapefruit juice.

Last year Last year we told you about Ethi-fundamentalists Vs. Ethi-realists .

Last year we told you about Ethi-fundamentalists Vs. Ethi-realists .

Last year updated Ethi-fundamentalists have been marginalised. They stand out from the crowd more and more. Ethi-realists now have more choice and are confused because of it. They don’t understand the contradictions.

Ethi-fundamentalists have been marginalised. They stand out from the crowd more and more.

Ethi-realists now have more choice and are confused because of it.

They don’t understand the contradictions.

Since then

But last year It was about being green

It was about being green

And this year It ’ s now about being good

It ’ s now about being good

Last year Green was cool

Green was cool

But… Now it ’ s real

Now it ’ s real

Cool is easy - real is hard Cool is buying the right stuff. Being real is about living in a better way. This is what we think Nike should be promoting.

Cool is buying the right stuff.

Being real is about living in a better way.

This is what we think Nike should be promoting.

It’s not about products You’re using much better products. But what about other stuff? Lifespan, business ethics and selfless acts.

You’re using much better products.

But what about other stuff?

Lifespan, business ethics and selfless acts.

What others are doing Take a look at other brands.

Take a look at other brands.

Toms shoes

Toms shoes Ethical materials are a no brainer. The business model is ethical. But he started with a clean slate.

Ecover

Ecover Their product used to lag behind their beliefs. They’ve made an effort to be less ethical. This has made them more marketable.

Howies

Howies They want people to buy one thing, once. Their products are good. Their philosophy is great. They make mistakes in the open. They learn.

What society is doing Take a look at the people.

Take a look at the people.

Free-range Nike People are beginning to understand the consequences of their choices in the UK. Recycling, eating organic food, consuming less, being less wasteful. It’s both selfish and selfless. Some of it is easy to do and some of it isn’t so easy. What would Free-range Nike be?

People are beginning to

understand the consequences of their choices in the UK.

Recycling, eating organic food, consuming less, being less wasteful.

It’s both selfish and selfless.

Some of it is easy to do and some of it isn’t so easy.

What would Free-range Nike be?

Nike freecycle So you’ve created basketball courts from old shoes, but no-one knows about it. Recycling shoes is as easy as recycling glass. If Nike had bins to recycle trainers wouldn’t you recycle everyone's? But what does ‘recycling’ mean in this context?

So you’ve created basketball courts from old shoes, but no-one knows about it.

Recycling shoes is as

easy as recycling glass.

If Nike had bins to recycle

trainers wouldn’t you recycle

everyone's?

But what does ‘recycling’ mean in this context?

Nike cobbler Let’s be honest – you want people to buy more than one pair of sneakers from you. But in the old days people only bought what they needed. Not what they wanted. We’ll stand by what we said last time: You have the power to make stuff fashionable. I want Nike’s but want to know that they can be fixed if needed.

You: “ but we ’ r e not talking about Nike, we ’ r e talking about Considered ”

“ but we ’ r e not talking about

Nike, we ’ r e talking about

Considered ”

Us: “ but Considered is Nike - Nike is Considered ”

“ but Considered is Nike

- Nike is Considered ”

An example: Most people in this room know more than the average consumer. But the average consumer uses Google to research their stuff. If you Google ‘Nike’ you’d get 115,000,000 results. If you Google ‘Nike Considered’ you’d get 208,000 results. That’s less than 1% . Considered should be at the top when people look for Nike. It wasn’t and we stopped looking after 10 pages of results. The average consumer probably has no clue you exist.

Most people in this room know more than the average consumer.

But the average consumer uses Google to research their stuff.

If you Google ‘Nike’ you’d get 115,000,000 results.

If you Google ‘Nike Considered’ you’d get 208,000 results.

That’s less than 1% .

Considered should be at the top when people look for Nike.

It wasn’t and we stopped looking after 10 pages of results.

The average consumer probably has no clue you exist.

Nike, considered So what we’re trying to say is that we think it should be an underlying philosophy that overarches your whole product range . And we know you mentioned this last time - but from where we’re sitting it still looks like a product range .

So what we’re trying to say is that we think it should be an

underlying philosophy that overarches your whole product range .

And we know you mentioned this last time - but from where we’re

sitting it still looks like a product range .

So… Don’t talk about it. Just…

Don’t talk about it.

Just…

Thank you Rory Fegan: 07790 036557 Mark Hadfield: 07916 159593 Charlie Gower: 07967 561510 [email_address] www.fairbrand.org/blog All materials contained within this document are the copyrighted property of Fairbrand. We’d hope if you liked anything enough to work on it further you would consult the creators of the work.

Rory Fegan: 07790 036557

Mark Hadfield: 07916 159593

Charlie Gower: 07967 561510

[email_address]

www.fairbrand.org/blog