Building Brand Value Sustainably: How toAuthentically Embed Sustainability into YourBrand Promise -- and Build Share in th...
BUILDING BRAND VALUESUSTAINABLY:How to Authentically Embed Sustainabilityinto Your Brand PromiseMarc Mathieu, SVP of Marke...
•  Exis%ng	  image	  of	  world	  from	  space	  and	  ‘Make	     Sustainable	  Living	  Commonplace’	  text	  
Social	  +	  Environmental	  Image	  showing	  Social	  and	  Environmental	  balanced	  on	  scale	  or	  see-­‐saw?	  
•  Manufacturing	  +	  Suppliers	  +	  Consumers	  •  	  	  •  3	  Images:	  Manufacturing	  &	  Transport	  5%;	  Raw	   ...
•  Responsibility	  +	  Opportunity	  
•  	  	  •  People	  +	  Brands	  +	  Magic	  
Small	  acons	  +	  Big	  Difference	  	  
Text:	  Consumers	  influence	  75%	  of	  GHG	  Source:	  Sustainable	  Consump%on	  Ins%tute	  at	  the	  University	  of...
 	  8.	  Communicaon	  +	  Co-­‐creaon	  	  
Product	  brands	  +	  Company	  brand	  
Logic	  or	  magic?	  Crea%vity	  or	  effec%veness?	  Margin	  or	  marke%ng	  spend?	  (words	  as	  different	  angles,	 ...
Brands	  +	  Marke%ng	  +	  People	  =	  Planet	  	  
•  Exis%ng	  image	  of	  world	  from	  space	  and	  ‘Make	     Sustainable	  Living	  Commonplace’	  text	  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in ...
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Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu

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There is no doubt that an ever-growing number of visionary companies large and small are busy re-orienting their core strategy based on a firm belief that consumers of the future are going to favor brands that contribute heavily to making sustainable living commonplace. Even the most well-informed and ambitious sustainability plan, however, can take a lot of time and resources to implement. Embedding sustainability into a company's brand promise with sufficient authenticity, while navigating such a transition, can be a daunting challenge. To help us with tips and guidance, we are joined by a true master of the sustainability branding game.

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Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu

  1. 1. Building Brand Value Sustainably: How toAuthentically Embed Sustainability into YourBrand Promise -- and Build Share in theProcess¡  Marc Mathieu, Global SVP of Marketing, Unilever Sustainable Brands London Conference
  2. 2. BUILDING BRAND VALUESUSTAINABLY:How to Authentically Embed Sustainabilityinto Your Brand PromiseMarc Mathieu, SVP of Marketing, UnileverSustainable Brands Conference, London, 28 November 2012
  3. 3. •  Exis%ng  image  of  world  from  space  and  ‘Make   Sustainable  Living  Commonplace’  text  
  4. 4. Social  +  Environmental  Image  showing  Social  and  Environmental  balanced  on  scale  or  see-­‐saw?  
  5. 5. •  Manufacturing  +  Suppliers  +  Consumers  •     •  3  Images:  Manufacturing  &  Transport  5%;  Raw   materials  26%;  Consumers  &  Disposal  69%  
  6. 6. •  Responsibility  +  Opportunity  
  7. 7. •     •  People  +  Brands  +  Magic  
  8. 8. Small  acons  +  Big  Difference    
  9. 9. Text:  Consumers  influence  75%  of  GHG  Source:  Sustainable  Consump%on  Ins%tute  at  the  University  of  Manchester,  UK    
  10. 10.    8.  Communicaon  +  Co-­‐creaon    
  11. 11. Product  brands  +  Company  brand  
  12. 12. Logic  or  magic?  Crea%vity  or  effec%veness?  Margin  or  marke%ng  spend?  (words  as  different  angles,  shown  on  one  slide)  
  13. 13. Brands  +  Marke%ng  +  People  =  Planet    
  14. 14. •  Exis%ng  image  of  world  from  space  and  ‘Make   Sustainable  Living  Commonplace’  text  

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