Brands in a New Age of Responsibility - Jez Frampton, Interbrand


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The social demands of the new marketplace are clear: be ethical and responsible. Global CEO Jez Frampton of Interbrand, discusses sustainability's place on the business agenda, but notes that few brands are notable leaders and that only a small minority of employees feel prepared to take the issue head on. CSR and corporate responsibility for the most part haven't resonated because marketing and basic identity communications superceded substantive change, progress, or radical product/service development. In addition to various research findings, Jez speaks on the role of brands and their strength as the key elements of value, and how they do have the power to do great things. Sometimes change the world in both small and bigger ways. Outlining principles from stories like Tom's Shoes, Method, Aveda, Nokia, 3M, and Xerox, he goes on to give 3 steps for brands going forward.

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Brands in a New Age of Responsibility - Jez Frampton, Interbrand

  1. 1. Brands in a New Age of Responsibility Jez Frampton Interbrand
  2. 2. Jez Frampton Global Chief Executive Interbrand Brands in a New Age of Responsibility
  3. 3. 52% of green themed issues of magazines sell significantly less than standard issues. Source: Mediamark Research & Intelligence, 2009
  4. 4. Sustainability is a “must have” Regulation Responsibility Accountability > > >
  5. 5. “What is required of us now is a new era of responsibility.” Inaugural address of President Barack Obama; January 2009 7 | Interbrand and sustainability
  6. 6. we from me to 8 | Interbrand and sustainability
  7. 7. Social pressure is growing
  8. 8. Damned if you do, damned if you don’t
  9. 9. Change
  10. 10. Increased effort but… More companies now report sustainability 37% 74% 2005 2008 data but to what effect? Source: KPMG, October 2008
  11. 11. Lack of leadership The few consumers who do identify leaders tend to 26% 35% 2007 2008 recall the same brands. Source: Consumers, Brands and Climate Change; The Climate Group, 2008
  12. 12. It’s on the agenda but… In most organizations, sustainability is 42.4% 18.5% CEO Board on the C-suite agenda. Source: The Vandiver Group study; May 2008
  13. 13. Are employees ready? Only 1 in 10 employees feel prepared to tackle the issue head on. Source: Corporate sustainability employee study, Fresh Marketing, 2008
  14. 14. 95% of shoppers say they would consider buying a green product. 22% of shoppers purchased green products. Source: Deloitte/GMA Green Shopper Study, 2009
  15. 15. Crafting a new understanding Sustainability as Sustainability as a Sustainability as a green noise differentiator table stake > > >
  16. 16. Brand
  17. 17. 1 Segmentation 2Financial 3 Importance 4 Competitive Analysis of Brand Benchmark Intangible Role of Brand Strength Earnings (EVA) Branding Index Score Brand Brand Earnings Discount Rate 5 Brand Value
  18. 18. Influences customer’s choice Role of Higher level of Brand future earnings Value A key competitive asset Brand Higher security Strength of future earnings
  19. 19. Doing well by doing good
  20. 20. Brands have the power to change the world.
  21. 21. The medium is the message. Toms gives back what it takes.
  22. 22. Sustainable from the outset. Method offers a new standard practice and model for its industry.
  23. 23. Core principles realized. 7 of Aveda’s products are completely sustainable from cradle to cradle.
  24. 24. Greenpeace approved. 60% to 80% of Nokia’s products can be recycled.
  25. 25. Reduce, remove, and recycle. 3M recognized and took action to restore natural resources.
  26. 26. Changing negative associations. Xerox outperforms competitors in sustainable actions.
  27. 27. The way forward: 1. 2. 3. Set the highest Measure the Communicate standard for your impact of your your platform industry actions appropriately
  28. 28. Brands will change the world.