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Organic Exchange Transparency Workshop October 2008
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Organic Exchange Transparency Workshop October 2008

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Workshop tools and templates to help organisations plan for transparency...

Workshop tools and templates to help organisations plan for transparency...

Published in Business , Economy & Finance
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Transcript

  • 1. The Examined Brand. or “How Patagonia earned its peaks” October 2008
  • 2.
    • “ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race.
    • And then see if I can get them mass-produced in plastic ”
    • Woody Allen
  • 3. Transparency 101
  • 4.
    • infomediaries
    • standardisation
    • compliance
    • social technology
    • visible processes
    • accountability
    Drivers Accelerators Enablers
    • doubt
    • regulation
    • risk
    Why?
  • 5.
    • ethical
    • high involvement
    • high risk
    • civically engaged
    • educated
    • info-seekers
    Industries Communities Brands
    • globalised
    • mature
    • shopper-led
    Who?
  • 6.
    • Co-creation
    • Supply-chain
    • integration
    • Collaboration
    • Social engagement
    • ‘ Backstory’
    • development
    • Corporate
    • Marketing
    Revenue Reputation Relationships
    • Build advocacy
    • Build trust
    • Build stretch
    What
  • 7. Who’s getting it?
  • 8. Opacity heroes…
  • 9. Translucency heroes…the master storytellers…
  • 10. Transparency leaders…the new market-makers…
  • 11. Social Communication Limitless brand extension Validation Sharing Visualisation Rich detail Remove barriers Assurance Real time!
  • 12. Patagonia’s Journey…
  • 13. Summary of Patagonia experience
    • Challenges
    • Making the business case
    • Understanding the issues
    • How to talking to the community
    • Getting buy-in
    • Empowering employees
    • Opportunities
    • Extending engagement
    • Influencing others to ‘give it a go’
    • Following through on change in the supply-chain
  • 14. Involving Consumers?
  • 15. Source: AccountAbility/NCC Consumer Accountability could change the world…
  • 16. Source: AccountAbility/NCC Actively seeking engagement…
  • 17. Source: AccountAbility/NCC We want to trust you…
  • 18. Source: AccountAbility/NCC And ethical rewards are on the rise…
  • 19. Lessons Learned…
  • 20. Debate and Discuss
  • 21. Speaker biography
    • Tim Kitchin, Partner
    • Brand Strategist
    • Tim Kitchin is a broad-based branding expert with extensive experience of CSR, environmental and policy-making arenas.
    • His passion is to help brands build social capital .
    • Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility,
    • He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.
    • He was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative; and was special editor of the journal of brand management for its first issue on CSR.
    • He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page).
    • Contact: [email_address]