Your SlideShare is downloading. ×
  • Like
Organic Exchange Transparency Workshop October 2008
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Organic Exchange Transparency Workshop October 2008


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
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 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
  • 5.
    • ethical
    • high involvement
    • high risk
    • civically engaged
    • educated
    • info-seekers
    Industries Communities Brands
    • globalised
    • mature
    • shopper-led
  • 6.
    • Co-creation
    • Supply-chain
    • integration
    • Collaboration
    • Social engagement
    • ‘ Backstory’
    • development
    • Corporate
    • Marketing
    Revenue Reputation Relationships
    • Build advocacy
    • Build trust
    • Build stretch
  • 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]