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Nima WereldCafe 26-11-13_highlights sb_london

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Tijdens het WereldCafé van NIMA Wereldmarketeers op 26 nov. 2013 werden inzichten en best practices besproken van Sustainable Brands London 2013. Deze presentatie bevat een beknopte samenvatting van de observaties en vormde het uitgangspunt voor de levendige discussie. check voor meer info www.wereldmarketeers.nl

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Nima WereldCafe 26-11-13_highlights sb_london

  1. 1. WereldCafé Learning from Sustainable Brands London Den Haag, 26 november 2013
  2. 2. NIMA WereldMarketeers
  3. 3. Inleiding Op 19 en 20 november vond het congres Sustainable Brands in Londen plaats. WereldMarketeers Jeroen Meijering en Bart Bruggenwirth van b-open waren daar aanwezig om de nieuwste inzichten en inspirerende best practices te spotten. Die zijn beknopt samengevat in deze presentatie, die op 26 november in het Wereldcafé met een enthousiaste groep WereldMarketeers zijn bediscussieerd.
  4. 4. WereldCafé Learning from Sustainable Brands London 1. Does business drive sustainability? Does sustainability drive business? 2. From mindless to mindful consumption 3. We need new narrative 4. Activate for change 5. Change management and leadership
  5. 5. 1. Does business drive sustainability? Does sustainability drive business?
  6. 6. The pencil ● Film Milton Friedman pencil
  7. 7. Wet van vraag en aanbod
  8. 8. Fairphone – If we want to change the system, we need to become a part of it. – The greatest democracy is how people invest their money (Paul Dickenson)
  9. 9. Spanning sustainability en marketing 5 principles of effective couples therapy: ● Change the view of the relationship ● Modify disfunctional behaviour ● Decrease emotional avoidance ● Improve communication ● Promote strenghts
  10. 10. Business drivers of sustainability (Starbucks) ● ● ● ● ● ● ● Reduced operating costs Capacity building in our supply chain Large share of emerging customer demographics Greater brand love and loyalty Employer of choice A base line of credibility (policy makers, NGO’s, media) A licence to operate
  11. 11. Tips Starbucks
  12. 12. Tips Starbucks Speak language of business Figure out your unique niche Acknowledge and celebrate other campaigns Don’t worry free riders Help followers see the light
  13. 13. Sustainability drives business Competitive advantage vs. collaboration
  14. 14. 2. From mindless to mindful consumption
  15. 15. Meaningful brands (Havas)
  16. 16. Meaningful brands (Havas)
  17. 17. Meaningful brands (Havas)
  18. 18. Meaningful brands (Havas) TOP 10 1 GOOGLE 2 SAMSUNG 3 MICROSOFT 4 NESTLE 5 SONY 6 IKEA 6 DOVE 7 NIKE 7 WALMART 8 DANONE 9 PHILIPS 10 P&G
  19. 19. Verschuiving waarden Nb. opkomst feminine waarden (empathy, resilience, respect)
  20. 20. Aspirationals
  21. 21. 3. We need new narrative
  22. 22. We need new narrative ● ● ● ● ● ● ● Purpose Meaningful brands (Havas) Net Positive Universal truths Sustainable Living Plan vs. Aspirationals –> lighter living Simple comms: cartoons Storytelling
  23. 23. Universal insights to unite
  24. 24. Net positive - Kingfisher
  25. 25. Storytelling
  26. 26. 4. Activate for change
  27. 27. Topics ● Behavior change & consumer engagement – innocent – be consistent, be helpful, be different ● System change: creating conditions for change – Kingfisher, Nike design app ● Innovatie
  28. 28. Innovatie
  29. 29. Innovatie – families of the future If your brand constraints to your promise, adopt the brand , innovate to deliver the promise.
  30. 30. Innovatie • Ecover – going glocal
  31. 31. Innovatie - Natura
  32. 32. Activate - CRM 4 key things for great campaigns ● fit cause and brand ● emotional story ● dramatise product benefit ● engage all stakeholders
  33. 33. Activate - CRM
  34. 34. Activate - tooling
  35. 35. Activate - tooling Voorbeeld AIG
  36. 36. 5. Change management and leadership
  37. 37. Change management
  38. 38. Social intrapreneur ● ● ● ● ● ● Mission Ambidextrous thinkers Master navigators Silo busters Resourceful Resilient
  39. 39. Observaties ● De fit tussen sustainability en branding kan sterker ● Consument wordt mens ● Doen én vertellen ● Weinig disruption ● Social intrapreneurs als activist ● Be smart
  40. 40. Smart
  41. 41. WereldCafé Learning from Sustainable Brands London Den Haag, 26 november 2013 Meer info over NIMA Wereldmarketeers en sustainable marketing vind je op www.wereldmarkeers.nl. Meld je aan als je nog geen lid bent ;-) Presentaties van SB London ‘13 zijn beschikbaar op www.sustainablebrands.com/library www.b-open.nl info@b-open.nl

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