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Building Brand Community & Authenticity

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We First Brand Leadership Summit – building a social marketing plan for 2015 together.

"Getting your social marketing right is no easy task with technology and consumer behavior changing so quickly. That’s why we put together a very special, annual 2-day training event where experts from the smartest and most successful brands in the world come together to build a Social Branding Blueprint with you."

John Roulac's deck at the 2014 Brand Leadership Summit in Beverly Hills, CA. Helping companies create a social marketing roadmap for 2015.

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Building Brand Community & Authenticity

  1. 1. BUILDING BRAND COMMUNITY & AUTHENTICITY John W. Roulac Founder & CEO, Nutiva Beverly Hills, CA October 8, 2014
  2. 2. Revolutionizing the Way the World Eats 4 Organic Superfoods
  3. 3. 61% Annual Growth Since 2004 $38M $66M $100M $200M 2012 2013 2014 2015
  4. 4. HOW DID THIS HAPPEN?
  5. 5. Growing up in the Pacific NW
  6. 6. Nourishing People & Planet
  7. 7. Began with 500 hemp bars
  8. 8. Seeing & Creating a Need 2003 2010
  9. 9. Values Driven VALUES – based Business COMMUNITY SUPERFOODS EDUCATION
  10. 10. 1000 × 668 - en.wikipedia.or g
  11. 11. What Attracts Your Community?
  12. 12. Nutiva’s Garden (Marketing as Gardening)
  13. 13. Nutiva’s Path to Zero Waste Co-Mingled (Green Planet 21) Left over production ingredients Wood Pallets Trash Dumpster 16% July & August 2014 Diverted from Landfill 84% Landfill 16%
  14. 14. Our Garden – Food Activism
  15. 15. Seeds Are Planted. Now What? Time Authenticity Transparency Effort
  16. 16. Our Garden - Sourcing
  17. 17. Nurture Your Pollinators
  18. 18. How Does Your Hive Communicate?
  19. 19. Nourishing People & Planet
  20. 20. Causes Consumers Care About Today Tomorrow Rise of Millennials Brand Solutions Carbon Farming
  21. 21. Carbon Farming
  22. 22. A CAFO Near You!
  23. 23. Dr. Rattan Lal, Esteemed Soil Scientist “A mere 2% increase in the carbon content of the planet’s soils could offset 100% of all greenhouse gas emissions going into the atmosphere.”
  24. 24. Greenhouse Gases 3 gases account for 90% US emissions Carbon dioxide CO2 Methane CH4 Nitrous oxide N2O
  25. 25. 3 Carbon Sink Drivers Atmosphere Oceans Humus-sphere
  26. 26. Humus-sphere Humus is the stable, long-lasting remnant of decaying organic material & essential to the fertility of the earth. Photo credit The Guardian
  27. 27. Acidification is Destroying Sea Life “We can attribute the problems in the oyster hatcheries to the increased carbon in the ocean.” Terrie Klinger, Professor of Marine Affairs, University of Washington
  28. 28. The REAL Cost of Cheap Food The cheapest food you can buy is organic nutrient-dense foods, fresh produce, or pastured meat, eggs & milk. You only pay for organic once.
  29. 29. Shake Up Your Marketing Budget Meaningful Action $ Everything Else $
  30. 30. What Can We Do? Community & School gardens across America Sponsor 500 students Earth University Clean H2O for 1M in emerging markets
  31. 31. Take Meaningful Action

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