Fair Trade Federation 2009

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Metropolitan Group presents "Branding for Fair Trade Organizations" at the 2009 national Fair Trade Federation Conference.

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  • Fair Trade Federation 2009

    1. 1. Building fair trade organizations as a brand Lee Collinge and Tanya Zumach, Senior Directors Fair Trade Federation Conference, Portland Oregon March 29, 2009 lcollinge@metgroup.com • tzumach@metgroup.com
    2. 2. <ul><li>A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. </li></ul><ul><li>– David A. Aaker, Building Strong Brands </li></ul>
    3. 3. Social Purpose Brand Framework
    4. 4. Why do we exist? A brand answers… Photo: Pangea
    5. 5. What is our soul? Photo: Pangea
    6. 6. How do we engage? Photo: Pangea
    7. 7. Aspirational but true Photo: Pangea
    8. 8. Define it.
    9. 9. Express it.
    10. 10. Live it.
    11. 11. Bring to life a mission in a business context. Values Photo: Pangea
    12. 12. 3 out of 4 are buying as many green products 1/3 expect environmental responsibility 70% are paying attention Cone’s 2009 consumer environmental survey
    13. 13. What are the values that drive fair trade brands? Photo: Pangea
    14. 15. Value <ul><li>Products and/or services need to offer consumers a good value. </li></ul><ul><ul><ul><li>Product </li></ul></ul></ul><ul><ul><ul><li>Price </li></ul></ul></ul><ul><ul><ul><li>Place </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul>
    15. 16. Value <ul><li>Defines your position within the market: </li></ul><ul><ul><li>Against all other goods and services – why choose fair trade </li></ul></ul><ul><ul><li>Against other Fair Trade options – why choose you ? </li></ul></ul>
    16. 18. Voice <ul><li>Bringing the brand to life through a distinct voice </li></ul><ul><li>Total package experience (collateral, customer experience, etc) </li></ul>
    17. 19. New Seasons Market
    18. 21. Marketing That Matters <ul><li>Don’t fear marketing. </li></ul><ul><li>Know yourself. </li></ul><ul><li>What’s your definition of success? </li></ul><ul><li>Know your audience. </li></ul><ul><li>Question conventional wisdom. </li></ul>
    19. 22. Marketing That Matters <ul><li>What’s driving the customer decision? </li></ul><ul><li>Emotion trumps data. </li></ul><ul><li>Building a community. </li></ul><ul><li>Walk the talk. </li></ul><ul><li>Using your platform to change the world. </li></ul>

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