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YOU ARE
WHAT YOU MAKE.
How to inspire guests to build
your business with you.
Simon Mainwaring
Founder, We First
April 26,...
2©2016 We First Inc.
First, the world we live in.
Every company, brand
And marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and ...
Culture has changed…
–  Climate change
–  Wealth inequality
–  Water scarcity
–  Over-population
–  Healthcare costs
–  En...
Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for p...
The power of
purposeful
storytelling.
6©2016 We First Inc.
Purpose:
(Noun) The reason for which something is done
or created or for which something exists.
(Verb) One’s intention or...
2016 Edelman Trust Barometer
80%
agree
“An organization can take
specific actions that both
increase profits and improve
t...
76%
74%
74%
69%
64%
53%
72%
74%
71%
64%
58%
42%
79%
75%
77%
75%
70%
64%
Government
Businesses
Consumers
Non-Profit Organiz...
2015 Cone Communications/Ebiquity Global CSR Study
2015 2013 2011
Very/Somewhat Likely (net)
90% 91% 94%
Given similar pri...
2015 Cone Communications/
Ebiquity Global CSR Study
Consumers believe their purchases
make a moderate-to-significant impac...
Globescan Regeneration Consumer Study
Consumers want to be part of the solution.
67%
consumers
globally
are interested in
...
2015 Cone Communications/
Ebiquity Global CSR Study
Consumers want
to participate in
many ways.
©2016 We First Inc.
2015 MLS Group The Future of Business Citizenship
It must be made easy.
©2016 We First Inc.
The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First...
Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience sign...
Purpose defines the values of a company.
17
Relationships determine the productivity, profit and
impact of the brand.
Valu...
1. Purposeful
Storytelling
1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
19©2016 We First Inc.
2. Declare your mission and values.
20©2016 We First Inc.
In today’s social business marketplace,
brands no longer show our separation or differentiation,
but our connectedness to ...
3. Be specific - sustainability.
22©2016 We First Inc.
Simplicity is compressed complexity.
23©2016 We First Inc.
B2C company/product brand alignment.
24©2016 We First Inc.
Unilever internal purpose pillars.
25©2016 We First Inc.
A company promise is a way of being internally.
4026©2016 We First Inc.
…and externally.
27©2016 We First Inc.
KEY TAKEAWAY
The future of profit is purpose.
28©2016 We First Inc.
KEY QUESTION
What fundamental human property does your brand own?
29©2016 We First Inc.
2. Community
Architecture.
Consumers are driving story.
The first decision of a consumer is
do they want to be part of your story.
31
To inspire part...
1. Consumers build brands.
32©2016 We First Inc.
2. Encourage co-authorship/co-creation.
33©2016 We First Inc.
Patagonia
3. Celebrate consumers and your community.
36©2016 We First Inc.
GAP
Celebratory storytelling.
BRAND
39©2016 We First Inc.
BRAND
50
Self-directed storytelling.
40©2016 We First Inc.
KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
41©2016 We First Inc.
KEY QUESTION
What consumer benefit will your brand celebrate?
42©2016 We First Inc.
3. Cultural
Leadership.
People rise to the conversation
you grow around them.
©2016 We First Inc.
Sustainable Mass Transportation.
45©2016 We First Inc.
46
Anti-discrimination
©2016 We First Inc.
Evolve your story.
47©2016 We First Inc.
Elite vs. Everyday athletes.
48©2016 We First Inc.
Case Study: Dove
How a conversation comes to life
Dove - Real Beauty.
time
Tacticsandconversationthemes
Conversationleadership
Different tactics
accumulate
over time to
define, shape
and lead ...
Case Study: Patagonia
An established conversation evolving over
time.
Patagonia – Responsible Consumption.
Time
ThemesandTactics
Conversationleadership
Different tactics
accumulate over
time
to define, shape
and lead
the conversa...
Case Study: Starbucks
How a conversation evolves over time
Starbucks – Shared Planet.
Shared
Planet
Different themes
establish, maintain
and expand
consumer
engagement
around your
conversation.
Gridlock in Co...
Circle of Excellence Members 2015
“Socially responsible
brands accounted for
half our growth in 2014
and grew at twice the
rate of the rest of the
business....
CULTURAL CONVERSATION 2
©2016	
  We	
  First	
   60
©2016	
  We	
  First	
   62
©2016	
  We	
  First	
   63
©2016	
  We	
  First	
   64
CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict ...
The goal is to transcend your products, service and
category to positively shape culture.
6065©2016 We First Inc.
Hunger is a Crowded Space Outright.
In the fast casual/restaurant
industry, hunger is especially
crowded…
 
	
  
	
  
	
  
	
  
68
Applebee’s.
69
Chili’s.
Hoops for Hunger
70
Operation Homefront Outback Gives Back
Outback Steakhouse.
‘Give Back’ Foundation Team
Sponsorship
71
Feeding America Partnerships: Food donations, Drive Out Hunger Tour.
The Cheese...
T. 310.450.0900
W. www.wefirstbranding.com
Crowded Space
LEADERSHIP OF STRATEGIC
CULTURAL CONVERSATIONS
Tactical activatio...
3rdAnnualConsciousConsumerIndex2015
KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
74©2016 We First Inc.
KEY QUESTION
What cultural conversation will your brand lead?
75©2016 We First Inc.
76©2016 We First Inc.
Stories write our future.
77©2016 We First Inc.
Thank You!
For slides, email:
Simon@WeFirstBranding.com
@SimonMainwaring
UCLA Restaurant Conference - Simon Mainwaring
UCLA Restaurant Conference - Simon Mainwaring
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How to inspire guests to build your business with you.

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UCLA Restaurant Conference - Simon Mainwaring

  1. 1. YOU ARE WHAT YOU MAKE. How to inspire guests to build your business with you. Simon Mainwaring Founder, We First April 26, 2016 1
  2. 2. 2©2016 We First Inc. First, the world we live in.
  3. 3. Every company, brand And marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc. 3
  4. 4. Culture has changed… –  Climate change –  Wealth inequality –  Water scarcity –  Over-population –  Healthcare costs –  Environmental damage –  Loss of biodiversity –  Gender inequality Marketing has changed… –  Digital disruption – Quantified self –  Social media – Peer-to-peer –  Mobile commerce – Big Data –  Internet of Everything – Wearables Consumers have changed… –  Media-savvy –  Well-informed –  Socially-conscious –  Hyper-connected –  Consumer activists –  Mobile focused –  Values-driven –  Always on 4©2016 We First Inc.
  5. 5. Shift from Me First to We First branding. ME FIRST BRAND Opaque Defensive Disingenuous Self-directed Isolated Profit for profit’s sake Traditional mindset Reactive Schizophrenic Shareholder Dysfunctional Broadcast Status quo Promotes advertising WE FIRST BRAND Transparent Accountable Authentic Community-facing Connected People, planet, profit Innovative mindset Proactive Consistent Stakeholder well-being Purposeful culture Innately sharable Future facing Shapes culture ©2016 We First Inc. 7
  6. 6. The power of purposeful storytelling. 6©2016 We First Inc.
  7. 7. Purpose: (Noun) The reason for which something is done or created or for which something exists. (Verb) One’s intention or objective.
  8. 8. 2016 Edelman Trust Barometer 80% agree “An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 Consumers expect companies to do more than just make a profit. ©2016 We First Inc.
  9. 9. 76% 74% 74% 69% 64% 53% 72% 74% 71% 64% 58% 42% 79% 75% 77% 75% 70% 64% Government Businesses Consumers Non-Profit Organizations Charities and Philanthropists Religious Organizations All 6 Markets Developed Countries Developing Countries …and that everyone must play a role - including business and consumers. Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan 3 in 4 Consumers agree that improving the environment & society is a shared obligation across government, private sector, non-profits & consumers ©2016 We First Inc.
  10. 10. 2015 Cone Communications/Ebiquity Global CSR Study 2015 2013 2011 Very/Somewhat Likely (net) 90% 91% 94% Given similar price and quality, consumers are likely to switch brands to one associated with a good cause: Consum and env making i Very/Somew ©2016 We First Inc. Consumers likely to switch to brands associated with a good cause.
  11. 11. 2015 Cone Communications/ Ebiquity Global CSR Study Consumers believe their purchases make a moderate-to-significant impact. ©2016 We First Inc.
  12. 12. Globescan Regeneration Consumer Study Consumers want to be part of the solution. 67% consumers globally are interested in sharing ideas, opinions and experiences with companies to help them develop better products or create new solutions 72% consumers globally believe in voting and advocating for issues important to them ©2016 We First Inc.
  13. 13. 2015 Cone Communications/ Ebiquity Global CSR Study Consumers want to participate in many ways. ©2016 We First Inc.
  14. 14. 2015 MLS Group The Future of Business Citizenship It must be made easy. ©2016 We First Inc.
  15. 15. The landscape of consumer activism. Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios ©2016 We First Inc.
  16. 16. Purpose drives growth. HBR 2015 The Business Case for Purpose Survey Organizations that prioritize purpose experience significantly more growth than those that do not. Organizations that prioritize & integrate purpose Organizations that do not prioritize & integrate purpose ©2016 We First Inc.
  17. 17. Purpose defines the values of a company. 17 Relationships determine the productivity, profit and impact of the brand. Values define how stakeholders relate to each other. ©2016 We First Inc. How purpose drives profit.
  18. 18. 1. Purposeful Storytelling
  19. 19. 1. Own a fundamental human property. 30 Unilever. airbnb. Starbucks. Chipotle. IBM. Subaru. 19©2016 We First Inc.
  20. 20. 2. Declare your mission and values. 20©2016 We First Inc.
  21. 21. In today’s social business marketplace, brands no longer show our separation or differentiation, but our connectedness to values. 21©2016 We First Inc.
  22. 22. 3. Be specific - sustainability. 22©2016 We First Inc.
  23. 23. Simplicity is compressed complexity. 23©2016 We First Inc.
  24. 24. B2C company/product brand alignment. 24©2016 We First Inc.
  25. 25. Unilever internal purpose pillars. 25©2016 We First Inc.
  26. 26. A company promise is a way of being internally. 4026©2016 We First Inc.
  27. 27. …and externally. 27©2016 We First Inc.
  28. 28. KEY TAKEAWAY The future of profit is purpose. 28©2016 We First Inc.
  29. 29. KEY QUESTION What fundamental human property does your brand own? 29©2016 We First Inc.
  30. 30. 2. Community Architecture.
  31. 31. Consumers are driving story. The first decision of a consumer is do they want to be part of your story. 31 To inspire participation, the consumer must be the hero of your story. That story isn’t static but must evolve and mature. ©2016 We First Inc.
  32. 32. 1. Consumers build brands. 32©2016 We First Inc.
  33. 33. 2. Encourage co-authorship/co-creation. 33©2016 We First Inc.
  34. 34. Patagonia
  35. 35. 3. Celebrate consumers and your community. 36©2016 We First Inc.
  36. 36. GAP
  37. 37. Celebratory storytelling. BRAND 39©2016 We First Inc.
  38. 38. BRAND 50 Self-directed storytelling. 40©2016 We First Inc.
  39. 39. KEY TAKEAWAY A brand must be the chief celebrant, not celebrity, of its consumer community. 41©2016 We First Inc.
  40. 40. KEY QUESTION What consumer benefit will your brand celebrate? 42©2016 We First Inc.
  41. 41. 3. Cultural Leadership.
  42. 42. People rise to the conversation you grow around them. ©2016 We First Inc.
  43. 43. Sustainable Mass Transportation. 45©2016 We First Inc.
  44. 44. 46 Anti-discrimination ©2016 We First Inc.
  45. 45. Evolve your story. 47©2016 We First Inc.
  46. 46. Elite vs. Everyday athletes. 48©2016 We First Inc.
  47. 47. Case Study: Dove How a conversation comes to life
  48. 48. Dove - Real Beauty.
  49. 49. time Tacticsandconversationthemes Conversationleadership Different tactics accumulate over time to define, shape and lead the conversation 2006 Model transformations Self-esteem fund   2005 Real bodies   2004 Vote for real beauty   2007 Beauty comes of age Unrealistic beauty   2010 Self-esteem mentors Self-perception   2015 Choose beautiful   ©2016 We First Inc. Dove - Real Beauty.
  50. 50. Case Study: Patagonia An established conversation evolving over time.
  51. 51. Patagonia – Responsible Consumption.
  52. 52. Time ThemesandTactics Conversationleadership Different tactics accumulate over time to define, shape and lead the conversation. 2005 Common Threads Recycling Program   2007 Footprint Chronicles   2010 Common Threads 5R Program   2011 Don’t Buy This Jacket  2009 Sustainable Apparel Coalition   2013 Worn Wear   2015 Worn Wear Tour   ©2016 We First Inc. Patagonia – Responsible Consumption.
  53. 53. Case Study: Starbucks How a conversation evolves over time
  54. 54. Starbucks – Shared Planet.
  55. 55. Shared Planet Different themes establish, maintain and expand consumer engagement around your conversation. Gridlock in Congress Job Creation Boycott Political Donations Same Sex Marriage Post-Traumatic Stress Disorder Online Employee Education Racism What Starbucks Knows About America ©2016 We First Inc. Starbucks – Shared Planet.
  56. 56. Circle of Excellence Members 2015
  57. 57. “Socially responsible brands accounted for half our growth in 2014 and grew at twice the rate of the rest of the business.” Paul Polman CEO Unilever 2015 ©2016 We First Inc. 57
  58. 58. CULTURAL CONVERSATION 2 ©2016  We  First   60
  59. 59. ©2016  We  First   62
  60. 60. ©2016  We  First   63
  61. 61. ©2016  We  First   64
  62. 62. CVS Health launches national quit smoking platform and campaign. Intel CEO challenges entire industry to become ‘conflict mineral free.’ 64 The evolution of revolution is contribution. ©2016 We First Inc.
  63. 63. The goal is to transcend your products, service and category to positively shape culture. 6065©2016 We First Inc.
  64. 64. Hunger is a Crowded Space Outright.
  65. 65. In the fast casual/restaurant industry, hunger is especially crowded…
  66. 66.           68 Applebee’s.
  67. 67. 69 Chili’s.
  68. 68. Hoops for Hunger 70 Operation Homefront Outback Gives Back Outback Steakhouse.
  69. 69. ‘Give Back’ Foundation Team Sponsorship 71 Feeding America Partnerships: Food donations, Drive Out Hunger Tour. The Cheesecake Factory. Thanksgiving Day Feast at Salvation Army Annual Charitable Golf Tournament Celebrity guests to kick-off FA Hunger Action Month Gift Card Donations
  70. 70. T. 310.450.0900 W. www.wefirstbranding.com Crowded Space LEADERSHIP OF STRATEGIC CULTURAL CONVERSATIONS Tactical activations/donations White Space The Bigger Opportunity
  71. 71. 3rdAnnualConsciousConsumerIndex2015
  72. 72. KEY TAKEAWAY Be a mission with a company, not a company with a mission. 74©2016 We First Inc.
  73. 73. KEY QUESTION What cultural conversation will your brand lead? 75©2016 We First Inc.
  74. 74. 76©2016 We First Inc.
  75. 75. Stories write our future. 77©2016 We First Inc.
  76. 76. Thank You! For slides, email: Simon@WeFirstBranding.com @SimonMainwaring

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