Recentre - Milk The Green Cow

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Recentre - Milk The Green Cow

  1. 1. The creative sustainable opportunity “The Green Marketing Triangle” www.trinity-planning.be
  2. 2. My program +
 +
 Why?  How?   What?   1st
of
April
 6th
of
Mai
 3rd
of
June
 Harves/ng an opportunity  Green includes a broad diversity  Crea/ng support  in a truthful way
 of strategies
 among stakeholders

  3. 3. 13u40 – … #1 “Previously on Milk the Green cow” A 10 minutes recap
  4. 4. Cut
out
and
keep
 “The seven sins of Greenwashing” 1.  The
sin
of
sugges<ve
pictures
 2.  The
sin
of
the
hidden
trade
off
 3.  The
sin
of
no
proof
 4.  The
sin
of
vagueness
 5.  The
sin
of
irrelevance
 6.  The
sin
of
lesser
of
two
evils
 7.  The
sin
of
fibbing

  5. 5. “Seven bottom-line benefits for going green” y sa ll ver abi lity i trying Sustain ut I’m ere nic e, b usiness h b to run a ) ss (t he bo 1.  Easier
Hiring
of
top
talent
 2.  Higher
reten<on
of
top
talent
 3.  Higher
produc<vity
of
employees
 4.  Reduced
expenses
in
manufacturing
 5.  Reduced
expenses
at
commercial
sites
 6.  Increased
revenue

 7.  Reduced
risk

  6. 6. “Seven steps from dark-grey to bright-green” 1.  Denial
of
responsibility
 2.  Pretending
to
be
green
 3.  Compliance
to
regula<on
 4.  Lifecyle
op<mizing
 5.  Eco‐design
 6.  New
business
models
 7.  Next
prac<ce
plaTorms

  7. 7. “Seven building blocks to build a belief system” 1)  Unique performance 2)  Sharable and flattering story 3)  Connection with a larger societal movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness
  8. 8. “The practical exercise”
  9. 9. #1 15 min. - Recap April session/ Program of today Today #2 15 min. – Strategy based on how people think #3 15 min. – Strategy based on product, brand and company agenda 15 min. – Application on case in group #4 30 min. - BREAK #5 15 min. – Strategy based on sharing responsibility and big ideal 15 min. – Application on case in group #6 15 min. – Strategy based on business innovation 15 min. – Application on case in group #7 15 min. – Connect the right dots 20 min. – Wrap-up (Tomas Beerthuis)
  10. 10. Today A
strategic
 Successful
 Kick
start
 Applica<on
 angle
point
 Examples
 ques<on

  11. 11. #2 “Strategy based on how we think”
  12. 12. What
is
gona
work
best?
 
 If you isolate your house, you’ll save  350 Euro a year  vs. 
 If you isolate your house, you won’t  loose 350 Euro a year 
  13. 13. Wanna fight child obesi/es?

 Buying
smaller
cups
is
a
very
effec<ve
strategy

  14. 14. Who are we going to address? Reflective system:   Controlled   Effortful   Deductive   Slow   Self-aware   Rule-following Automatic system:   Uncontrolled   Effortless   Associative ,   Fast eha viour io us b , habit   Unconscious R outin choice   Skilled ive intuit
  15. 15. What
will
Linda
do?
 
 Bank Clerk and ac/vist in the feminist  movement   vs. 
 Bank Clerk 
  16. 16. High brainy involvement Insights:   Status quo bias   Surreal optimism Strategies:   Lack to loose   Anchoring (like framing)   Tendency to social   Availability (like default) confirmation   Representativeness (associative) Low brainy involvement
  17. 17. Good examples (imagine you are a bus)
  18. 18. Good examples (imagine you are a bike)
  19. 19. Good examples (imagine you are a newspaper)
  20. 20. #3 “Strategy based on the company/ brand/ product agenda”
  21. 21. Company
 Brand
belief
 credibility
 Product
 experience
 25
  22. 22. The Brand Associate with doing good Connect Trojan brand to tribe horse The Buyer: posi<ve
and 
 his automatic system sustainable New business his reflective system
 model Change usage growth 
 Give Performance the right Develop of more Challenge example your market or less consumption The Company The Product
  23. 23. Framing  Poin/ng  1) SETTING AN EXAMPLE
  24. 24. 3rd party label  Cause related partner  2) ACCOCIATE BRAND WITH DOING GOOD
  25. 25. Less  More  3) PRODUCT EXPERIENCE THAT BENEFITS MORE OR LESS
  26. 26. #4 “Break”
  27. 27. #5 “Strategy based on sharing responsability and a big ideal”
  28. 28. The Brand Associate with doing good Connect Trojan brand to tribe horse The Buyer: posi<ve
and 
 his automatic system sustainable New business his reflective system
 model Change usage growth 
 Give Performance the right Develop of more Challenge example your market or less consumption The Company The Product
  29. 29. Educate  Evangelize  4) DEVELOP THE MARKET:
  30. 30. Inclusive  Exclusive  5) CONNECT TO A TRIBE:
  31. 31. Switch  Cut  6) CHANGE USAGE
  32. 32. #6 “Strategy based on business innovation”
  33. 33. Social produc/on  Property  7) NEW BUSINESS MODELS
  34. 34. Tradi/ons  New cool  8) TROJAN HORSE
  35. 35. Sharing   Treasure  9) CHALLENGE CONSUMPTION
  36. 36. #7 “Connecting the right dots”
  37. 37. The Brand Associate with doing good Connect Trojan brand to tribe horse The Buyer: posi<ve
and 
 his automatic system sustainable New business his reflective system
 model Change usage growth 
 Give Performance the right Develop of more Challenge example your market or less consumption The Company The Product
  38. 38. Fill in and connect the dots Larger
societal
 movement
 Spreadable
 Ease
and
 fla[ering
story
 a[rac<veness
 Logical
 belief
 Unique
 system
 Reliable
 corporate
 performance
 inten<on
 Single‐minded
 Credible
proof
 eco‐benefit

  39. 39. Thanks for your dedication!

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