The Next Frontier in Sustainable Brand CommunicationsBob Gilbreath – Chief Marketing StrategistBridge Worldwide<br />
Bob Gilbreath<br />Chief Marketing Strategist<br />Bridge Worldwide<br />
There is a $500 billion industry built on polluting our environment<br />
It’s Advertising!<br />
People are starting to fight back<br />
More Americans have registered for the <br />Do-Not-Call List than have registered to vote<br />
What’s “wrong” with this picture?<br />
Your tax dollars <br />at work!<br />
New Laws Proposed to Limit Advertising…<br /><ul><li>To Children…
Fast Food…
Banner ad targeting…
Expense deduction…</li></li></ul><li>The Interruptive model of marketing is no longer sustainable…<br />
…for our businesses or society<br />
We have to try something different<br />
Some are winning by trying something new<br />
And a common theme is emerging<br />
An “ad” that makes your day… <br />…at over 100 airports, and now 50 colleges<br />
Featured in iTunes app store at $.99<br />Hit 3-year download goal in just weeks<br />
Save 15% on your gasoline expenses<br />Used by over 35,000 drivers regularly<br />
Marketing that people choose to engage with<br />Marketing that itself improves people’s lives<br />
Hierarchy of Meaningful Marketing<br />
Hierarchy of Meaningful Marketing<br />
Even a toilet paper brand can add value<br />By using this once per year, people become loyal for life<br />
Used in over 1 million orders in the first 2 months<br />Online orders account for 28% of all Domino’s sales<br />and the ...
Hierarchy of Meaningful Marketing<br />
Shopping is becoming social<br />Retailers can close the sale and build buzz<br />
Hierarchy of Meaningful Marketing<br />
People are testing more and losing weight<br />Participants buy 3x more Abbott products<br />
And changing the world counts, too<br />
An Ice Cream Can Change the World<br />Total brand sales up 16%<br />
A Laundry Detergent Can Change the World<br />Highest scoring TV advertising in history<br />
A Snack Can Change the World<br />Sales up 18% in ’08 and tripled HH penetration<br />
Upcoming SlideShare
Loading in …5
×

The next frontier in sustainable brand communications gilbreath v slide share

2,963 views

Published on

By Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide. From the Sustainable Brands Conference, Thursday, June 10, 2010. Warning: you might be offended if you believe in the interruptive model of marketing!

Published in: Business, News & Politics
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,963
On SlideShare
0
From Embeds
0
Number of Embeds
651
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • And sharing can be encouraged to solve a problem. For example, we developed a tool for Pearle Vision that allows people to upload photos of themselves with different glasses so that they can get fast feedback from their friends
  • Whether cause marketing or CSR, efforts should deliver on what the brand stands for. Haagen-Dazs is “at risk” due to honey bee disease, and saw the need to focus on the issue. Marketing Director even lobbied in Congress
  • Katrina, Haiti, Nashville
  • The next frontier in sustainable brand communications gilbreath v slide share

    1. 1. The Next Frontier in Sustainable Brand CommunicationsBob Gilbreath – Chief Marketing StrategistBridge Worldwide<br />
    2. 2. Bob Gilbreath<br />Chief Marketing Strategist<br />Bridge Worldwide<br />
    3. 3.
    4. 4. There is a $500 billion industry built on polluting our environment<br />
    5. 5.
    6. 6.
    7. 7.
    8. 8. It’s Advertising!<br />
    9. 9.
    10. 10. People are starting to fight back<br />
    11. 11. More Americans have registered for the <br />Do-Not-Call List than have registered to vote<br />
    12. 12. What’s “wrong” with this picture?<br />
    13. 13. Your tax dollars <br />at work!<br />
    14. 14. New Laws Proposed to Limit Advertising…<br /><ul><li>To Children…
    15. 15. Fast Food…
    16. 16. Banner ad targeting…
    17. 17. Expense deduction…</li></li></ul><li>The Interruptive model of marketing is no longer sustainable…<br />
    18. 18. …for our businesses or society<br />
    19. 19. We have to try something different<br />
    20. 20. Some are winning by trying something new<br />
    21. 21. And a common theme is emerging<br />
    22. 22. An “ad” that makes your day… <br />…at over 100 airports, and now 50 colleges<br />
    23. 23. Featured in iTunes app store at $.99<br />Hit 3-year download goal in just weeks<br />
    24. 24. Save 15% on your gasoline expenses<br />Used by over 35,000 drivers regularly<br />
    25. 25. Marketing that people choose to engage with<br />Marketing that itself improves people’s lives<br />
    26. 26. Hierarchy of Meaningful Marketing<br />
    27. 27. Hierarchy of Meaningful Marketing<br />
    28. 28. Even a toilet paper brand can add value<br />By using this once per year, people become loyal for life<br />
    29. 29.
    30. 30. Used in over 1 million orders in the first 2 months<br />Online orders account for 28% of all Domino’s sales<br />and the tracker is used by 75% of these customers<br />
    31. 31. Hierarchy of Meaningful Marketing<br />
    32. 32.
    33. 33. Shopping is becoming social<br />Retailers can close the sale and build buzz<br />
    34. 34. Hierarchy of Meaningful Marketing<br />
    35. 35. People are testing more and losing weight<br />Participants buy 3x more Abbott products<br />
    36. 36. And changing the world counts, too<br />
    37. 37. An Ice Cream Can Change the World<br />Total brand sales up 16%<br />
    38. 38. A Laundry Detergent Can Change the World<br />Highest scoring TV advertising in history<br />
    39. 39. A Snack Can Change the World<br />Sales up 18% in ’08 and tripled HH penetration<br />
    40. 40. By Marketing with Meaning you can build your business<br />And change the world<br />Will You Lead Us?<br />
    41. 41. iPhone read-along app:<br />http://bit.ly/haTCf <br />www.marketingwithmeaning.com<br />@mktgwithmeaning<br />

    ×