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CRMC2015
Conference
SimonMainwaring
Founder,WeFirst
June3, 2015
©2015 We First Inc. 1
©2015 We First Inc.
The digital
disruption of
retail marketing.
2
Every company, brand
and retail marketer is facing
new challenges to reach,
engage and sell to hyper-
connected, media-savvy,
and always-on consumers
living in a challenging world.
©2015 We First Inc. 3
Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
-Environmental
damage
– Loss of biodiversity
– Gender inequality
– Healthcare costs
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
©2015 We First Inc. 4
Drones.
©2015 We First Inc. 5
Connected TVs. Connected Cars. Wearables.
Internet of Everything.
Data deluge.
©2015 We First Inc. 6
Global smartphone sales.
©2015 We First Inc. 7
Social media users & ad spend.
©2015 We First Inc. 8
Social commerce.
©2015 We First Inc. 9
Consumers as content producers.
©2015 We First Inc. 10
Story vs. Data.
Story drives data.
©2015 We First Inc. 11
Data defines impact.
VS
The business
case for
purposeful
storytelling.
©2015 We First Inc. 12
Edelman, 2015 ‘Trust Barometer Report’
©2015 We First Inc. 13
Building brand trust.
2015 Deloitte
‘Core Beliefs &
Culture Survey’
Purpose builds culture.
14©2015 We First Inc.
Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 15
Consumer mindset shift.
©2015 We First Inc. 16
©2015 We First Inc. 17
1. Purposeful
storytelling.
Social storytelling.
How well you tell your story determines how well consumers share
your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc.
2. Declare your mission and values.
20©2015 We First Inc.
3. Be specific - sustainability.
21©2015 We First Inc.
Simplicity is compressed complexity.
22©2015 We First Inc.
B2C company/product brand alignment.
23©2015 We First Inc.
A company promise is a way of being internally…
24©2015 We First Inc.
And externally.
25©2015 We First Inc.
Whole Foods. Value Creation at retail
Values signage
Whole Foods. Value creation on products
Packaging
Whole Foods. Value creation online
Consumer education for better health
Whole Foods. Value creation in communications
Values-based advertising and events
KEY TAKEAWAY
The future of profit is purpose.
30©2015 We First Inc.
KEY QUESTION
What fundamental property does your brand own?
31©2015 We First Inc.
32
2. Community
architecture.
©2015 We First Inc.
Consumers driving story.
The first decision of a consumer is
do they want to be part of your story.
33©2015 We First Inc.
To inspire participation, the consumer must
be the hero of your story.
That story isn’t static but must evolve and mature.
1. Consumers build brands.
34©2015 We First Inc.
2. Encourage co-authorship andco-creation.
35©2015 We First Inc.
3. Celebrate consumers.
36©2015 We First Inc.
Celebratory storytelling.
BRAND
37©2015 We First Inc.
BRAND
50
Self-directed storytelling.
©2015 We First Inc.
Story arc.
39©2015 We First Inc.
Engagement tactics.
40©2015 We First Inc.
Engagement upgrades.
41©2015 We First Inc.
Self-sustaining community.
42©2015 We First Inc.
Chipotle. Value creation online
Website, values overview
Chipotle. Value creation at retail
Signage
Chipotle. Value creation at retail
Commitment to quality
Chipotle. Value creation at retail
Packaging
Chipotle. Value creation in advertising
Billboards
Umpqua Bank. Value creation at retail
Values signage and creating community
Umpqua Bank. Value creation at retail
Values based interaction
Umpqua Bank. Value creation online
Values oriented messaging
Umpqua Bank. Value creation at retail
values based collateral
KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
52©2015 We First Inc.
KEY QUESTION
What consumer benefit will your brand celebrate?
53©2015 We First Inc.
54
3. Cultural
leadership.
©2015 We First Inc.
PEOPLE RISE TO THE CONVERSATION
YOU GROW AROUND THEM.
55©2015 We First Inc.
Sustainable Mass Transportation.
©2015 We First Inc. 56
CULTURAL CONVERSATION 2
57©2015 We First Inc.
Starbucks – Shared Planet Leadership.
58
©2015 We First Inc.
60©2015 We First Inc.
Anti-discrimination
60©2015 We First Inc.
Brands as Values Advocates - Indiana
Mission-Led Culture, Marketing & Sales.
61©2015 We First Inc.
The goal is to transcend your products, service,
and category to positively shape culture.
60©2015 We First Inc.
Ben & Jerry’s. Value creation at retail
Values signage and fixtures
Ben & Jerry’s. Value creation at retail
‘Cleaner greener freezer’ fixture
Ben & Jerry’s. Value creation at retail
Packaging
Ben & Jerry’s. Value creation online
Values overview and ingredients transparency
Ben & Jerry’s. Value creation in advertising
Ben & Jerry’s. Value creation at every touch point
Ben & Jerry’s. Value creation through events
Cause campaign – global warming
Ben & Jerry’s. Value creation through engagement
Social enterprise ‘Partnershop’
CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
71©2015 We First Inc.
The evolution of revolution is contribution.
KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
72©2015 We First Inc.
KEY QUESTION
What cultural conversation will your brand lead?
73©2015 We First Inc.
Key takeaways.
3. Be a mission with a company, not a company with a mission.
©2015 We First Inc. 20
1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.
75©2015 We First Inc.
Q&A
Thank you, CRMC!
Simon@WeFirstBranding.com
Social Branding Training Summit:
WeFirst15.com
©2015 We First Inc. 76

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