SlideShare a Scribd company logo
FPA NorCal
Conference
Simon Mainwaring
Founder,WeFirst
May 27, 2015
©2015 We First Inc. 1
2©2015 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 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
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
©2015 We First Inc. 5
The business
case for
purposeful
storytelling.
©2015 We First Inc. 6
Edelman, 2015 ‘Trust Barometer Report’
©2015 We First Inc. 7
Building brand trust.
2015 Deloitte
‘Core Beliefs &
Culture Survey’
Value-add: Purpose builds culture.
Data: Culture drives employee engagement & productivity.
8©2015 We First Inc.
Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 9
Consumer mindset shift.
©2015 We First Inc. 10
©2015 We First Inc. 11
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.
14©2015 We First Inc.
In today’s social business marketplace, brands no
longer show our separation or differentiation,
but our connectedness to values.
15©2015 We First Inc.
3. Be specific - sustainability.
16©2015 We First Inc.
Simplicity is compressed complexity.
17©2015 We First Inc.
B2C company/product brand alignment.
18©2015 We First Inc.
B2B company/product brand alignment.
19©2015 We First Inc.
A company promise is a way of being internally…
20©2015 We First Inc.
And externally.
21©2015 We First Inc.
©2015 We First Inc. 22
Ameriprise Financial. More within reach.
©2015 We First Inc. 23
Ameriprise Financial. More within reach.
©2015 We First Inc. 24
Ameriprise Financial. More within reach.
KEY TAKEAWAY
The future of profit is purpose.
25©2015 We First Inc.
KEY QUESTION
What fundamental property does your brand own?
26©2015 We First Inc.
27
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.
28©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.
29©2015 We First Inc.
2. Encourage co-authorship andco-creation.
30©2015 We First Inc.
3. Celebrate consumers.
31©2015 We First Inc.
Celebratory storytelling.
BRAND
32©2015 We First Inc.
BRAND
50
Self-directed storytelling.
©2015 We First Inc.
©2015 We First Inc. 34
Sound Stewardship (formerly Syverson & co.)
Story arc.
35©2015 We First Inc.
Engagement tactics.
36©2015 We First Inc.
©2015 We First Inc. 37
Empire Wealth Strategies.
Engagement upgrades.
38©2015 We First Inc.
Self-sustaining community.
39©2015 We First Inc.
©2015 We First Inc. 40
Purposeful Planning Institute.
KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
41©2015 We First Inc.
KEY QUESTION
What consumer benefit will your brand celebrate?
42©2015 We First Inc.
43
3. Cultural
leadership.
©2015 We First Inc.
PEOPLE RISE TO THE CONVERSATION
YOU GROW AROUND THEM.
44©2015 We First Inc.
Sustainable Mass Transportation.
©2015 We First Inc. 45
CULTURAL CONVERSATION 2
46©2015 We First Inc.
Starbucks – Shared Planet Leadership.
47
©2015 We First Inc.
60©2015 We First Inc.
Anti-discrimination
Mission-Led Culture, Marketing & Sales.
49©2015 We First Inc.
©2015 We First Inc. 50
New York Life – Keep good going.
©2015 We First Inc. 51
©2015 We First Inc. 52
©2015 We First Inc. 53
Ken Jacobs, CFP
The goal is to transcend your products, service,
and category to positively shape culture.
60©2015 We First Inc.
55©2015 We First Inc.
Are we consuming too much?
56©2015 We First Inc.
Can we help more people?
57©2015 We First Inc.
Can we treat the planet better?
CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
58©2015 We First Inc.
The evolution of revolution is contribution.
KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
59©2015 We First Inc.
KEY QUESTION
What cultural conversation will your brand lead?
60©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.
62©2015 We First Inc.
Stories write our future.
63©2015 We First Inc.
Q&A
Thank you!
©2015 We First Inc. 64

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