This document discusses how companies can shift from a "Me First" branding approach to a "We First" approach that focuses on purpose and values. It argues that consumers have changed and now expect companies to consider social and environmental issues. It provides examples of how purpose can drive growth and recommends that companies 1) define their fundamental human purpose, 2) tell purposeful stories that involve consumers as co-creators, and 3) lead cultural conversations to positively shape society. The key is for brands to see themselves as missions rather than just companies in order to build trusting relationships and communities around shared values.

1. New Hampshire
BSR
Simon Mainwaring
Founder, We First
May 11, 2016
@SimonMainwaring
©2015 We First Inc. 1

2. A 75-minute
hotseat.
©2015 We First Inc. 2

3. First, the world we live in.
©2016 We First Inc. 3

4. 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. 4

5. 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
5©2016 We First Inc.

6. Consumers as content creators, producers and
distributors.
6©2016 We First Inc.

7. 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

8. 1. The business case
for purposeful
storytelling.

9. Purpose:
(Noun) The reason for which something is done or
created or for which something exists.
(Verb) One’s intention or objective.
©2016 We First Inc. 8

10. 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.

11. …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.

12. 2015 Cone Communications/Ebiquity Global CSR Study
Consumers are likely to switch brands to those
associated with a good cause.
©2016 We First Inc.

13. 2015 Cone Communications/
Ebiquity Global CSR Study
Consumers believe their purchases make a
moderate-to-significant impact.
©2016 We First Inc.

14. 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.

15. 2015 Cone Communications/
Ebiquity Global CSR Study
Consumers
want to
participate in
many ways.

16. 2015 MLS Group The Future of Business Citizenship
It must be made easy.
©2016 We First Inc.

17. The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First Inc.

18. 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.

19. How purpose drives profit.
Purpose defines the values of a company.
Relationships determine the productivity, profit, and impact of
the brand.
Values define how stakeholders relate to
each other.
©2016 We First Inc. 19

20. 2. Purposeful
storytelling.

21. Purposeful storytelling.
How well you tell your story determines how well consumers share
your story.
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
©2016 We First Inc. 21

22. 1. Own a fundamental human property.
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2016 We First Inc. 22

23. 2. Declare your mission and values.
23©2016 We First Inc.

24. In today’s social business marketplace, brands no longer
show our separation or differentiation, but our
connectedness to values.
©2016 We First Inc. 24

25. 3. Be specific.
25©2016 We First Inc.

26. Simplicity is compressed complexity.
©2016 We First Inc. 26

27. Social Marketing PlanFor one, another.
Defining the ‘why’.
©2016 We First Inc. 27

28. Company & product brand alignment.
28©2016 We First Inc.

29. Story as a way of being internally.
29©2016 We First Inc.

30. And externally.
30©2016 We First Inc.

31. KEY TAKEAWAY:
The future of profit is purpose.
©2016 We First Inc. 31

32. KEY QUESTION:
What fundamental human property
does your brand own?
©2016 We First Inc. 32

33. 3. Community
architecture.

34. Consumers driving the story.
The first decision of a consumer is
do they want to be part of your story.
34
To inspire participation, the consumer must
be the hero of your story.
The story can’t be static but must be an ongoing conversation.
©2016 We First Inc.

35. Celebratory storytelling.
35©2016 We First Inc.
BRAND

36. BRAND
Self-directed storytelling.
©2016 We First Inc. 36

37. 1. CO-AUTHORSHIP
2. CO-CREATION
3. COLLABORATION
©2016 We First Inc. 37

38. 1. Co-Authorship Drives Amplification

39. #PowerWarmth This Girl Can
2. Co-Creation Engages Stakeholders
©2016 We First Inc. 39

40. #PowerWarmth This Girl Can
3. Collaboration with Consumers
©2016 We First Inc.
40

41. GAP

43. KEY TAKEAWAY:
A brand must be the chief celebrant,
not celebrity, of its consumer community.
©2016 We First Inc. 47

44. KEY QUESTION:
What consumer benefit will your brand celebrate?
©2016 We First Inc. 48

45. 4. Cultural
leadership.

46. People rise to the conversation
you grow around them.
©2016 We First Inc. 50

47. Example: Dove

48. Dove: Real Beauty
©2016 We First Inc. 52

49. Time
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
Dove: Real Beauty
©2016 We First Inc. 53

50. Example: Starbucks

51. Starbucks: Shared Planet
©2016 We First Inc. 55

52. Shared
Planet
Starbucks: Shared Planet
©2016 We First Inc.
56

53. “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

54. Sustainable Mass Transportation.
©2016 We First Inc. 58

55. Anti-discrimination
©2016 We First Inc. 59

56. CULTURAL CONVERSATION 2
©2016 We First Inc. 60

57. The goal is to transcend your products, services and
category to positively shape culture.
©2016 We First Inc. 61

58. ©2016 We First Inc. 62

59. ©2016 We First Inc. 63

60. ©2016 We First Inc. 64

61. CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
61
The evolution of revolution is contribution.
©2016 We First Inc.

62. KEYTAKEAWAY:
Be a mission with a company,
not a company with a mission.
62©2016 We First Inc.

63. KEY QUESTION:
What cultural conversation will your brand lead?
63©2016 We First Inc.

64. 64©2016 We First Inc.

65. Stories write our future.

66. Q&A
For these slides, email:
Simon@WeFirstBranding.com
@SimonMainwaring