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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging

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Companies which field various brands struggle to determine the proper strategy for delivering sustainable brand messaging. Some decide to focus on establishing the corporate brand as a trusted choice editor. Others find value in defining unique sustainable brand value for different SKU's while also communicating a corporate brand commitment to sustainable innovation. This panel shares what has driven their thinking on this topic, provides examples of messaging that is achieving success in their marketplace, and suggests principles for thinking about how you might prioritize your sustainable brand innovation journey.

Published in: Business
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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging

  1. 1. Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡  Nick Folland, Group Corporate Affairs Director: Net Positive, Kingfisher¡  Sandi Northey, Marketing & Consumer Communication, Nestlé¡  Lori Zoppel, Global Director of Marketing, Unilever Brand, Unilever¡  Thomas Kolster, Founder and Creative Director, Goodvertising Agency and WhereGoodGrows Sustainable Brands London Conference
  2. 2. Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡  Sandi Northey, Marketing & Consumer Communication, Nestlé Sustainable Brands London Conference
  3. 3. Driving sustainable brand value throughcorporate and product brand messagingEnhancing the quality of life through good food and beverages, everywhere 1 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  4. 4. Nestlé in Society: Creating Shared Value andmeeting our commitments Addressing the full value chain with a focus on core business activities where we can make a material difference and value is created for both society and shareholders 2 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  5. 5. It will not be credible if our activity is only atcorporate brand level CSV and sustainability are embedded at all levels 3 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  6. 6. Each business and brand contributes in uniqueways to Nestlé CSV and sustainability (sample) Beverage Confectionery Waters Dairy Ice Cream Culinary Nutrition Health Sciences Nestlé Professional Petcare4 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  7. 7. Product brand teams follow a rigorous process X-functional, full value Monitor and evolve chain approach strategy 7 1 Internal Responsible 6 assessment communication 2 including LCAs 5 3Integrate intobusiness and brand 4 External views:strategy •  Consumers •  Customers •  KOLs Materiality and priority setting 5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  8. 8. impact through 3 key focus areas6 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  9. 9. S’engage and emphasis on quality Nutrition EnvironmentTraceability Farmers & Suppliers Packaging 7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  10. 10. Nestlé corporate and product brand messaging,working together8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
  11. 11. Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡  Lori Zoppel, Global Director of Marketing, Unilever Brand, Unilever Sustainable Brands London Conference
  12. 12. NOVEMBER 2012UNILEVER BRANDSUSTAINABLE BRANDS CONFERENCE
  13. 13. OUR PURPOSE
  14. 14. UNILEVER SUSTAINABLE LIVING PLAN www.unilever.com/sustainable-living
  15. 15. Unilever Sustainable Living 2020 THREE BIG GOALS BY Plan:Three big goals
  16. 16. WE CAN’T DO IT ALONE
  17. 17. AND WE CAN’T DO IT ONLY WITH OURPRODUCT BRANDS
  18. 18. CONNECTING CONSUMERS WITH THECORPORATE BRAND
  19. 19. CORPORATE BRAND ACROSSCHANNELS
  20. 20. PRODUCT BRANDS PLAY A CRITICALROLE
  21. 21. CONNECTING EMPLOYEES WITH OURPURPOSE
  22. 22. BUILDING MOMENTUM WITH EXPERTS
  23. 23. UNILEVER BELIEVES IN THE POWER OFAND
  24. 24. Driving Sustainable Brand Value ThroughCorporate vs. Product Brand Messaging¡  Nick Folland, Group Corporate Affairs Director: Net Positive, Kingfisher Sustainable Brands London Conference
  25. 25. Nick FollandKingfisher Corporate AffairsDirector: Net Positive
  26. 26. As you’ll seeWe don’t have all the answers
  27. 27. Between intention & action
  28. 28. Don’t mention the ‘S’ word
  29. 29. Dear CustomerWhat is going on?
  30. 30. The power to modernise & reposition now future big trusted respected dirty orange modernfriendl reassuring y blokey human
  31. 31. SustainabilityCan be a Brand Halo
  32. 32. Customer engagement Market shareAwareness Education Trust     Engagement     Loyalty
  33. 33. Behind everything we doIs a plan you can trust in

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