"Our Values Make Us Different": Rejuvenating a 150 Year Old Brand - Alex Cole

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This session sheds light on how Sainsbury's glorious sustainability strategy has played a key role in the organization's remarkable turnaround, giving true credence to the position statement "Our values make us different." When it comes to on-the-ground tangible progress in operational sustainability, few can boast more impressive accomplishments in recent years than the supermarket chain whose stores are now referred to as "the world's first smart grid supermarkets." Learn how Sainsbury's has managed to reach a number of serious sustainability milestones in this and other areas over the last several years.

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"Our Values Make Us Different": Rejuvenating a 150 Year Old Brand - Alex Cole

  1. 1. "Our Values Make Us Different":Rejuvenating a 150 Year Old Brand¡  Alex Cole, Director of Corporate Affairs, Sainsbury’s Sustainable Brands London Conference
  2. 2. “Our values make usdifferent”: rejuvenating a 150year old brandAlex Cole, Corporate Affairs Director28th November 2012
  3. 3. Specific presentation title, sentencecase onlySubtitle if necessary @SainsburysPR #20x20
  4. 4. How we’ve built our ‘values led’ brand equity • Staying just ahead of the consumer • Putting customers at the heart of everything we do • Competition AND collaboration • Engaging employees – creating ‘brand advocates’ • Broadening our consumer proposition – Live Well for Less • Scale and mobilisation – inside & out
  5. 5. Our Paralympics sponsorship•  Aligning our brand values with the right sponsorship proposition•  Designing a programme to engage and change behaviour•  Three phrases: - Involve our colleagues – creating a fan base - Involve communities we serve - Involve our customers•  Creating value for the brand and stakeholders - more than a single event – before, during & after
  6. 6. Understanding the consumer mindset•  The rise of ‘new fashioned values’•  Savvy shopping and sustainability - Doing the right thing … as a part of everyday life -  Complex questions … answered and made simple -  Pay the right price … values that don’t cost the earth•  Universal appeal•  Economic constraint has made ethics more, not less, important
  7. 7. Five characteristics of ‘new-fashioned’values 1 Savvy sustainability 2 Values re-evaluated 3 Act for me 4 Healthwise 5 Close to me

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