Driving Brand Value Through CSR - Kellie McElhaney


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To be most effective, CSR initiatives must be intimately connected to the corporate brand. They must reinforce a company’s unique identity and be an integral part of how a business tells its story. In this session, Kellie McElhaney of UC Berkeley and one of the world’s leading experts on CSR strategy, offers seven principles and a detailed process for helping you develop a CSR strategy that is authentic because of its natural linkage to your company’s mission, vision, and values, and delivers significant, quantifiable, bottom-line benefits. Cause marketing case studies included from Pedigree, Dove, Starbucks, Haagen-Dazs, and Unilever.

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Driving Brand Value Through CSR - Kellie McElhaney

  1. 1. “ Best Practices in Driving Brand Value Through Corporate Responsibility ” Professor Kellie A. McElhaney
  2. 2. Who I am. Recovering banker Professor at UC Berkeley/ Haas School of Business Was professor at University of Michigan Founded Center for Responsible Business Ranked #1 in world in 2008 by FT Expertise in CSR & Brand , CSR & Strategy , CSR & Diversity Lots of consulting eBay, HP, Gap, Twitter, Accenture, McDonalds, Ulster Bank, Ernst & Young, Kimberly Clark, Frontline, NVIDIA, Driscoll’s Berries, Yum!, McGraw Hill, Navigant, VolunteerMatch New book Just Good Business
  3. 3. Who I Wanted to Be.
  4. 4. What I’ll Talk About. <ul><li>Don’t brand crappy CSR. </li></ul><ul><li>Brand hope. </li></ul><ul><li>You’re always branding. </li></ul><ul><li>More stories, less science. </li></ul><ul><li>Simplicity rocks. </li></ul><ul><li>Be fun, we crave it. </li></ul><ul><li>The Lioness factor. </li></ul><ul><li>Consistency is critical. </li></ul><ul><li>Be authentic. </li></ul><ul><li>Inspiration is [sadly] easy. </li></ul>
  5. 5. What I Was Supposed to Talk About. <ul><li>Know Thyself </li></ul><ul><li>Get a Good Fit </li></ul><ul><li>Be Consistent </li></ul><ul><li>Simplify </li></ul><ul><li>Work from the Inside Out </li></ul><ul><li>Know Your Customer </li></ul><ul><li>Tell Your Story </li></ul>McElhaney’s Seven Rules of the Branding CSR Road
  6. 6. 1. Don’t brand crappy CSR. <ul><ul><li>A business strategy that is integrated with (1) core business objectives & (2) core competencies to create financial and social/environmental returns, and is embedded in corporate culture and day-to-day business operations. </li></ul></ul>Smart CSR is….
  7. 7. Smart CSR. C SR
  8. 8. What Smart CSR Can Do. <ul><ul><li>Inspire employees </li></ul></ul><ul><ul><li>Enhance the brand </li></ul></ul><ul><ul><li>Redefine brand </li></ul></ul><ul><ul><li>Foster distinctiveness </li></ul></ul><ul><ul><li>Tell a story </li></ul></ul><ul><ul><li>Make money. </li></ul></ul>
  9. 9. Hartman 2009 Doing the right thing for the Greater Good . Purchases, non-purchases, voting & volunteerism . Journey that begins with attitude change, then behavioral changes.
  10. 10. 2. Brand hope. CSR can transform the brand. CSR can brand hope .
  11. 11. Breaking News: We’re in a recession… … .of HOPE.
  12. 17. 3. You’re always branding. Dear Mr.Drexler,         I have something to tell you about J-Crew. Sorry, it's not the best thing about your company. But, your company is great.        Do you know the story called &quot; The Giving Tree&quot;? Well, in the story, that one tree gives up everything to the boy. Everything. Apples, wood, branches, and even the tree stump……   … I think if you try this, you will end up not spending as much money on boxes, as well as gas for your trucks, not killing as many trees and getting better feedback from customers, kids, mail men, anybody. Sincerely, Kellie's* daughter, Isabel   P.S. I am nine,  please respond  and, don't take this personally, because it's not only you.     
  13. 18. 4. More stories, less science. Stories trump facts ten times out of ten, period.
  14. 19. 5. Simplicity rocks.
  15. 20. Pedigree
  16. 21. 6. Be fun, we crave it. http://www.youtube.com/watch?v=7m5vt07W2n4
  17. 22. 7. The Lioness Factor.
  18. 23. 8. Consistency is Critical.
  19. 24. 9. Be authentic. <ul><li>Do a Personal Responsibility Strategy (PSR) </li></ul><ul><ul><ul><ul><li>Authentic </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Connected </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Useful </li></ul></ul></ul></ul>
  20. 25. 10. Inspiration is [sadly] easy. Consumers must first be concerned that something they value (condition of environment, economy, ethical treatment of others) is at risk More recently, sense of hope for the future and a desire to do and feel good more inspiring http://www.youtube.com/watch?v=0xAwKBywrEk
  21. 26. Don’t do nothing. <ul><li>The only thing necessary for the triumph of evil is for good men to do nothing. </li></ul><ul><ul><ul><ul><ul><li> - Edmund Burke </li></ul></ul></ul></ul></ul>
  22. 27. Signing at 3:35. Thank you.