Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Tools for Creating Positive Brands: How to
Leverage Purpose and Sustainability to
Boost Brand Performance
@ElisabethLavill...
LEVERAGING
SUSTAINABILITY
TO CREATE
POSITIVE BRANDS©
Elisabeth Laville // Chief Entrepreneur laville@utopies.com
Laurence ...
Confidentiel//©2017Utopies
// A COUPLE OF WORDS ON UTOPIES ©
Confidentiel//©2017Utopies
// A COUPLE OF WORDS ON UTOPIES ©
Confidentiel//©2017Utopies
INNOVATION
FOR A BETTER
WORLD
Why sustainability is innovation
spelt wrong (and vice versa)!
//...
Confidentiel//©2017Utopies
// FOCUS ON CRITERIA #1
PURPOSE & BUSINESS MODEL
// FOCUS ON CRITERIA #2
PRODUCTS & INNOVATION
...
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
WHAT DOES IT MEAN TO BE A POSITIVE BRAND
& TO CONTRIBUTE TO THE GOOD LIFE ?
// IMPROVING THE HU...
Confidentiel//©2017Utopies
// INTRODUCTION TO THE POSITIVE BRAND©
FRAMEWORK
Confidentiel//©2017Utopies
SUSTAINABILITY-CSR
IS BORING
// Reduction of negative impacts
// The new business as usual
// E...
Confidentiel//©2017Utopies
10
AND IT IS NOT CHANGING THE WORLD
ENOUGH…
+ 50%
- 30%
Confidentiel//©2017Utopies
FROM « LESS BAD » TO « MORE GOOD »
THE POSITIVE PSYCHOLOGY OF SUSTAINABILITY
2// BRAND DIFFEREN...
Confidentiel//©2017Utopies
12
OF COURSE, « LESS BAD » IS STILL NEEDED BECAUSE
TRANSPARENCY IS HERE TO STAY…
Confidentiel//©2017Utopies
13
BUT WE NEED TO MOVE TO « MORE GOOD »
& BRANDS ARE PAVING THE WAY IN FOOD…
Confidentiel//©2017Utopies
14
… AND IN OTHER SECTORS
Confidentiel//©2017Utopies
15
« MORE GOOD » IS ABOUT BRAND PURPOSE
COMBINED WITH PRODUCT INNOVATION…
Confidentiel//©2017Utopies
16
… BUT ALSO ABOUT BRAND PERFORMANCE !
Confidentiel//©2017Utopies
17
THE MOVE TOWARDS POSITIVE BRANDS® :
UTOPIES’ 9P WHEEL TO DRIVE CHANGE
1. PURPOSE/POSITIONING...
Confidentiel//©2017Utopies
18
WHY DOES IT MATTER ? 50% OF PEOPLE WOULD NOT
CARE IF 74% OF BRANDS DISAPPEARED TOMORROW
// O...
Confidentiel//©2017Utopies
POSITIVE BRANDS PERFORM MUCH BETTER
OVERALL IMPRESSION 78%
BRAND KPIS
HIGH
MEANINGFUL
PERFORMAN...
Confidentiel//©2017Utopies
20
THIS IS WHAT MILLENIALS
EXPECT FROM BRANDS
Confidentiel//©2017Utopies
21
CASE STUDY #1 : FLEURY MICHON
Sales 2014 :
+ 13 %
(vs market : -4%)
ADVERTISING
WIN A TRIP
I...
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
WHAT’S NEXT // A NEW PURPOSE, NEW PRODUCTS,
NEW COMMITMENTS TO #EATBETTER
Confidentiel//©2017Utopies
CASE STUDY #2 : PATAGONIA
Confidentiel//©2017Utopies
1993
1993
1996 2003 2006
2011 2013 2015
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
// WORKSHOP TIME
FOCUSING ON 4 KEY DRIVERS
FROM THE POSITIVE BRANDS®
FRAMEWORK
Confidentiel//©2017Utopies
// WORKSHOP STRUCTURE
Introduction / 10 mn
Self Assessment in a few questions
(excerpted from o...
Confidentiel//©2017Utopies
#1
AMBITIOUS BRAND PURPOSE AND BUSINESS MODEL
(WITH CSR EMBEDDED)
#2
CHOICE EDITING APPROACH WI...
Confidentiel//©2017Utopies
DRIVER #1
AMBITIOUS BRAND PURPOSE
INNOVATION
FOR A BETTER
WORLD
Why sustainability is innovatio...
Confidentiel//©2017Utopies
PURPOSE IS A HOT TOPIC
Confidentiel//©2017Utopies
“If you’re still seeing our business essentially as a giant
factory producing outputs, instead ...
Confidentiel//©2017Utopies
THE POSITIVE BRAND PURPOSE TRIANGLE
WORLD
(Moral)
PERSONAL
(Values)
INDUSTRY
(Institutional)
To...
Confidentiel//©2017Utopies
WHAT
POINT OF DIFFERENCE
MARKET-DRIVEN
COMPETITIVE
EMPLOYEES
CONSUMERS
COMMUNICATIONS
ADS
SOCIA...
Confidentiel//©2017Utopies
PURPOSE
A clear purpose provides an organization - from any industry and of any
size - with the...
Confidentiel//©2017Utopies
37
SOMETIMES THE BRAND PURPOSE IS EXPLICIT AND
COMMUNICATED AS SUCH …
SOMETIMES THERE IS NO PUR...
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
WHAT WE STAND FOR
We believe that everyone should have equal rights and the
freedom to pursue t...
Confidentiel//©2017Utopies
TRIODOS BANK,
GROWTH IS MORE THAN JUST NUMBERS
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
AZKO NOBEL : A CSR LEADER WITH A CONFUSED
MISSION STATEMENT… BUT A POWERFUL AD/CLAIM
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
SELF-ASSESSMENT TIME !
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
SO WHAT ?
LEAD COMPETE COMPLY AT RISK
Confidentiel//©2017Utopies
DISCUSSION TIME !
Confidentiel//©2017Utopies
#1
AMBITIOUS BRAND PURPOSE AND BUSINESS MODEL
(WITH CSR EMBEDDED)
#2
CHOICE EDITING APPROACH WI...
Confidentiel//©2017Utopies
DRIVER #2
CHOICE EDITING & DISRUPTIVE INNOVATION
IN PRODUCTS & BUSINESS MODEL
INNOVATION
FOR A ...
Confidentiel//©2017Utopies
57
IKEA: 100% RESPONSIBLE PRODUCTS
ON BULBS, COTTON, WOOD…
57
Confidentiel//©2017Utopies
58
BOTANIC: THE SWITCH TO 100% PESTICIDE-FREE OFFER
Confidentiel//©2017Utopies
59
H&M: THE SWITCH TO 100% RESPONSIBLE FIBERS
Confidentiel//©2017Utopies
FREE-RANGE EGGS: A REMARKABLE EXAMPLE
IN CHOICE EDITING
Confidentiel//©2017Utopies
61
INNOVATION IS NOT ONLY ABOUT PRODUCTS
BUT ABOUT BUSINESS MODELS, TOO…
SERVICE
ECONOMY
CIRCUL...
Confidentiel//©2017Utopies
62
THESE TRENDS IN BUSINESS MODEL INNOVATION
CAN BE COMBINED // EX. LOCAL MOTORS
Confidentiel//©2017Utopies
63
THESE TRENDS IN BUSINESS MODEL INNOVATION CAN
BE COMBINED // EX. PATAGONIA WORN WEAR
Confidentiel//©2017Utopies
64
THESE TRENDS IN BUSINESS MODEL INNOVATION
CAN BE COMBINED // EX. AUDI UNITE
Confidentiel//©2017Utopies
65
THESE TRENDS IN BUSINESS MODEL INNOVATION
CAN BE COMBINED // EX. C’EST QUI LE PATRON ?
Price...
Confidentiel//©2017Utopies
66
THESE TRENDS IN BUSINESS MODEL INNOVATION
CAN BE COMBINED // EX. C’EST QUI LE PATRON ?
Confidentiel//©2017Utopies
SELF-ASSESSMENT TIME !
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
SO WHAT ?
LEAD COMPETE COMPLY AT RISK
Confidentiel//©2017Utopies
DISCUSSION TIME !
Confidentiel//©2017Utopies
#1
AMBITIOUS BRAND PURPOSE AND POSITIONING
WITH CSR EMBEDDED
#2
CHOICE EDITING APPROACH WITH DI...
Confidentiel//©2017Utopies
// DRIVER # 6
PROACTIVE STANCE
VS REACTIVE ON SPECIFIC ISSUES
INNOVATION
FOR A BETTER
WORLD
Why...
Confidentiel//©2017Utopies
77
TAKING A STAND ON A SOCIETAL ISSUES BEFORE
ANYONE ELSE // ARIEL #SHARE THE LOAD
Confidentiel//©2017Utopies
78
ADDRESSING A KEY ISSUE IN THE AGE OF
CONSUMERISM // THE REI #OPT OUTSIDE
Confidentiel//©2017Utopies
INVENTING A NEW BUSINESS MODEL
Confidentiel//©2017Utopies
CREATING OUT OF THE BOX SERVICES
Confidentiel//©2017Utopies
SELF-ASSESSMENT TIME !
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
SO WHAT ?
LEAD COMPETE COMPLY AT RISK
Confidentiel//©2017Utopies
DISCUSSION TIME !
Confidentiel//©2017Utopies
#1
AMBITIOUS BRAND PURPOSE AND POSITIONING
WITH CSR EMBEDDED
#2
CHOICE EDITING APPROACH WITH DI...
Confidentiel//©2017Utopies
// DRIVER #8
PURPOSE ECOSYSTEM AND STAKEHOLDERS
INNOVATION
FOR A BETTER
WORLD
Why sustainabilit...
Confidentiel//©2017Utopies
Lisa Nandy, MP, shadow minister for civil societies
Confidentiel//©2017Utopies
STARBUCKS AND
ITS INCREDIBLE NUMBER OF PARTNERS
“Cultivating Change // One relationship at a ti...
Confidentiel//©2017Utopies
BARCLAY’S / PLAN / CARE
Banking on change
Confidentiel//©2017Utopies
INTERFACE / ZOOLOGICAL SOCIETY OF LONDON
Confidentiel//©2017Utopies
ECOVER / WASTE FREE OCEANS + CLOSED LOOP
Confidentiel//©2017Utopies
NOVO NORDISK / CITIES + UCL + STENO
Confidentiel//©2017Utopies
SELF-ASSESSMENT TIME !
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
SO WHAT ?
LEAD COMPETE COMPLY AT RISK
Confidentiel//©2017Utopies
DISCUSSION TIME !
Confidentiel//©2017Utopies
Confidentiel//©2017Utopies
Tools for Creating Positive Brands: How
to Leverage Purpose and Sustainability
to Boost Brand Performance
Elisabeth Lavill...
Upcoming SlideShare
Loading in …5
×

Tools for Creating Positive Brands: How to Leverage Purpose and Sustainability to Boost Brand Performance

2,561 views

Published on

This workshop will explore the power of the Positive Brands® approach whereby executives can find a brand strategy that is not only in line with a brand’s mission, history and values, but also inspires effortless integration of new ways to deliver social and environmental value. Attendees will learn why traditional sustainability strategies are increasingly proving to be a dead end, and how to lay the foundations for a firm yet flexible Positive Brand strategy that enables a flourishing future.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Tools for Creating Positive Brands: How to Leverage Purpose and Sustainability to Boost Brand Performance

  1. 1. Tools for Creating Positive Brands: How to Leverage Purpose and Sustainability to Boost Brand Performance @ElisabethLavill Elisabeth Laville Utopies
  2. 2. LEVERAGING SUSTAINABILITY TO CREATE POSITIVE BRANDS© Elisabeth Laville // Chief Entrepreneur laville@utopies.com Laurence Borensztein // Positive Brand Manager borensztein@utopies.com
  3. 3. Confidentiel//©2017Utopies // A COUPLE OF WORDS ON UTOPIES ©
  4. 4. Confidentiel//©2017Utopies // A COUPLE OF WORDS ON UTOPIES ©
  5. 5. Confidentiel//©2017Utopies INNOVATION FOR A BETTER WORLD Why sustainability is innovation spelt wrong (and vice versa)! // A COUPLE OF WORDS ON UTOPIES ©
  6. 6. Confidentiel//©2017Utopies // FOCUS ON CRITERIA #1 PURPOSE & BUSINESS MODEL // FOCUS ON CRITERIA #2 PRODUCTS & INNOVATION BREAK // FOCUS ON CRITERIA #6 PROACTIVITY // FOCUS ON CRITERIA #8 PURPOSE ECOSYSTEM INTRODUCTION TO THE POSITIVE BRAND FRAMEWORK
  7. 7. Confidentiel//©2017Utopies
  8. 8. Confidentiel//©2017Utopies WHAT DOES IT MEAN TO BE A POSITIVE BRAND & TO CONTRIBUTE TO THE GOOD LIFE ? // IMPROVING THE HUMAN CONDITION // THE RELATIONSHIPS BETWEEN PEOPLE // LIFE IN THE CITY // RELATION TO NATURE 4 directions of #Progress #FrenchRenaissance
  9. 9. Confidentiel//©2017Utopies // INTRODUCTION TO THE POSITIVE BRAND© FRAMEWORK
  10. 10. Confidentiel//©2017Utopies SUSTAINABILITY-CSR IS BORING // Reduction of negative impacts // The new business as usual // Extra processes but no new offers // Issues managed on edge of business // Compliance-based // Not attractive to marketers & consumers
  11. 11. Confidentiel//©2017Utopies 10 AND IT IS NOT CHANGING THE WORLD ENOUGH… + 50% - 30%
  12. 12. Confidentiel//©2017Utopies FROM « LESS BAD » TO « MORE GOOD » THE POSITIVE PSYCHOLOGY OF SUSTAINABILITY 2// BRAND DIFFERENTIATION • Maximization of positive impacts • Radical goals & exponential change in offer/BM • Proactive strategies • Lead + - 1// RISK PREVENTION • Minimization of negative impacts – « Clean label » or « no nasties » approach • Incremental change in the products • Reactive/defensive strategy • Comply/compete
  13. 13. Confidentiel//©2017Utopies 12 OF COURSE, « LESS BAD » IS STILL NEEDED BECAUSE TRANSPARENCY IS HERE TO STAY…
  14. 14. Confidentiel//©2017Utopies 13 BUT WE NEED TO MOVE TO « MORE GOOD » & BRANDS ARE PAVING THE WAY IN FOOD…
  15. 15. Confidentiel//©2017Utopies 14 … AND IN OTHER SECTORS
  16. 16. Confidentiel//©2017Utopies 15 « MORE GOOD » IS ABOUT BRAND PURPOSE COMBINED WITH PRODUCT INNOVATION…
  17. 17. Confidentiel//©2017Utopies 16 … BUT ALSO ABOUT BRAND PERFORMANCE !
  18. 18. Confidentiel//©2017Utopies 17 THE MOVE TOWARDS POSITIVE BRANDS® : UTOPIES’ 9P WHEEL TO DRIVE CHANGE 1. PURPOSE/POSITIONING & BUSINESS MODEL Usefulness and societal commitment integrated at the heart of the brand purpose and business model 9. PROCESSES & METRICS A commitment rooted into company’s management systems & governance 2. PRODUCTS, INNOVATION & PRICES Translation into the products & business model innovation strategy 3.PERTINENCE (relevance) Relevancy of the commitments taken vs the sector sustainability issues 4. PREVENTION Overall level of ambition of the strategy on relevant issues reflected in targets 5. PERMANENCE Consistency of commitments with history/DNA/values and ability to sustain commitments in time 6. PROACTIVITY Willingness and ability to make the market evolve (customers and competitors) 7.PREFERENCE Willingness and ability to inform and engage customers 8. PURPOSE ECOSYSTEM / PARTNERSHIPS WITH STAKEHOLDERS Willingness and ability to interact with its ecosystem, as well as develop positive relationships
  19. 19. Confidentiel//©2017Utopies 18 WHY DOES IT MATTER ? 50% OF PEOPLE WOULD NOT CARE IF 74% OF BRANDS DISAPPEARED TOMORROW // Only 28% of brands positively impact people’s lives // 77% of people agree that companies should be actively involved in solving social & environmental problems
  20. 20. Confidentiel//©2017Utopies POSITIVE BRANDS PERFORM MUCH BETTER OVERALL IMPRESSION 78% BRAND KPIS HIGH MEANINGFUL PERFORMANCE LOW MEANINGFUL PERFORMANCE 41% PURCHASE INTENT (NON CLIENTS) 44% 18% REPURCHASE INTENT (CLIENTS) 71% 36% ADVOCACY 73% 36% PREMIUM PRICE 52% 11%
  21. 21. Confidentiel//©2017Utopies 20 THIS IS WHAT MILLENIALS EXPECT FROM BRANDS
  22. 22. Confidentiel//©2017Utopies 21 CASE STUDY #1 : FLEURY MICHON Sales 2014 : + 13 % (vs market : -4%) ADVERTISING WIN A TRIP IN ALASKA CLEAN LABEL TRANSPARENCY
  23. 23. Confidentiel//©2017Utopies
  24. 24. Confidentiel//©2017Utopies WHAT’S NEXT // A NEW PURPOSE, NEW PRODUCTS, NEW COMMITMENTS TO #EATBETTER
  25. 25. Confidentiel//©2017Utopies CASE STUDY #2 : PATAGONIA
  26. 26. Confidentiel//©2017Utopies 1993 1993 1996 2003 2006 2011 2013 2015
  27. 27. Confidentiel//©2017Utopies
  28. 28. Confidentiel//©2017Utopies
  29. 29. Confidentiel//©2017Utopies // WORKSHOP TIME FOCUSING ON 4 KEY DRIVERS FROM THE POSITIVE BRANDS® FRAMEWORK
  30. 30. Confidentiel//©2017Utopies // WORKSHOP STRUCTURE Introduction / 10 mn Self Assessment in a few questions (excerpted from our Positive Brand Assessment)/ 10 mn Discussion / 10 mn
  31. 31. Confidentiel//©2017Utopies #1 AMBITIOUS BRAND PURPOSE AND BUSINESS MODEL (WITH CSR EMBEDDED) #2 CHOICE EDITING APPROACH WITH DISRUPTIVE INNOVATION IN THE PRODUCTS & BUSINESS MODEL #6 PROACTIVE STANCE VS REACTIVE ON SPECIFIC ISSUES #8 PURPOSE ECOSYSTEM AND STAKEHOLDERS
  32. 32. Confidentiel//©2017Utopies DRIVER #1 AMBITIOUS BRAND PURPOSE INNOVATION FOR A BETTER WORLD Why sustainability is innovation spelt wrong (and vice versa)!
  33. 33. Confidentiel//©2017Utopies PURPOSE IS A HOT TOPIC
  34. 34. Confidentiel//©2017Utopies “If you’re still seeing our business essentially as a giant factory producing outputs, instead of a system that creates real, positive, human outcomes, - you’re still stuck in the industrial age, WHILE THE REST OF THE WORLD, ESPECIALLY OUR CUSTOMERS, ARE BEGINNING TO TAKE A QUANTUM LEAP INTO A HUMAN AGE – AN ERA WHERE A LIFE MEANINGFULLY WELL LIVED IS WHAT REALLY COUNTS.” Umair Haque, Havas Media Labs
  35. 35. Confidentiel//©2017Utopies THE POSITIVE BRAND PURPOSE TRIANGLE WORLD (Moral) PERSONAL (Values) INDUSTRY (Institutional) To make the world a better place. They sell the cause, envision utopia, and take the high road. Then invite people to join a movement. To better your personal life with positive emotions and experiences. To better the industry, find a failure to be corrected. Create positive outcomes through rethinking internal norms.
  36. 36. Confidentiel//©2017Utopies WHAT POINT OF DIFFERENCE MARKET-DRIVEN COMPETITIVE EMPLOYEES CONSUMERS COMMUNICATIONS ADS SOCIAL RESPONSIBILITY LOYALTY TRANSACTIONAL LEADERSHIP NEXT QUARTER WHY POINT OF VIEW ETHOS-DRIVEN DISTINCTIVE MISSIONARIES ADVOCATES COMMUNITIES ACTIONS SOCIAL OPPORTUNITY LOVE TRANSFORMATIONAL LEADERSHIP NEXT QUARTER CENTURY A Brand A Stand A PURPOSE CHANGES THE WAY YOU THINK ABOUT YOUR BRAND
  37. 37. Confidentiel//©2017Utopies PURPOSE A clear purpose provides an organization - from any industry and of any size - with the connective thread that aligns all operations and audiences; THE HEART AND SOUL to connect more meaningfully with the people that matter; and an essential foundation for planning and decision- making. The ultimate measure of a brand purpose is the extent to which it can be used to MOTIVATE AND DIRECT MEANINGFUL GROWTH
  38. 38. Confidentiel//©2017Utopies 37 SOMETIMES THE BRAND PURPOSE IS EXPLICIT AND COMMUNICATED AS SUCH … SOMETIMES THERE IS NO PURPOSE BUT AN ADVERTISING CLAIM THAT CAN BE SEEN AS A BRAND PURPOSE … AND SOMETIMES THERE IS NO FORMAL PURPOSE AND NO ADVERTISING/CLAIM BUT A BUSINESS MODEL THAT IS ALIGNED WITH SUSTAINABILITY PRINCIPLES AND HAS A SOCIAL IMPACT EMBEDDED. THERE IS MORE TO BRAND PURPOSE THAN BRAND PURPOSE
  39. 39. Confidentiel//©2017Utopies
  40. 40. Confidentiel//©2017Utopies
  41. 41. Confidentiel//©2017Utopies WHAT WE STAND FOR We believe that everyone should have equal rights and the freedom to pursue their personal development and economic interests while taking responsibility for the consequences of their actions on society and the planet. Triodos Bank exists to help individuals, organizations and businesses achieve this sometimes difficult balance.
  42. 42. Confidentiel//©2017Utopies TRIODOS BANK, GROWTH IS MORE THAN JUST NUMBERS
  43. 43. Confidentiel//©2017Utopies
  44. 44. Confidentiel//©2017Utopies
  45. 45. Confidentiel//©2017Utopies AZKO NOBEL : A CSR LEADER WITH A CONFUSED MISSION STATEMENT… BUT A POWERFUL AD/CLAIM
  46. 46. Confidentiel//©2017Utopies
  47. 47. Confidentiel//©2017Utopies
  48. 48. Confidentiel//©2017Utopies SELF-ASSESSMENT TIME !
  49. 49. Confidentiel//©2017Utopies
  50. 50. Confidentiel//©2017Utopies
  51. 51. Confidentiel//©2017Utopies
  52. 52. Confidentiel//©2017Utopies
  53. 53. Confidentiel//©2017Utopies
  54. 54. Confidentiel//©2017Utopies SO WHAT ? LEAD COMPETE COMPLY AT RISK
  55. 55. Confidentiel//©2017Utopies DISCUSSION TIME !
  56. 56. Confidentiel//©2017Utopies #1 AMBITIOUS BRAND PURPOSE AND BUSINESS MODEL (WITH CSR EMBEDDED) #2 CHOICE EDITING APPROACH WITH DISRUPTIVE INNOVATION IN THE PRODUCTS & BUSINESS MODEL #6 PROACTIVE STANCE VS REACTIVE ON SPECIFIC ISSUES #8 PURPOSE ECOSYSTEM AND STAKEHOLDERS
  57. 57. Confidentiel//©2017Utopies DRIVER #2 CHOICE EDITING & DISRUPTIVE INNOVATION IN PRODUCTS & BUSINESS MODEL INNOVATION FOR A BETTER WORLD Why sustainability is innovation spelt wrong (and vice versa)!
  58. 58. Confidentiel//©2017Utopies 57 IKEA: 100% RESPONSIBLE PRODUCTS ON BULBS, COTTON, WOOD… 57
  59. 59. Confidentiel//©2017Utopies 58 BOTANIC: THE SWITCH TO 100% PESTICIDE-FREE OFFER
  60. 60. Confidentiel//©2017Utopies 59 H&M: THE SWITCH TO 100% RESPONSIBLE FIBERS
  61. 61. Confidentiel//©2017Utopies FREE-RANGE EGGS: A REMARKABLE EXAMPLE IN CHOICE EDITING
  62. 62. Confidentiel//©2017Utopies 61 INNOVATION IS NOT ONLY ABOUT PRODUCTS BUT ABOUT BUSINESS MODELS, TOO… SERVICE ECONOMY CIRCULAR ECONOMY SHARING ECONOMY INCLUSIVE ECONOMY LOCAL ECONOMY
  63. 63. Confidentiel//©2017Utopies 62 THESE TRENDS IN BUSINESS MODEL INNOVATION CAN BE COMBINED // EX. LOCAL MOTORS
  64. 64. Confidentiel//©2017Utopies 63 THESE TRENDS IN BUSINESS MODEL INNOVATION CAN BE COMBINED // EX. PATAGONIA WORN WEAR
  65. 65. Confidentiel//©2017Utopies 64 THESE TRENDS IN BUSINESS MODEL INNOVATION CAN BE COMBINED // EX. AUDI UNITE
  66. 66. Confidentiel//©2017Utopies 65 THESE TRENDS IN BUSINESS MODEL INNOVATION CAN BE COMBINED // EX. C’EST QUI LE PATRON ? Price = 99 c/l incl. 39 c for the farmer (vs 27,5 c = best practice @ Lactalis in 2016) // 2 cents added for farmer’s holidays // Result: 388€ / month vs 220€ previously !
  67. 67. Confidentiel//©2017Utopies 66 THESE TRENDS IN BUSINESS MODEL INNOVATION CAN BE COMBINED // EX. C’EST QUI LE PATRON ?
  68. 68. Confidentiel//©2017Utopies SELF-ASSESSMENT TIME !
  69. 69. Confidentiel//©2017Utopies
  70. 70. Confidentiel//©2017Utopies
  71. 71. Confidentiel//©2017Utopies
  72. 72. Confidentiel//©2017Utopies
  73. 73. Confidentiel//©2017Utopies
  74. 74. Confidentiel//©2017Utopies SO WHAT ? LEAD COMPETE COMPLY AT RISK
  75. 75. Confidentiel//©2017Utopies DISCUSSION TIME !
  76. 76. Confidentiel//©2017Utopies #1 AMBITIOUS BRAND PURPOSE AND POSITIONING WITH CSR EMBEDDED #2 CHOICE EDITING APPROACH WITH DISRUPTIVE INNOVATION IN THE PRODUCTS & BUSINESS MODEL #6 PROACTIVE STANCE VS REACTIVE ON SPECIFIC ISSUES #8 PURPOSE ECOSYSTEM AND STAKEHOLDERS
  77. 77. Confidentiel//©2017Utopies // DRIVER # 6 PROACTIVE STANCE VS REACTIVE ON SPECIFIC ISSUES INNOVATION FOR A BETTER WORLD Why sustainability is innovation spelt wrong (and vice versa)!
  78. 78. Confidentiel//©2017Utopies 77 TAKING A STAND ON A SOCIETAL ISSUES BEFORE ANYONE ELSE // ARIEL #SHARE THE LOAD
  79. 79. Confidentiel//©2017Utopies 78 ADDRESSING A KEY ISSUE IN THE AGE OF CONSUMERISM // THE REI #OPT OUTSIDE
  80. 80. Confidentiel//©2017Utopies INVENTING A NEW BUSINESS MODEL
  81. 81. Confidentiel//©2017Utopies CREATING OUT OF THE BOX SERVICES
  82. 82. Confidentiel//©2017Utopies SELF-ASSESSMENT TIME !
  83. 83. Confidentiel//©2017Utopies
  84. 84. Confidentiel//©2017Utopies
  85. 85. Confidentiel//©2017Utopies SO WHAT ? LEAD COMPETE COMPLY AT RISK
  86. 86. Confidentiel//©2017Utopies DISCUSSION TIME !
  87. 87. Confidentiel//©2017Utopies #1 AMBITIOUS BRAND PURPOSE AND POSITIONING WITH CSR EMBEDDED #2 CHOICE EDITING APPROACH WITH DISRUPTIVE INNOVATION IN THE PRODUCTS & BUSINESS MODEL #6 PROACTIVE STANCE VS REACTIVE ON SPECIFIC ISSUES #8 PURPOSE ECOSYSTEM AND STAKEHOLDERS
  88. 88. Confidentiel//©2017Utopies // DRIVER #8 PURPOSE ECOSYSTEM AND STAKEHOLDERS INNOVATION FOR A BETTER WORLD Why sustainability is innovation spelt wrong (and vice versa)!
  89. 89. Confidentiel//©2017Utopies Lisa Nandy, MP, shadow minister for civil societies
  90. 90. Confidentiel//©2017Utopies STARBUCKS AND ITS INCREDIBLE NUMBER OF PARTNERS “Cultivating Change // One relationship at a time”
  91. 91. Confidentiel//©2017Utopies BARCLAY’S / PLAN / CARE Banking on change
  92. 92. Confidentiel//©2017Utopies INTERFACE / ZOOLOGICAL SOCIETY OF LONDON
  93. 93. Confidentiel//©2017Utopies ECOVER / WASTE FREE OCEANS + CLOSED LOOP
  94. 94. Confidentiel//©2017Utopies NOVO NORDISK / CITIES + UCL + STENO
  95. 95. Confidentiel//©2017Utopies SELF-ASSESSMENT TIME !
  96. 96. Confidentiel//©2017Utopies
  97. 97. Confidentiel//©2017Utopies
  98. 98. Confidentiel//©2017Utopies SO WHAT ? LEAD COMPETE COMPLY AT RISK
  99. 99. Confidentiel//©2017Utopies DISCUSSION TIME !
  100. 100. Confidentiel//©2017Utopies
  101. 101. Confidentiel//©2017Utopies
  102. 102. Tools for Creating Positive Brands: How to Leverage Purpose and Sustainability to Boost Brand Performance Elisabeth Laville UTOPIES @ElisabethLavill

×