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The Examined Brand.  or “How Patagonia earned its peaks” October 2008
<ul><li>“  My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race.  </li></ul><ul><li>...
Transparency 101
<ul><li>infomediaries  </li></ul><ul><li>standardisation </li></ul><ul><li>compliance </li></ul><ul><li>social technology ...
<ul><li>ethical  </li></ul><ul><li>high involvement </li></ul><ul><li>high risk </li></ul><ul><li>civically engaged  </li>...
<ul><li>Co-creation  </li></ul><ul><li>Supply-chain  </li></ul><ul><li>integration </li></ul><ul><li>Collaboration </li></...
Who’s getting it?
Opacity  heroes…
Translucency  heroes…the master storytellers…
Transparency  leaders…the new market-makers…
Social Communication Limitless brand extension Validation Sharing Visualisation Rich detail Remove barriers Assurance Real...
Patagonia’s Journey…
Summary of Patagonia experience <ul><li>Challenges </li></ul><ul><li>Making the business case </li></ul><ul><li>Understand...
Involving Consumers?
Source: AccountAbility/NCC Consumer Accountability could change the world…
Source: AccountAbility/NCC Actively seeking engagement…
Source: AccountAbility/NCC We want to trust you…
Source: AccountAbility/NCC And ethical rewards are on the rise…
Lessons Learned…
Debate and Discuss
Speaker biography <ul><li>Tim Kitchin, Partner </li></ul><ul><li>Brand Strategist </li></ul><ul><li>Tim Kitchin is a broad...
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Organic Exchange Transparency Workshop October 2008

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Workshop tools and templates to help organisations plan for transparency...

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Organic Exchange Transparency Workshop October 2008

  1. 1. The Examined Brand. or “How Patagonia earned its peaks” October 2008
  2. 2. <ul><li>“ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race. </li></ul><ul><li>And then see if I can get them mass-produced in plastic ” </li></ul><ul><li>Woody Allen </li></ul>
  3. 3. Transparency 101
  4. 4. <ul><li>infomediaries </li></ul><ul><li>standardisation </li></ul><ul><li>compliance </li></ul><ul><li>social technology </li></ul><ul><li>visible processes </li></ul><ul><li>accountability </li></ul>Drivers Accelerators Enablers <ul><li>doubt </li></ul><ul><li>regulation </li></ul><ul><li>risk </li></ul>Why?
  5. 5. <ul><li>ethical </li></ul><ul><li>high involvement </li></ul><ul><li>high risk </li></ul><ul><li>civically engaged </li></ul><ul><li>educated </li></ul><ul><li>info-seekers </li></ul>Industries Communities Brands <ul><li>globalised </li></ul><ul><li>mature </li></ul><ul><li>shopper-led </li></ul>Who?
  6. 6. <ul><li>Co-creation </li></ul><ul><li>Supply-chain </li></ul><ul><li>integration </li></ul><ul><li>Collaboration </li></ul><ul><li>Social engagement </li></ul><ul><li>‘ Backstory’ </li></ul><ul><li>development </li></ul><ul><li>Corporate </li></ul><ul><li>Marketing </li></ul>Revenue Reputation Relationships <ul><li>Build advocacy </li></ul><ul><li>Build trust </li></ul><ul><li>Build stretch </li></ul>What
  7. 7. Who’s getting it?
  8. 8. Opacity heroes…
  9. 9. Translucency heroes…the master storytellers…
  10. 10. Transparency leaders…the new market-makers…
  11. 11. Social Communication Limitless brand extension Validation Sharing Visualisation Rich detail Remove barriers Assurance Real time!
  12. 12. Patagonia’s Journey…
  13. 13. Summary of Patagonia experience <ul><li>Challenges </li></ul><ul><li>Making the business case </li></ul><ul><li>Understanding the issues </li></ul><ul><li>How to talking to the community </li></ul><ul><li>Getting buy-in </li></ul><ul><li>Empowering employees </li></ul><ul><li>Opportunities </li></ul><ul><li>Extending engagement </li></ul><ul><li>Influencing others to ‘give it a go’ </li></ul><ul><li>Following through on change in the supply-chain </li></ul>
  14. 14. Involving Consumers?
  15. 15. Source: AccountAbility/NCC Consumer Accountability could change the world…
  16. 16. Source: AccountAbility/NCC Actively seeking engagement…
  17. 17. Source: AccountAbility/NCC We want to trust you…
  18. 18. Source: AccountAbility/NCC And ethical rewards are on the rise…
  19. 19. Lessons Learned…
  20. 20. Debate and Discuss
  21. 21. Speaker biography <ul><li>Tim Kitchin, Partner </li></ul><ul><li>Brand Strategist </li></ul><ul><li>Tim Kitchin is a broad-based branding expert with extensive experience of CSR, environmental and policy-making arenas. </li></ul><ul><li>His passion is to help brands build social capital . </li></ul><ul><li>Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility, </li></ul><ul><li>He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards. </li></ul><ul><li>He was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative; and was special editor of the journal of brand management for its first issue on CSR. </li></ul><ul><li>He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page). </li></ul><ul><li>Contact: [email_address] </li></ul>

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