fpa norcal speech

FPA NorCal Conference Simon Mainwaring Founder, We First May 27, 2015

©2015 We First Inc. 1

2 ©2015 We First Inc.

First, the world we live in.

Every company, brand and marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.


Culture has changed…

– Climate change – Wealth inequality – Water scarcity – Over-population

-Environmental damage

– Loss of biodiversity – Gender inequality – Healthcare costs

Marketing has changed… – Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data –  Internet of Everything – Wearables

Consumers have changed…

– Media-savvy – Well-informed – Socially-conscious – Hyper-connected

– Consumer activists – Mobile focused – Values-driven – Always on


Shift from Me First to We First branding. ME FIRST BRAND

Opaque

Defensive

Disingenuous

Self-directed

Isolated

Profit for profit’s sake

Traditional mindset

Reactive

Schizophrenic

Shareholder

Dysfunctional

Broadcast

Status quo

Promotes advertising

WE FIRST BRAND

Transparent

Accountable

Authentic

Community-facing

Connected

People, planet, profit

Innovative mindset

Proactive

Consistent

Stakeholder well-being

Purposeful culture

Innately sharable

Future facing

Shapes culture


Edelman, 2015 ‘Trust Barometer Report’ ©2015 We First Inc. 7

Building brand trust.

2015 Deloitte ‘Core Beliefs & Culture Survey’

Value-add: Purpose builds culture. Data: Culture drives employee engagement & productivity.


Consumer preferences.

Nielsen, 2014 ‘Doing Well By Doing Good Report’ ©2015 We First Inc. 9

Consumer mindset shift.



1. Purposeful storytelling.

Social storytelling.

How well you tell your story determines how well consumers share your story.


Story transcends technology.

You must define a story worth telling to be a brand worth sharing.

1. Own a fundamental human property.

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Unilever.

airbnb.

Starbucks.

Chipotle.

IBM.

Subaru.

©2015 We First Inc.

2. Declare your mission and values.


In today’s social business marketplace, brands no longer show our separation or differentiation,

but our connectedness to values.


3. Be specific - sustainability.


Simplicity is compressed complexity.


B2C company/product brand alignment.


B2B company/product brand alignment.


A company promise is a way of being internally…


And externally.



Ameriprise Financial. More within reach.

KEY TAKEAWAY The future of profit is purpose.


KEY QUESTION What fundamental property does your brand own?


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2. Community architecture.


Consumers driving story.

The first decision of a consumer is do they want to be part of your story.


To inspire participation, the consumer must be the hero of your story.

That story isn’t static but must evolve and mature.

1. Consumers build brands.


2. Encourage co-authorship and co-creation.


3. Celebrate consumers.


Celebratory storytelling.

BRAND


BRAND

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Self-directed storytelling.



Sound Stewardship (formerly Syverson & co.)

Story arc.


Engagement tactics.



Empire Wealth Strategies.

Engagement upgrades.


Self-sustaining community.



Purposeful Planning Institute.

KEY TAKEAWAY A brand must be the chief celebrant, not celebrity,

of its consumer community.


KEY QUESTION What consumer benefit will your brand celebrate?


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3. Cultural leadership.


PEOPLE RISE TO THE CONVERSATION YOU GROW AROUND THEM.


Sustainable Mass Transportation.


CULTURAL CONVERSATION 2


Starbucks – Shared Planet Leadership.



Anti-discrimination

Mission-Led Culture, Marketing & Sales.



New York Life – Keep good going.


Ken Jacobs, CFP

The goal is to transcend your products, service, and category to positively shape culture.



Are we consuming too much?


Can we help more people?


Can we treat the planet better?

CVS Health launches national quit smoking platform and campaign.

Intel CEO challenges entire industry to become ‘conflict mineral free.’


The evolution of revolution is contribution.

KEY TAKEAWAY Be a mission with a company, not a company with a mission.


KEY QUESTION What cultural conversation will your brand lead?


Key takeaways.

3. Be a mission with a company, not a company with a mission.


1. Recognize that the future of profit is purpose.

2. Be the celebrant, not celebrity, of your client community.

Stories write our future.


Q&A

Thank you!
