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SOULBRANDSof the 21st
CENTURYBranding for Good | Wednesday 13th October 2010
WHY DID THE TOAD
CROSS THE ROAD?
Why I live in Noordhoek
There are over 100 Sauvignon Blancs to choose from; only one offers longer life for the amorous Western Leopard
Toad
Oops
Global >> Local
MakeAmends
BrandPlus
Pots ofGold
5 Toad Lessons
MakeAmends
Profit$
The Old View – Corporate Largesse
Planet
People
SocialInvestmentImpact
Planet
People
Profit$healthy businesses needhealthy societies
healthy societies needa healthy ecosystem
The New View
$ 000 000 000 000
per year
Value of Natural Capital
1020304050607072
% of Ecosystemsare Degraded
United Nations Environment Programme, 2010
Value of Natural Capital
102030405060
Making Amends• Carbon Offsets & Carbon Taxes• Higher Prices & Shortages• Green Economy
R600m pa project
20 000 plus jobopportunities pa
Increases watersupply 6-13%+
Global bestpractice
The more universal we become,
the more tribal we act.
John Naisbitt, The Global Paradox
Global >> Local
A typical carrot has to travel 1,838 miles to reach a dinner table in the USA
Fresh foodstuff travels 1,500 – 2,500 miles from farm to plate (USA Worldwatch Institute)
Farmers on average, receive 3,5 – 6 cents in the dollar
Food Miles
Eli Zabar supplies his New York supermarket with the freshest organic vegetables…
…grown on his supermarket roof
Ethical & sustainable business practice, taking responsibility for the social & environmental impacts of decisions, especially in relation to lending & investment. Commitment to the welfare of communities & the environment. So what are
you doing forNoordhoek?
Save the Worldor Save the Toad
BrandPlus
1st Stage of Brand Attraction
2nd Stage of Brand Attraction
3rd Stage of Brand Attraction
Rethinking
Beyond Petroleum >>> Big Problems
Brand Minus
Messages from Planet Earth
Dear Mr Toyota,
We don’t need more cars,
even if they are hybrids.
We need better public
transport, more cycle lanes,
less suburban sprawl.
How can you help?
Messages from Planet Earth
Dear Mr Tata,
We don’t need a $1 000 car.
We need a $100
solar water heater.
How can you help?
Messages from Planet Earth
Dear Mr Apple,
We don’t need more cool stuff that is
outdated in a year. We
need less that lasts longer.
How can you help?
(c.c. Ms Chanel)
Messages from Planet Earth
Dear Mr HSBC,
Nice to know you could
inherit a green head
office in South Africa –
nicer to know how you
invest your customers’ money –
in green industries or smokestacks.
Can you tell us?
Messages from Planet Earth
Dear Mr Brand-Owner,
The Green Economy will create more
opportunities and new
jobs in the next 20 years than any
other industry; it will also
create huge wealth.
Have you signed up?
Good Business Journeysstart from the inside
BrandPlus
Brands PlusEndorsement BrandsBrand
Plus
OopsUnintended
Consequences
Oops
Renewable energy, cleaner, quieter aircraft & locomotives, water purification,
sustainable homes.
2005 revenues – $10 billion2009 revenues – $18 billion
Growing twice as fast as rest of GE
Pots ofGold
Only finance projects with social &environmental benefits.
Funds under management:2005 – 2,4 billion Euro2009 – 4,8 billion Euro
Pots ofGold
Some are Born with Soul…
BambooFlooring
Bug-RepellentGoat’s Milk Soap
greenschool.org
Electric VehicleNetworks & Services
Over 90 PartnersCommercial Launch
2011
Some Achieve Soul…
• Localchoice milk: launched as an alternative for shoppers concerned about high food miles
• Tesco sourcing milk from small local farmers and increasing the price dairy farmers receive for their milk
• Brand philosophy: tapping into the passion of small producers
Your region, your store, your local products
Some have Soul thrust upon them
Do the right thingFaster response
to Hurricane Katrinathan federal agencies
If the world has not approached its end, it has reached a major watershed in history equal to the turn from the Middle Ages to the Renaissance.
It will demand from us a spiritual blaze.
This ascension is similar to climbing onto the next anthropological stage.
No one on earth has any other way left but —upward. Aleksandr Solzhenitsyn
People deal too much with the negative, with what is wrong.
Why not try and see positive things, to just touch those things &make them bloom?
Thich Nhat Hanh
