Brand Substance Handbook

Becky WillanDirectorGiven London


• Overall purpose of the the presentation ‘To give a simple, pragmatic framework for using sustainability to build brands – a handbook”

• It’s not about how to be green or eco or ethical… complex subjects, fraught with ambiguities and trade-offs• Because that’s not what people / customer actually want or buy into!• Instead its bigger than this! It will focus on how sustainability thinking can help solve one of the biggest problems faced by

marketers today……What to do in the face of declining brand trust, respect and loyalty among consumers?


• Overall purpose of the the presentation ‘To give a simple, pragmatic framework for using sustainability to build brands – a handbook”

• It’s not about how to be green or eco or ethical… complex subjects, fraught with ambiguities and trade-offs• Because that’s not what people / customer actually want or buy into!• Instead its bigger than this! It will focus on how sustainability thinking can help solve one of the biggest problems faced by

marketers today……What to do in the face of declining brand trust, respect and loyalty among consumers?

IMAGE IS

EVERYTHING

• Brand thinking became established under the mantra that “image is everything” – It was even a well known Nike campaign slogan used to promote their association with Agassi.

• Brand investment was sold against the premise that you can add intangible qualities to normal products or services. • But its an idea no-longer fit for purpose.

IMAGE IS

EVERYTHING

• Brand thinking became established under the mantra that “image is everything” – It was even a well known Nike campaign slogan used to promote their association with Agassi.

• Brand investment was sold against the premise that you can add intangible qualities to normal products or services. • But its an idea no-longer fit for purpose.

• Rory Sutherland speaking at TED October 2009 said this “As an industry, we should focus on adding intangible value to tackle depletion of natural resources.”

• The argument was that the more intangible value you add, the fewer material goods you need to sell.• He gave this example from Ogilvy Canada…

• Rory Sutherland speaking at TED October 2009 said this “As an industry, we should focus on adding intangible value to tackle depletion of natural resources.”

• The argument was that the more intangible value you add, the fewer material goods you need to sell.• He gave this example from Ogilvy Canada…

An ad campaign for Diamond Shreddies!•An example where a fun / quirky campaign had got people to think differently about the exact same product. A perfect example of intangible added value that won an integrated Clio award.•Our question is, “Does this approach, an advertising approach, really help to build a brand in the minds of consumers? Is it really sustainable?”

An ad campaign for Diamond Shreddies!•An example where a fun / quirky campaign had got people to think differently about the exact same product. A perfect example of intangible added value that won an integrated Clio award.•Our question is, “Does this approach, an advertising approach, really help to build a brand in the minds of consumers? Is it really sustainable?”

• To answer this you need to consider some of the broader trends that have been continuing.• Sustainability is only one of the big things that has happened (depending on who you talk to!)• The other huge thing is the continuing march of digital technology. • This has had some fundamental implications for brand marketing, because it has changed people and their perspective on the

world. • People have a knowledge of global issues and a visibility of organizations that was unthinkable just a few years ago.

• To answer this you need to consider some of the broader trends that have been continuing.• Sustainability is only one of the big things that has happened (depending on who you talk to!)• The other huge thing is the continuing march of digital technology. • This has had some fundamental implications for brand marketing, because it has changed people and their perspective on the

world. • People have a knowledge of global issues and a visibility of organizations that was unthinkable just a few years ago.

• The result is that people see the world with a new sense of clarity!• Brands face a new world in which many of the old rules no longer apply. • We think there are three big implications

• The result is that people see the world with a new sense of clarity!• Brands face a new world in which many of the old rules no longer apply. • We think there are three big implications

1) In the old world, your brand was a big wall between the inside and outside parts of your company. Like a beautiful looking mask that covers the naked truth of the company as it really is.

1) In the old world, your brand was a big wall between the inside and outside parts of your company. Like a beautiful looking mask that covers the naked truth of the company as it really is.

• But now the is no false barrier between your customers and employees and all the other people affected by your business. • For example, new and more collaborative ways of working are emerging all the time to solve shared problems and tackle

shared opportunities.

• But now the is no false barrier between your customers and employees and all the other people affected by your business. • For example, new and more collaborative ways of working are emerging all the time to solve shared problems and tackle

shared opportunities.

2) In the old world we used to think about media as where best to spend your advertising budget. •But now, everything you do and everything you are is media that tells a story and communicate something to your potential customer. •So, as an example, no matter how far down the supply chain a business activity is such as a manufacturing process, there is an inevitability that this will become consumer facing and can build or detract from way people see your brand.

2) In the old world we used to think about media as where best to spend your advertising budget. •But now, everything you do and everything you are is media that tells a story and communicate something to your potential customer. •So, as an example, no matter how far down the supply chain a business activity is such as a manufacturing process, there is an inevitability that this will become consumer facing and can build or detract from way people see your brand.

3) It used to be ok to simply tell people you were doing a great job. •Early sustainability communications were actually only really about green messaging. Big oil and the car industry were quick to show images of flowers coming out of refineries or exhaust pipes. The reality of the business they were in and how to change that was not the priority.

3) It used to be ok to simply tell people you were doing a great job. •Early sustainability communications were actually only really about green messaging. Big oil and the car industry were quick to show images of flowers coming out of refineries or exhaust pipes. The reality of the business they were in and how to change that was not the priority.

• Now it’s much more about doing more and saying less. The focus must be on actions and not just words.

• Now it’s much more about doing more and saying less. The focus must be on actions and not just words.

• So, because it focuses on intangible value, conventional advertising techniques are not equipped to help brands in this new world.

• People expect more from the companies they engage with. Real value. Not intangible value.• Rory Sutherland’s example is funny and smart, BUT it lacks substance. It lacks authenticity. Without substance you’ve only got

spin. This has big implications for consumer loyalty, trust, respect and ultimately profit.• Like the emperor’s clothes. People are starting to see through all the hype.

• So, because it focuses on intangible value, conventional advertising techniques are not equipped to help brands in this new world.

• People expect more from the companies they engage with. Real value. Not intangible value.• Rory Sutherland’s example is funny and smart, BUT it lacks substance. It lacks authenticity. Without substance you’ve only got

spin. This has big implications for consumer loyalty, trust, respect and ultimately profit.• Like the emperor’s clothes. People are starting to see through all the hype.

16%12% 4/10 to

1/10

And we are seeing evidence of this:•Figures from the Henley Centre shoe that since 1999 the 17 largest iconic brands - 16% decline in consumer TRUST.•The Brand Asset Valuator from Y&R demonstrated that by 2008 there had been a decline in brand respect of 12% over 12 years.•The Carson Marketing Group published figures that showed that in 2000, 4 in 10 people had a preference for only one brand. In 2007 1 in 10 had this preference.

16%12% 4/10 to

1/10

And we are seeing evidence of this:•Figures from the Henley Centre shoe that since 1999 the 17 largest iconic brands - 16% decline in consumer TRUST.•The Brand Asset Valuator from Y&R demonstrated that by 2008 there had been a decline in brand respect of 12% over 12 years.•The Carson Marketing Group published figures that showed that in 2000, 4 in 10 people had a preference for only one brand. In 2007 1 in 10 had this preference.

• Alex Bogusky of Crispin Porter fame has written a book call Baked In. In this he argues that brands need to build create new forms of value for their customers and the culture they participate in.

• Alex Bogusky of Crispin Porter fame has written a book call Baked In. In this he argues that brands need to build create new forms of value for their customers and the culture they participate in.

brand

BRAN

D V

ALUE VALUE

• But when you think about it, its pure common sense!• People everywhere work to create value for themselves to live. They buy stuff from companies that sell them products to meet

their needs.• Branding is used by these companies to add intangible qualities to try and get more of the value from people that they have

generated by working. • But surely, smart people will want something tangible for their money other than invented images and associations. • Common sense says that brands will need to give people something more! Who wants to pay for intangible value?

brand

BRAN

D V

ALUE VALUE

• But when you think about it, its pure common sense!• People everywhere work to create value for themselves to live. They buy stuff from companies that sell them products to meet

their needs.• Branding is used by these companies to add intangible qualities to try and get more of the value from people that they have

generated by working. • But surely, smart people will want something tangible for their money other than invented images and associations. • Common sense says that brands will need to give people something more! Who wants to pay for intangible value?

• Common sense says that marketing should really be about reciprocity. • Reciprocity is quite a big idea in explaining relationships between people – the idea that people do stuff for each other in order

to better themselves.• At Given we are great believers in reciprocity. • We believe that brands can and should create value in people’s lives. • And the more good they do in people’s lives, the more they will get in return.

• Common sense says that marketing should really be about reciprocity. • Reciprocity is quite a big idea in explaining relationships between people – the idea that people do stuff for each other in order

to better themselves.• At Given we are great believers in reciprocity. • We believe that brands can and should create value in people’s lives. • And the more good they do in people’s lives, the more they will get in return.

• We are by no means the first people to try to resolve the disconnect about how companies do this.• Curiously there have been quite a few ‘meaty analogies’ on the subject of where sustainability meets communications.

E.g. • An enlightened marketer says ‘we need more sausage and less sizzle,’ when it comes to building brands and being an effective

marketing.• A leading sustainability communications agency says ‘stop selling the sausage and think about the sizzle’ meaning stop talking

about boring operational stuff and start to engage people!• In fact of course we need both!

• We are by no means the first people to try to resolve the disconnect about how companies do this.• Curiously there have been quite a few ‘meaty analogies’ on the subject of where sustainability meets communications.

E.g. • An enlightened marketer says ‘we need more sausage and less sizzle,’ when it comes to building brands and being an effective

marketing.• A leading sustainability communications agency says ‘stop selling the sausage and think about the sizzle’ meaning stop talking

about boring operational stuff and start to engage people!• In fact of course we need both!

• We call it Brand Substance. • It describes brands that aim to create positive impacts in people’s lives. • It works on three levels

• We call it Brand Substance. • It describes brands that aim to create positive impacts in people’s lives. • It works on three levels

need

sgoals

desires

1) FOR ME - Value for people, as individuals, improving their health and happiness.•This doesn't’t necessarily need to be about sustainability i.e. •The Apple Genius bar… helping me to learn about my product and how to get the most out of it•Philips Liveable cities… improving peoples health & wellbeing•Starbucks… adding a moment of reflection to my morning coffee through a program called ‘The way I see it.’

need

s

goals

desires

1) FOR ME - Value for people, as individuals, improving their health and happiness.•This doesn't’t necessarily need to be about sustainability i.e. •The Apple Genius bar… helping me to learn about my product and how to get the most out of it•Philips Liveable cities… improving peoples health & wellbeing•Starbucks… adding a moment of reflection to my morning coffee through a program called ‘The way I see it.’

cultu

re

connections

causes

2) MY WORLD – value for the communities they are part of. •This is about sparking cultural movements, supporting causes, making connections e.g.•Nike Live Strong… engaging men who play sport around an issue that affects men•Starbucks… play an active roll in local communities i.e. a community events notice board. •Pepsi Refresh… a program that too Pepsi’s entire Superbowl advertising budget and invested it in a community development program.

cultu

re

connections

causes

2) MY WORLD – value for the communities they are part of. •This is about sparking cultural movements, supporting causes, making connections e.g.•Nike Live Strong… engaging men who play sport around an issue that affects men•Starbucks… play an active roll in local communities i.e. a community events notice board. •Pepsi Refresh… a program that too Pepsi’s entire Superbowl advertising budget and invested it in a community development program.

beha

viour

relatedness

issues

3) THE WORLD – value for the wider world they live in•This is about protecting and enhancing the environment and the global issues we all face e.g.•Nike Grind… Incentivising people to bring back old trainers•Starbucks… Reusable coffee containers•Fiat EcoDrive – helping people be a little bit greener

•All of these ideas show sustainability thinking not sustainability communications / messaging. •It should be seen simply as just a smarter way of building brands.•But the beauty of it is that it begins with the consumer and thinks about their needs first!•so if you thinking about applying this kind of thinking, here are a few pointers on where to start…

beha

viour

relatedness

issues

3) THE WORLD – value for the wider world they live in•This is about protecting and enhancing the environment and the global issues we all face e.g.•Nike Grind… Incentivising people to bring back old trainers•Starbucks… Reusable coffee containers•Fiat EcoDrive – helping people be a little bit greener

•All of these ideas show sustainability thinking not sustainability communications / messaging. •It should be seen simply as just a smarter way of building brands.•But the beauty of it is that it begins with the consumer and thinks about their needs first!•so if you thinking about applying this kind of thinking, here are a few pointers on where to start…

1

2

3

4

Do you understand your target audience from a “me, my world, the world” perspective?

How is your company creating value for them, their world and the world?

What assets do you have at your disposal?

How will you deliver brand substance inside and outside your company?

Ask the following…1) Do you understand your target audience in ALL three levels ie.. Me My World, The World.2) How is your company creating value for them, their world and the world TODAY? Where and how are you doing this? If you’re a marketer and haven’t yet spoken to your CSR department, now might be a good time!3) What are your strengths as a company that could create value for people, what Unique Positive Contribution could you make?4) How will you deliver brand substance inside and outside your company? Is it about finding news ways to communicate the great things you’re already doing? Or completely new projects and initiatives that make the company better at creating value for people?

1

2

3

4

Do you understand your target audience from a “me, my world, the world” perspective?

How is your company creating value for them, their world and the world?

What assets do you have at your disposal?

How will you deliver brand substance inside and outside your company?

Ask the following…1) Do you understand your target audience in ALL three levels ie.. Me My World, The World.2) How is your company creating value for them, their world and the world TODAY? Where and how are you doing this? If you’re a marketer and haven’t yet spoken to your CSR department, now might be a good time!3) What are your strengths as a company that could create value for people, what Unique Positive Contribution could you make?4) How will you deliver brand substance inside and outside your company? Is it about finding news ways to communicate the great things you’re already doing? Or completely new projects and initiatives that make the company better at creating value for people?

• If you are going to take some steps down this path you will probably want to see some evidence that it actually works.• This slide looks at three studies that considers how well brands score on measures that relate to at least ONE of the ‘me’ ‘my

world’ or ‘the world’ spheres. 1) BAV = brands that exceed consumers’ expectations in having a positive impact in their lives. 2)Firms of Endearment = selects brands for outstanding social performance 3) Good Brands report 2009 = global influencers rank best brands on environmental performance, social contribution and

innovation.

• If you are going to take some steps down this path you will probably want to see some evidence that it actually works.• This slide looks at three studies that considers how well brands score on measures that relate to at least ONE of the ‘me’ ‘my

world’ or ‘the world’ spheres. 1) BAV = brands that exceed consumers’ expectations in having a positive impact in their lives. 2)Firms of Endearment = selects brands for outstanding social performance 3) Good Brands report 2009 = global influencers rank best brands on environmental performance, social contribution and

innovation.

2/3

3/3+

• Here are the brands that appear in at least 2 or 3 of the studies.• What do you think about these brands and their levels of success?• Would you consider them to be Passion brands that excite and inspire people? • Or would you call them brands with substance?

*Caveat on research – probably more “me” and “my world” rather than “the world”

2/3

3/3+

• Here are the brands that appear in at least 2 or 3 of the studies.• What do you think about these brands and their levels of success?• Would you consider them to be Passion brands that excite and inspire people? • Or would you call them brands with substance?

*Caveat on research – probably more “me” and “my world” rather than “the world”

• So lets get more practical and take a closer look at behaviours that build substance.• We will look at both Big & Small examples• Big Brands = They are responding to changing consumer landscape to employ brand substance thinking.• Small Brands = The fresh new shoots that have brand substance at their core. They are more authentic and we would argue a

threat to the established order.

Brands with substance are…

• So lets get more practical and take a closer look at behaviours that build substance.• We will look at both Big & Small examples• Big Brands = They are responding to changing consumer landscape to employ brand substance thinking.• Small Brands = The fresh new shoots that have brand substance at their core. They are more authentic and we would argue a

threat to the established order.

Brands with substance are…

RESPONSIBLE - They demonstrate improving responsibility about the way their company impacts on and improves people’s lives.

E.g. BIG BRANDS•1998 McDonald’s UK made the switch to using free range eggs in its breakfast menu. By 2008 everything from the Big Mac sauce to the Chicken McNuggets coating was made with free range eggs. This makes McDonalds the only large scale chain to exclusively use free-range in UK.•PepsiCo commitment to improved health standards including reducing the average amount of sodium, saturated fat and sugar per serving


E.g. BIG BRANDS•1998 McDonald’s UK made the switch to using free range eggs in its breakfast menu. By 2008 everything from the Big Mac sauce to the Chicken McNuggets coating was made with free range eggs. This makes McDonalds the only large scale chain to exclusively use free-range in UK.•PepsiCo commitment to improved health standards including reducing the average amount of sodium, saturated fat and sugar per serving


E.g. SMALL CHALLENGER BRANDS•In’N’Out Burger does not respond to pressure from stakeholders to compromise.•Pride themselves on making everything the old-fashioned way, using fresh locally sourced ingredients, free of additives & preservatives. •Pay its employees significantly more than state minimum wage.


E.g. SMALL CHALLENGER BRANDS•In’N’Out Burger does not respond to pressure from stakeholders to compromise.•Pride themselves on making everything the old-fashioned way, using fresh locally sourced ingredients, free of additives & preservatives. •Pay its employees significantly more than state minimum wage.

INNOVATIVE - They express a constant spirit of innovation to excite customers and sustainably differentiate what they do.

E.g. BIG BRANDSOcado makes a big deal about being a greener way to shop, using green delivery slots and low emission vans.


E.g. BIG BRANDSOcado makes a big deal about being a greener way to shop, using green delivery slots and low emission vans.


E.g. SMALL CHALLENGER BRANDS•Hubbub, like Ocado, is a food delivery service.•But unlike Ocado, Hubbub only delivers food from your local shops.•They do all the things Ocado do, and even more.


E.g. SMALL CHALLENGER BRANDS•Hubbub, like Ocado, is a food delivery service.•But unlike Ocado, Hubbub only delivers food from your local shops.•They do all the things Ocado do, and even more.

PURPOSE & LEADERSHIP - Actively expressing a focused overall direction that inspires people and other companies to follow their lead.

E.g. BIG BRANDS•Puma launched PumaVision, and a four-point tool to ensure that they stay true to their vision of being Fair, Honest, Positive and Creative in everything that they do. •This was launched with a pertinent symbol which is a new packaging system designed to reduce the paper used by 65% and carbon emissions by 10,000 tons per year.


E.g. BIG BRANDS•Puma launched PumaVision, and a four-point tool to ensure that they stay true to their vision of being Fair, Honest, Positive and Creative in everything that they do. •This was launched with a pertinent symbol which is a new packaging system designed to reduce the paper used by 65% and carbon emissions by 10,000 tons per year.


E.g. SMALL CHALLENGER BRANDS•The purpose behind GoLite is quite simple “that experiencing nature would be better with less. Less weight, less fuss, less waste....more fun”. •They aim to go past carbon neutrality towards becoming “net positive” in terms of environmental and social impact across value chain


E.g. SMALL CHALLENGER BRANDS•The purpose behind GoLite is quite simple “that experiencing nature would be better with less. Less weight, less fuss, less waste....more fun”. •They aim to go past carbon neutrality towards becoming “net positive” in terms of environmental and social impact across value chain

ENGAGING – They develop meaningful collaborative relationships with customers and other people who are affected by their business.

E.g. BIG BRANDS•My Starbucks Idea launched in 2008 and over 100,000 ideas •An execution of this is the use of ‘conversation starters’ on cups to enable new conversations between customers and ways to incentivize people to use reusable mugs.


E.g. BIG BRANDS•My Starbucks Idea launched in 2008 and over 100,000 ideas •An execution of this is the use of ‘conversation starters’ on cups to enable new conversations between customers and ways to incentivize people to use reusable mugs.


E.g. SMALL CHALLENGER BRANDS•Take London Cafe ‘Look Mum No Hands’ as an example.•Not only does it serve great food and coffee, but you can go and talk bikes and even get repairs done there too. They want to be part of the sustainable culture of the city.


E.g. SMALL CHALLENGER BRANDS•Take London Cafe ‘Look Mum No Hands’ as an example.•Not only does it serve great food and coffee, but you can go and talk bikes and even get repairs done there too. They want to be part of the sustainable culture of the city.

• A note left for the in ‘Look Mum No Hands,’ staff to find.• I wonder how many notes Starbucks get notes like this?

• A note left for the in ‘Look Mum No Hands,’ staff to find.• I wonder how many notes Starbucks get notes like this?

Becky [email protected]

Thank you!

• The End.

Becky [email protected]

Thank you!

• The End.

Documents

Brand Substance Handbook