The Examined Brand. or “How Patagonia earned its peaks”
October 2008
“ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race.
And then see if I can get them mass-produced in plastic ”
Woody Allen
Transparency 101
4
infomediaries
standardisation
compliance
social technology
visible processes
accountability
Drivers AcceleratorsEnablersdoubt
regulation
risk
Why?Why?
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ethical
high involvement
high risk
civically engaged
educated
info-seekers
Industries CommunitiesBrandsglobalised
mature
shopper-led
Who?Who?
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Co-creation
Supply-chain integration
Collaboration
Social engagement
‘Backstory’development
Corporate Marketing
Revenue ReputationRelationshipsBuild advocacy
Build trust
Build stretch
WhatWhat
Who’s getting it?
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Opacity heroes…
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TranslucencyTranslucency heroes…the master storytellers…
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TransparencyTransparency leaders…the new market-makers…
Social Communication
Limitless brand extension
Validation
Sharing
Visualisation
Rich detail
Remove barriers
Assurance
Real time!
Patagonia’s Journey…
Summary of Patagonia experience
Challenges Making the business case
Understanding the issues
How to talking to the community
Getting buy-in
Empowering employees
Opportunities Extending engagement
Influencing others to ‘give it a go’
Following through on change in the supply-chain
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
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Speaker biography
Tim Kitchin, Partner
Brand StrategistTim Kitchin is a broad-based branding expert with extensive
experience of CSR, environmental and policy-making arenas.
His passion is to help brands build social capital.
Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility,
He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.
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.
He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page).
Contact: [email protected]
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