2016 sustainatopia panel
TRANSCRIPT
Sustainatopia Leveraging innovative storytelling to scale your business growth and social impact.
Simon Mainwaring Founder, We First
Purposeful Storytelling
Purpose:
(Noun) Expression of your reason for being, the reason which something is done or created or for which something exists. (Verb) Advocating and engaging others in your brand’s intention or objective.
Your story supply chain may be complex...
EcoPrime Brand Manager
Packaging Engineer
Supply Chain /
Sourcing Converter Retailer End
Consumer
BRAND INTERNAL OPERATIONS
EXTERNAL OPERATIONS
SUPPLY CHAIN,
SOURCING, CPG RETAIL MARKETING /
BRAND, CPG CONSUMERS
Efficiency
Performance
Efficiency
Value-Driver
Loyalty
Impact Brand Story
Many intermediaries between brand & customer/consumer. Varied touch points & storytelling opportunities.
…or direct.
EcoPrime Brand Manager
Packaging Engineer
Supply Chain /
Sourcing Converter Retailer End
Consumer
BRAND
END-CONSUMERS
RETAIL
INDUSTRY
PARTNERS &
CHANNELS
END-CONSUMERS
END-CONSUMERS
Value
Experience
Brand Story Experience
Experience
Efficiency, Loyalty
Fewer intermediaries between brands & end-consumers. One-to-one relationships & connections for targeted storytelling.
EcoPrime Brand Manager
Packaging Engineer
Supply Chain /
Sourcing Converter Retailer End
Consumer
John Rego Sony Pictures Entertainment
Mark Brodeur Nestle
Erik Oberholtzer Tender Greens
Focus: Supply Chain
Focus: Well-Being
Focus: Partnerships
Bringing your purpose to life.
1. Purpose + Values = Brand Character
3. Be a Mission With a Company, Not a Company With a Mission
2. Simple, Consistent & Scalable Messaging
The new rules for brand storytelling.
©2016 We First Inc. 3
1. Purpose + Values = Brand Character
Provide experiences of your brand that are a function of your why (purpose) and your values.
©2016 We First Inc. 3
Upstream Marketing. Leverage supply chain partners and stories as proof points in your brand story and bringing your purpose to life.
2. Simple, Consistent & Scalable Messaging
©2016 We First Inc. 3
Back out of our purpose to guide messaging, marketing and storytelling in ways that invite your customers to share your story on your behalf.
3. Be a Mission With a Company, Not a Company With a Mission
Bringing Purpose to Life.
EcoPrime Brand Manager
Packaging Engineer
Supply Chain /
Sourcing Converter Retailer End
Consumer
John Rego Sony Pictures Entertainment
Mark Brodeur Nestle
Erik Oberholtzer Tender Greens
1. Supply Chain 2. Marketing 3. Partnerships
Three stages in the storytelling supply chain.
Three key takeaways.
Three Key Takeaways.
1. The most important place to bring
your brand story to life is within your four walls.
2. The bigger the idea, the more room you have to play.
1. The most important place to bring
your brand story to life is within your four walls.
Three Key Takeaways.
2. The bigger the idea, the more room you have to play.
1. The most important place to bring
your brand story to life is within your four walls.
3. People rise to the conversation you grow around them.
Three Key Takeaways.
2. The bigger the idea, the more room you have to play.
1. The most important place to bring
your brand story to life is within your four walls.
3. People rise to the conversation you grow around them.
Three Key Takeaways.
Q&A
