Living the brand How to become a leader in your marketplace{

Montpellier Group

• Fully integrated marketing communications group• Comprise three companies

• Diverse international client base

• Head office in Cheltenham

Who we are {

Today’s presentation

• What is a brand?

• How reputation needs to be managed?

• Aligning corporate values with your brand/activities

Living the brand; how to become a leader in your market place.

“{

• Examples of ‘Walking the talk’

• Mears Group plc

“ “

The marketing case for CSR

Spin or Substance?

Is CSR just a ‘nice to have’?

Your brand Your behaviour Your reputation

Marketing rationale for CSR

What is a brand?

“ The visual, emotional, rational and cultural image associated with a company or product. ”

The corporate brand evolves…

• Brands have moved on from being merely a

commercial ‘badge’

• More than a device for selling

“It is a pretty recognisable

World Wide Web" but we settled on "Yahoo.

brand name. Originally it was "Jerry's Guide to the

Jerry Yang, founder of

Yahoo

“• Ethics became important… why??

• Investors and shareholders insisted on it!

• Share value and corporate behaviour have become

inextricably entwined

Commercially driven

Ethically driven

It does what it says It does on

the tin

Ethics, values, integrity, behaviour are now fundamental to …

…Corporate reputation

Notoriety or fame, especially for some specified characteristic(s)

(Latin: reputatio)

Reputation…

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.

“ “Your reputation {

• Your reputation already exists to one degree or

another

• But is it managed?

• Reputation is based on a positive relationship with

the world in which you conduct business Warren Buffett, Forbes ranked

world’s richest man

Stock drops 75%

Reputation matters {

Wallstreet, 1987

So, there is a link between corporate behaviour and reputation

good corporate citizenship makes for good business

£££

It is personal and it is business{

• Every organisation is at a different level of CSR

• It can look different in every organisation

• There are many routes

• Find what works for you

• Align it with your overall business strategy

Our community and environment work is the bedrock of Mears and is our key market differentiator. It is what and who we are.

Bob Holt, Chairman & Chief Executive

Who we are?

• Leading social housing repairs and maintenance service

• A growing presence in domiciliary care

“{

Quote

A reputation is both internal and external“ “• Local Authorities and RSLs

• Employs in excess of 8,000

• Turnover £400million

• Provides maintenance and repairs services to

500,000 homes nationwide

Who we are?

• Leading social housing repairs and maintenance service

• A growing presence in domiciliary care

“{

Quote

A reputation is both internal and external“ “• Local Authorities and RSLs

• Employs in excess of 8,000

• Turnover £400million

• Provides maintenance and repairs services to

500,000 homes nationwide

Title Goes Here

Our community & environment goals Four goals{

1. Improve the lives of vulnerable people

3. Provide career and skills development opportunities

2. Help community cohesion and integration

4. Positive contributor to the environment

Future Champions {• Every organisation is at a different level of CSR

• It can look different in every organisation

• There are many routes

• Find what works for you

• Align it with your overall business strategy

Montpellier Group

• Fully integrated marketing communications group• Comprise three companies

• Diverse international client base

• Head office in Cheltenham

Who we are {

Title Goes Here

Activity for the last quarter Fucgry;O ingc rtyvfcohIUN{

1. Improve the lives of vulnerable people

3. Provide career and skills development opportunities

2. Help community cohesion and integration

4. Positive contributor to the environment

• Body Shop• Community involvement• Labour conditions and Human Rights• Environment and animals

CSR Leaders {

• The Co-operative Bank• Sustainable Development Policy

• Marks & Spencer

• Ethical policies

Official ranking established by EthiScore

• Climate change and waste• Healthy Lifestyle• Fair trade business• People orientation

Brand assets

• Recognition of the name/logo

• Loyalty of customers

• Quality and value perceived by the market “

• Association with generic products

• Can comprise words, images, symbols, figures, etc. • Easily reminded when using

• A unusual spelling

• A specific font

Your visual identity{A logo

• A memorable image

• You don’t have to be totally green from day one

• Be committed to what you do

CSR, not spin, but substance {

• It’s better to do something than nothing at all

• Align activity with brand and culture

• Buy-in of all employees

If you do things well, do them better. Be daring, be first, be different, be just.

Anita Roddick, Founder

• Good intentions are one thing , delivery is quite another