responsible brand

R E S P O N S I B L E B R A N D S

HOW TO RESTORE BRAND VALUE

WHY T A K E A C S R A P R O A C H ?

RESPONSIBLE BRANDS

TO COMPLY WITH REGULATIONS

WHY TAKE A CSR APROACH?

RESPONSIBLE BRANDS

TO REDUCE YOUR ENVIRONMENTAL

FOOTPRINT



RESPONSIBLE BRANDS


FOOTPRINT


TO KEEP UP WITH THE TIMES


RESPONSIBLE BRANDS

TO ENHANCE SOCIETY'S

PERCEPTION OF THE BRAND


FOOTPRINT




RESPONSIBLE BRANDS

TO CREATE BUSINESSOPPORTUNITIES


FOOTPRINT




TO ENHANCE SOCIETY'S


RESPONSIBLE BRANDS



FOOTPRINT


TO BE A FORCE FOR SOCIALGOOD



TO ENHANCE SOCIETY’S


RESPONSIBLE BRANDS



FOOTPRINT


“NATURAL” SOCIAL

RESPONSIBILITY



TO ENHANCE SOCIETY’S


TO BE A FORCE FOR SOCIALGOOD

RESPONSIBLE BRANDS

SOME OF THOSE TOPICS ARE DIRECTLY LINKED TO COMMUNICATION

HOW DO RESPONSIBLE BRANDS COMMUNICATE?

RESPONSIBLE BRANDS

2 TYPES OF COMMUNICATION

RESPONSIBLE BRANDS

2 TYPES OF COM

TO IMPROVE YOUR REPUTATION “We cannot not be responsible”

TO MAXIMIZE THE IMPACT OF CSR PROGRAM “Communication helps engage stakeholders around CSR projects”


PROACTIVELY FOR INDUSTRY-BASED LOBBYING

TALKING ABOUT YOUR CSR STRATEGY:

WHAT I DO

RESPONSIBLE BRANDS

EMPLOYEES

JOURNALISTS KEY OPINION LEADERS

INVESTORS

GENERAL PUBLIC

2 TYPES OF COM

TALKING ABOUT YOUR CSR STRATEGY:

WHAT I DO

RESPONSIBLE BRANDS

THE CORE MESSAGE CONCERNS THE RESPONSIBLE BRAND OFFER Paradoxically, a discourse that does not always focus on responsibility.

MORE BUSINESS-RELATED ISSUES “There is an offer deficit compared to demand.” “Consumers are eager to find out more on these topics.”

2 TYPES OF COM

TALKING ABOUT YOUR PRODUCT OR SERVICE:

WHAT I OFFER

RESPONSIBLE BRANDS

B2B

GENERAL PUBLIC

2 TYPES OF COM

TALKING ABOUT YOUR PRODUCT OR SERVICE:

WHAT I OFFER

RESPONSIBLE BRANDS

HOW TO COMMUNICATE ON RESPONSIBILITY

RESPONSIBLE BRANDS

WHAT I DOCORPORATE

BRAND

WHAT I OFFER

PRODUCT BRAND

HOW TO COMMUNICATE ON RESPONSIBILITY?

RESPONSIBLE BRANDS

INVOLVE

PROVE

RAISE AWARNESS

INFORM

APPEAL

WHAT I DOCORPORATE

BRAND

WHAT I OFFER

PRODUCT BRAND


RESPONSIBLE BRANDS

DRIVE APPROVAL

CREATE PREFERENCE

DEMONSTRATE

EDUCATE

PROVE

INVOLVE

PROVE

RAISE AWARNESS

INFORM

APPEAL


WHAT I DOCORPORATE

BRAND

WHAT I OFFER

PRODUCT BRAND

RESPONSIBLE BRANDS

DEMONSTRATE

RESPONSIBLE BRANDS

BEING TRANSPARENT

WHY?

HOW?

DEMONSTRATE

Mandatory for large companies (NRE and Grenelle 2 laws in France)Consumers expectations for more transparency

In France only 29% of the population trusts companies (-28% in 10 years)

Strategic challenge: Deliver concrete and easy to understand proofs of the company commitment to the public

RESPONSIBLE BRANDS

DEMONSTRATETransparency

http://www2.schneider-electric.com/sites/corporate/en/group/sustainable-deve-lopment-and-foundation/planet-and-society-barometer/our-sustainable-develop-

ment-scorecard/sustainability-performance-evolution.page

RESPONSIBLE BRANDS

WE LIKE:• The 3-year view of objectives and progress achieved so far, which focuses on the idea of constant improvement, the essence of CSR.• The honesty of a company that assumes its shortcomings when it does not meet objectives and justifies them.

MATHEMATIC TRANSPARENCY BY SCHNEIDER


http://coca-cola-rse.fr/

RESPONSIBLE BRANDS

WE LIKE:• The integration of brand codes into the substantiating language.• The way of illustrating the information adds life to the presentation.• The customizable pathway for users browsing on a given template.• The range of different media (graphics, text, videos, etc.) used to make it dynamic.

TRANSPARENCY BEYOND JUST NUMBERS!WITH COCA COLA ONLINE CSR REPORT


RESPONSIBLE BRANDS

WE LIKE:• Talking about complex data and presenting figures, objectives, and processes in a fun and informative way. Bringing the brand’s CSR storytelling closer to consumers.

FOCUS ON THE TREND OF COMPUTER GRAPHICS!


http://www.danone.com/fr/danone13focus/

RESPONSIBLE BRANDS

WE LIKE:• The use of magazine codes that brings what the brand says to life.• The use of thematic files to help users immerse themselves into the company’s business via concrete examples.• The variety of types of content used.

INTEGRATING CSR INTO FINANCE WITH THE DANONE REPORT!


RESPONSIBLE BRANDS

WE LIKE:• The innovative approach that links form to content through a scannable till receipt.• The effective way out to consulers via a communication plan and app that take on board new consumers' pratices.

REACHING THE CONSUMER: AUCHAN’S SELFSCAN CSR REPORT

DEMONSTRATE

CONCLUSION

IF INFORMATION IS NOT PUT INTO

PERSPECTIVE, CSR AND BRAND ARE DECORRELATEDDEMONSTRATING IS A FIRST STEP BUT ISN’T SUFFICIENT

IN ITSELF

RESPONSIBLE BRANDS

DRIVE APPROVALinternally

RESPONSIBLE BRANDS

DRIVE APPROVAL (INTERNALLY)

STRIKING THE RIGHT TONE

USING BOTTOM UP COMMUNICATION TOOLS

INVOLVING ALL EMPLOYEES

IN THE LONGER TERM

WHY?

HOW?

To multiply the strategy impactTo make employees the ambassadors of your commitment

RESPONSIBLE BRANDS

DRIVE APPROVAL INTERNALLYUsing the right tone

RESPONSIBLE BRANDS

WE LIKE:• The inclusion of the employees in the invasive in-house posters to create surprise and capture attention.• The involvement of the employees in the campaign which makes the strategy more human.

AROUSING INTEREST PORTRAYING EMPLOYEES WITH LESIEUR

Garantir la traçabilité de nos produits au-delà de la réglementation.

Réduire l’empreinte environnementaleet sociétale de nos produits.

Acheter responsable.

Réduirede

de

2

La démarche RSE de dans le cadre de

20CO

nos émissions

%

Garantir des produitsesponsables

et préserverla planète

PRÉSERVER LA PLANÈTE

MICHAEL

respons

able

dévelo

ppemen

t pac

kaging

Promouvoir les comportements alimentaires sains et les modes de vie équilibrés.

Favoriser l’accessibilité des produits Lesieur en France et lutter contre la malnutrition dans le Monde.

Garantir des produits de qualité, sûrs, sains et bons.

Contribuer à unelimentationplaisir, saine et

sûre pourtous

millionsde personnesdans le monde

25nourrir*

*satisfaire les besoins annuels en huile

La démarche RSE de dans le cadre de

ELISABETH

respons

able

commun

icatio

n - nu

tritio

n

MIEUX NOURRIR LES HOMMES.

DRIVE APPROVAL INTERNALLYUsing the right tone

RESPONSIBLE BRANDS

WE LIKE:• The use of the video medium – lively and accessible.• Employee identification facilitated by the portrayal of an ordinary employee.• The concrete topics that speak to employees and capture their interest.

AROUSING INTEREST POTRAYING EMPLOYEES WITH LESIEUR

DRIVE APPROVAL INTERNALLYBottom up tools

RESPONSIBLE BRANDS

WE LIKE:• The program reaches out to employees and makes them players in their own training.• The professional moderator who creates a convivial atmosphere and helps employees feel confident and share their questions.

MEETING THE EMPLOYEES - THE COCA COLA ROADSHOW

DRIVE APPROVAL INTERNALLYIncluding all the employees in the long run

RESPONSIBLE BRANDS

WE LIKE:• An operation that serves the brand positioning.• Quantified commitments on the part of the company.• Strengthened connection between the employees and their customers.

STARBUCKS ENCOURAGES ITS EMPLOYEES TO COMMIT TO LOCAL COMMUNITIES

http://community.starbucks.com/en_us/home !

DRIVE APPROVALexternally

RESPONSIBLE BRANDS

DRIVE APPROVAL (EXTERNALLY)

FOCUSING THE DISCOURSE

RESPONDING TO CURRENT EVENTS

INSPIRING PEOPLE ONLINE

INSPIRING IN REAL LIFE

WHY?

HOW?

To multiply the strategy impactTo reinforce the links between the company and its stakeholders and win their trust

RESPONSIBLE BRANDS

DRIVE APPROVAL EXTERNALLYCustomizing the discourse

RESPONSIBLE BRANDS

WE LIKE:• The customized sections according to user profiles and areas of interest.• The range of customized contents: educational, tools & news to comply with the different expectations.• The personalized contact points for each profile.

http://www.ecoemballages.fr/eco-em-ballages-pilote-la-reduction-le-triet-

le-recyclage-des-emballages

CUSTOMIZING THE CONTENT WITH ECO EMBALLAGES

DRIVE APPROVAL EXTERNALLYMobilizing with digital tools

RESPONSIBLE BRANDS

WE LIKE:• The company’s sustainable strategy for its hols range of brands on a single platform.• The enthusiastic yet concrete contents highlighting how the individual initiatives can contribute to a global objective.• The lively approach: live counting of the sunlight actions, regular updates of the content.• The fact that human beings are at the heart of the graphic charter.

https://www.projectsunlight.us/

https://www.youtube.com/watch?feature=player_embedded&v=0ZXdqiUiFT4

CREATING AN ONLINE MOVEMENT WITH THE UNILEVER SUNLIGHT PROJECT!

DRIVE APPROVAL EXTERNALLYMobilizing with digital tools

RESPONSIBLE BRANDS

WE LIKE:• The brand’s effort to make its CSR strategy accessible through its top managers.• The use of a social network which allows live dialogues and is a powerful demonstration of transparency.• Answering questions with tweets which forces Heineken to go straight to the point.

EXPLOITING THE POSSIBILITIES OF SOCIAL NETWORKS WITH HEINEKEN « BREWING A BETTER FUTURE » TWITTER CHAT

DRIVE APPROVAL EXTERNALLYMobilizing in real life

RESPONSIBLE BRANDS

WE LIKE:• The grass-roots approach of meeting consumers in their daily life and giving them information directly.• A campaign that gives the brand a human face and brings it closer to its consumers.• The opportunity for people to see for themselves that quality lives up to claims.

BRINGING THE INFORMATION TO THE CONSUMER WITH EAU DE PARIS!

DRIVE APPROVAL EXTERNALLYResponding to current events

RESPONSIBLE BRANDS

WE LIKE:• The counterintuitive approach to Black Friday.• The way the operation strenghtens brand consistency and brand values.• The potential influence on people's attitudes to the excesses of the consumer society.

http://wornwear.patagonia.com/post/67426001311/black-fridayworn-

wear-party-friday-november-29!

PATAGONIA CELEBRATES WHAT YOU ALREADY WEAR!

ONCE THESE STEPS HAVE BEEN TAKEN THE

BRAND CAN WORK ON THE CORE SUSTAINABLE ISSUE: THE PRODUCT OR SERVICE

ITSELF.

DRIVE APPROVAL

CONCLUSION

RESPONSIBLE BRANDS

PROVE

RESPONSIBLE BRANDS

PROVE

WHY?

HOW?

To meet consumers' demands for greater transparency on product composition and the impact of services on the environment.

REASSURING WITH LABELS GOING BEHIND THE SCENES

RESPONSIBLE BRANDS

REASSURING WITH LABELS

ENVIRONMENT LOCAL SOCIAL

PROVEReassuring with labels

RESPONSIBLE BRANDS


RESPONSIBLE BRANDS

LIMITS OF THIS KIND OF HOME-MADE INITIATIVES:• What is the added value of new labels compared to existing ones?• Is a home-made label legitimate if not controlled by an external organisation?• What about the jungle effect? are too many labels confusing for consumers?

THE CASE OF HOME MADE LABELS


RESPONSIBLE BRANDS

PROVE WITH LABELS

LIMIT

IN THIS CASE THE RESPONSIBLE APPROACH IS NOT INTEGRATED INTO

BRAND IDENTITY.USING LABELS IS JUST A PLUS THAT DOESN’T

DRIVE SALES.

PROVEGoing behind the scenes

RESPONSIBLE BRANDS

WE LIKE:• The 100% transparent brand policy (price, materials, production process, origin, working time…).• An approach wholly in line with brand identity (name and graphical charter): simply transparent.

HONESTY AND THE RAW TRANSPARENCY

http://www.honestby.com/

PROVEGoing behind the scenes

RESPONSIBLE BRANDS

WE LIKE:• The modest approach of a brand which assumes its shortcomings.• The visual, easy to understand presentation: maps, pictograms…• The real life brand stories which makes the brand more human.

DISCOVER WHAT IS REALLY INSIDE YOUR PRODUCTS WITH LES 2 VACHES

http://www.les2vaches.com/savoircequonmange/

PROVE

CONCLUSION

THE DISCOURSE IS MORE INFORMATIVE

AND ATTRACTIVE, HOWEVER THE BENEFIT

FOR THE CONSUMER IS NOT EASILY PERCEIVED.

RESPONSIBLE BRANDS

EDUCATE

RESPONSIBLE BRANDS

EDUCATE

WHY?

HOW?

To optimise social impact!Sometimes educating is a condition in itself for the product/service to be responsible.

COMMUNICATING ON WHAT PEOPLE HAVE TO GAIN!

INFLUENCING CONSUMER BEHAVIOR

RESPONSIBLE BRANDS

EDUCATEFocus on what people have to gain

RATP TACKLES ANTI-SOCIAL BEHAVIORS

RESPONSIBLE BRANDS

WE LIKE:• An ad which encourage behaviour change by using humor:- The use of animals to show that people sometimes behave like them: «eating like a Pig».- The exagerated situations for maximum impact.

EDUCATEInfluencing consumer behavior

RESPONSIBLE BRANDS

WE LIKE:• The reacreationnal approach inviting people to change their behavior and have fun at the same time.• The direct link to the product: if you want to play, you have to recycle the iconic Coca-Cola bottle.

WITH COCA-COLA, RECYCLING BECOMES A GAME

https://www.youtube.com/watch?feature=player_embedded&v=MFXOs0lHRys

CREATE PREFERENCE

RESPONSIBLE BRANDS

CREATE PREFERENCE

TELLING RESPONSIBLE STORIES TO DIFFERENTIATE THE BRAND AND ATTRACT CONSUMERS

WHY?

HOW?

To use the brand's sustainable commitment to enhance its overall positionTo transform this commitment into a convincing sales argument!

RESPONSIBLE BRANDS

CREATE PREFERENCEWhat we’re not talking about

RESPONSIBLE BRANDS

MANY COMPANIES TALK ABOUT SOCIETY'S PROBLEMS BUT FORGET TO LINK IT TO THEIR CORE ACTIVITY

#RUNLIKEAGIRL NARTA THE PANTENE SHINESTRONG PROJECT

https://www.youtube.com/watch?feature=player_embedde-

d&v=kOjNcZvwjxI

https://www.youtube.com/watch?v=XjJQBjWYDTs

GENERATE PREFERENCEBuilding real stories that make sense

RESPONSIBLE BRANDS

WE LIKE:• The visual appeal of the movie, transforming sustainability into a magical subject.• Turining an Ikea CSR action into a sales argument for its lights by building an inspiring and magical universe illustrated by the signature « the wonderful everyday ».

WHEN SUSTAINABLE IS WONDERFUL, IKEA

https://www.youtube.com/watch?feature=player_embedde-

d&v=qvZUEDEZQBI

GENERATE PREFERENCEBuilding real stories that make sense

RESPONSIBLE BRANDS

WE LIKE:• The responsible argument that gives more value to the product (better quality, better taste).• The provocative tone of the campaign which grabs the attention of the consumer.• The competition which invites consumers to come and see by themselves.

FLEURY MICHON INVITES ITS CONSUMERS TO SEE FOR THEMSELVES

https://www.youtube.com/watch?v=reh2S5F6g2k

NOW LET'S HEAR FROM YOU!

RESPONSIBLE BRANDS

responsible brand

Marketing