"Leading the Future"

1. Leading the
Future
Simon Mainwaring
CEO, We First
@SimonMainwaring

2. Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership

3. Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership

4. 1. The New Normal
Change as new fears
Change as new behaviors
Change as new opportunities

5. Fears: Pace of change

6. Fears: Range of change

7. Fears: Scale of change

8. Fears: Acceleration of change

9. TheSecondMachineAge
Fears: Compounding change

10. Wetp@int
Fears: Depth of change

11. Behaviors: Younger demographics
HavasMedia,‘MeaningifulBrandsReport’2015

12. EliteDaily‘MillennialStudy’,2015
Behaviors: Younger demographics

13. Behaviors: Younger demographics

14. Behaviors: Generation App

15. Opportunities: Story vs. data

16. Opportunities: Story transcends tech

17. Opportunities: Expert storytellers

18. Leading The Future
1. The New Normal
Fears. Behaviors. Opportunities.

19. Leading The Future
1. The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
3. Cultural Leadership

20. 2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture

21. Brand Positioning
Singularity
Celebrant
Consistency

22. HavasMedia,‘MeaningifulBrandsReport’2015
1. OWN A FUNDAMENTAL HUMAN PROPERTY
Brand Positioning: Singularity

23. HavasMedia,‘MeaningifulBrandsReport’2015
CLARITY BUILDS COMMUNITY
clarity
message community
MARKETING
AMPLIFICATION
Brand Positioning: Singularity

24. HavasMedia,‘MeaningifulBrandsReport’2015
CELEBRATING CUSTOMERS
Brand Positioning: Celebrant

25. Self-directed/Celebrity.

26. Self-directed storytelling.
1. CONSUMER-DIRECTED PURPOSE STORYTELLING
BRAND
Community-facing/Celebrant.

27. Brand Positioning: Consistency

28. Brand Positioning: Consistency

29. Takeaway 1:
Your brand must own a fundamental
human property.

30. 2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture

31. Consumer Engagement
Co-ownership
Co-authorship
Co-creation

32. UNILEVER - SUSTAINABILITY INTEGRATION
Employee Engagement & Activation
Co-ownership: Unilever/Employees

33. Co-ownership: Levi’s/Consumers

34. Co-ownership: VMA’s

35. Co-authorship: Patagonia

36. Co-authorship: REI Members

37. Co-authorship: Dove/TOMS

38. Co-creation: AirBnb

39. Co-creation: Sport England/Always

40. Co-creation: Starbucks/GAP

41. 2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture

42. Community Architecture
Strategy
Collaboration
Content

43. Strategy: Mission

44. Strategy: Tactics

45. Strategy: Upgrades

46. Strategy: Rewarding engagement

47. Strategy: Upgrades

48. Community Architecture
Strategy
Collaboration
Content

49. Collaboration: Values

50. Collaboration: Outside of industry

51. Collaboration: Sector-wide

52. Community Architecture
Strategy
Collaboration
Content

53. Content: GE

54. Content: TOMS

55. Content: Illy/Patagonia

56. Takeaway 2:
Brands must be the celebrant, not
celebrity, of their customer community.

57. Leading The Future
1. The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
Positioning: Singularity. Celebrant. Consistency
Engagement: Co-ownership. Co-authorship. Co-creation.
Architecture: Strategy. Collaboration. Content.

58. Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership

59. Cultural Leadership
Leading change
Leading conversations
Leading culture

60. Leading change: Existing Products

61. Leading change: New Products

62. Leading change: Industry-wide

63. Leading conversations: Patagonia

64. Time
ThemesandTactics
Conversationleadership
Different tactics
accumulate over time
to define, shape and lead
the conversation.
2005
Common
Threads
Recycling
Program
2007
Footprint
Chronicles
2010
Common
Threads
5R Program
2011
Don’t Buy This
Jacket
2009
Sustainable Apparel
Coalition
2013
Worn Wear
2015
Worn Wear Tour
Leading conversations: Patagonia

65. Time
SustainabilityImpactPrograms
Conversationleadership
Impact investments, initiatives and
programs implemented over time build
social proof and demonstrate
The conversation ‘in-action’
2009
Sustainable
Apparel Coalition
2013
$20 Million & Change
Fund / Patagonia Works
2014
Patagonia Park
2014
DamNation
1985
Environmental Grants
Program: 1% of Sales
2006
Ambassadors
Leading conversations: Patagonia

66. Leading conversations: Dove

67. Leading conversations: Dove
Time
Tacticsandconversationthemes
Conversationleadership
Different tactics accumulate over time
to define, shape and lead the
conversation.
2006
Model transformations
Self-esteem fund
2005
Real bodies
2004
Vote for
real beauty
2007
Beauty comes of age
Unrealistic beauty
2010
Self-esteem mentors
Self-perception
2015
Choose beautiful

68. Leading conversations: Starbucks

69. Starbucks – Shared Planet.
Shared
Planet
Different themes
establish, maintain and
expand consumer
engagement around
your conversation.
Gridlock in Congress Job Creation
Boycott Political Donations Same Sex Marriage
Post-Traumatic Stress Disorder
Online Employee Education
Racism
What Starbucks Knows
About America

70. Crowded Space
Focus: The Solution or End State
(Strategic)
Focus: The Problem
(Tactical)
White Space
Where the opportunity is.

71. THE CONVERSATION GOLD RUSH
THE CONVERSATION GOLD RUSH
Conversation gold rush.

72. Leading culture: Tesla

73. Leading culture: Patagonia/REI

74. Leading culture: Starbucks

75. Takeaway 3:
Brands must transcend their
products, services and categories
to positively shape culture.

76. Leading The Future
1. The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
Positioning: Singularity. Celebrant. Consistency
Engagement: Co-ownership. Co-authorship. Co-creation.
Architecture: Strategy. Collaboration. Content.
3. Cultural Leadership
Change. Conversations. Culture.

77. 1. Own a fundamental human property.
2. Be the celebrant, not celebrity, of your
customer community.
3. Define, frame and lead a conversation
that shapes culture.
Leading the future: 3 Takeaways

79. Thank you.
@SimonMainwaring
WeFirstBranding.com
Slides: Simon@WeFirstBranding.com