google/we first
TRANSCRIPT
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The New Customer
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Global Recession
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Consumer Distrust
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Connected Citizens
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3. Connected Citizens
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3. Connected Citizens
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Consumers want a better world,not just better widgets.
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“86% of global consumers believe that business needs to place at least equal weight on society’s
interests as on business’ interests.”Edelman 2010 GoodPurpose® Study
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The Third Pillar
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Brand/Customer Partnerships
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Brand Content/Values: Expedition 206 ‘Open Happiness’
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Brand/Consumer/Causes: Pepsi Refresh Project
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Brand Community Architecture : Nike & Livestrong Foundation
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Brand Community Architecture: Nike & Livestrong
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Contributory Consumption
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Build Community Through Contribution
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Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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Contributory Consumption: Zynga using the sale of virtual goods for emergency relief
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Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger
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Global Brand Initiative
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GlobalBrand
Initiative
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Global Brand Initiative: Patagonia-led coalition of apparel brands addressing sustainability
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Brand Collaboration: Nike GreenXChange
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
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The New Future
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Brand Goodwill: Nordstrom enters NYC with charity store
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For Profit/Cause Integration: TOMS Shoes and Eyewear
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Non-Profit Brand Storytellers: charity: water
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Brand/Non-Profit Partnerships: Made For Good
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Brand Collaboration: Nike Environmental Design Tool
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Brand Accountability: BrandKarma.com
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Brand/Customer Partnerships: Socialvest online/mobile platform
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Citizen Activism: #OperationCupOfTea
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Community Activism: BeRemedy.org
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Mobile Brand Accountability: GoodGuide customer app
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Kiip: Social Gaming as OS + Social Currency + Mobile Content
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Thank You.
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