organic exchange transparency workshop october 2008
DESCRIPTION
Workshop tools and templates to help organisations plan for transparency...TRANSCRIPT
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The Examined Brand. or “How Patagonia earned its peaks”
October 2008
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“ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race.
And then see if I can get them mass-produced in plastic ”
Woody Allen
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Transparency 101
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infomediaries
standardisation
compliance
social technology
visible processes
accountability
Drivers AcceleratorsEnablersdoubt
regulation
risk
Why?Why?
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ethical
high involvement
high risk
civically engaged
educated
info-seekers
Industries CommunitiesBrandsglobalised
mature
shopper-led
Who?Who?
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Co-creation
Supply-chain integration
Collaboration
Social engagement
‘Backstory’development
Corporate Marketing
Revenue ReputationRelationshipsBuild advocacy
Build trust
Build stretch
WhatWhat
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Who’s getting it?
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Opacity heroes…
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TranslucencyTranslucency heroes…the master storytellers…
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TransparencyTransparency leaders…the new market-makers…
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Social Communication
Limitless brand extension
Validation
Sharing
Visualisation
Rich detail
Remove barriers
Assurance
Real time!
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Patagonia’s Journey…
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Summary of Patagonia experience
Challenges Making the business case
Understanding the issues
How to talking to the community
Getting buy-in
Empowering employees
Opportunities Extending engagement
Influencing others to ‘give it a go’
Following through on change in the supply-chain
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Involving Consumers?
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Source: AccountAbility/NCC
Consumer Accountability could change the world…
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Source: AccountAbility/NCC
Actively seeking engagement…
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Source: AccountAbility/NCC
We want to trust you…
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Source: AccountAbility/NCC
And ethical rewards are on the rise…
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Lessons Learned…
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Debate and Discuss
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Speaker biography
Tim Kitchin, Partner
Brand StrategistTim Kitchin is a broad-based branding expert with extensive
experience of CSR, environmental and policy-making arenas.
His passion is to help brands build social capital.
Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility,
He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.
He was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative; and was special editor of the journal of brand management for its first issue on CSR.
He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page).
Contact: [email protected]