Slide 1: The Examined Brand. or “How Patagonia earned its peaks”
October 2008
Slide 2: “ 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
Slide 3: Transparency 101
Slide 4: Why?
Drivers
doubt regulation risk
Enablers
infomediaries standardisation compliance
Accelerators
social technology visible processes accountability
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Slide 5: Who?
Industries
globalised mature shopper-led
Brands
ethical high involvement high risk
Communities
civically engaged educated info-seekers
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Slide 6: What
Revenue
Build advocacy Build trust Build stretch
Relationships
Co-creation Supply-chain integration Collaboration
Reputation
Social engagement ‘Backstory’ development Corporate Marketing
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Slide 7: Who’s getting it?
Slide 8: Opacity heroes…
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Slide 9: Translucency heroes…the master storytellers…
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Slide 10: Transparency leaders…the new market-makers…
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Slide 11: Social Communication
Visualisation
Remove barriers Limitless brand extension Real time!
Sharing
Rich detail
Validation
Assurance
Slide 12: Patagonia’s Journey…
Slide 13: Summary of Patagonia experience
Challenges Making the business case Understanding the issues How to talking to the community Getting buy-in Empowering employees
Opport unities Extending engagement Influencing others to ‘give it a go’ Following through on change in the supply-chain
Slide 14: Involving Consumers?
Slide 15: Consumer Accountability could change the world…
Source: AccountAbility/NCC
Slide 16: Actively seeking engagement…
Source: AccountAbility/NCC
Slide 17: We want to trust you…
Source: AccountAbility/NCC
Slide 18: And ethical rewards are on the rise…
Source: AccountAbility/NCC
Slide 19: Lessons Learned…
Slide 20: Debate and Discuss
Slide 21: Speaker biography
Tim Kitchin, Partner Brand Strategist
Tim 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: t imk@ glasshouse part nership.c om
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