competing on transparency 10 june

Organic Exchange, London 10 June 2008:

“Competing on Transparency”

© Copyright Glasshouse Partnership

What is it?

Why is it happening?

What does it mean for your business?

Who is affected?

How should you respond?

2

Transparency

© Copyright Glasshouse Partnership

1. What is Transparency?

“ Improving the flow of relevant information, to empower stakeholders to make better decisions”

(thereby enabling more sustainable relationships)

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© Copyright Glasshouse Partnership

2. Why?

doubt

regulation

risk

4

infomediaries

standardisation

accountability

social web

process brands

integrity

Drivers AcceleratorsEnablers

Anticipate Social Issues

© Copyright Glasshouse Partnership

3. What?

Product advocacy

Flexible brands

Category innovation

5

Co-creation .

Supply-chain collaboration

Stakeholder Endorsement

Shopper Engagement

Backstory Promotion

Corporate Branding

Revenue Relationships Reputation

Embrace Corporate Marketing

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4. Who?

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Ethical

High involvement

Relationship-seekers

Educated

Civically engaged

Info-seekers

Industries Brands Communities

Understand Stakeholders’ Decision-making

Globalised

Mature

Shopper-led

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5. How?

Vision

Mission

Values

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Social Insight

Materiality

Brand Story

Social marketing

Sustainability

Internal marketing

Strategy Planning Campaigning

Build your ‘Brand Assurance’ plan

© Copyright Glasshouse Partnership

How 2: The 5 Critical Success Factors

1.Anticipate stakeholders’ decision needs

2.Identify the most critical touchpoints

3.Decide you to differentiate your ‘data’

4.Tell your brand story

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THINK MULTI-STAKEHOLDER

Information-needs

Touch-points Data-value-add

Brand Backstory

Who needs information disclosure from you?

What information do they need to make decisions?(info/endorsement)

Where do they search for and access that information? (tools/locations)

How can you add value to data at these decision-points? (colour/texture)

How can you tell your brandstory to build better relationships?(stories/images)

Suppliers[Processors][Input providers]

Customers[Shoppers][Consumers]

Investors[Funds][Individuals]

Civil Society[Standard-setters][Activists]

© Copyright Glasshouse Partnership

5 Critical Success Factors

1.Profile stakeholders’ decision needs

2.Identify critical touchpoints

3.Decide how to differentiate your data

4.Tell your brand story

5. Connect the knowledge-based conversations

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© Copyright Glasshouse Partnership

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Stakeholdercluster

Information needs

Touch points

Data value-add

Brand backstory

Who needs information disclosure from you?

What information do they need to make decisions?(info/endorsement)

Where & how do they search for and access that information? (tools/locations)

How can you add value to data at these decision-points? (colour/texture)

How can you tell your brand story to build better relationships? (stories/image/vircal)

Suppliers[Processors][Input providers]

Customers[Shoppers][Consumers]

Investors[Funds][Individuals]

Civil Society[Standard-setters][Activists]

CONNECTING CONVERSATIONS…

What are their common knowledge needs? How well are you addressing them?

Which are the critical knowledge-hubs? What tools could enable better flow between them?

What are stakeholders’ access/useability expectations? How can make your knowledge viral?

Which pieces of your brand story are most relevant? How can you link knowledge back to your brand?

© Copyright Glasshouse Partnership

1. Understand the stakeholder’s decision-flow…

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AwarenessConsideration

‘Purchase’

Preference

Reinforcement

AdvocacyEngagement

Involvement

Brand Activism

© Copyright Glasshouse Partnership

1.1 Identify critical knowledge-needs…

13

AwarenessConsideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Brand Activism

Why does this brand exist?

How do I find out more?

Why is it relevant to me?

Why should I act now?

How will it improve my life?

How does it perform over time?

Why should I get more involved?

How do I get involved?

© Copyright Glasshouse Partnership

1.1 Identify critical knowledge-needs…

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AwarenessConsideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Brand Activism

Why does this brand exist?

How do I find out more?

Why is it relevant to me?

Why should I act now?

How will it improve my life?

How does it perform over time?

Why should I get more involved?

How do I support this brand?

Category information

Functional information

Design information

Ethical information

Logistical information

Environmental information

Social information

Provenance information

Anticipation of future impact

Engagement with past history

© Copyright Glasshouse Partnership

2. Understand your key touchpoints…

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AwarenessConsideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Brand Activism

© Copyright Glasshouse Partnership

2.1 Map your key touchpoints…

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Awareness

Consideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Logo

sLa

bels

Pack

agin

gIn

-sto

re

Prin

t

Out

door

Web

Broa

dcas

t

WoM

© Copyright Glasshouse Partnership

2. Map your key touchpoints?

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Awareness

Consideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Logo

sLa

bels

Pack

agin

gIn

-sto

re

Prin

t

Out

door

Web

Broa

dcas

t

WoMDM

© Copyright Glasshouse Partnership

2.1 Drive information to the point of decision

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Awareness

Consideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Logo

sLa

bels

Pack

agin

gIn

-sto

re

Prin

t

Out

door

Web

Broa

dcas

t

WoMDM

© Copyright Glasshouse Partnership

3. Understand where you can add value to your data…

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AwarenessConsideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Brand Activism

© Copyright Glasshouse Partnership

3.1 Add value to your ‘data’…

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Awareness

Consideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Dat

aIn

form

atio

n

Know

ledg

e

Insigh

tsSt

orie

s

Evid

ence

Caus

es

Tool

s

Cam

paig

ns

© Copyright Glasshouse Partnership

3. Add value to your ‘data’?

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Awareness

Consideration

‘Purchase’

Preference

Reinforcement

Advocacy

Engagement

Involvement

Dat

aIn

form

atio

n

Know

ledg

e

Insigh

tsSt

orie

s

Evid

ence

Caus

es

Tool

s

Cam

paig

ns

© Copyright Glasshouse Partnership

4. Understand what brand story you are telling with Organic?

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Collective

Individual

Environmental

Social

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4. cont’d Understand what brand story you are telling with Organic?

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Collective

Individual

Environmental

Social

PurityHealthy

Naturalness

Back to nature

Guilt-free

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4.1 Think how Organic meshes with your own brand story?

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Collective

Individual

Environmental

Social

M&S

Quality?

M&S Plan

A?

Look behind the label

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4. 2 What brand story are you telling with Organic?

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Collective

Individual

Environmental

Social

The transparency gap

The connectivity gap

The corporate marketing gap

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5. Connecting Knowledge…

Knowledge-needs

Touch-points Knowledge-value-add

Brand Backstory

Who needs information disclosure from you?

What knowledge do they need to make decisions?(info/endorsement)

Where do they search for and access that information? (tools/locations)

How can you add value to knowledge at these decision-points? (colour/texture)

How can you tell your brandstory to build better relationships?(stories/images)

Suppliers[Processors][Input providers]

Customers[Shoppers][Consumers]

Investors[Funds][Individuals]

Civil Society[Standard-setters][Activists]

© Copyright Glasshouse Partnership

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Speaker biography

Tim Kitchin, Partner

Tim Kitchin is a broad-based brand communications expert with extensive experience of CSR, environmental and policy-making arenas. His passion is to help organisations develop more sustainable stakeholder relationships.

Tim is a founding partner of stakeholder marketing specialists, Glasshouse Partnership, and an associate senior adviser to ethical thinktank AccountAbility,

His is also member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.

Tim 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: timk@glasshousepartnership.com