the spiderman imperative: planning for responsibility

THE SPIDERMAN

IMPERATIVE

MERCURY MONDAY: APRIL 7TH, 2014

PLANNING FOR RESPONSIBILITY

FIRST THING’S FIRST…

“THE BUSINESS OF BUSINESS IS BUSINESS” - Milton Friedman

ALL TRUTH IS IN THE CASH ACCOUNT.

BUT BUSINESS EVOLVES.

SO DOES ADVERTISING.

“One problem is the mistaken notion that advertising shapes culture… Advertising has always been a mirror that reflects changes in culture, politics and industry. - Abbie Walker, Momentum Worldwide.

“Without a connection to culture, Coke is merely carbonated water and syrup. Without culture, it’s just a fizzy drink. So culture counts. Let’s be clearer still. The fundamental terms of the Coke proposition are changing. The carbonated soft drink is now contested by new ideas of what a drink should be (Snapple, Gatorade, Poland Springs, Vitamin-water, Red Bull). In the traditional case, culture matters. In the present case, it matters more.” – Grant McCracken, in Chief Culture Officer.

!!!

SO WHAT DOES CULTURE WANT?

“People literally care, more about an institution’s values and conduct than the intrinsic qualities of the goods and services themselves… I mean, you gotta have the goods… But part of the goods is being good.” - Bob Garfield, Author, Co-host of NPR’s On The Media

!!!

“People literally care, more about an institution’s values and conduct than the intrinsic qualities of the goods and services themselves… I mean, you gotta have the goods… But part of the goods is being good.” - Bob Garfield, Author, Co-host of NPR’s On The Media

!!!

Cone Communications Echo Global CSR Report: 10,287 Consumers, 10 Countries. http://www.conecomm.com/2013-global-csr-study-release

OR PUT ANOTHER WAY…

From Simon Sinek’s Start With Why.

THERE’S A LOT OF EVIDENCE

Havas Meaningful Brands Study 2013: 700 Brands, 134,000 Consumers, 23 Countries: http://www.havasmedia.com/meaningful-brands Edelman Good Purpose Consumer Study 2012: 500 Brands, 8,000 Consumers, 16 Countries:; http://www.slideshare.net/EdelmanInsights/global-deck-2012-edelman-goodpurpose-study Edelman, Brandshare Consumer Study 2013, 212 Brands, 11,000 Consumers, 8 Countries.: http://www.edelman.com/news/ninety-percent-of-consumers-want-more-from-brands/

71% of people think large companies should be actively involved in solving social problems

92% Want to do business with brands that share their beliefs.

87% Believe business should place at least equal weight on business and society.

WHAT’S A BRAND TO DO?

STOP NAVEL GAZING…

“Find a parade and get in front of it.” – George Lois

FIGURE OUT WHAT PEOPLE ALREADY CARE ABOUT…

THERE’S NO SHORTAGE…

POLLUTION

EDUCATION

FOOD

INEQUALITY POLLUTION POVERTY

OBESITY FOOD SUSTAINABILITY

DEBT EDUCATION STRESS

“There’s problem after problem, but what separates this time from any time I can remember is the awareness of these problems. We're all very aware.” - Michael Porter, TED, 2013.

WHAT BRANDS ARE DOING IT WELL?

1. REFLECT THE VALUES OF YOUR CORE AUDIENCE

2. GET OUT IN FRONT OF CULTURE

“If you don’t like marriage equality, feel free to sell your Starbucks Stock.” - Howard Schultz

3. CHALLENGE CONVENTION

4. CODIFY THE WORTHWILE.

5. BAKE IN SOCIAL BENEFIT.

“Be good in the way you make money, not just the way you give it away.” - Alain De Botton

6. EMPATHIZE

•  Super Bowl, 2009. •  Through the first 10 months of

2009, Hyundai’s sales were up 4.1 percent over 2008.

•  Compared to competitors sales during the same period:   Chrysler (-39 percent);  GM (-33.8 percent);  Toyota (-25.5 percent);  Honda (-22.6 percent); Ford (-20.4 percent).

7. POLARIZE

7. POLARIZE (WITH PURPOSE)

8. INCLUDE RATHER THAN EXCLUDE.

THINK THIS…

NOT THIS…

SO WHAT DOES THIS MEAN?

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What can we give the audience social currency?

THE RESPONSIBLE BRIEF

From: What’s the business problem? What’s true to the brand? What’s the core insight? Who is the audience? Why will the audience care? What impact will we have on the audience?

To: What social problem can we solve? What good can the brand do? Why does the insight matter? Who can the audience influence? What issues do they already care about? What social currency can we give the audience?

THE RESPONSIBLE BRIEF

SAYS

SWIKE�

NO GARCESES WERE HARMED IN THE BUILDING OF THIS DECK.

END