building brand community & authenticity
DESCRIPTION
We First Brand Leadership Summit – building a social marketing plan for 2015 together. "Getting your social marketing right is no easy task with technology and consumer behavior changing so quickly. That’s why we put together a very special, annual 2-day training event where experts from the smartest and most successful brands in the world come together to build a Social Branding Blueprint with you." John Roulac's deck at the 2014 Brand Leadership Summit in Beverly Hills, CA. Helping companies create a social marketing roadmap for 2015.TRANSCRIPT
BUILDING BRAND COMMUNITY & AUTHENTICITY
John W. RoulacFounder & CEO, Nutiva
Beverly Hills, CAOctober 8, 2014
Revolutionizing the Way the World Eats 4 Organic Superfoods
61% Annual Growth Since 2004
2012 2013 2014 2015
$38M
$66M
$100M
$200M
HOW DID THIS HAPPEN?
Growing up in the Pacific NW
Nourishing People & Planet
Began with 500 hemp bars
Seeing & Creating a Need
2003 2010
Values Driven
VALUES – based
Business
COMMUNITY
SUPERFOODS
EDUCATION
How does Nutiva build Community?
1000 × 668 - en.wikipedia.org
How do you attract your butterflies?
What Attracts Your Community?
Nutiva’s Garden(Marketing as Gardening)
Co-Mingled (Green Planet 21)
Left over production ingredients
Wood Pallets
Trash Dumpster16%
July & August 2014
Nutiva’s Path to Zero Waste
Diverted from Landfill
84%
Landfill16%
Tending Your Garden
Our Garden – Food Activism
Seeds Are Planted. Now What?
Time
EffortTransparency
Authenticity
Our Garden - Sourcing
Pollinators will come
Nurture Your Pollinators
“A worker bee is behavioral ly extremely
versati le & is very ski l led, especial ly at fi nding its way to &
from its hive. It ’s really a marvelous creature.”
–Dr. Thomas D. Seeley
Interview on The Organic View Radio Show
How Does Your Hive Communicate?
Our Flowers in our Garden
Nourishing People & Planet
Causes Consumers Care About
Today Tomorrow
Rise of Millennials
Brand Solutions
Carbon Farming
Carbon Farming
A CAFO Near You!
Dr. Rattan Lal, Esteemed Soil Scientist
“A mere 2% increase in
the carbon content of the
planet’s soils could offset
100% of all greenhouse
gas emissions going into
the atmosphere.”
Greenhouse Gases
3 gases account for 90% US emissions
Carbon dioxide
CO2
Methane CH4
Nitrous oxide N2O
3 Carbon Sink Drivers
Atmosphere
Oceans Humus-sphere
Humus-sphereHumus is the stable, long-lasting remnant of decaying organic material & essential to the fertility of the earth. Photo credit The Guardian
Acidification is Destroying Sea Life
Terrie Klinger, Professor of Marine Affairs, University of Washington
“We can attribute the problems in
the oyster hatcheries to the increased carbon
in the ocean.”
The REAL Cost of Cheap Food
The cheapest food you can buy is organic
nutrient-dense foods, fresh produce, or
pastured meat, eggs & milk.
You only pay for organic once.
Shake Up Your Marketing Budget
Meaningful Action $Everything Else $
25%
75%
What Can We Do?
Community & School gardens across America
Sponsor 500 students Earth
University
Clean H2O for 1M in emerging
markets
