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Global Recession

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Consumer Distrust

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Connected Citizens

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Consumers want a better world,not just better widgets.

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“86% of global consumers believe that business needs to place at least equal weight on society’s

interests as on business’ interests.”Edelman 2010 GoodPurpose® Study

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1. Community Building

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Brand Content/Values: Expedition 206 ‘Open Happiness’

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Brand/Consumer/Causes: Pepsi Refresh Project

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Brand Community Architecture : Nike & Livestrong Foundation

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Brand Community Architecture: Nike & Livestrong

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2. Contributory Consumption

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Build Community Through Contribution

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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief

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Contributory Consumption: Daillly uses the sale of virtual goods for Tsunami relief

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3. Brand Collaboration

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Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative

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Brand Collaboration: Nike GreenXChange

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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability

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4. Where to next?

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Brand Goodwill: Nordstrom enters NYC with charity store

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For Profit/Cause Integration: TOMS Shoes and Eyewear

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Brand Accountability: BrandKarma.com

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Brand/Customer Partnerships: Socialvest online/mobile platform

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PC Magazine, July 2011

“Apple Apps Selling 9 Times Faster Than McDonald's Burgers.”

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In-store Brand Accountability: GoodGuide customer app

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Kiip = Social Gaming as OS + Social Currency + Mobile Content

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5. We First Capitalism

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Thank You.

Twitter: @simonmainwaring

Book: wefirstbook.com

For these SLIDES and the We First VIDEO, email slides@wefirstbranding.com