The document discusses driving sustainable brand value through corporate and product brand messaging. It summarizes presentations from executives at Nestle, Unilever, and Kingfisher on their approaches. Nestle's approach embeds sustainability at all levels of the company and product brands. Unilever connects consumers with its corporate brand's purpose through multiple channels and its product brands play a critical role. Kingfisher acknowledges it doesn't have all the answers but sees sustainability as a potential brand halo and aims to build trust with customers over time through engagement.
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Driving Sustainable Brand Value Through Corporate vs. Product Brand Messaging
1. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Nick Folland, Group Corporate Affairs Director: Net
Positive, Kingfisher
¡ Sandi Northey, Marketing & Consumer
Communication, Nestlé
¡ Lori Zoppel, Global Director of Marketing, Unilever
Brand, Unilever
¡ Thomas Kolster, Founder and Creative Director,
Goodvertising Agency and WhereGoodGrows
Sustainable Brands
London Conference
2. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Sandi Northey, Marketing & Consumer
Communication, Nestlé
Sustainable Brands
London Conference
3. Driving sustainable brand value through
corporate and product brand messaging
Enhancing the quality of life through good food and beverages, everywhere
1 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
4. Nestlé in Society: Creating Shared Value and
meeting our commitments
Addressing the full value chain with a focus on core business activities
where we can make a material difference and value is created for both
society and shareholders
2 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
5. It will not be credible if our activity is only at
corporate brand level
CSV and sustainability are embedded at all levels
3 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
6. Each business and brand contributes in unique
ways to Nestlé CSV and sustainability (sample)
Beverage Confectionery Waters Dairy Ice Cream
Culinary Nutrition Health Sciences Nestlé Professional Petcare
4 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
7. Product brand teams follow a rigorous process
X-functional, full value
Monitor and evolve
chain approach
strategy
7 1
Internal
Responsible 6 assessment
communication 2
including LCAs
5 3
Integrate into
business and brand 4 External views:
strategy • Consumers
• Customers
• KOLs
Materiality and priority setting
5 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
8. impact through 3 key focus areas
6 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
9. S’engage and emphasis on quality
Nutrition
Environment
Traceability Farmers & Suppliers
Packaging
7 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
10. Nestlé corporate and product brand messaging,
working together
8 Nov. 27-28, 2012 Sustainable Brands Conference / Sandi Northey, Nestlé Marketing & Consumer Communication
11. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Lori Zoppel, Global Director of Marketing, Unilever
Brand, Unilever
Sustainable Brands
London Conference
24. Driving Sustainable Brand Value Through
Corporate vs. Product Brand Messaging
¡ Nick Folland, Group Corporate Affairs Director: Net
Positive, Kingfisher
Sustainable Brands
London Conference