The Base Project - World Changing Speaker Series
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On June 4th, 2015 The Base Project -- a fashion social enterprise -- presented at Interbrand's World Changing Speaker Series. Interbrand, a brand consultancy in New York City, is especially interested in learning about how purpose-driven organizations operate in today’s marketplace and how brands really do have the power to change the world. Chris Akin and Liz Courtney from The Base Project talked about how the business got its start working with artisans in Africa; how social good brands are impacting the world today; and the challenges specific to running a social enterprise.
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The Base Project - World Changing Speaker Series
- 2. What is The Base Project?
- 3. Chris + Doug’s Story
- 7. What is a social enterprise?
- 14. Why do our fans love us?
- 16. Challenge: Budget Addressing the challenge: • having a great story • empowering our advocates • strategic partnerships
- 17. Challenge: Education Addressing the challenge: • keeping it simple • starting with the question “what is it made of?” • using familiar terms and phraseology
- 18. Challenge: Branding Addressing the challenge: • having a unique product • repeatedly sharing our story • through social media
Notas del editor
- Intro to TBP Chris - who I am history mission specific impact examples
- Meet Monika: “When my business grows, I want to help other people by donating to schools in rural areas to make more classes, to support small businesses, to help vulnerable children and to help people who suffer from HIV/AIDS.”
- What is a social enterprise? - vs non-profit - vs CSR
- How can brands change the world? Liz - who I am
- changing the world by voting with our purchases - and it is starting to make an impact (#wearyourimpact) as we see ethical fashion becoming more mainstream
- Spectrum of brands affecting change
- Warby Parker – I bought them because they were cheap, but I became an advocate because I like their mission (note the article in GOOD by Maria Redin about a research study that strives to define what “goodness” means in terms of companies, foundations, and brands – “The pattern we saw was one where all the typical drivers still applied: convenience, quality, accessibility, price. All those things were super important, but where “goodness” plays an interesting role is that it was the thing that kept them coming back.”
- - BOBS (Sketchers) If Sketchers feels the need to knock off TOMS so blatantly, we can take that as a good sign.
- Why do our fans love us? - people behind the brand = personal connection - gifting our bracelets - easy (no sizing issues, anyone can wear a bracelet) - affordable - PRODUCT- stands out from traditional Fair Trade. - working in a unique, and little known, African Country. Those that do know of Namibia typically associate it with amazing landscape, animals, indigenous people, peace, safety.
- why it’s a challenge (we have very little budget) how we’ve addressed the challenge +by having a great story +empowering our advocates (#wearyourimpact, brand ambassador program, sharing our fan photos on social media, Instagram giveaways) +strategic partnerships (examples of what’s worked, what hasn’t, how we tailor our story for different partners) note that it’s still a challenge (finding the right partners is hit and miss)
- why it’s a challenge +we are a new brand without name recognition +we are working in a relatively unknown niche of the fashion and consumer products industry. (We need to educate on both parts and do it with little resources.) how we’ve addressed the challenge +by keeping it simple +by starting with the question “what is it made of?” +by using familiar terms and phraseology (fairtrade, goods that do good, one for one, for every X we are able to X -- talk about brass collection as case study in how to communicate)
- why it’s a challenge (hard to stand out, so many brands with white guys in Africa posing with black children) how we’ve addressed the challenge +by having a unique product +by repeatedly sharing our story -- engraving on the bracelet, thank you card in the package, naming the bracelets after the people, landscape, animals, etc +through social media -share best of the best -- special focus on “wanderlust” -creativity, timeliness -a lot of trial and error note that it’s still a challenge (we lack the bandwidth or perspective to step back and think more strategically or long term)
- NOTE: Let people know how they can get involved (ie: brand ambassador program) – email chris@thebaseproject.com