Simon Mainwaring's Speech at the 2015 FPA NorCal Conference

1. FPA NorCal
Conference
Simon Mainwaring
Founder,WeFirst
May 27, 2015
©2015 We First Inc. 1

2. 2©2015 We First Inc.
First, the world we live in.

3. Every company, brand
and marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and always-on
consumers living in a
challenging world.
©2015 We First Inc. 3

4. Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
-Environmental
damage
– Loss of biodiversity
– Gender inequality
– Healthcare costs
Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer
– Mobile commerce – Big Data
– Internet of Everything – Wearables
Consumers have changed…
– Media-savvy
– Well-informed
– Socially-conscious
– Hyper-connected
– Consumer activists
– Mobile focused
– Values-driven
– Always on
©2015 We First Inc. 4

5. Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2015 We First Inc. 5

6. The business
case for
purposeful
storytelling.
©2015 We First Inc. 6

7. Edelman, 2015 ‘Trust Barometer Report’
©2015 We First Inc. 7
Building brand trust.

8. 2015 Deloitte
‘Core Beliefs &
Culture Survey’
Value-add: Purpose builds culture.
Data: Culture drives employee engagement & productivity.
8©2015 We First Inc.

9. Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 9

10. Consumer mindset shift.
©2015 We First Inc. 10

11. ©2015 We First Inc. 11
1. Purposeful
storytelling.

12. Social storytelling.
How well you tell your story determines how well consumers share
your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.

13. 1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc.

14. 2. Declare your mission and values.
14©2015 We First Inc.

15. In today’s social business marketplace, brands no
longer show our separation or differentiation,
but our connectedness to values.
15©2015 We First Inc.

16. 3. Be specific - sustainability.
16©2015 We First Inc.

17. Simplicity is compressed complexity.
17©2015 We First Inc.

18. B2C company/product brand alignment.
18©2015 We First Inc.

19. B2B company/product brand alignment.
19©2015 We First Inc.

20. A company promise is a way of being internally…
20©2015 We First Inc.

21. And externally.
21©2015 We First Inc.

22. ©2015 We First Inc. 22
Ameriprise Financial. More within reach.

23. ©2015 We First Inc. 23
Ameriprise Financial. More within reach.

24. ©2015 We First Inc. 24
Ameriprise Financial. More within reach.

25. KEY TAKEAWAY
The future of profit is purpose.
25©2015 We First Inc.

26. KEY QUESTION
What fundamental property does your brand own?
26©2015 We First Inc.

27. 27
2. Community
architecture.
©2015 We First Inc.

28. Consumers driving story.
The first decision of a consumer is
do they want to be part of your story.
28©2015 We First Inc.
To inspire participation, the consumer must
be the hero of your story.
That story isn’t static but must evolve and mature.

29. 1. Consumers build brands.
29©2015 We First Inc.

30. 2. Encourage co-authorship andco-creation.
30©2015 We First Inc.

31. 3. Celebrate consumers.
31©2015 We First Inc.

32. Celebratory storytelling.
BRAND
32©2015 We First Inc.

33. BRAND
50
Self-directed storytelling.
©2015 We First Inc.

34. ©2015 We First Inc. 34
Sound Stewardship (formerly Syverson & co.)

35. Story arc.
35©2015 We First Inc.

36. Engagement tactics.
36©2015 We First Inc.

37. ©2015 We First Inc. 37
Empire Wealth Strategies.

38. Engagement upgrades.
38©2015 We First Inc.

39. Self-sustaining community.
39©2015 We First Inc.

40. ©2015 We First Inc. 40
Purposeful Planning Institute.

41. KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
41©2015 We First Inc.

42. KEY QUESTION
What consumer benefit will your brand celebrate?
42©2015 We First Inc.

43. 43
3. Cultural
leadership.
©2015 We First Inc.

44. PEOPLE RISE TO THE CONVERSATION
YOU GROW AROUND THEM.
44©2015 We First Inc.

45. Sustainable Mass Transportation.
©2015 We First Inc. 45

46. CULTURAL CONVERSATION 2
46©2015 We First Inc.

47. Starbucks – Shared Planet Leadership.
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©2015 We First Inc.

48. 60©2015 We First Inc.
Anti-discrimination

49. Mission-Led Culture, Marketing & Sales.
49©2015 We First Inc.

50. ©2015 We First Inc. 50
New York Life – Keep good going.

51. ©2015 We First Inc. 51

52. ©2015 We First Inc. 52

53. ©2015 We First Inc. 53
Ken Jacobs, CFP

54. The goal is to transcend your products, service,
and category to positively shape culture.
60©2015 We First Inc.

55. 55©2015 We First Inc.
Are we consuming too much?

56. 56©2015 We First Inc.
Can we help more people?

57. 57©2015 We First Inc.
Can we treat the planet better?

58. CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
58©2015 We First Inc.
The evolution of revolution is contribution.

59. KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
59©2015 We First Inc.

60. KEY QUESTION
What cultural conversation will your brand lead?
60©2015 We First Inc.

61. Key takeaways.
3. Be a mission with a company, not a company with a mission.
©2015 We First Inc. 20
1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.

62. 62©2015 We First Inc.

63. Stories write our future.
63©2015 We First Inc.

64. Q&A
Thank you!
©2015 We First Inc. 64