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Humanizing digital storytelling.Next Generation Digital SummitDecember 6, 2016
Every company, brandand marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.
©2016 We First Inc.
Culture has changed… Consumers have changed…Marketing has changed…
©2016 We First Inc.
©2016 We First Inc.
Story vs. Data.
©2016 We First Inc.
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
©2016 We First Inc.
2. Intimacy
3. Currency
1. Humanity
©2016 We First Inc.
Sharable storytelling.
How well you tell your story determines how well consumersshare your story.
Story transcends technology.
You must define a story worth tellingto be a brand worth sharing.
©2016 We First Inc.
Uber
Name your enemy.
©2016 We First Inc.
Own a fundamental human property.
©2016 We First Inc.
Brands As ValuesDeclare your mission and values.
©2016 We First Inc.
Share a simple, consistent and
scalable message.
©2016 We First Inc.
13
CLARITY BUILDS COMMUNITY
clarity
message community
MARKETIN
G
AMPLIFIC
ATIO
N
©2016 We First Inc.
M&S. Plan A. Because there is no Plan B.
©2016 We First Inc.
M&S. Plan A. Because there is no Plan B.
©2016 We First Inc.
Simplicity is compressed complexity.
©2016 We First Inc.
Empathy Family
©2016 We First Inc.
18
Digital technology is teaching us
to be human again.
Key Takeaway 1
©2016 We First Inc.
©2016 We First Inc.
What’s your enemy?
Key Question 1
2. Intimacy
3. Currency
1. Humanity
©2016 We First Inc.
BRAND
©2016 We First Inc.
BRAND
©2016 We First Inc.
©2016 We First Inc.
Digital technology must be leveragedto scale intimacy.
©2016 We First Inc.
Co-Ownership.
©2016 We First Inc.
Co-Authorship.
©2016 We First Inc.
Co-Creation.
©2016 We First Inc.
What fundamental consumer benefit do you celebrate?
Key Takeaway 2
©2016 We First Inc.
Be the chief celebrant, not celebrity, of your customer community.
Key Takeaway 2
©2016 We First Inc.
2. Intimacy
3. Currency
1. Humanity
©2016 We First Inc.
People rise to the conversation you
grow around them.
©2016 We First Inc.
Time
2006 Model transformations Self-esteem fund
2005Real bodies
2004Vote for real beauty
2007Beauty comes of ageUnrealistic beauty
2010Self-esteem mentorsSelf-perception
2015Choose beautiful
Dove – Real Beauty.
©2016 We First Inc.
Time
Th
em
es
an
d T
acti
cs
Co
nversa
tion
lead
ersh
ip
2005Common Threads Recycling Program
2007Footprint Chronicles
2010Common Threads 5R Program
2011Don’t Buy This Jacket2009
Sustainable Apparel Coalition
2013Worn Wear
2015Worn Wear Tour
Patagonia – Storytelling tactics.
©2016 We First Inc.
Time
Sust
aina
bilit
y Im
pact
Pro
gram
sC
onversation leadership
2009Sustainable Apparel Coalition
2013$20 Million & ChangeFund / Patagonia Works
2014Patagonia Park2014
DamNation
1985Environmental Grants Program: 1% of Sales
2006Ambassadors
Patagonia – Impact initiatives
©2016 We First Inc.
SharedPlanet
©2016 We First Inc.
©2016 We First Inc.
Transcend your products, services
and category to shape culture.
©2016 We First Inc.
Sustainable Mass Transportation.
©2016 We First Inc.
Responsible Consumption
©2016 We First Inc.
Anti-discrimination
©2016 We First Inc.
Equality
©2016 We First Inc.
Confidence
©2016 We First Inc.
©2016 We First Inc.
©2016 We First Inc.
What cultural conversation will
you lead?
Key Question 3
©2016 We First Inc.
Be a mission with a company, not a company with a mission.
Key Takeaway 3
©2016 We First Inc.
Thank you.
For SlidesSimon@WeFirstBranding.com
www.WeFirstBranding.com
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