UCLA Restaurant Conference - Simon Mainwaring

YOU ARE WHAT YOU MAKE. How to inspire guests to build your business with you. Simon Mainwaring Founder, We First April 26, 2016

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2 ©2016 We First Inc.

First, the world we live in.

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. ©2016 We First Inc. 3

Culture has changed…

– Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs

–  Environmental damage

– Loss of biodiversity – Gender inequality

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


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

©2016 We First Inc. 7

The power of purposeful storytelling.


Purpose: (Noun) The reason for which something is done or created or for which something exists. (Verb) One’s intention or objective.

2016 Edelman Trust Barometer

80% agree

“An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

up from 74% in 2015

Consumers expect companies to do more than just make a profit.

©2016 We First Inc.

76%

74%

74%

69%

64%

53%

72%

74%

71%

64%

58%

42%

79%

75%

77%

75%

70%

64%

Government

Businesses

Consumers

Non-Profit Organizations

Charities and Philanthropists

Religious Organizations

All 6 Markets Developed Countries Developing Countries

…and that everyone must play a role - including business and consumers.

Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan

3 in 4 Consumers agree that improving the

environment & society is a shared obligation across government, private

sector, non-profits & consumers


2015 Cone Communications/Ebiquity Global CSR Study

2015 2013 2011

Very/Somewhat Likely (net)

90% 91% 94%

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2015 2013

Which companies they want to see doing business in their community

What to buy or where to shop

Where to work

Which stocks or mutual funds to invest in

Which products and services to recommend to people

84% 85%

84% 86%

79% 80%

67% 66%

82% 85%

Given similar price and quality, consumers are likely to switch brands to one associated with a good cause:

Consumers consider a company’s social and environmental commitments before making important decisions. Very/Somewhat Important (net)

2015 CONE COMMUNICATIONS/EBIQUITY GLOBAL CSR STUDY 1110


Consumers likely to switch to brands associated with a good cause.

2015 Cone Communications/ Ebiquity Global CSR Study

Consumers believe their purchases

make a moderate-to-significant impact.


Globescan Regeneration Consumer Study

Consumers want to be part of the solution.

67% consumers

globally

are interested in sharing ideas, opinions and experiences with

companies to help them develop better

products or create new solutions

72% consumers

globally

believe in voting and advocating for issues important to

them


2015 Cone Communications/ Ebiquity Global CSR Study

Consumers want to participate in many ways.


2015 MLS Group The Future of Business Citizenship

It must be made easy.


The landscape of consumer activism.

Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios


Purpose drives growth.

HBR 2015 The Business Case for Purpose Survey

Organizations that prioritize purpose experience significantly more growth than those that do not.

Organizations that prioritize & integrate purpose

Organizations that do not prioritize & integrate purpose


Purpose defines the values of a company.

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Relationships determine the productivity, profit and impact of the brand.

Values define how stakeholders relate to each other.


How purpose drives profit.

1. Purposeful Storytelling

1. Own a fundamental human property.

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Unilever.

airbnb.

Starbucks.

Chipotle.

IBM.

Subaru.


2. Declare your mission and values.


In today’s social business marketplace, brands no longer show our separation or differentiation,

but our connectedness to values.


3. Be specific - sustainability.


Simplicity is compressed complexity.


B2C company/product brand alignment.


Unilever internal purpose pillars.


A company promise is a way of being internally.

40 26 ©2016 We First Inc.

…and externally.


KEY TAKEAWAY The future of profit is purpose.


KEY QUESTION What fundamental human property does your brand own?


2. Community Architecture.

Consumers are driving story.

The first decision of a consumer is do they want to be part of your story.

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To inspire participation, the consumer must be the hero of your story.

That story isn’t static but must evolve and mature.


1. Consumers build brands.


2. Encourage co-authorship/co-creation.


Patagonia

3. Celebrate consumers and your community.


GAP

Celebratory storytelling.

BRAND


BRAND

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Self-directed storytelling.


KEY TAKEAWAY A brand must be the chief celebrant, not celebrity,

of its consumer community.


KEY QUESTION What consumer benefit will your brand celebrate?


3. Cultural Leadership.

People rise to the conversation you grow around them.


Sustainable Mass Transportation.


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Anti-discrimination


Evolve your story.


Elite vs. Everyday athletes.


Case Study: Dove How a conversation comes to life

Dove - Real Beauty.

time

Tact

ics

and

conv

ersa

tion

them

es

Conversation leadership

Different tactics accumulate over time to

define, shape and lead the conversation

2006 Model transformations Self-esteem fund

2005 Real bodies

2004 Vote for real beauty

2007 Beauty comes of age Unrealistic beauty

2010 Self-esteem mentors Self-perception

2015 Choose beautiful


Dove - Real Beauty.

Case Study: Patagonia An established conversation evolving over

time.

Patagonia – Responsible Consumption.

Time

Them

es a

nd T

actic

s C

onversation leadership

Different tactics accumulate over

time to define, shape

and lead the conversation.

2005 Common Threads Recycling Program

2007 Footprint Chronicles

2010 Common Threads 5R Program

2011 Don’t Buy This Jacket 2009

Sustainable Apparel Coalition

2013 Worn Wear

2015 Worn Wear Tour


Patagonia – Responsible Consumption.

Case Study: Starbucks How a conversation evolves over time

Starbucks – Shared Planet.

Shared Planet

Different themes establish, maintain

and expand consumer

engagement around your

conversation.

Gridlock in Congress Job Creation

Boycott Political Donations Same Sex Marriage

Post-Traumatic Stress Disorder

Online Employee Education

Racism

What Starbucks Knows About America


Starbucks – Shared Planet.

Circle of Excellence Members 2015

“Socially responsible brands accounted for

half our growth in 2014 and grew at twice the rate of the rest of the

business.”

Paul Polman CEO Unilever 2015

©2016 We First Inc. 57

CULTURAL CONVERSATION 2


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63


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CVS Health launches national quit smoking platform and campaign.

Intel CEO challenges entire industry to become ‘conflict mineral free.’

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The evolution of revolution is contribution.


The goal is to transcend your products, service and category to positively shape culture.

60 65 ©2016 We First Inc.

Hunger is a Crowded Space Outright.

In the fast casual/restaurant industry, hunger is especially crowded…


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Applebee’s.

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Chili’s.

Hoops for Hunger

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Operation Homefront Outback Gives Back

Outback Steakhouse.

‘Give Back’ Foundation Team Sponsorship

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Feeding America Partnerships: Food donations, Drive Out Hunger Tour.

The Cheesecake Factory.

Thanksgiving Day Feast at Salvation Army

Annual Charitable Golf Tournament Celebrity guests to kick-off FA Hunger Action Month

Gift Card Donations

T. 310.450.0900 W. www.wefirstbranding.com

Crowded Space

LEADERSHIP OF STRATEGIC CULTURAL CONVERSATIONS

Tactical activations/donations

White Space

The Bigger Opportunity

3rd

Ann

ual C

onsc

ious

Con

sum

er In

dex

2015

KEY TAKEAWAY Be a mission with a company, not a company with a mission.


KEY QUESTION What cultural conversation will your brand lead?



Stories write our future.


Thank You!

For slides, email: [email protected]

@SimonMainwaring