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Building Brand Value Sustainably: How to
Authentically Embed Sustainability into Your
Brand Promise -- and Build Share in the
Process
¡    Marc Mathieu, Global SVP of Marketing, Unilever




                Sustainable Brands
                London Conference
BUILDING BRAND VALUE
SUSTAINABLY:
How to Authentically Embed Sustainability
into Your Brand Promise

Marc Mathieu, SVP of Marketing, Unilever
Sustainable Brands Conference, London, 28 November 2012
•  Exis%ng	
  image	
  of	
  world	
  from	
  space	
  and	
  ‘Make	
  
   Sustainable	
  Living	
  Commonplace’	
  text	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Social	
  +	
  Environmental	
  




Image	
  showing	
  Social	
  and	
  Environmental	
  
balanced	
  on	
  scale	
  or	
  see-­‐saw?	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
•  Manufacturing	
  +	
  Suppliers	
  +	
  Consumers	
  
•  	
  	
  
•  3	
  Images:	
  Manufacturing	
  &	
  Transport	
  5%;	
  Raw	
  
   materials	
  26%;	
  Consumers	
  &	
  Disposal	
  69%	
  
•  Responsibility	
  +	
  Opportunity	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
•  	
  	
  
•  People	
  +	
  Brands	
  +	
  Magic	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Small	
  ac'ons	
  +	
  Big	
  Difference	
  	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Text:	
  Consumers	
  influence	
  75%	
  of	
  GHG	
  
Source:	
  Sustainable	
  Consump%on	
  Ins%tute	
  at	
  the	
  University	
  of	
  Manchester,	
  UK	
  
	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
 	
  
8.	
  Communica'on	
  +	
  Co-­‐crea'on	
  
	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Product	
  brands	
  +	
  Company	
  brand	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Logic	
  or	
  magic?	
  
Crea%vity	
  or	
  effec%veness?	
  
Margin	
  or	
  marke%ng	
  spend?	
  
(words	
  as	
  different	
  angles,	
  shown	
  on	
  one	
  slide)	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu
Brands	
  +	
  Marke%ng	
  +	
  People	
  =	
  Planet	
  
	
  
•  Exis%ng	
  image	
  of	
  world	
  from	
  space	
  and	
  ‘Make	
  
   Sustainable	
  Living	
  Commonplace’	
  text	
  
Building Brand Value Sustainably: How to Authentically Embed Sustainability into Your Brand Promise -- and Build Share in the Process - Marc Mathieu

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