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How to build a socially good brand

Extracts from Fruitful Strategy

Creating the socially good brand is likely the single biggest opportunity for internal and external collaboration for companies today. Employees and customers want to be part of something bigger. And more importantly, it alleviates the risk of PR fiascos, builds consumer trust through consistent words and actions, and has a positive bottom-line impact even in the downturn.

So how do you shift from fragmented programs to a unified strategy to build a socially good brand? Here’s our top 10 list. If you have more suggestions, comments are very welcome on the Fruitful blog post.

1. Ensure executive leadership in recognizing the company’s role in the larger societal ecosystem, committing to conscious capitalism, and being willing to make tough decisions that align actions with rhetoric.
2. Gain buy-in across departments that “singing from the same songbook” will lead to significantly greater impact than one-off programs.
3. Be willing to cut pet projects in favor of a laser focus on initiatives that drive brand and business goals.
4. Develop a deeper understanding of what each group can bring to the party. For example, marketing should be bringing stakeholder insights and competitive analysis to work with CSR pros on identifying the most fruitful way to build brand equity through social impact. Marketing is also great at simplifying messages to be readily understood by stakeholders.
5. Leverage innovative thinkers and departments to come up with your company’s version of GreenWorks or Ecomagination – profitable ways to demonstrate your company’s commitment. This is how we shift perceptions of CSR beyond “BDF” (babies, dolphins, and forests) and create sustainable, meaningful change.
6. Before committing to a cause-related direction, be sure to understand whether your brand has any credibility among your stakeholders. If the answer is no, figure out exactly what actions you need to take in order to gain credibility, and create an evolution strategy to get there. Or switch to a cause that is more believable for your organization.
7. Understand the customer touchpoints that drive purchase and loyalty, and find ways to ensure that your customers fully experience your social commitment. While you’re at it, look for ways that your customer experience might be sending mixed signals and contradicting your public rhetoric.
8. Don’t demand from suppliers what you’re not willing to do yourself. If you want suppliers to adhere to codes of conduct, create one for your own company that ensures realistic expectations and outlines ways to collaborate rather than dictate.
9. Establish metrics across the business, not only for internal initiatives like carbon footprint but also for customer perceptions and attitudes. How are you closing the gaps between customer expectations and their beliefs about your brand? (And do you even know what those gaps are?)
10. Collaborate with customers. The more you engage them in honest and transparent dialogue, the more trust can be built. You can even solicit their feedback on what metrics they’d like to see instead of unilaterally deciding what to measure.

New concept store in Paris: Merci 111 bvd Beaumarchais (metro St Sebastien) – really worth checking out.

image from inandoutblog

From flowers, to fashion to one-off crafted homewear items over three floors including a massive bookshelf with used books and a spanking new super-cycle called PHILIPPE! Apparently 100% profits go to helping poor kids in Madagascar, but when will they declare a profit?

Look at this amazing work from Astier de Villatte in Paris. Cool website too.

Now you can personalise the power of your skin care products – check out the innovative My Blend line from Dr. Courtin (Head of Clarins Group Labs and son of the founder) see info here.

For top natural skin care, the brand I’m addicted to, Elemental Herbology, high in performance, passion, authenticity, and soul, click here.

What is the future of ‘design’ hotels?

Interview with Claus Sendlinger, founder and CEO of Design Hotels

Palestinian designer Hindi Mahdi brings back the Dior poses for a great Spring-Summer Haute Couture show at Saint-Merri church, Paris 2009… a designer on the up!

Paris January 28, 2009

Interview at art exhibition after fashion show Paris Fashion Week homme

Trendwatching calls this Generation G. We feel they are spot on!

Please read this New York Times article which supports the view that Haute Luxe pure values are the future!