Nick Levy has worked in the liquor industry for over ten years. His time has included posts at Coles as General Manager Marketing Liquor and Taylors Wines as General Manager Marketing. The Marketing Column examines best marketing practice worldwide.
Conscious Capitalism is a business philosophy and movement that is spreading around the world. It is anchored in the thought that business is an incredibly powerful platform for doing good and that all stakeholders can win and prosper simultaneously in commerce - employers, employees, customers, suppliers and environment. Conscious Capitalism is about adding trust, compassion, collaboration and value-creation to entrepreneurship. Corporations such as Whole Foods, Zappos, Barry Wehmiller, Atlassian, Zambrero, RedBalloon and Intrepid Travel are exemplars of the philosophy. And such “socially responsible” corporations seem to be enjoying growth levels superior to their competitors.
Conscious Capitalism’s global conference was held in Chicago earlier this year. One of the keynote speakers was Australia’s Simon Mainwaring. In 2011, Simon wrote a book called ‘We First’, about how brands and consumers were using social media “to build a better world” and do good along the lines of the Conscious Capitalism philosophy. Interest in the book snowballed and Simon now runs a brand transformation agency in Los Angeles, also called We First. The agency specialises in helping brands to identify their purpose and authentically share their stories in order to inspire, align and engage their stakeholders. We First clients include Coca-Cola, Sony, Toms and Tupperware.
In his conference address, Simon spoke about the importance for brands today to find their social purpose, link it to a fundamental human property and tell their compelling emotional story in a way in which people want to share. Winning brands today help their customers tell their stories and co-create the brand. For example, the 140th anniversary campaign for Levi’s 501 jeans invited everyday 501 wearers to submit photos celebrating their denim lifestyle to the brand for a special publication, while Duracell Canada’s recent winter campaign involved installing heaters in bus shelters which were activated when commuters joined hands and created an electric circuit - social media gold!
Duracell Canada's recent winter campaign
The 140th anniversary campaign for Levi's 501 jeansSo, are there lessons for Australian drinks brands here? Yes. Brands which tell stories and activate around a purpose in any category are relevant and win with today’s consumers and stakeholders. Think about your brand story, look at your brand history and home, watch and listen to your customers to see how they enjoy and celebrate your brand, pinpoint your social purpose; pinpoint your good; develop purpose centred campaigns and tools to help stakeholders co-create your brand. Don’t be afraid to work with a consultancy to do this - an outside expert like We First can help you pilot through this maze and prosper.
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