efashion2016 - rainbow collection, nicoline blokzeijl
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Why meaningful brands do better? eFashion 2016
RAINBOW COLLECTION
Nicoline Blokzeijl, nicoline@rainbowcollection.nl, 8 september 2016
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NicolineBlokzeijl,nicoline@rainbowcollec3on.nl,8september2016RAINBOW COLLECTION
Which brand purpose do you want to support?
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Clear purpose can lead to more shares, recommendations &
likeability.
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Van materiele waarde naar menselijke
waarde… ‘From materialistic to human value’ – Hilde Roothart
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The conscious consumer
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Can your brand help others to become a better version of
themselves?
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“In a global survey of 15.000 consumers, 72% of the people said that business is failing to
take care of the planet and society as a whole”.
BrandShare, Edelman
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Consumers…
Only30%thinkbrandsreallycareaboutthemortheworld.
63%wantstobuyproductsinlinewiththeirvalues.
52%thinkbrandsshouldusetheirresourcestoimprovethe
world.
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The rise of meaningful brands …
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1. Brands who support you to be(come) a better version of
yourself. …
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Philips EnergyUp & Starbucks: “Let us boost your energy level while enjoying your coffee”
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Nivea: “Our UV-sensitive doll hightlights the danger of sun exposure”
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2. Brands who turn challenges in the world into innovation…
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G-Star RAW: “Let’s turn ocean plastic into something fantastic”
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Adidas: “Our 3-D printed shoes are made from ocean trash”
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Puma: “Our clever little bag reduces water, energy and fuel consumption”
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Joolz: “Giving the package a second life”
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Connected wardrobe: “Smart clothes of future will auction themselves on Ebay if they are not worn”
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3. Brands who are willing to make sacrifices…
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CVS: “We want te create world’s first smoke free generation”
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H&M, Forever 21, Topshop, Asos: “We stop selling angora wool products”
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4. Brands who are founded with a social purpose…
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Kings of Indigo: “Re-use your blues”
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Greentom: “Let’s create a green tomorrow”
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+8%Sales
+10%BeIer
reputa3on
+11-12%Sharing&
recommenda3ons
Meaningful brands…
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Meaningful brands…
Perform133%beIeronthestock
market
Score2xbeIeronmarke3ng
KPI’s
46%moreshareofwallet
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How to become a meaningful brand?
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3 layers: Me – My World – Our World
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RAINBOW COLLECTION
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MYOMY - Iconic Design ‘Me’
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MYOMY – Be Iconic ‘My world’
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MYOMY – Be Iconic ‘Our world’
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1. Focus
2. Integreren
3. Optimaliseren
4. Innoveren
RAINBOW COLLECTION
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How to become a meaningful brand? 1. Have a clear purpose: it can lead to more shares,
recommendations & likeability 2. Find out how you can help others to become the
best version of themselves and dare to take it a step further: innovate & make a difference
3. Use the 3 level approach - Me, My World, Our World
– for focus and to boost your impact at all levels
4. Start with a single step: a single project that leads the way…
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Thank you! Nicoline Blokzeijl Nicoline@rainbowcollection.nl www.rainbowcollection.nl
RAINBOW COLLECTION
Follow our Positive Impact Creators!
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