Shared value branding

July 08, 2014 | Christophe Fauconnier

The end of marketing as we know it?

At Unilever, a team develops partnerships with the World Toilet Organization and Vietnamese institutions to build decent sanitation in schools. Another fosters the development of a network of community caterers with grassroots partners in South Africa to fight crime by fighting hunger. At Coca-Cola, a group engineers partnerships with the Chinese government and a crowd-funding program to create clean water access for the millions of children around the country who currently drink unsafe water.

These are not CSR or sustainability experts; they are marketers, and these activities are part of their brand plans. So if you believe the job of a brand manager is to create new products and ad campaigns, you may have missed something…

Marketing today is expected to not only create value by making products and services desirable, but also to nurture purpose brands that can better the world with shared value strategies.

Read our full article on TriplePundit or download PDF.


Posted By Christophe Fauconnier

As a white South African growing up under the Apartheid regime, Christophe was often viewed as a little troublemaker. He could never stop challenging narrow-mindedness and scarcity thinking, which lead to problems with several power institutions.   Christophe is co-author of several books like the Naked Consumer Today, Creating Value People to People, Activists Dare to Care and Beyond the Powergirl. He has a masters degree in both Psychology and Marketing and he is a serial entrepreneur. Currently, he is C.E.O of the Innate Motion Group and a board member of African Drive, in/PACT and B Corp Europe. Bringing human sense to business in a world that applies too much business sense to humans is what he and the folks at Innate Motion do best and Christophe has done this with the people who lead some of the best brands and companies in the world.

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