DAY 1: 20 November 2006

Chairman: Ethical Corporation, Peter Davis, Politics Editor

Brand management and the environment:
How Toyota is creating a green brand

Toyota has sold over 500,000 hybrid Prius cars since 1997. For many, they own the green space in global car marketing. Now others are scrambling to catch up. Find out:

• How environmental brand awareness is top of Toyota's global marketing agenda
• Why Toyota's Prius campaign has revolutionised green marketing in the transport sector
• What's next beyond the Prius for Toyota: How else do they plan to engage customers in environmental issues that impact their brand?

Case Study:
The luxury brand and global consumer marketing

Get clear-cut lessons in CSR from this 24-carat company: the inside story on how De Beers has added ethical sparkle to its global diamond brand.

• Mining is a highly controversial industry: Discover how De Beers uses corporate values to get ahead in consumer marketing
• Learn how a strong ethical code unifies your global identity in the eyes of consumers
• Can big brands be ethically trendy? If so, how?
• How De Beers communicates commercial complexities to consumers, with a focus on the ethical supply chain

Case Study:
How ethics drive innovation and acquisition

Ethics awards equal big commercial prizes. Find out how ethical reputation and innovation led to Betapharm being bought by Dr. Reddy's.

• What happens to ethics marketing when a larger firm swallows a smaller one?
• Strategic marketing: How Betapharm differentiated itself from close rivals in the healthcare industry
• In the face of a merger or acquisition, what CSR challenges arise for both the smaller and larger companies involved?
• To what extent are ethical niche market strategies applicable to your mainstream brand?

Case study:
Smart consumption = brand enhancement

EDF Energy was the UK's first energy supplier to introduce an ethics initiative. The scheme, Read, Reduce, Reward, actively encouraged customers to submit their own meter readings, and monitor and reduce their own energy consumption levels.

• Find out why EDF Energy decided to encourage its customers to consume less
• Hear how the campaign was received and what lessons have been learned
• What are the real loyalty benefits? Do ethical consumers switch brands less often because of such initiatives?
• Top tips on how to tailor sustainable schemes relevant to your target market

Case Studies:
Marks & Spencer's Look Behind the Label campaign & Dove's Real Beauty campaign - the story so far...

In this session you will find out how Mark & Spencer's Look Behind the Label and Dove's Real Beauty campaigns have been developed and executed.

• What were the crucial factors in the launch of both campaigns?
• Discover the lessons of cross-functional working between CSR, communications and marketing functions
• Hear how both campaigns have been received and what lessons have been learned
• How can a successful campaign change corporate culture and inform business strategy?

Afternoon sessions: Practical tools to brand your values

Unraveling reporting:
How do you extract good information from your dead end CR reports and get the information to your consumers?

On the whole, consumers don't read non-financial reports, so what can be done to make the best use of them?

• Non-financial reports: What's the point?
• Top tips on how to un-write a CR report
• How do you balance social and environmental reporting? How do you achieve the best mix, and what are your consumers and investors looking for?
• Assess the common pitfalls when transposing a CR report onto the web
• The potential of web-based reporting: Discover how to turn it into a useful marketing tool

Making an impact: How to promote your brand better, using a sustainable message

Consumers want clear and concise information they can believe. Discover how other companies achieve success using simple words that send a clear message.

• Maximise the impact of your CSR message with simple and exciting language
• Capture your consumers' interest with bite-sized, time-sensitive messages
• Tailor your language to different audiences
• Identify the common pitfalls in CSR communications

Technology 1:
Using the web to engage with consumers

• Myths and success strategies: What works and what doesn't
• Personal communications: What are the emerging technologies and who is using them? Plus, why should you be using them too!
• Blogs: How to ensure your friendly blog doesn't turn into a "virtual war room"
• "Choice editing online" - how to get into the ethical portals

Is cause-related marketing dead?

Should a company donate to good causes or simply be good? Does cause-related marketing still work?

• Does cause-related marketing add value or put consumers and customers off?
• What are the synergies between cause-related marketing and consumer communications?
• What tangible results and benefits can you look for, and how can you measure them?

DAY 2: 21 November 2006

Will NGOs ever provide assurance and ethics auditing services? If so, will this add to brand credibility?

While some large corporations have profited from partnerships with non-profit organisations, others have found them challenging or counterproductive.

How can you best work with NGOs?

• Do NGOs make or break performance and reputation?
• Can NGOs deliver market change and influence consumers and customers?
• Corporate campaigning: Can companies effectively use the communication strategies of NGOs to reach consumers? Can you emulate NGOs?
• How can NGOs help you to success-proof your own projects?

Case Study:
The ethical consumer - has ethical purchasing gone mainstream?

Research by MORI and others suggests 5-10% of consumers can now be considered as "deep greens" that campaign for, and purchase, products and services with strong ethical credentials, while another 40-50% will make an ethical choice if it's made easy for them. So, has ethical purchasing gone mass market?

• The ethical consumer: Key facts and figures
• Discover what decision-making process consumers go through when buying products with strong ethical credentials
• Find out what the actual share of this untapped market is

Can we have an ethical clothing label?

It's never been cheaper to buy clothes. But what is the true cost to manufacturers and labourers? Are ever-cheaper clothes sustainable as a business model?

• Are ethical clothing labels needed?
• If so, how would it work; what would it cover; who would certify it; and what would it mean to consumers?

Brand boycotts:
Beyond business control

Every consumer is a potential boycotter. Never have boycotts been better organised, or gained so much media attention. Can boycotts be managed and mediated? If so, how?

• Where do consumer boycotts come from? Is there a new wave emerging?
• What's the real impact of a boycott on sales and brand image
• How do you manage the fallout of a well-publicised boycott?

Networking Lunch