the people who are crazy enough to think they can change the world, are the ones who do

Transcription

1 building your brand

2 the people who are crazy enough to think they can change the world, are the ones who do

3 hello

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5 the company we keep 5 CONFIDENTIAL AGENCY MATERIALS

6 no

7 yes

8 advertising does not have to suck 8

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10 what makes a great brand 10

11 brands are more than a fancy marketing department 11

12 a brand is the most valuable piece of real estate in the world: a corner of someone s mind! john hegarty, founder BBH 12

13 branding has been around much longer than marketing departments 13

14 branding comes in various shapes 14

15 people are brands if they leave a meaningful impression

16 the greatest brand in the world has......global presence...flagship stores...great sales force...emotional benefits...strong story telling...simple logo 16

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18 symbols are branding

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23 branding can offer orientation familiarity trust 23

24 branding can offer disruption vision revolution 24

25 branding can amplify your cause 25

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29 steve jobs & lee clow (1984) 29

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35 TBWA\ 35

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41 a great brand......has values and a set of strong beliefs...lives up to its beliefs in everything it does...celebrates what it loves...is rigorous about what to do and not to do...is iconic and heroic 41

42 the digital revolution 42

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44 in the age of transparency and people empowerment companies and brands have to be more honest, engaged and meaningful than ever 44

45 more brands do good these days 45

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56 some brands are born to do good 56

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63 branding helps to do good 63

64 the big brands dealing with the big issues 64

65 but what if Melbourne Metro Trains wants to reduce lethal accidents in train stations? 65

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67 if small brands act a little more like big brands then small brands can create big impact 67

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72 insight 1 in the age of transparency, commercial brands are motivated to do good 72

73 insight 2 brands that are created around a true cause are successful in mainstream 73

74 insight 3 more and more good causes use branding to their advantage 74

75 conclusions good causes are part of modern brand culture good causes have become a competitive market good causes need to stand out of the crowd good causes should behave like brands 75

76 how to do branding: YOU are a brand 76

77 what how a simple model: why the golden circle

78 what we make high-tech products what we make hightech products why? how we have the heritage of a computer company to offer technology products why we believe in changing the world for the better how we offer technology that is beautifully designed and easy to use

79 what how commercial businesses tend to know how and what to do... why...but they tend to forget or ignore why they do it

80 why causes and charity know why they do what they do... how what...but could sometimes improve the how and the what they do

81 lessons from steve believe that you can change the world behave true to your beliefs everything you do is communicating with the world stay ahead of the curve - figure out what people want tomorrow 81

82 know your audience embrace your loyals - and the next generation embrace the media of the digital and social era become part of modern audience culture 82

83 dare to look good you never get a second chance to make a first impression little things can look great with a little design 83

84 the power of story telling story telling is one of the strongest tools in branding humans are hard wired to archetypal stories 84

85 powerful stories work with distinctive archetypes humans instinctively understand archetypal behavior define what archetype fits you and your mission 85

86 the story we share pets make our lives better not all humans treat pets well we need to make pets lives better 86

87 together we can stop the killing together we can give every pet a forever loving home together we can make the modern world believe: ADOPTION IS THE ONLY WAY! 87

88 one more thing 88

89 be passionate be positive be humane every bit of hate will poison the love that it takes to solve the problem 89

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93 thank you! 93

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95 Recommendations: Hegarty on advertising, John Hegarty, 2011 Secret of the Superbrands, BBC Documentary, 2011 Start with the Why, Simon Sinek Steve Jobs, Walter Isaacson The Hero With the Thousand Faces, Joseph Campbell The Hero and the Outlaw, Mark/Pearson 95