imc brand repurpose
Post on 15-Jan-2015
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BRAND POSITIONING TO BRAND PURPOSE1
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MAYAN PROPHECIESMAYAN PROPHECIES
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MAYAN PROPHECIESMAYAN PROPHECIES
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PIERRE TEILHARD DE
CHARDIN
PIERRE TEILHARD DE
CHARDINIn the same way that all living beings emerged from organic matter and evolved into ever
more complex thinking beings, humans are evolving toward an
omega point
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GLOBAL CONSCIOUSNESS
PROJECT
GLOBAL CONSCIOUSNESS
PROJECTDesigned to explore whether
the construct of interconnectedconsciousness can be scientifically validated.
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PIERRE TEILHARD DE CHARDIN
PIERRE TEILHARD DE CHARDIN
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“A new integrated mind… a harmonized collectivity of consciousness equivalent to a super-consciousness”
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MARK ZUCKERBERGCEO Facebook
MARK ZUCKERBERGCEO Facebook
“Facebook was not originally created to be a company. It was built to
accomplish a social mission — to make the world more open and connected.”
The Hacker Way
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SHERYL SANDBERGCOO Facebook
SHERYL SANDBERGCOO Facebook
“As this happens, we hope to build tools that help people
transform the way we all solve worldwide social problems.”
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Organ Donor Tool
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ZUCKERBERGTHE HACKER WAY
ZUCKERBERGTHE HACKER WAY
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» We hope to strengthen how people relate to each other
» We hope to improve how people connect to businesses and the economy
» We hope to change how people relate to their governments and social institutions
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RACHEL BECKWITH
RACHEL BECKWITHThe more we share,
the more we care.
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CARL JUNGCARL JUNG“We are living in what the
Greeks called Kairos – the right moment - for a ‘Metamorphosis
of the Gods’”
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PAUL POLMANCEO Unilever
PAUL POLMANCEO Unilever
“Consumers increasingly
want products of great value
from companies with great
values”
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SHARED VALUES BUILD RELATIONSHIP
SHARED VALUES BUILD RELATIONSHIP
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“A shared value is a belief that both the brand and consumer have about a brand's higher purpose or broad philosophy.”
Harvard Business Review
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JIM STENGELIDEALSJIM STENGELIDEALS
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“The business case for brandideals is not about altruism or corporate social responsibility. It’s about expressing a business’s fundamental reason for being and powering its growth.”
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JIM STENGELIDEALS
JIM STENGELIDEALS
“Ideals unlock the code for twenty-first-century business success because they
leverage timeless truths about human behavior and values in business and in
life. They enable life to influence business and business to influence life.”
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THE POWER OF PURPOSE
THE POWER OF PURPOSE
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PATAGONIA CORE PURPOSE
PATAGONIA CORE PURPOSE
"Patagonia exists as a business to inspire and implement
solutions to the environmental crisis”
Louder than Words, 1999.
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BRAND PHILOSOPHYBRAND PHILOSOPHY
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"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
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PATAGONIA COMMON THREADS
PATAGONIA COMMON THREADS
"The Common Threads Recycling Program relies on
both Patagonia and its customers to accomplish
reducing, reusing and repairing, and recycling."
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PATAGONIA
PATAGONIA
Common Threads Initiative
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ELECTROLUX
ELECTROLUX
Vac from the Sea
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THE POWER OF PURPOSE
THE POWER OF PURPOSE
“Today, advertising is about finding common ground on
which brands and communities can forge
relationships”
Bob Garfield
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WILL.I.AMCOMMUNITINGMusic Celebrity
WILL.I.AMCOMMUNITINGMusic Celebrity
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“Brands must turn consumers into agents who can contribute to communities”
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SIMON MAINWARINGFounder – We First
SIMON MAINWARINGFounder – We First
“Agencies (and their clients) need to become Social
Activists”
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FLOWFLOWCreating awareness for the
global water crisis
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GLOBAL WATER CRISISGLOBAL WATER CRISIS
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“In the end, changing the face of this crisis involves educationto motivate new behaviors.”
Globescan Study
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#CLOSETHETAP#CLOSETHETAPWe connected a real running
tap to Twitter… and invited people to help us close it.
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#CLOSETHETAP
#CLOSETHETAP
We connected a real running tap to Twitter…
and invited people to help us close it.
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BREAKING APATHYBREAKING APATHYReframing the Cultural
Conversation
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PUBLIC OUTRAGEPUBLIC OUTRAGE
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The coverage received for this story seemed crazy in a country beset by serious problems.
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RE-FRAMING THE
CONVERSATION
RE-FRAMING THE
CONVERSATIONCould we hijack the wave of
national outrage and redirect that misspent energy
towards a worthy cause?
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WE IDENTIFIED A CAUSEWE IDENTIFIED A CAUSE
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There have been over 220 Rhinos poached this year alone, the worst in South Africa’s history.
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THE RHINO SPEARTHE RHINO SPEARTHE IDEA
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SAVE THE RHINO!SAVE THE RHINO!
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ESSESSPERSONAL PURPOSEPERSONAL PURPOSE
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COCA-COLAOPEN
HAPPINESS
COCA-COLAOPEN
HAPPINESS"Happiness is contagious. Our
strategy is to deliver doses of
happiness in unexpected,
innovative ways.”
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COCA-COLACOCA-COLAThe Happiness Truck
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PEDIGREEPEDIGREEWe’re for Dogs!
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DOG-A-LIKEDOG-A-LIKEUsing technology in
a purposeful way.
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PURPOSEFULLNESS
PURPOSEFULLNESSPURPOSEFULPURPOSEFUL
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NIKE FUELNIKE FUELIntroducing Nike
Fuel
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NIKE FUELNIKE FUELIntroducing the Nike+
Fuel Band
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NIKENIKECreating a better
world
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THE CONCLUSIONTHE CONCLUSION
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PIERRE TEILHARD DE CHARDIN
PIERRE TEILHARD DE CHARDIN
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“Someday after mastering winds, waves, tides and gravity, we shall harness the energies of love, and then, for the second time in the history of the world, man will discover fire.”
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THANK YOUTHANK YOU
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