jean-baptiste danet business is beautiful
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Superbrands Conference Warsaw 2013
Jean-Baptiste Danet, Global CEO, Dragon Rouge
Dragon Rouge is a global design and innovation business. We put talent and ideas at the centre of our activity to deliver powerful brand performance.
We design strategies, initiate the creation of new products and services, create identities and communications – and engage people in making their companies great.
Founded in 1984 in France, we are a leading international group.
We combine local expertise and consumer knowledge with a global strategic vision of brand management.
For decades, the marketing industry has been obsessed with distilling brand management into a science. !!Brands are no longer full of fluff. !!Brands are value-creators. They require an objective, reliable, analytical and dispassionate management approach. Information and insight are the foundation of great brands. !!They can be measured. !They can be compared. !They can be ranked.!!They can be improved through best practice processes and models.!
Why ‘business is beautiful’?
But the cracks in this approach are starting to show: more scientific approaches do not yield consistently better brands. !!Brands cannot be managed in a mechanical, cold, statistical way.!!We believe that business is about people. People who come together to achieve more than is possible individually. Achievement is easily measured through profit, but value is a much bigger concept. Beyond profit, businesses have the ability to make valuable contributions to society. !So the dialogue around brands is changing: the industry is re-awakening to the potency of imagination, creativity, personality and spontaneity.!
Why ‘business is beautiful’?
…because businesses rely on brands to stimulate creativity and imagination. This is is the role that brands play in creating value. !
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Why ‘business is beautiful’?
So we wrote a book.! Not a book about brands, but a book about business. !!More specifically, a book about what business looks like when it"s #done beautifully.!!!
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Business is Beautiful
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Business is not merely a science
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Business is a hard art
And brands make business beautiful
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The book contains five chapters.!!Each chapter represents a different aspect of what $Beautiful Business" means:!!The five Hallmarks of #Beautiful Business.!!
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Business is Beautiful
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The 5 Hallmarks of Beautiful Business
Integrity Beautiful businesses have a clear sense of purpose; a noble, unwavering belief that translates into firm principles for how to succeed.
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The 5 Hallmarks of Beautiful Business
Integrity Beautiful businesses have a clear sense of purpose; a noble, unwavering belief that translates into firm principles for how to succeed.
Curiosity Beautiful businesses do not stand still; they are restless, brave, intrepid and they create constant surprise.
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The 5 Hallmarks of Beautiful Business
Integrity Beautiful businesses have a clear sense of purpose; a noble, unwavering belief that translates into firm principles for how to succeed.
Curiosity Beautiful businesses do not stand still; they are restless, brave, intrepid and they create constant surprise.
Elegance Beautiful businesses are pleasurably simple; they find intelligent ways of doing things and they understand that persuasive presentation is a prerequisite for performance.
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The 5 Hallmarks of Beautiful Business
Integrity Beautiful businesses have a clear sense of purpose; a noble, unwavering belief that translates into firm principles for how to succeed.
Curiosity Beautiful businesses do not stand still; they are restless, brave, intrepid and they create constant surprise.
Elegance Beautiful businesses are pleasurably simple; they find intelligent ways of doing things and they understand that persuasive presentation is a prerequisite for performance.
Craft Beautiful businesses apply consideration to every last detail, no matter how small; beauty does not happen without devotion.
.
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The 5 Hallmarks of Beautiful Business
Integrity Beautiful businesses have a clear sense of purpose; a noble, unwavering belief that translates into firm principles for how to succeed.
Curiosity Beautiful businesses do not stand still; they are restless, brave, intrepid and they create constant surprise.
Elegance Beautiful businesses are pleasurably simple; they find intelligent ways of doing things and they understand that persuasive presentation is a prerequisite for performance.
Craft Beautiful businesses apply consideration to every last detail, no matter how small; beauty does not happen without devotion.
Prosperity Beautiful businesses have a meaningful concept of value creation; they make positive contributions to their owners, employees, customers, suppliers, society and the environment.
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INT
EGR
ITY
CURIOSITY
CRAFT
PROSPERITY
Carin
g about p
eople
Establishing a legacy
Valuing what matters
Asserting in!uence
Building around
a purpose
Exercising
imagin
ation
Pleasing through economy
Connecting
through stories
Embracin
g sacri"ce
Being authentic
Comm
itting openly
Applying the
human hand
Developin
g a
signature style C
reating a sen
seof th
eatre
Designing
with em
pathy
Inviting
interpretatio
n Dem
onstratin
g p
oise
Rede"ning
conventionLearning
how to fail
Autolib’
Interface
Icebreaker3M
Narayana
Dr Irena Eris
vente-privée
Rabobank
Hospitals
Pão de Açucar
EGG
-energ
y
Arup
BMW
iR
apha
Condé Nast
Oti
con
Story
Threadless
Zetter
KTC
Opow
er
ELE
GA
NC
E
Encouraging
challenge
The world of Beautiful Business
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Not your standard business book
The book is designed to be enjoyable to read on a long-haul flight.
It’s not a ‘how to’ manual for creating shareholder value.
We use ideas and cultural references from all sorts of areas.
The businesses we included
We started with the themes we had developed and identified over 120 businesses that were a possible match for our hallmarks.
We canvassed the Dragon Rouge network for candidates, and then reached a shortlist that most closely reflected our thinking.
We chose a cross-section of businesses from around the world we believe help us to represent ‘Beautiful Business’ in action.
Big and small.
A variety of industries.
Not clients.
Integrity
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INTEGRITY
CURIOSITY
CRAFT
PR
OSP
ER
ITY
Caring about people
Establishin
g a legacy
Valuing what m
atters
Asserting in!uence
Building arou
nd a pu
rpose
Exercising
imagination
Embracing sacri"ce
Being authentic
Committing openly
Rede"ning
Autolib’
Narayana
Dr Irena Eris
vente-privée
Rabobank
Hospitals
Pão de Açucar
ELEGAN
CE
Building around a purpose | Embracing sacrifice | Being authentic | Committing openly
Curiosity
25
We are Beautiful Introducing Business is Beautiful
INT
EG
RIT
Y
CURIOSITY
CRAFT
PROSPERITY
Building around
a purpose
Exer
cisi
ng
imag
inat
ion
Pleasing through economy
Embracing sacri"ce
Being authentic
Comm
ittin
g op
enly
Creating a sen
se
of theatre
Designing
with empathy
Invi
ting
Rede"ning
convention
Learning
how to fail
Autolib’
Interface
Icebreaker
3M
yana
spitals
Opow
er
ELEGAN
CE
Encouragingchallenge
Exercising imagination | Redefining convention | Encouraging challenge | Learning how to fail
Elegance
29
We are Beautiful Introducing Business is Beautiful
INTEGRITYC
UR
IOSI
TY
CRAFTP
RO
SPER
ITY
Exercising imagination
Ple
asin
g th
rou
gh e
con
omy
Creating a sense
Designin
g
with
empath
y
Inviting interpretation
Demonstrating
poise
Rede"ning
convention
Learning
how to fa
il
Interface
StoryT
hreadless
Zetter
KT
C
Opower
ELEGANCE
En
cou
ragi
ng
chal
len
ge
Pleasing through economy | Designing with empathy | Demonstrating poise | Inviting interpretation
Craft
33
We are Beautiful Introducing Business is Beautiful
INT
EGR
ITY
CURIOSITY
CRAFT
PROSPERITY
Connecting
through stories
Applying the
human hand
Developing a
signature styleCre
atin
g a
sen
seof
thea
tre
Desig
ning
with
em
pathy
Inviting
interpretationDem
onst
rati
ng
poi
se
Rapha
Condé Nast
Oticon
Story
less
ELE
GA
NC
E
Connecting through stories | Applying the human hand | Developing a signature style | Creating a sense of theatre
Prosperity
37
We are Beautiful Introducing Business is Beautiful
INTEGRITY
CU
RIO
SITY
CRA
FT
PROSPERITY
Caring about people
Establishing a legacy
Valuing what m
atters
Assertin
g in!
uen
ce
Building around
a purpose
Connecting
through stories
Embracing sacri"ce
Ap
ply
ing th
e h
um
an h
and
Developing a
RabobankPão de A
çucar
EGG-energy
Arup
BMWi
Rapha
ELEGANCE
Caring abour people | Establishing a legacy | Valuing what matters | Asserting influence
We are Beautiful Introducing Business is Beautiful
INT
EGR
ITY
CURIOSITY
CRAFT
PROSPERITY
Carin
g about p
eople
Establishing a legacy
Valuing what matters
Asserting in!uence
Building around
a purpose
Exercising
imagin
ation
Pleasing through economy
Connecting
through stories
Embracin
g sacri"ce
Being authentic
Comm
itting openly
Applying the
human hand
Developin
g a
signature style C
reating a sen
seof th
eatre
Designing
with em
pathy
Inviting
interpretatio
n Dem
onstratin
g p
oise
Rede"ning
convention
Learning
how to fail
Autolib’
Interface
Icebreaker3M
Narayana
Dr Irena Eris
vente-privée
Rabobank
Hospitals
Pão de Açucar
EGG
-energ
y
Arup
BMW
iR
apha
Condé Nast
Oti
con
Story
Threadless
Zetter
KTC
Opow
er
ELE
GA
NC
E
Encouraging
challenge
And here is the world of Beautiful Business
!being a beautiful business will become a hallmark of those who will be the most successful at standing apart in the future.
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And based on our conversations with businesses when writing this book:
Daniel Pink, New York Times best selling business author of Drive and To sell is Human, has given us an endorsement that reflects his reading of the book...
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Initial feedback has been overwhelmingly positive
“Don’t hate a business because it’s beautiful. Strive to be more like it, using the guidance you’ll find in Business is Beautiful. This lovely book is filled with stories of companies that have been inspired by beauty of all kinds – aesthetic, scientific, ethical, and more. This is a new look at the search for excellence that I think will resonate with many business leaders.”
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Initial feedback has been overwhelmingly positive
Jonathan Porritt, Founder, Forum for the Future has commented in an afterword to Prosperity:
“These inspirational stories and characters are all too obviously working against the grain of what passes for normal in today’s world.”
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Initial feedback has been overwhelmingly positive
Zygmunt Bauman - Liquid Life
Having a perspective
Realising the hopes of the past
Equilibrium between freedom and security
Global responsibility
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Conclusion
Join our conversation:
business-is-beautiful.com
@BeautifulBizDR
linkedin.com/groups/Business-is-Beautiful
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Join us in the conversation!
Agnieszka B!kowska Client Service Director - Consumer Brands DRAGON ROUGE
T: +48 22 651 84 20
M: +48 501 100 703
Arkadiusz "o# Brand Consulting & CI Director DRAGON ROUGE T: +48 22 651 84 20 M: +48 501 385869
ul. "owcza 26, 02-955 Warszawa
www.dragonrouge.pl / www.dragonrouge.com
Thank you
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