brand substance handbook - green unplugged becky willan
DESCRIPTION
The presentation was given by Becky Willan at Green Unplugged and was intended to be a practical handbook to help companies build their brand substance. This means to rely less on inflating their brand image and more on using sustainability principles to create value in peoples lives.TRANSCRIPT
![Page 1: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/1.jpg)
Becky WillanDirectorGiven London
![Page 2: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/2.jpg)
IMAGE IS
EVERYTHING
![Page 3: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/3.jpg)
![Page 4: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/4.jpg)
![Page 5: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/5.jpg)
![Page 6: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/6.jpg)
![Page 7: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/7.jpg)
![Page 8: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/8.jpg)
![Page 9: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/9.jpg)
![Page 10: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/10.jpg)
![Page 11: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/11.jpg)
![Page 12: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/12.jpg)
![Page 13: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/13.jpg)
16%12% 4/10 to
1/10
![Page 14: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/14.jpg)
![Page 15: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/15.jpg)
bran
d
BRAN
D VA
LUE VALUE
![Page 16: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/16.jpg)
![Page 17: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/17.jpg)
![Page 18: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/18.jpg)
![Page 19: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/19.jpg)
need
s
goals
desires
![Page 20: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/20.jpg)
cultu
re
connections
causes
![Page 21: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/21.jpg)
beha
viour
relatedness
issues
![Page 22: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/22.jpg)
1
2
3
4
Do you understand your target audience from a “me, my world, the world” perspective?
How is your company creating value for them, their world and the world?
What assets do you have at your disposal?
How will you deliver brand substance inside and outside your company?
![Page 23: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/23.jpg)
![Page 24: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/24.jpg)
2/3
3/3+
![Page 25: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/25.jpg)
![Page 26: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/26.jpg)
![Page 27: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/27.jpg)
![Page 28: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/28.jpg)
![Page 29: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/29.jpg)
![Page 30: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/30.jpg)
![Page 31: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/31.jpg)
![Page 32: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/32.jpg)
![Page 33: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/33.jpg)
![Page 34: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/34.jpg)
![Page 35: Brand Substance Handbook - Green Unplugged Becky Willan](https://reader034.vdocuments.us/reader034/viewer/2022051816/545b3382b1af9f33608b5ce3/html5/thumbnails/35.jpg)