branding with human vision - 3.0

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The Rules of the Game Have Changed: Branding 3.0.

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•New times require new vision.

•Dharma Dreams is a new branding company with a human-centric approach.

We enable branding that goes beyond the mental and emotional to unlock each

client’s deepest creative potential.

•At Dharma Dreams, we believe that an effective brand is the mirror of our

client’s dream. Brands that share dreams and passions make a difference in the

marketplace and drive business.

•We believe in Dharma, a solid branding structure and process that leads

brands toward their goals, whether small or large. We believe in Dreams:

branding that recognizes creativity as the future economic driving force.

•Dharma Dreams brings together highly talented, multi-disciplinary

professionals and works collaboratively with each client’s marketing team and

key partners to guarantee project success.

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Branding with Human Vision

The Rules of the Game Have Changed: Branding 3.0

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Branding 1.0 targeted the “consumer mind”

•Logic and selling.

•Focused on USP.

•Art of persuasion.

•Sometimes even cheating.

•Easy-to-reach targets.

•Strong product focus.


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Branding 2.0 targets the “consumer’s heart”

• Emotional focus.

• Customer-centric era.

• Traditional needs.

• Marketing has a bad name.

• Simply after profit.

• Common tricks and false claims.

• High advertising investment.


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Branding 3.0 targets consumer as whole human:

mind, heart, and spirit

• Human-centric approach.

• Treated as human beings: active, anxious, and creative.

• Unlocking the soul’s code: Credible brands that establish trust.

• Letting people participate in the value creation.


Branding 3.0: Brands as Social Icons

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Branding 3.0: Brands as Social Icons

•Dreams are embedded into the

company’s vision.

•Mission is present; VisionDream is

future. What you aspire to become, to

achieve, to create as an organization is

shared with your targets.

•Dreams that create “shared value” and

support behavior change.

Companies that intend to be icons should share their consumers’ passions and dreams, and make a difference

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Branding 3.0. Brands as Social Icons

•Dreams that give meaning to each

communication activation of the

brand.

•Dreams that are activated in relevant

communication contexts:

– When consumers are more

receptive to the brand.

– 360º media, on and offline.

Companies that intend to be icons should share their consumers’ passions and dreams, and make a difference

Branding 3.0: The 3 Key Pillars


Vision

Dream

Social Experience Creativity

Human Beings

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•According to Stephen Covey there are 4

components of a human being:

– Physical body.

– Mind of independent thought.

– Heart that can feel emotion.

– Spirit: soul and philosophical center.

•Consumers demand that their deepest anxieties

and desires be identified and fulfilled (not traditional

needs).

•At its core, consumers’ over-arching desire is to

make society and the world at large a better place.

Pillar 1: Target consumers as human beings Iconic brands that address customers’ anxiety and desires will beat the competition in this world of paradox

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Traditional Research Approach

•Focuses on asking “why”.

•Asks questions that focus on the

past, seeking rational resaons for a

specific behavior or belief.

•Defines a rational or emotional

explanation of traditional needs.

Research with Coaching Approach

•Focuses on the individual’s inner self and

asks questions about the future, vision, and

dreams.

•The future vision helps to connect the

individual with inner self, spirit, authenticity,

and real anxieties.

•The individual is observed as a whole:

tone of voice, language, posture, facial

expression, and feelings.

Branding 3.0: The 3 Key Pillars Pillar 1: Target consumers as human beings Iconic brands that address customers’ anxiety and desires will beat the competition in this world of paradox

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•Millions of consumers across the

globe are insightful, passionate, and

creative people, helping to optimize

and endorse breakthrough products

and services, sometimes without

companies’ buy-in.

•These creative people are those who

will shape the future market, where

the traditional market won’t work.

Pillar 2: Consumer sophistication generates the future market: the creative consumer market Creativity is the driving force of economic growth

“Not only is the customer the king, he is also the

market researcher head, R&D chief and product

development manager.” ~The Economist

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•Top-down, one-way, mass comms are no

longer effective.

•We have moved beyond the information age

into the age of participation, where

consumers independently create new ideas

and entertainment, as well as consume them.

•Promote the freedom to talk about you

(Burger King striptease, for example).

•Don’t ask people to make an effort for your

brand; give them an improved experience of

something they are already doing (Nike

Running Club, for example).

Pillar 3: Social Experience

Give people a voice and improve current experience

branding with human vision - 3.0

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