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.!


…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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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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Curiosity Beautiful businesses do not stand still; they are restless, brave, intrepid and they create constant surprise.

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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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Craft Beautiful businesses apply consideration to every last detail, no matter how small; beauty does not happen without devotion.

.

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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

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We are Beautiful Introducing Business is Beautiful

INT

EG

RIT

Y

CURIOSITY

CRAFT

PROSPERITY

Building around

a purpose

Exer

cisi

ng

imag

inat

ion


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

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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

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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

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INTEGRITY

CU

RIO

SITY

CRA

FT

PROSPERITY

Caring about people


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


INT

EGR

ITY

CURIOSITY

CRAFT

PROSPERITY

Carin

g about p

eople


Valuing what matters

Asserting in!uence

Building around

a purpose

Exercising

imagin

ation


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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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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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

jean-baptiste danet business is beautiful

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