purpose-driven branding and customer engagement: building collective expertise
TRANSCRIPT
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Purpose-driven Branding and Customer Engagement: Building Collective ExpertiseBecky Willan | Managing DirectorDavid Hawksworth | Creative DirectorJames Payne | Strategy Director
Given London | @givenlondon | www.givenlondon.com | #brandsubstance
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Given is a brand innovation and sustainability agency.
We build brandsthat people can really believe in
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Building collective expertise: the opportunity today
Some clever co-creation tools
and techniques
for activating
purpose
The experience
and knowledge
of everyone in
the room today
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How to unlockbig ideas
for activating brand purpose?
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What does this really mean?
…AN IDEA THAT HAPPENS AND MAKES A BIG DIFFERENCE
A BIG IDEA FOR ACTIVATING BRAND PURPOSE IS…
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We think three ingredients are vital:
1
2
3
Discovering how your brand can make a big difference
Great ideas that bring this brand purpose to life
Making these ideas actually happen
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We think three ingredients are vital:
1
2
3
Discovering how your brand can make a big difference
Great ideas that bring this brand purpose to life
Making these ideas actually happen
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We think three ingredients are vital:
1
2
3
Discovering how your brand can make a big difference
Great ideas that bring this brand purpose to life
Making these ideas actually happen
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So that’s how we’re structuring this workshop
1 Discovering how your brand can make a big difference – JAMES
Working session: Using a tool to clarify the opportunity and challenges for your brand
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So that’s how we’re structuring this workshop
1 Discovering how your brand can make a big difference – JAMES
Working session: Using a tool to clarify the opportunity and challenges for your brand
2 Great ideas that bring this brand purpose to life – DAVID
Working session: Practicing how to use co-creation for ideating solutions to challenges
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3 Making these ideas actually happen – BECKY
Working session: Using a technique for understanding barriers and building alignment
So that’s how we’re structuring this workshop
1 Discovering how your brand can make a big difference – JAMES
Working session: Using a tool to clarify the opportunity and challenges for your brand
2 Great ideas that bring this brand purpose to life – DAVID
Working session: Practicing how to use co-creation for ideating solutions to challenges
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For each of the three ingredient sessions we will
REFLECT & BUILD
COLLECTIVE EXPERTISE
WORK IN GROUPS
TO PUT IT INTO PRACTICE
SET THE SCENE
WITH A SHORT INTRODUCTION
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“Co-creation is the act of bringing together
multiple stakeholder groups to help solve business
challenges and take advantage of opportunities.”
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Buy-in from multiple stakeholders is often required
Complex challenges need to be tackled with rich inputs & diverse viewpoints
We need to both imagine & create a better futureW H Y
C O - C R E AT I O N ?
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The principles
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Principle one
1Relationships
are the source of results
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Principle two
2Breakthroughs
come from unreasonable requests
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Principle three
3Anyone can be creative
they just need the training, tools and stimulus
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Principle four
4People give you
their garbage before they give you their goods
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Relationship Building
Issue Framing
Creative Stimulation
Idea Development
Pitch & Build
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1.
How your brand can make a
big difference
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Marketing traditionally is about connecting customer and brand
BRAND
CAPABILITIES
CUSTOMER
INSIGHT
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When brands have a purpose that is around creating cultural change the traditional marketing approach can work well
Dove Campaign for real beauty
Always Like a girl
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But to activate an environmental or social purpose the traditional approach falls short
Unilever Project Sunlight Launch
Tesco Airmiles for energy-efficient lightbulbs
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True purpose means grounding your approach with a genuine response to the social/environmental context in which you operate
CUSTOMER INSIGHT
SOCIAL/ENVIRONMENTAL
CONTEXT
BRAND CAPABILITIES
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Working session 1 Clarifying the opportunity
and challenges for your brand
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The brief for working session 1
In pairs, choose a brand you work on or know well
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The brief for working session 1
WORKSHEET 1:
Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world
In pairs, choose a brand you work on or know well
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The brief for working session 1
WORKSHEET 2:
Capture the brand and customer context.
Look for a fit between these areas and the impacts you’ve listed
WORKSHEET 1:
Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world
In pairs, choose a brand you work on or know well
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The brief for working session 1
WORKSHEET 2:
Capture the brand and customer context.
Look for a fit between these areas and the impacts you’ve listed
WORKSHEET 1:
Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world
In pairs, choose a brand you work on or know well
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Share & Reflect
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2.Generating great ideas
that activate your brand purpose
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The big push back
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Co-creation doesn’t work, because Henry Ford says so
The ‘WHAT’
If I asked peoplewhat they wanted, they would have saidFASTER HORSESHenry Ford
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Look for the insight and this presents a world of opportunities
The ‘WHY’
If I asked peoplewhat they wanted, they would have saidFASTER HORSESHenry Ford
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If Ford were to have run a late 19th century co-creation workshop…
Being among common people makes me angry
What about some kind of transport that helped to protect my hat?
If I could get home from work faster, I would be back in time for consumption street
I read an article about a personal transportation machine made by a German called Benz. Looked nippy…
Could we develop some kind of personalised steam engine?
Yes, a steam engine with a single carriage – we would need to improve the railway network though
I wish somebody invent an iPhone. I can barely lift this
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How to organise a creative session that works for everyone
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Find the team for the task
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Immerse them in the challenge
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Get out of the shallow end
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Working session 2Practicing how to use co-creation for ideating
solutions to challenges
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The brief For working session 2
The challenge: “To reinvent this conference to create a bigger impact”
1. Sprint ideation - Ideate in silence in your group, writing your ideas down on post-it notes
2. Share, filter and focus - Everyone to share their ideas, laying them out on the table. Everyone gets a vote
3. Develop the idea - Working together as a team to improve and develop idea(s)
4. Present – Present your developed idea back to the room
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3.Making ideashappen
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Why executing ideas for activating brand purpose is challenging
It’s about big changes Creating real impact means overcoming inertia and changing behaviours and perceptions that are often deeply ingrained
It’s complicated The issues you’re trying to address are often complex and usually require a broad range of cross-functional input
It’s new Activating brand purpose is often about pioneering new approaches and finding innovative, better ways of doing business
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Innovation is about buy in, not ideas
A new idea is delicate. It can be killed by a sneer or a yawn; it can be stabbed to death by a quip and worried to death by a frown on the right man's browOvid
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Rules for giving
your idea the best
chance of success
Create a compromise
plan
Know who needs to say yes to your
idea
Make your idea beautiful
Trial fast
4
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Create a compromise plan for your idea
Getting ideas through complex businesses means avoiding dogma and being prepared to make compromises and changes to your concept.
1 2 3Create a negotiating
strategy - know what you are willing to give up and
what you must stay true to for the idea to succeed
Bring the customer into the process, they are
much harder to argue with than anyone else in your
business
Understand that pitching a 10/10 idea might result in executing a 4. And get
OK with that!
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Know who needs to say yes to your idea, and get political!
There are typically two sets of people who you need to engage so that they say yes to your idea:
People who are going to have to pay for it
People who are going to have to deliver it
Build relationships with people you need to influence
Develop allies in different departments
Create internal buzz around your project
Identify the ‘enablers’ for your idea
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Make your idea beautiful
One of the most important elements of the buy in process is attraction. How can you make your idea instantly attractive to the people in your organisation?
But remember that beauty is in the eye of the beholder…
Beautiful stories Beautiful business models Beautifully Simple
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Trial Fast
Get creative about how you can do trials for less
Ask for forgiveness, not permission!
The best way to persuade a business to launch a new idea is to prove that it can work
Learn from tech companies that get products into trial, test, learn and develop in iterative sprints
Tell stories! Facts and figures convince the business, but stories and colour builds belief
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Working session 3Using a technique for understanding
barriers and building alignment
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Technique
This is a projective technique for increasing engagement and buy-in. It works by helping you think about the challenge from a different perspective. We usually use it at kick-off meetings to identify what’s on the mind of key stakeholders.
The Gossip Game
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BigCo is a global consumer goods business
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The brief for working session 3
The challenge:
First, imagine that the project has been a huge success. Role play what you’re saying about it and how great it is.
Think back to a meeting with the BigCo Executive Committee when they told you why they felt the project had been such a success. What happened? What did they say?
Imagine it is after work on a Friday in a year’s time. You and your BigCo colleagues have gone for a drink after work and you’re talking about an initiative that happened a few months ago, when BigCo launched its first ever net positive product range.
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Share & Reflect
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The brief for working session 3
The challenge:
First, imagine that the project has been a huge success. Role play what you’re saying about it and how great it is.
Think back to a meeting with the BigCo Executive Committee when they told you why they felt the project had been such a success. What happened? What did they say?
Imagine it is after work on a Friday in a year’s time. You and your BigCo colleagues have gone for a drink after work and you’re talking about an initiative that happened a few months ago, when BigCo launched its first ever net positive product range.
Then imagine that the project has gone horribly wrong. Role play what you’re saying about it and how awful it was.
You’ve had a debrief with the Executive Committee. What went wrong? What did they challenge you on?
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Share & Reflect
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Back to the purpose of this session
…AN IDEA THAT HAPPENS AND MAKES A BIG DIFFERENCE
A BIG IDEA FOR ACTIVATING BRAND PURPOSE IS…
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Reflecting on what we’ve found out
today
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Thank You