Arts & Business Brand Strategy Session Strategy Session July 2008 Arts & Business South-East Gatwick Diamond Business Cultural Partnership Dedicated to: Daniel Pink Author - A Whole New Mind

Strategy Session

July 2008

Arts & Business South-East

Gatwick Diamond Business Cultural Partnership

Dedicated to:

Daniel Pink

Author - A Whole New Mind

Content 1 Brand the Problem The Chindia Syndrome The New Cultural Age Brand Vision Brand Mission The Short Version Brand Mission The Long Version Brand Viewpoint (s)‏ Brand Issue Brand the Name Brand Values Design Differentiate by Design

Brand the Problem

The Chindia Syndrome

The New Cultural Age

Brand Vision

Brand Mission

The Short Version

Brand Mission

The Long Version

Brand Viewpoint (s)‏

Brand Issue

Brand the Name

Brand Values

Design

Differentiate by Design

Content 2 Story The Story Business Synthesis Synthesis = Symphony Empathy Leadership and Empathy Simulation Let the Games Begin Meaning The Meaning of Life Micro-Segments – 1 Micro-Segments – 2 Micro-Segments – 3 Departure Contact

Story

The Story Business

Synthesis

Synthesis = Symphony

Empathy

Leadership and Empathy

Simulation

Let the Games Begin

Meaning

The Meaning of Life

Micro-Segments – 1

Micro-Segments – 2

Micro-Segments – 3

Departure

Contact

Brand the Problem Business people tend to be left-brain oriented Creative people tend to be right-brain oriented The challenge is to become whole-brain oriented. Here's why...

Business people tend to be left-brain oriented

Creative people tend to be right-brain oriented

The challenge is to become whole-brain oriented. Here's why...

The Chindia Syndrome in the 21 st Century China: The Factory of the World – dominating manufacturing & production India: The Back-Office of the World – dominating information technology Where and how can the Gatwick Diamond compete?...

China: The Factory of the World – dominating manufacturing & production

India: The Back-Office of the World – dominating information technology

Where and how can the Gatwick Diamond compete?...

Welcome to the New Cultural Age Agricultural Age Farmers Industrial Age Factory Workers Information Age Knowledge Workers Cultural Age Creative Workers 18 th Century 19 th Century 20 th Century 21 st Century

Brand Vision Poster-child of the Cultural Age, James Dyson, a whole-brainer, outsourced his production and back-office support to 'Chindia' but kept design and innovation in the UK Brand Mission To build a runway to take off from the Information Age to the Cultural Age The Diamond has landed – in the Cultural Age: Populated by Whole-Brainers

Poster-child of the Cultural Age, James Dyson, a whole-brainer, outsourced his production and back-office support to 'Chindia' but kept design and innovation in the UK

To build a runway to take off from

the Information Age to

the Cultural Age

Brand Mission – The Short Version “ To build a runway to take-off from the Information Age to the Cultural Age” Note: In order to get the message across, the above is a shorter 14-word version of the slightly longer but more detailed mission statement that follows next...

“ To build a runway to take-off from

the Information Age to the Cultural Age”

Note: In order to get the message across, the above is a shorter 14-word version of the slightly longer but more detailed mission statement that follows next...

Brand Mission – The Long Version “ To create a dynamic, high quality business and arts-led cultural partnership, that reflects the creativity of the region, its people and businesses, in a way that enhances the region's reputation as a great place to do business and enjoy living in. This Partnership aims to be a key creative economic driver for the towns within the region, and thereby adding to business success.”

“ To create a dynamic, high quality business and arts-led cultural partnership, that reflects the creativity of the region, its people and businesses, in a way that enhances the region's reputation as a great place to do business and enjoy living in.

This Partnership aims to be a key creative economic driver for the towns within the region, and thereby adding to business success.”

Brand Viewpoint (s)‏ “ Tomorrow all businesses will be in the culture business” “ The future will be dominated by a society of creators and empathisers, of pattern recognisers and meaning makers” Note: Brand viewpoints are designed to provoke conversations with media and target markets

“ Tomorrow all businesses will be in the culture business”

“ The future will be dominated by a society of creators and empathisers, of pattern recognisers and meaning makers”

Note: Brand viewpoints are designed to provoke conversations with media and target markets

Brand Issue When Surrey Met Sussex: A Cultural Tale of Two Counties - Where the people of Surrey face North towards the Capital and the people of Sussex face South towards the Coast - Could they turn 180 ° and face each other?

When Surrey Met Sussex:

A Cultural Tale of Two Counties

- Where the people of Surrey face North towards the Capital and the people of Sussex face South towards the Coast

- Could they turn 180 ° and face each other?

Brand the Organisation Name Official Long Form Gatwick Diamond Business Cultural Partnership - GDBCP New Short Form S.T.A.G.E: Steering Team for the Arts & Gatwick Enterprises

Official Long Form

Gatwick Diamond Business Cultural Partnership

- GDBCP

New Short Form

S.T.A.G.E:

Steering Team for the Arts & Gatwick Enterprises

Brand Values Blend left and right brain capabilities to develop whole-brain synergies Six Value Pairings: 1. Function + DESIGN 2. Argument + STORY 3. Analysis + SYNTHESIS 4. Logic + EMPATHY 5. Real Time + SIMULATION 6. Materialism + MEANING

Blend left and right brain capabilities to develop whole-brain synergies

Six Value Pairings:

1. Function + DESIGN

2. Argument + STORY

3. Analysis + SYNTHESIS

4. Logic + EMPATHY

5. Real Time + SIMULATION

6. Materialism + MEANING

Design Design's ultimate purpose is to change the world – for the better – starting with your world

Design's ultimate purpose is to change the world

– for the better – starting with your world

Differentiate by Design Keep a design notebook Read design magazines Visit design museums Contrast best and worst designs Visit http://www.bamagazine.com/

Keep a design notebook

Read design magazines

Visit design museums

Contrast best and worst designs

Visit http://www.bamagazine.com/

Story Story, like design, is becoming a key way for individuals and businesses to differentiate their products and services in an over-crowded marketplace

Story, like design, is becoming a key way for individuals and businesses to differentiate their products and services in an over-crowded marketplace

The Story Business Narrative Medicine – Doctors who can both diagnose and interpret a patient's story Corporate Storytelling – Organising company stories in pursuit of business goals Corporate Speak vs Storytelling - Persuasion through stories and facts Visit storytelling festivals Discover the art of digital storytelling Read these books: Story: Substance, Style & Screenwriting by Robert McKee Beyond Bullet Points by Cliff Atkinson

Narrative Medicine – Doctors who can both diagnose and interpret a patient's story

Corporate Storytelling – Organising company stories in pursuit of business goals

Corporate Speak vs Storytelling - Persuasion through stories and facts

Visit storytelling festivals

Discover the art of digital storytelling

Read these books:

Story: Substance, Style & Screenwriting by Robert McKee

Beyond Bullet Points by Cliff Atkinson

Synthesis Synthesis is the ability to see connections between seemingly unrelated fields – to create new products, services and business models

Synthesis is the ability to see connections between seemingly unrelated fields – to create new products, services and business models

Synthesis = Symphony Composers and conductors use symphonic thinking to coral a diverse group of musical notes, instruments and performers to produce a unified and pleasing sound See relationships between different things Learn how to draw – see light & shadow, white & negative spaces, solid form & reflections Keep a log of metaphors – understanding one thing in terms of something else

Composers and conductors use symphonic thinking to coral a diverse group of musical notes, instruments and performers to produce a unified and pleasing sound

See relationships between different things

Learn how to draw – see light & shadow, white & negative spaces, solid form & reflections

Keep a log of metaphors – understanding one thing in terms of something else

Empathy Empathy is the ability to stand in others' shoes, to see with their eyes, and to feel with their hearts

Empathy is the ability to stand in others' shoes, to see with their eyes, and to feel with their hearts

Leadership is about Empathy “ Leadership is about having the ability to relate and to connect with people for the purpose of inspiring and empowering their lives” - Oprah Winfrey Lawyers need to empathise with their jurors Nurses need to empathise with their patients Volunteer for different jobs and challenges Join your local Am-Dram class Measure your empathy quotient

“ Leadership is about having the ability to relate and to connect with people for the purpose of inspiring and empowering their lives” - Oprah Winfrey

Lawyers need to empathise with their jurors

Nurses need to empathise with their patients

Volunteer for different jobs and challenges

Join your local Am-Dram class

Measure your empathy quotient

Simulation Simulation - a.k.a. Games - is the literature of the 21 st Century

Simulation - a.k.a. Games - is the literature of the

21 st Century

Let the Games Begin... Computer & video games have become tools for solving problems. Witness: GlucoBoy hooked up to Nintendo's Game Boy for kids with diabetes Flight simulators for pilot training Role-playing games for teaching 'whole-minded' lessons Join a Comedy Club Dissect jokes Frequent games arcades Visit online game sites: www.gamespot.com www.newsgaming.com www.womengamers. com

Computer & video games have become tools for solving problems.

Witness:

GlucoBoy hooked up to Nintendo's Game Boy for kids with diabetes

Flight simulators for pilot training

Role-playing games for teaching 'whole-minded' lessons

Join a Comedy Club

Dissect jokes

Frequent games arcades

Visit online game sites:

www.gamespot.com

www.newsgaming.com

www.womengamers. com

Meaning A transition from material want to meaning want is in progress on an unprecedented scale

A transition from material want to meaning want is in progress on an unprecedented scale

The Meaning of Life There's a basic desire to find a purpose in one's life Businesses must offer 'meaning' as well as 'money' The meaning metaphor is a 'labyrinth' not a 'maze' A maze is a series of confusing paths and dead ends where you can get lost A labyrinth is a moving meditation where you can lose yourself because the purpose is the journey itself Start taking 'spirituality' and 'happiness' seriously Dedicate your work Visit labyrinths www.labyrinthos.net Church Labyrinth

There's a basic desire to find a purpose in one's life

Businesses must offer 'meaning' as well as 'money'

The meaning metaphor is a 'labyrinth' not a 'maze'

A maze is a series of confusing paths and dead ends where you can get lost

A labyrinth is a moving meditation where you can lose yourself because the purpose is the journey itself

Start taking 'spirituality' and 'happiness' seriously

Dedicate your work

Visit labyrinths

www.labyrinthos.net

Micro-Segments - 1 Aviation Aircraft: Mobile Sculpture Airport Terminal: Global Transient Village Baggage Handling System: Symphonic Labyrinth

Aviation

Aircraft: Mobile Sculpture

Airport Terminal: Global Transient Village

Baggage Handling System: Symphonic Labyrinth

Micro-Segments - 2 Financial Services Pension Planning: Second-Life Enhancing Banking: Cash-Flow Magic Investments: Prosperity Artisanship Savings: Wealth Alchemy

Financial Services

Pension Planning: Second-Life Enhancing

Banking: Cash-Flow Magic

Investments: Prosperity Artisanship

Savings: Wealth Alchemy

Micro-Segments - 3 Professional Services Accounting: Creative Conjuring Litigation: Emphatic PsychoDrama Management Consulting: Poetic Orchestration

Professional Services

Accounting: Creative Conjuring

Litigation: Emphatic PsychoDrama

Management Consulting: Poetic Orchestration

Departure Welcome on board... ...we're about to take off from the Information Age to the Cultural Age

Contact Alan 'Brand' Williamson Award-winning Destination Brand Developer Brandopia Gatwick House 10 Tilgate Way Crawley-by-Gatwick RH10 5BW Email: [email_address] Tel: 07949 969891 www.brandopia.typepad.com

Alan 'Brand' Williamson

Award-winning Destination Brand Developer

Brandopia

Gatwick House

10 Tilgate Way

Crawley-by-Gatwick

RH10 5BW

Email: [email_address]

Tel: 07949 969891

www.brandopia.typepad.com