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The Rules of the Game Have Changed:                Branding 3.0.1
Branding with Human Vision •New times require new vision. •Dharma Dreams is a new branding company with a human-centric ap...
The Rules of the Game Have  Changed: Branding 3.0
The Rules of the Game Have Changed: Branding 3.0  Branding 1.0 targeted the “consumer mind”  •Logic and selling.  •Focused...
The Rules of the Game Have Changed: Branding 3.0  Branding 2.0 targets the “consumer’s heart”  •   Emotional focus.  •   C...
The Rules of the Game Have Changed: Branding 3.0  Branding 3.0 targets consumer as whole human:    mind, heart, and spirit...
Branding 3.0:Brands as Social Icons
Branding 3.0: Brands as Social IconsCompanies that intend to be icons should share theirconsumers’ passions and dreams, an...
Branding 3.0. Brands as Social IconsCompanies that intend to be icons should share theirconsumers’ passions and dreams, an...
Branding 3.0:The 3 Key Pillars
Branding 3.0: The 3 Key Pillars                  Human Beings                    Vision                    DreamCreativity...
Branding 3.0: The 3 Key PillarsPillar 1: Target consumers as human beingsIconic brands that address customers’ anxiety and...
Branding 3.0: The 3 Key PillarsPillar 1: Target consumers as human beingsIconic brands that address customers’ anxiety and...
Branding 3.0: The 3 Key PillarsPillar 2: Consumer sophistication generates the futuremarket: the creative consumer marketC...
Branding 3.0: The 3 Key PillarsPillar 3: Social ExperienceGive people a voice and improve current experience•Top-down, one...
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Branding with human vision - 3.0.

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Transcript of "Branding with human vision - 3.0."

  1. 1. The Rules of the Game Have Changed: Branding 3.0.1
  2. 2. Branding with Human Vision •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. 2
  3. 3. The Rules of the Game Have Changed: Branding 3.0
  4. 4. The Rules of the Game Have Changed: Branding 3.0 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. 4
  5. 5. The Rules of the Game Have Changed: Branding 3.0 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. 5
  6. 6. The Rules of the Game Have Changed: Branding 3.0 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. 6
  7. 7. Branding 3.0:Brands as Social Icons
  8. 8. Branding 3.0: Brands as Social IconsCompanies that intend to be icons should share theirconsumers’ passions and dreams, and make a difference•Dreams are embedded into thecompany’s vision.•Mission is present; VisionDream isfuture. What you aspire to become, toachieve, to create as an organization isshared with your targets.•Dreams that create “shared value” andsupport behavior change.8
  9. 9. Branding 3.0. Brands as Social IconsCompanies that intend to be icons should share theirconsumers’ passions and dreams, and make a difference•Dreams that give meaning to eachcommunication activation of thebrand.•Dreams that are activated in relevantcommunication contexts: – When consumers are more receptive to the brand. – 360º media, on and offline.9
  10. 10. Branding 3.0:The 3 Key Pillars
  11. 11. Branding 3.0: The 3 Key Pillars Human Beings Vision DreamCreativity Social Experience
  12. 12. Branding 3.0: The 3 Key PillarsPillar 1: Target consumers as human beingsIconic brands that address customers’ anxiety and desireswill beat the competition in this world of paradox•According to Stephen Covey there are 4components 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 anxietiesand desires be identified and fulfilled (not traditionalneeds).•At its core, consumers’ over-arching desire is tomake society and the world at large a better place. 12
  13. 13. Branding 3.0: The 3 Key PillarsPillar 1: Target consumers as human beingsIconic brands that address customers’ anxiety and desireswill beat the competition in this world of paradox Traditional Research Approach Research with Coaching Approach •Focuses on asking “why”. •Focuses on the individual’s inner self and •Asks questions that focus on the asks questions about the future, vision, and past, seeking rational resaons for a dreams. specific behavior or belief. •The future vision helps to connect the •Defines a rational or emotional individual with inner self, spirit, authenticity, explanation of traditional needs. and real anxieties. •The individual is observed as a whole: tone of voice, language, posture, facial expression, and feelings.13
  14. 14. Branding 3.0: The 3 Key PillarsPillar 2: Consumer sophistication generates the futuremarket: the creative consumer marketCreativity is the driving force of economic growth•Millions of consumers across theglobe are insightful, passionate, andcreative people, helping to optimizeand endorse breakthrough productsand services, sometimes withoutcompanies’ buy-in.•These creative people are those whowill shape the future market, wherethe traditional market won’t work. “Not only is the customer the king, he is also the market researcher head, R&D chief and product development manager.” ~The Economist 14
  15. 15. Branding 3.0: The 3 Key PillarsPillar 3: Social ExperienceGive people a voice and improve current experience•Top-down, one-way, mass comms are nolonger effective.•We have moved beyond the information ageinto the age of participation, whereconsumers independently create new ideasand 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 yourbrand; give them an improved experience ofsomething they are already doing (NikeRunning Club, for example). 15
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