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GENEROSITY

LEARNING TO GIVE INSTEAD OF TAKE




                            we are fallon
Platform creativity
Game changing strategies in commoditized categories


                    Forcing reappraisal
 Creatin...
social currency   solution neutral   disruption
VALUE
entertainment    social   brand



                VALUE
Right Idea. Wrong Word.

• It’s about building an idea in the world.


• It’s about leaving something behind.


• It’s abo...
Give a little bit.
 Give a little bit of your love to me.
 I’ll give a little bit of my life for you.
Now’s the time that ...
It’s about


GENEROSITY
Generosity Goes Beyond Paid Messaging.



              Brand        Brand
               Idea       Behavior

      Accou...
Generosity Builds Ideas In The World And
Leaves Something Behind.
Generosity Shifts How We Define Big Ideas.

Then:                    Now:
Ideas about brands.      Brands about ideas.
It Makes People And Companies
Happy To See Each Other.
This Isn’t Charity.
Generous Brands Are Thriving Globally.
It Scales.
Tate Tracks   we are fallon
Generosity Means Doing More.
Generosity Is About Letting Go.




  “Nothing chillin at the Holidae Inn
(Who you wit?) Me and my peeps won’t
    you bri...
Generosity Changes Planning.
Street Magician.
Author To Editor.
Generosity Requires New Metrics.
Trust   Identification   Social   Participation   Ownership
Generosity Is Better For Us.
“Music can change the world
because it can change people.”
             Bono
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
Generosity Fallon Kc
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Generosity Fallon Kc

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Fallon's Director of Brand Innovation, John King, talks at Barkley's Creativity Symposium about Generosity in advertising.

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Transcript of "Generosity Fallon Kc"

  1. 1. GENEROSITY LEARNING TO GIVE INSTEAD OF TAKE we are fallon
  2. 2. Platform creativity Game changing strategies in commoditized categories Forcing reappraisal Creating a category of ONE Challenger branding Return on imagination
  3. 3. social currency solution neutral disruption
  4. 4. VALUE
  5. 5. entertainment social brand VALUE
  6. 6. Right Idea. Wrong Word. • It’s about building an idea in the world. • It’s about leaving something behind. • It’s about creating win-win scenarios. • It’s about making sure the audience is getting as much as the brand.
  7. 7. Give a little bit. Give a little bit of your love to me. I’ll give a little bit of my life for you. Now’s the time that we need to share. So find yourself, we’re on our way back home.
  8. 8. It’s about GENEROSITY
  9. 9. Generosity Goes Beyond Paid Messaging. Brand Brand Idea Behavior Account Planning Connection Planning ideas involvement experience
  10. 10. Generosity Builds Ideas In The World And Leaves Something Behind.
  11. 11. Generosity Shifts How We Define Big Ideas. Then: Now: Ideas about brands. Brands about ideas.
  12. 12. It Makes People And Companies Happy To See Each Other.
  13. 13. This Isn’t Charity. Generous Brands Are Thriving Globally.
  14. 14. It Scales.
  15. 15. Tate Tracks we are fallon
  16. 16. Generosity Means Doing More.
  17. 17. Generosity Is About Letting Go. “Nothing chillin at the Holidae Inn (Who you wit?) Me and my peeps won’t you bring four of your friends”. Chingy
  18. 18. Generosity Changes Planning.
  19. 19. Street Magician.
  20. 20. Author To Editor.
  21. 21. Generosity Requires New Metrics.
  22. 22. Trust Identification Social Participation Ownership
  23. 23. Generosity Is Better For Us.
  24. 24. “Music can change the world because it can change people.” Bono
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