IMC Brand Repurpose

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From Brand Positioning to Brand Purpose, by Jason Xenopoulos

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IMC Brand Repurpose

  1. 1. 1 BRAND POSITIONING TO BRAND PURPOSE
  2. 2. 2 BRAND POSITIONING TO BRAND PURPOSE
  3. 3. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% MAYAN PROPHECIES MAYAN PROPHECIES3 BRAND POSITIONING TO BRAND PURPOSE
  4. 4. PIERRE TEILHARD DE CHARDIN INSERT IMAGE IN In the same way that all living beings emerged from organic BACKGROUND matter and evolved into ever MAKE SURE IT FILLS more complex thinking beings, THIS SPACE 100% humans are evolving toward an omega point4 BRAND POSITIONING TO BRAND PURPOSE
  5. 5. INSERT IMAGE IN BACKGROUND THE NOOSPHERE MAKE SURE IT FILLS THE SCREEN 100%5 BRAND POSITIONING TO BRAND PURPOSE
  6. 6. GLOBAL CONSCIOUSNESS PROJECT INSERT IMAGE IN Designed to explore whether the construct of interconnected BACKGROUND consciousness can be MAKE SURE IT FILLS scientifically validated. THIS SPACE 100%6 BRAND POSITIONING TO BRAND PURPOSE
  7. 7. PIERRE TEILHARD DE CHARDIN INSERT IMAGE IN “A new integrated mind… a BACKGROUND harmonized collectivity of MAKE SURE IT FILLS consciousness equivalent to a THIS SPACE 100% super-consciousness”7 BRAND POSITIONING TO BRAND PURPOSE
  8. 8. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%8 BRAND POSITIONING TO BRAND PURPOSE
  9. 9. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%9 BRAND POSITIONING TO BRAND PURPOSE
  10. 10. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%10 BRAND POSITIONING TO BRAND PURPOSE
  11. 11. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%11 BRAND POSITIONING TO BRAND PURPOSE
  12. 12. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%12 BRAND POSITIONING TO BRAND PURPOSE
  13. 13. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%13 BRAND POSITIONING TO BRAND PURPOSE
  14. 14. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%14 BRAND POSITIONING TO BRAND PURPOSE
  15. 15. MARK ZUCKERBERG CEO Facebook INSERT IMAGE IN “Facebook was not originally created to be a company. It was built to BACKGROUND X accomplish a social mission — to make MAKE SURE IT FILLS the world more open and connected.” THIS SPACE 100% The Hacker Way15 BRAND POSITIONING TO BRAND PURPOSE
  16. 16. SHERYL SANDBERG COO Facebook INSERT IMAGE IN “As this happens, we hope to BACKGROUND build tools that help people transform the way we all solve MAKE SURE IT FILLS worldwide social problems.” THIS SPACE 100%16 BRAND POSITIONING TO BRAND PURPOSE
  17. 17. FACEBOO K Organ Donor Tool X INSERT VIDEO HERE17 BRAND POSITIONING TO BRAND PURPOSE
  18. 18. ZUCKERBERG THE HACKER WAY » We hope to strengthen how INSERT IMAGE IN people relate to each other BACKGROUND » We hope to improve how MAKE SURE IT FILLS people connect to businesses and the economy THIS SPACE 100% » We hope to change how people relate to their governments and social institutions18 BRAND POSITIONING TO BRAND PURPOSE
  19. 19. RACHEL BECKWITH The more we share, X the more we care. INSERT VIDEO HERE19 BRAND POSITIONING TO BRAND PURPOSE
  20. 20. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%20 BRAND POSITIONING TO BRAND PURPOSE
  21. 21. CARL JUNG INSERT IMAGE IN “We are living in what the Greeks called Kairos – the right BACKGROUND moment - for a ‘Metamorphosis MAKE SURE IT FILLS of the Gods’” THIS SPACE 100%21 BRAND POSITIONING TO BRAND PURPOSE
  22. 22. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%22 BRAND POSITIONING TO BRAND PURPOSE
  23. 23. PAUL POLMAN CEO Unilever INSERT IMAGE IN “Consumers increasingly BACKGROUND want products of great value MAKE SURE IT FILLS from companies with great THIS SPACE 100% values”23 BRAND POSITIONING TO BRAND PURPOSE
  24. 24. SHARED VALUES BUILD RELATIONSHIP INSERT IMAGE IN “A shared value is a belief that BACKGROUND both the brand and consumer MAKE SURE IT FILLS have about a brands higher THIS SPACE 100% purpose or broad philosophy.” Harvard Business Review24 BRAND POSITIONING TO BRAND PURPOSE
  25. 25. JIM STENGEL IDEALS INSERT IMAGE IN “The business case for brand BACKGROUND ideals is not about altruism or MAKE SURE IT FILLS corporate social responsibility. THIS SPACE 100% It’s about expressing a business’s fundamental reason for being and powering its growth.”25 BRAND POSITIONING TO BRAND PURPOSE
  26. 26. JIM STENGEL IDEALS INSERT IMAGE IN “Ideals unlock the code for twenty-first- century business success because they BACKGROUND X leverage timeless truths about human MAKE SURE IT FILLS behavior and values in business and in THIS SPACE 100% life. They enable life to influence business and business to influence life.”26 BRAND POSITIONING TO BRAND PURPOSE
  27. 27. THE POWER OF PURPOSE27 BRAND POSITIONING TO BRAND PURPOSE
  28. 28. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%28 BRAND POSITIONING TO BRAND PURPOSE
  29. 29. PATAGONIA CORE PURPOSE INSERT IMAGE IN "Patagonia exists as a business BACKGROUND to inspire and implement MAKE SURE IT FILLS solutions to the environmental THIS SPACE 100% crisis” Louder than Words, 1999.29 BRAND POSITIONING TO BRAND PURPOSE
  30. 30. BRAND PHILOSOPHY INSERT IMAGE IN "Build the best product, cause BACKGROUND no unnecessary harm, use MAKE SURE IT FILLS business to inspire and THIS SPACE 100% implement solutions to the environmental crisis."30 BRAND POSITIONING TO BRAND PURPOSE
  31. 31. PATAGONIA COMMON THREADS "The Common Threads INSERT IMAGE IN Recycling Program relies on BACKGROUND both Patagonia and its MAKE SURE IT FILLS customers to accomplish THIS SPACE 100% reducing, reusing and repairing, and recycling."31 BRAND POSITIONING TO BRAND PURPOSE
  32. 32. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%32 BRAND POSITIONING TO BRAND PURPOSE
  33. 33. PATAGONI A Common Threads Initiative INSERT VIDEO HERE33 BRAND POSITIONING TO BRAND PURPOSE
  34. 34. ELECTROLU X Vac from the Sea INSERT VIDEO HERE34 BRAND POSITIONING TO BRAND PURPOSE
  35. 35. THE POWER OF PURPOSE “Today, advertising is about INSERT IMAGE IN finding common ground on BACKGROUND which brands and MAKE SURE IT FILLS communities can forge THIS SPACE 100% relationships” Bob Garfield36 BRAND POSITIONING TO BRAND PURPOSE
  36. 36. WILL.I.AM COMMUNITING Music Celebrity INSERT IMAGE IN “Brands must turn BACKGROUND consumers into agents who MAKE SURE IT FILLS can contribute to THIS SPACE 100% communities”37 BRAND POSITIONING TO BRAND PURPOSE
  37. 37. SIMON MAINWARING Founder – We First INSERT IMAGE IN “Agencies (and their clients) BACKGROUND need to become Social MAKE SURE IT FILLS Activists” THIS SPACE 100%38 BRAND POSITIONING TO BRAND PURPOSE
  38. 38. FLOW INSERT IMAGE IN Creating awareness for the global water crisis BACKGROUND MAKE SURE IT FILLS THIS SPACE 100%39 BRAND POSITIONING TO BRAND PURPOSE
  39. 39. GLOBAL WATER CRISIS INSERT IMAGE IN “In the end, changing the face BACKGROUND of this crisis involves education MAKE SURE IT FILLS to motivate new behaviors.” THIS SPACE 100% Globescan Study40 BRAND POSITIONING TO BRAND PURPOSE
  40. 40. #CLOSETHETAP INSERT IMAGE IN We connected a real running tap to Twitter… and invited BACKGROUND people to help us close it. MAKE SURE IT FILLS THIS SPACE 100%41 BRAND POSITIONING TO BRAND PURPOSE
  41. 41. #CLOSETHE TAP We connected a real running tap to Twitter… INSERT VIDEO HERE and invited people to help us close it.42 BRAND POSITIONING TO BRAND PURPOSE
  42. 42. 43 BRAND POSITIONING TO BRAND PURPOSE
  43. 43. 44 BRAND POSITIONING TO BRAND PURPOSE
  44. 44. 45 BRAND POSITIONING TO BRAND PURPOSE
  45. 45. 46 BRAND POSITIONING TO BRAND PURPOSE
  46. 46. 47 BRAND POSITIONING TO BRAND PURPOSE
  47. 47. BREAKING APATHY INSERT IMAGE IN Reframing the Cultural Conversation BACKGROUND MAKE SURE IT FILLS THIS SPACE 100%48 BRAND POSITIONING TO BRAND PURPOSE
  48. 48. PUBLIC OUTRAGE INSERT IMAGE IN The coverage received for this BACKGROUND story seemed crazy in a country MAKE SURE IT FILLS beset by serious problems. THIS SPACE 100%50 BRAND POSITIONING TO BRAND PURPOSE
  49. 49. RE-FRAMING THE CONVERSATION INSERT IMAGE IN Could we hijack the wave of national outrage and redirect BACKGROUND that misspent energy MAKE SURE IT FILLS towards a worthy cause? THIS SPACE 100%51 BRAND POSITIONING TO BRAND PURPOSE
  50. 50. WE IDENTIFIED A CAUSE INSERT IMAGE IN There have been over 220 BACKGROUND Rhinos poached this year MAKE SURE IT FILLS alone, the worst in South THIS SPACE 100% Africa’s history.52 BRAND POSITIONING TO BRAND PURPOSE
  51. 51. THE IDEA THE RHINO SPEAR53 BRAND POSITIONING TO BRAND PURPOSE
  52. 52. INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
  53. 53. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%57 BRAND POSITIONING TO BRAND PURPOSE
  54. 54. SAVE THE RHINO!64 BRAND POSITIONING TO BRAND PURPOSE
  55. 55. ESS PERSONAL PURPOSE65 BRAND POSITIONING TO BRAND PURPOSE
  56. 56. COCA-COLA OPEN HAPPINESS INSERT IMAGE IN "Happiness is contagious. Our BACKGROUND strategy is to deliver doses of MAKE SURE IT FILLS happiness in unexpected, THIS SPACE 100% innovative ways.”66 BRAND POSITIONING TO BRAND PURPOSE
  57. 57. COCA-COLA The Happiness Truck INSERT VIDEO HERE67 BRAND POSITIONING TO BRAND PURPOSE
  58. 58. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%68 BRAND POSITIONING TO BRAND PURPOSE
  59. 59. PEDIGREE We’re for Dogs! INSERT VIDEO HERE69 BRAND POSITIONING TO BRAND PURPOSE
  60. 60. DOG-A-LIKE Using technology in a purposeful way. INSERT VIDEO HERE70 BRAND POSITIONING TO BRAND PURPOSE
  61. 61. PURPOSEFULL PURPOSEFUL NESS71 BRAND POSITIONING TO BRAND PURPOSE
  62. 62. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%72 BRAND POSITIONING TO BRAND PURPOSE
  63. 63. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%73 BRAND POSITIONING TO BRAND PURPOSE
  64. 64. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%74 BRAND POSITIONING TO BRAND PURPOSE
  65. 65. NIKE FUEL Introducing Nike Fuel INSERT VIDEO HERE75 BRAND POSITIONING TO BRAND PURPOSE
  66. 66. NIKE FUEL Introducing the Nike+ Fuel Band INSERT VIDEO HERE76 BRAND POSITIONING TO BRAND PURPOSE
  67. 67. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%77 BRAND POSITIONING TO BRAND PURPOSE
  68. 68. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%78 BRAND POSITIONING TO BRAND PURPOSE
  69. 69. NIKE Creating a better world INSERT VIDEO HERE79 BRAND POSITIONING TO BRAND PURPOSE
  70. 70. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE CONCLUSION80 BRAND POSITIONING TO BRAND PURPOSE
  71. 71. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%81 BRAND POSITIONING TO BRAND PURPOSE
  72. 72. PIERRE TEILHARD DE CHARDIN INSERT IMAGE IN “Someday after mastering BACKGROUND winds, waves, tides and gravity, MAKE SURE IT FILLS we shall harness the energies of love, and then, for the THIS SPACE 100% second time in the history of the world, man will discover fire.”82 BRAND POSITIONING TO BRAND PURPOSE
  73. 73. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%83 BRAND POSITIONING TO BRAND PURPOSE
  74. 74. THANK YOU

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