Stop Doing and Start Being

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You're a human being, so be a human brand. Consider how people experience you for once and break free from the legalism that occurs in branding.

You're a human being, so be a human brand. Consider how people experience you for once and break free from the legalism that occurs in branding.

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  • First, I want to say thank you for coming today. It means you connected with an ideaHave hope to get something out of itOr am the preferred 11:15 session. I hope you get what you were attracted to AND MORE!
  • CookingWhite chocolateCoke zeroKittiesTypographyBungalowAspirations: Open a restaurant.
  • CookingWhite chocolateCoke zeroKittiesTypographyBungalowAspirations: Open a restaurant.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • 2 cats, Scooter and Coco.Love Coke Zero and White ChocolateOranges and orange thingsGrew up on a beef cattle farm.
  • Discuss ways we connect with experiencesCommon model for our economyTalk about 3 ideas which can create more freedom in your organization----- Meeting Notes (10/15/11 09:04) -----At first, its going to be a 30,000 foot view, a little philosophy, but bear with me–this affects you and I on a daily level.After talking about this idea of Stop Doing and Start Being,a. I hope it’ll change the way you look at opportunitiesb. And provide freedom to do what you lovec. Engage people on your team in a new perspectived. In fact, this can change how you do business. And how you live.
  • Been to BarCamp Before?Who’s New this year?Who’s a Social Media Enthusiasts?DevelopersDesigners / CreativesMarketing / Advertising / CommunicationsManagement RoleWho has a boss?Wishes they were there own boss?Wishes they weren’t they had the perks of being their own boss without the responsibilities, pressures of frustrations?Been having a rough time at their job?Has ever felt misunderstood, not able to do what you envisioned?Has really felt successful at a something?Really satisfied the job you did? Your team did? Felt like just walking away, but you really know better?Felt like they missed an opportunity?
  • What just happened?Talked about some things–My cats, what I liked wearing–but I did something on a deeper human level.I provide some of my interests. Things I enjoyFeel strongly aboutThings I like doingI may or may not be good atYou may have connected with thisOr you connected with some other people hereBy the things you doFeel strongly aboutThings you like doing –Or don’t like doingIts usually what we gravitate away from that reveals our valuesCommon experiencesSimilar EmotionsLove + passionHurt + pain
  • This our first area to discuss–what people connect with mostThey connect with genuine experiences that appeal toWhat they wantWhat they need When they want toWhen they have toThey connect with experiences that triggerExperiences + interestsEmotions, Passions, PainsDesires, Values, HopesPeople Connect with EXPERIENCE-DRIVEN MOMENTS.
  • This our first area to discuss–what people connect with mostThey connect with genuine experiences that appeal toWhat they wantWhat they need When they want toWhen they have toThey connect with experiences that triggerExperiences + interestsEmotions, Passions, PainsDesires, Values, HopesPeople Connect with EXPERIENCE-DRIVEN MOMENTS.
  • This our first area to discuss–what people connect with mostThey connect with genuine experiences that appeal toWhat they wantWhat they need When they want toWhen they have toThey connect with experiences that triggerExperiences + interestsEmotions, Passions, PainsDesires, Values, HopesPeople Connect with EXPERIENCE-DRIVEN MOMENTS.
  • Our marketplace, more times that none, abuses these opportunities.Each one of these opportunities is a gateway to a person’s core, aiming at their worth.(EG) In the industrial age, it was machines and progress. People were reduced to cogs in a greater machine.The marketplace was utilitarian. It was based on what you could do.(EG) In the information age, the past 30 years.Information became the control. (who’s the most powerful companies? Google?)People’s worth and capabilities is based on what you know and your ability to provide or receive information.(Who’s got an iPhone 4S? Who’s got a smartphone?Who doesn’t have a smartphone?Who here probably has judged someone before for being less because they didn’t have a smartphone?Ideas about the computer, the internet, or digital resources seem to influence policy decisions more than social concerns about access, privacy or preservation”(eg) Capitolism is build on the supply and demand model, and often goes about playing off human worth in its own way. This is one that we really need to combat. It’s a combination of the previous eras smooshed into one. It teaches us that if we do this, we’ll have that, then we’ll be what we need.
  • What’s wrong with this? It devalues peopleIt revolves around a commodity, and not an experience. It’s a broken cycleIt doesn’t last.Its unhuman. “If your business is more about doing things, than what those things enable people to do–you’re reducing people to a commodity too.” In our workplace, we see this everyday.As a salesman, I’m selling to the client. I think, “I need to sell $50k more on this job, so we really need to focus on these needs they have.”As an entrepreneur, I’m trying to come up with this innovative idea. It’s a lean startup–foodtruck–social media–yogurt stand–cupcakerie, its bound to fly. That’ll fly off the shelves!As a manager we do it to–we push our staff to accomplish a goal, meet the deadline and get frustrated at the clients for not know what they want until they see it, or think so.As bosses we can work way too late, miss the kids’ ballgames, or snap at our spouse because work is overwhelming, stressful, and always changing. Who wants to change atleast one of those things?
  • Who wants to change a tleast one of those things? What we want to consider is ways that we can shift these models–in our work and marketplace, and take transactions to becoming passionate relationships, and experiences that a matter. I want to discuss was that you firstBE who you areDo things that are central to who you are, and reflect your uniqueness andAllow you to HAVE relationships that are genuine.
  • Not going to talk about a definition of branding, but rather what its meant to doThis is where the pressure occurs. The way the market is projecting the DO HAVE BE model on us.Causing stress on everyone, from technician to manager to entrprenuer.We need to make it easy for clients to buy, sales force to sell, and build brand equity.
  • Navigate in croweded marketplaceReassure made right choiceEngage in a relationship, not a transaction.How do we move from transaction to relationship? Create experiences.How do you create experiences? You get feedback. You commit to an experience,Work on causing it, then see if it works. Youre getting objective feedback based on emotional contexts.But what’s our target? THE BIG IDEA
  • Short phrase that sums up who you are, what you do and why you matter.Gives you inspiration and focus.Leads us to the next BIG CONCEPT in helping make our experiences more natural
  • A brand brief connects your attributes, personality, industry, clients, competition, If big idea is the funnel, this is the consistent stream pouring out of itLASTLY, how others experience us.
  • It is essential for the branding team to look up from the desktop andsee the world through the eyes of the customer.Shopping has become a subset to being both engaged and entertained. The next disciplinary seismic shift in branding is customer experience: building loyalty andlifelong relationships at each point of contact.The point of this strategem is to focus on creating unique and memorable brand-centric experiences that a customer experiences,identifying the most important moments to create, connected by the business goals and brand strategy.
  • It is essential for the branding team to look up from the desktop andsee the world through the eyes of the customer.Shopping has become a subset to being both engaged and entertained. The next disciplinary seismic shift in branding is customer experience: building loyalty andlifelong relationships at each point of contact.The point of this strategem is to focus on creating unique and memorable brand-centric experiences that a customer experiences,identifying the most important moments to create, connected by the business goals and brand strategy.
  • It is essential for the branding team to look up from the desktop andsee the world through the eyes of the customer.Shopping has become a subset to being both engaged and entertained. The next disciplinary seismic shift in branding is customer experience: building loyalty andlifelong relationships at each point of contact.The point of this strategem is to focus on creating unique and memorable brand-centric experiences that a customer experiences,identifying the most important moments to create, connected by the business goals and brand strategy.

Transcript

  • 1.
  • 2.
  • 3.
  • 4. SCOOTER
  • 5. CoCo
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. [
  • [
    WHOS WITH US TODAY?
  • 14.
  • 15. [
    • EXPERIENCES + INTERESTS
    • 16. EMOTIONS, PASSIONS, PAINS
    • 17. DESIRES, VALUES, HOPES
    • 18. THESE ARE EXPERIENCIAL-BASED
    • 19. CONNECTIONS
  • 20.
  • 21. [
    DO
    HAVE
    BE
    THING
    WANT
    VALUE
    INDUSTRIAL AGE
    INFORMATION AGE
    CAPITOLISM
  • 22. [
    DEVALUES
    COMMODITY
    BROKEN CYCLE
    DOESN’T LAST.
    UNHUMAN.
    NOT BASED ON EXPERIENCES.
  • 23. [
    BE
    DO
    HAVE
    VALUE
    NATURE
    RESULTS
    BIG IDEA
    BRAND BRIEF
    EXPERIENCETIMELINE
  • 24.
  • 25.
  • 26. Think different.
    Expect more, buy less.
    Safety.
    WHO YOU ARE
    WHAT YOU DO
    WHY IT MATTERS
  • 27. SHORT PHRASE THAT SUMS UP WHO YOU ARE, WHAT YOU DO AND WHY YOU MATTER.
  • 28.
  • 29.
  • 30. [
    WHAT CONSISTENTEXPERIENCES AM I MOST CONCERNED ABOUT?
  • 31. [
  • 32. [
  • 33. [
  • 34. [
    Q:
    Do I know what experiences matter most?
    Who’s involved with them?
    Are we getting feedback?
  • 35. [
    WRAP UP Q’s:
    WHAT EXPERIENCE AM I COMMITTED TO CAUSE (BIG IDEA)
    DO I KNOW ALL THE WAYS PEOPLE EXPERIENCE ME PERSONALLY? (BRAND BRIEF)
    AM I AWARE OF THE MOST IMPORTANT EXPERIENCES THAT MATTER THE MOST?
  • 36. [
    • Thank you!