Open Brand Summit: Alex Bogusky

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Creative Director of the Decade Alex Bogusky's presentation from Resource's Open Brand Summit.

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  • Open Brand Summit: Alex Bogusky

    1. 1. Welcome to:How marketers are goingto save the world.
    2. 2. Like a lot of peopleI have a collection.
    3. 3. Cardboard and markers
    4. 4. The same tactics we use
    5. 5. Lots of A/B testing
    6. 6. Make us laugh
    7. 7. Honesty cuts through
    8. 8. When in doubt, use a celebrity.
    9. 9. If it’s working, stick with it.
    10. 10. A friend made a movieabout my odd collection.
    11. 11. Personalization is atwo way street.
    12. 12. My old sign.
    13. 13. Why the poopy face?
    14. 14. Have you heard theseterms at all today?
    15. 15. Have you heard theseterms at all today?
    16. 16. Imagine a stonedropping intoa bucket
    17. 17. Today humanity uses the equivalentto 1.5 Earths to provide theresources we use and absorb ourwaste.
    18. 18. This makes sense
    19. 19. “On the issue ofsustainability, someestimate that the totalprofits of the consumergoods industry could bewiped out in 30 years ifno action is taken.”
    20. 20. “On the issue ofsustainability, someestimate that the totalprofits of the consumergoods industry could bewiped out in 30 years ifno action is taken.”-Paul Polman, UNILEVER CEO
    21. 21. So why aren’t we allracing to these goals?
    22. 22. Another sign of the times
    23. 23. Dad said,
    24. 24. What’s the socialresponsibility that comes withthis kind of size and power?
    25. 25. 53 of the 100 largesteconomies on earthare corporations.More than half.
    26. 26. The inequality in thedistribution ofwealth, property andsalary is the largestit’s been since 1929.
    27. 27. The corporations we workfor are protected asindividuals in the eyes ofthe law.
    28. 28. But they are “limitedresponsibility”individuals.They can kill and at mostwhat they can expect is afine.
    29. 29. Today corporately fundedspecial interests regularlyadvance their agendaover the overwhelmingopposition of the people.GMOs.
    30. 30. Corporations areincapable of feelingconcern about theirchildren or grandchildren.
    31. 31. So what’s to keep thisgiant, rich andpowerful, psychopathicindividual from doingharm?
    32. 32. I see two possibilities:• You• Your customers/citizens)
    33. 33. Since corporations haveno soul, noconscience, no dreamsfor future generations.We will have to useyours and yourcustomers.
    34. 34. "I dont think our fiduciary duty isto put shareholders first. I say theopposite. What we firmly believeis that if we focus our companyon improving the lives of theworlds citizens and come up withgenuine sustainable solutions, weare more in synch withconsumers and society.”
    35. 35. "I dont think our fiduciary duty isto put shareholders first. I say theopposite. What we firmly believeis that if we focus our companyon improving the lives of theworlds citizens and come up withgenuine sustainable solutions, weare more in synch withconsumers and society.”-Paul Polman, UNILEVER CEO
    36. 36. Marketers are at thefront lines of a newcapitalist revolution.Between citizenconsumers andcorporations.
    37. 37. This again.
    38. 38. Please don’t think I’mtelling you what to do.I don’t know what to do.French resistanceWWDD?
    39. 39. This is not the end of the story.

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