Credentials7 March, 2012
What is Outside/In?A borderless brand consultancy offering strategic andcreative services.I work on my own or with high qu...
Who am I?I worked as a senior planner in Ogilvy &Mather, Abbott Mead, Publicis and ChiatDay.As Head of Planning at JWT EME...
Core Competences• Strategic Planning for clients, agencies and charities• Brand Workshops – expert faciliatation• Total Br...
Who Uses Outside/In?Companies that need original brand strategies brought tolife with limited budgets, but who still expec...
Who Uses Outside/In?Companies that need simple, actionable insights from theirresearch, brand idea development and worksho...
Big recent projects•   Langland – new planning system and training•   Openwork – total brand creation (on going)•   Leonar...
Recent examples of work• New Planning Systems• Case History – Octopus Investments (2010-2011)• New training Courses  – The...
New Planning Systems• Since 2005, I have helped design new planning  systems for three major multi-nationals and the  lead...
Great brands leverage insight to create ideas• What people want but are not getting from other  brands• Emotional basis - ...
Brand Creation: Octopus Investments• Since 2001, Octopus Investments doubled in size  every year. Now they are intent beco...
Competitors: ‘Performance Expertise’                        Generic                        Company POV, not               ...
Octopus Investments            Insight: Human Interested            Brand Idea:            Octopus making humans happy    ...
WebOffice design      Taxis     Newsletters and brochures
Presentation Training :The Persuaders• An intensive training course on presentation that  transforms executive performance...
TaleRealUnexpectedTangibleHeartfelt
Brand Storytelling : Never-ending Stories• Creating Brand Stories teaches communicators how  to apply the lessons of novel...
HATS²• Hero –values, personality traits and archetype• Ambition –of the brand as a story• Themes – decide which classical ...
Brand Episode Wheel          Incident                ReactionSetting                 Brand             Complications      ...
What clients say about Outside/In  (embarrassing true quotes!)
‘I genuinely haven’t used the word“special” with anyone external inabout the last three years. You andyour team have absol...
‘Richard helped deliver arange of valuablechallenges and insights thattranslated into powerfulcommunications – thathelped ...
‘Richard is one of the leadingstrategic planners of hisgeneration. He is a planningguru with a razor sharp mind,photograph...
‘One of the most incisiveplanners and presenters. He canenvision a pathway to success,identify the critical drivers ofsucc...
‘ Working closely with us on  sharpening the positioning of  Euro RSCG, he was a constant  source of inspiration, challeng...
30 Windermere Road    London N10 2RE     07768 615 670rb@outsideinplanning.com
Outside In Creds For Linked In  07 03 12
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Outside In Creds For Linked In 07 03 12

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Outside In Creds For Linked In 07 03 12

  1. 1. Credentials7 March, 2012
  2. 2. What is Outside/In?A borderless brand consultancy offering strategic andcreative services.I work on my own or with high quality creativepractitioners to create high value, timely solutions.Outside/In started in 2005.
  3. 3. Who am I?I worked as a senior planner in Ogilvy &Mather, Abbott Mead, Publicis and ChiatDay.As Head of Planning at JWT EMEA, myclients included Vodafone, Ford, Jaguar,Kraft and Pfizer Consumer Healthcare.At JWT, I helped win and manage Shell(1996-2001) and Vodafone (2001-2005)In 2009, I was honoured as the Creator ofthe APG Creative Planning Awards (whichstarted in 1992).
  4. 4. Core Competences• Strategic Planning for clients, agencies and charities• Brand Workshops – expert faciliatation• Total Brand Creation – naming, positioning, branding and communications• Creating new planning working methods• Presentation training and brand storytelling
  5. 5. Who Uses Outside/In?Companies that need original brand strategies brought tolife with limited budgets, but who still expect high-qualitycreativity - Octopus Investments, Drawbridge Finance,OpenworkAdvertising agencies that require high level planningsolutions, delivered with speed and accuracy on specificprojects, as well as creating systemic solutions, providingnew ways of working - Publicis, Euro RSCG, Y&R , JWT andLangland
  6. 6. Who Uses Outside/In?Companies that need simple, actionable insights from theirresearch, brand idea development and workshops, skillstraining, and those looking to build better functioning teams– Nokia, Nestle, Zurich and SodexoThird sector charities taking a more professional approachto marketing –Leonard Cheshire Disability, Norwood andThe National Autistic Society
  7. 7. Big recent projects• Langland – new planning system and training• Openwork – total brand creation (on going)• Leonard Cheshire Disability – strategic planning• Octopus Investments – total brand creation• Drawbridge Finance – re-branding (now Dragonfly)• LG India - mobile phone strategy• Euro RSCG - Chivas Regal (Brand Storytelling)• ‘Persuaders’ presentation training -Nokia• Norwood (Charity) – total brand creation• NAS – pro bono (fundraising strategy)
  8. 8. Recent examples of work• New Planning Systems• Case History – Octopus Investments (2010-2011)• New training Courses – The Persuaders (2008/2009) – building effective presentations – Creating Brand Stories (2010) – leveraging film making techniques for brand communications
  9. 9. New Planning Systems• Since 2005, I have helped design new planning systems for three major multi-nationals and the leading UK Healthcare specialist agency, and trained management in their implementation :  Publicis Worldwide  JWT CEE  Euro RSCG  Langland
  10. 10. Great brands leverage insight to create ideas• What people want but are not getting from other brands• Emotional basis - EHG• Expressed thru ideas that unify audiences, and allow for interaction – Open Branding.• Can be translated into actions – idea/actions to leverage consumer participation
  11. 11. Brand Creation: Octopus Investments• Since 2001, Octopus Investments doubled in size every year. Now they are intent becoming a major force in the City. What kind of brand should they become?• With their focus on service, unusual name, and youthful drive, we helped Octopus eschew the usual boastfulness of the investment category to position itself as ‘human interested’ - from an Octopus point of view.
  12. 12. Competitors: ‘Performance Expertise’ Generic Company POV, not audience Boastful Narrow in application Not insightful
  13. 13. Octopus Investments Insight: Human Interested Brand Idea: Octopus making humans happy Full Implementation of new brand guidelines and all creative materials
  14. 14. WebOffice design Taxis Newsletters and brochures
  15. 15. Presentation Training :The Persuaders• An intensive training course on presentation that transforms executive performance.• Created originally for Nokia senior executives, ‘The Persuaders’ helps people of all language abilities escape PowerPoint dependency by learning to construct and deliver, persuasive arguments.• TRUTH – a helpful acronym to use as the basis for presentation structure and style.
  16. 16. TaleRealUnexpectedTangibleHeartfelt
  17. 17. Brand Storytelling : Never-ending Stories• Creating Brand Stories teaches communicators how to apply the lessons of novel and screenwriting to brand building.• HATS² enables brands to identify who the hero is, what kind of story the brand can tell, the themes of the story and its genre, and the storytellers who can bring the story life.• The Brand Episode wheel helps exciting stories to be created.
  18. 18. HATS²• Hero –values, personality traits and archetype• Ambition –of the brand as a story• Themes – decide which classical story themes can be explored to fulfil ambitions and fit the brand’s life cycle• Setting – what genres are relevant to the brand• Storytellers – who are the key storytellers and how can we engage them?
  19. 19. Brand Episode Wheel Incident ReactionSetting Brand Complications Episode First resolution Climax
  20. 20. What clients say about Outside/In (embarrassing true quotes!)
  21. 21. ‘I genuinely haven’t used the word“special” with anyone external inabout the last three years. You andyour team have absolutely nailedthe brief we set. Imagination andnatural commercial sense seem tolive side by side in your heads. Astruggle for most, but seeminglyeasy for you. Great, great work.’Simon Rogerson , CEO OctopusInvestments
  22. 22. ‘Richard helped deliver arange of valuablechallenges and insights thattranslated into powerfulcommunications – thathelped Shell succeedagainst the competition.’Raoul Pinnell, FormerChairman, Shell BrandsInternational and trustee,Leonard Cheshire Disability
  23. 23. ‘Richard is one of the leadingstrategic planners of hisgeneration. He is a planningguru with a razor sharp mind,photographic memory, andvoracious appetite for crackingthe toughest strategicproblems.’Michael Maedel – JWTPresident Worldwide
  24. 24. ‘One of the most incisiveplanners and presenters. He canenvision a pathway to success,identify the critical drivers ofsuccess, and stay focussed. Hebelieves it is the job of the brandto conform to its naturalaudience, not the job ofcommunications to get anaudience to comply with abrand.Mark Linder, Bell Pottinger
  25. 25. ‘ Working closely with us on sharpening the positioning of Euro RSCG, he was a constant source of inspiration, challenge and fresh ideas.’ Russ Lidstone , CEO Euro RSCG London
  26. 26. 30 Windermere Road London N10 2RE 07768 615 670rb@outsideinplanning.com

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