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The Assassination of a Soap Bar
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The Assassination of a Soap Bar

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A look at brands and how to make a lasting impression by Nicolas Chidiac of Leo Burnett

A look at brands and how to make a lasting impression by Nicolas Chidiac of Leo Burnett

Published in: Business

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  • 1. Great brand speeches have, and always will be a g great way to drive purpose… y p p
  • 2. Big Purpose stirs up Big Emotion. g p p g Emotion comes from the Latin term /Emovare... to move…to move to motivate .
  • 3. What are we doing with this motivation? “We could sit around here all day talking, passing resolutions, i l i making clever speeches. It's not p going to shift one Roman soldier!” People Front of J d P l F t f Judea, ffrom Life of Brian, Monty Python
  • 4. An Act is a useful gesture that serves a purpose… purpose
  • 5. USEFUL
  • 6. Beware of expectation inflation
  • 7. Product Innovation
  • 8. Applications
  • 9. Brand Experiences
  • 10. Brand Campaigns that add value
  • 11. Kede Kasra: Promoting women's rights
  • 12. Bergenbier Purpose: Fighting for men's rights
  • 13. Nando’s

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