Meaningful Brand:
Brand LoveMarks* Through
Meaningful Contribution




JodyTurner@CultureofFuture.com

*Saatchi & Saatchi,...
We are in the middle of redesigning
how we live, work and play...

Brands have changed, countries and communities
have cha...
BOOMER INDUSTRIAL TO GENX CREATIVE CULTURE


   you must have                to                         to

   HAVE       ...
NEW WORLD COMMUNICATIONS



          Talking Head Broadcast
                    To
           SOCIAL INTERACTIVE	
  

   ...
CONTEXT




-An early Steve Jobs (80s) kicks off grunge tech
-Daniel Coleman helps us understand ourselves as
emotionally ...
Industrial to Creative Social Model
Moving From ME Branding.                                To WE Branding.

“EGONOMICS” –...
Crisis Brings The Masses Into Reinvention*
*Some worry the shift to a new economy may not happen before recovery occurs.	
...
Movement Toward Meaning



Opportunity	
  Spaces:	
     Opportunity	
  Behaviors:	
  
Redesigning	
                Sharing...
How Are They Doing It
                                                                 Meaningful Tech.
Meaningful Brands....
Who’s Supporting Creative Contributions?




     Share designs, vote, sell it, learn how, eco product
     support, creat...
Who’s Supporting EXPLORATIONS Into Better Living?
Infographics Capturing Citizenry Directions




                   www.wefeelfine.org	
  
MEANING FOR CITIZENRY: CONTRIBUTION
MEANING FOR CITIZENRY: CONTRIBUTION
MEANING FOR CITIZENRY: CONTRIBUTION




Credit: Trendwatching.com	
  
MEANING FOR CITIZENRY: SUPERUSE & REUSE
Online Social Information For Citizenry
MEANING FOR CITIZENRY: CREATIVITY




               Converse 1HUND(RED) Artists Exhibition
MEANING FOR CITIZENRY: CREATIVITY
MEANING FOR CITIZENRY: CREATIVITY
MEANING FOR CITIZENRY: CREATIVITY

 Artists In Participatory Roles - Media Enables Effective Outreach
MEANING FOR CITIZENRY: CREATIVITY




 Media
 Enabling
 Effective
 Outreach
MEANING FOR CITIZENRY: SOCIAL INFLUENCE
MEANING FOR CITIZENRY: SOCIAL INFLUENCE




Sundance 2010 – Films playing concurrently
across America, Redford as moderato...
INFLUENCERS: Everything Now About Social Innovation
INFLUENCERS: Everything Now About Social Innovation
INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.

 London National Geographic Store
 Come dig through...
INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.



                                       Conversati...
MEANING FOR CITIZENRY: SUPPORT




W+K ADVERTISING PORTLAND, OR
Out of Work – Work Spaces:
W+K invited out of work creativ...
MEANING FOR CITIZENRY: SUPPORT




                       "Shine A Light”
  Now more than ever, people cherish the
  small...
MEANING FOR CITIZENRY: SUPPORT
MEANING & GREENING INNOVATION
MEANING & GREENING INNOVATION
MEANINGFUL SOCIAL CREATIVITY




Radio Dada Singapore, Ultimate
Starting out as a gelato store, it quickly became an inspi...
MEANINGFUL SOCIAL CREATIVITY
MEANINGFUL SOCIAL KNOWING




TWITTER	
  LISTS	
  
1.	
  Experts	
  
Want	
  to	
  follow	
  only	
  the	
  most	
  influen...
MEANINGFUL SOCIAL KNOWING
MEANINGFUL SOCIAL KNOWING
INFLUENCERS: Meaningful Media SOCIAL
        MEANINGFUL                     MEDIA
For More Information Contact
         JodyTurner@CultureofFuture.com
                 +1 310 584 1021




For Resources, B...
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CultureofFuture.com: Meaningful Branding

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A presentation showing how times have changed, inspirational connection with citizenry is now about contribution. From big to small, eveyone is moving in this direction. It is an exciting time of challenge and change.

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  • Plank Canvases, Stockholm 747, boston 1851 jail, Red Caboose Pennsylvania 44 of them, reuse hotel: giant pipe austria
  • Website that tracks and broadcasts mass emotions:http://daytum.com/https://www.trackyourhappiness.org/Ap: Checkin – the emotional brain training apAp: Gratitude Stream, by Signal Patternshttp://www.wefeelfine.org/movements.htmlfleshmap.com http://www.stanford.edu/group/fusion/cgi-bin/social-m/index.php
  • CultureofFuture.com: Meaningful Branding

    1. 1. Meaningful Brand: Brand LoveMarks* Through Meaningful Contribution JodyTurner@CultureofFuture.com *Saatchi & Saatchi, Kevin Roberts
    2. 2. We are in the middle of redesigning how we live, work and play... Brands have changed, countries and communities have changed, consumers have changed. Ex: - H&M Karl Lagerfield runway fashion show on Great Wall - Book “Here Comes Everybody”, world has taken over the world online - CarrotMob.org, flash mob local consumers creating change - Coke hiring bloggers to travel and report back on happiness
    3. 3. BOOMER INDUSTRIAL TO GENX CREATIVE CULTURE you must have to to HAVE DO what you love BE who you are money supposed to be Older Western Economic Cultural Model BE who you are DO what you love HAVE what you need. Newer Economic Cultural Model Of The NEXT GENERATION
    4. 4. NEW WORLD COMMUNICATIONS Talking Head Broadcast To SOCIAL INTERACTIVE   Segmented Message Quick Consumption To To Idealized INVITATION   LONG TERM SUPPORT   To DELIVERED   Product Based Aspirational Life To To STORY & CO-CREATED REALITY   BACK STORY  
    5. 5. CONTEXT -An early Steve Jobs (80s) kicks off grunge tech -Daniel Coleman helps us understand ourselves as emotionally intelligent (late 90s) - Daniel Pink (00s) ushers in the Creative Culture mind Other influencers: - 70s-80s: Architecture glut creates mall/retail, consumption boom -  80s-90s: Graphic designer glut results in the web boom -  90s-00s: Product designer glut creates focus on branding/research -  Current focus is on social innovation, meaning and contribution through the glut of NGO, .ORGs and social entrepreneurs.  
    6. 6. Industrial to Creative Social Model Moving From ME Branding. To WE Branding. “EGONOMICS” – Individuation “ETHONOMICS” – Group -Economy geared to self -Economy geared to solutions -Body: Healthstyle-Selfstyle focus, -Body: Earthwell-Selfwell Focus, “Earth as my body” Earth Separated From Me As ‘The Environment’ -Security Means: Community Inclusion - -Security: Elite Exclusion ‘My town does well, I do well’ -Relationships: Performance Driven -Relationships: Co-Creation of New -Recognition: Reputation Driven -Recognition: Contribution of Skill Sets -Self Actualization: Seeking/Reaching For -Self Actualization: Inhabiting Life, I am enough Credit: Trendburo Munich and Cultureoffuture.com  
    7. 7. Crisis Brings The Masses Into Reinvention* *Some worry the shift to a new economy may not happen before recovery occurs.   CRISIS? OPPORTUNITY? . Credit: Trendwatching.com  
    8. 8. Movement Toward Meaning Opportunity  Spaces:   Opportunity  Behaviors:   Redesigning   Sharing  &  TransformaCon.   How     Provide  content  through  the  sharing  of  inspiraCon,  wonderment,  evoluCon   and  enlightenment.  To  be  anywhere  today  you  must  be  everywhere.   We   Ex: National Geo Travel Store London, National Geo All Roads Project Live,   Community  Building.   Work  and   Consumer  is  looking  to  connect  with  their  passion  people,  express  them-­‐ selves  and  build  mulCple  communiCes  of  support  around  their  skill  sets.     Converse 100 Artists, Threadless.com, GAP Vote Campaign   Play.   Mutual  ContribuCon.   Solving  problems  for  the  consumer  is  key.  Give  them  something  to  feel  good   about,  share  with  others  -­‐  build  your  lovemark.     Project Red, Dell Lounge, Am Ex Entrepreneurial Programs, Texting help to Haiti
    9. 9. How Are They Doing It Meaningful Tech. Meaningful Brands. Generous shoes for the world: Serious play for consumer – TOMSSHOES.COM iPhone aps… run business, learn languages, have fun. Meaning Expression. Meaningful Branding Creativity on everything: Plank canvases – Artists and consumer art on snowboards. Meaningful Lifestyle. Surfing hits Japan, and the world because people want to commune with nature. Mean Recognition. Two sisters reuse industrial material metals and make high- Meaningful Change. end art to wear. Creative reuse, small is the new big. Reuse hotels: 747s, pipes, trains, etc. Customization + Creative = Contribution
    10. 10. Who’s Supporting Creative Contributions? Share designs, vote, sell it, learn how, eco product support, creative community recognition
    11. 11. Who’s Supporting EXPLORATIONS Into Better Living?
    12. 12. Infographics Capturing Citizenry Directions www.wefeelfine.org  
    13. 13. MEANING FOR CITIZENRY: CONTRIBUTION
    14. 14. MEANING FOR CITIZENRY: CONTRIBUTION
    15. 15. MEANING FOR CITIZENRY: CONTRIBUTION Credit: Trendwatching.com  
    16. 16. MEANING FOR CITIZENRY: SUPERUSE & REUSE
    17. 17. Online Social Information For Citizenry
    18. 18. MEANING FOR CITIZENRY: CREATIVITY Converse 1HUND(RED) Artists Exhibition
    19. 19. MEANING FOR CITIZENRY: CREATIVITY
    20. 20. MEANING FOR CITIZENRY: CREATIVITY
    21. 21. MEANING FOR CITIZENRY: CREATIVITY Artists In Participatory Roles - Media Enables Effective Outreach
    22. 22. MEANING FOR CITIZENRY: CREATIVITY Media Enabling Effective Outreach
    23. 23. MEANING FOR CITIZENRY: SOCIAL INFLUENCE
    24. 24. MEANING FOR CITIZENRY: SOCIAL INFLUENCE Sundance 2010 – Films playing concurrently across America, Redford as moderator. Redford Foundation 2010 in BrowerCenter.org
    25. 25. INFLUENCERS: Everything Now About Social Innovation
    26. 26. INFLUENCERS: Everything Now About Social Innovation
    27. 27. INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers. London National Geographic Store Come dig through actual expedition charts/maps, try on expedition gear, purchase items from actual villages while you contribute to and learn about them directly, make plans to travel with National Geo right there with their travel agents..  
    28. 28. INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers. Conversational Bank: Out of Work – Work Spaces Innovation Lounge built on community ideals with a coffee bar, large community computer wall, comprehensive work stations.
    29. 29. MEANING FOR CITIZENRY: SUPPORT W+K ADVERTISING PORTLAND, OR Out of Work – Work Spaces: W+K invited out of work creatives to work in their spaces.  
    30. 30. MEANING FOR CITIZENRY: SUPPORT "Shine A Light” Now more than ever, people cherish the small businesses in their neighborhood, and through this program, they can spotlight small business owners for all that they do, and the role they play in driving economic recovery.
    31. 31. MEANING FOR CITIZENRY: SUPPORT
    32. 32. MEANING & GREENING INNOVATION
    33. 33. MEANING & GREENING INNOVATION
    34. 34. MEANINGFUL SOCIAL CREATIVITY Radio Dada Singapore, Ultimate Starting out as a gelato store, it quickly became an inspirational center for the community via the resources provided. The internal sound studio allowed people to record and live stream their performances on internet radio feeding people’s talents and community shared expressions.  
    35. 35. MEANINGFUL SOCIAL CREATIVITY
    36. 36. MEANINGFUL SOCIAL KNOWING TWITTER  LISTS   1.  Experts   Want  to  follow  only  the  most  influen8al  in  tech?  Look  to  Robert  Scoble’s  TwiBer  List  of  the  most  influen8al  in  tech:   @scobleizer/most-­‐influenCal-­‐in-­‐tech,  or  follow  Danny  Sullivan’s  list  of  influen8al  search  engine  marketers:   @dannysullivan/searchmarkeCng,  or  Maria  Popova’s  list  of  TEDsters:  @brainpicker/TEDsters.   2.  Brand  Consolida8on   Many  companies  now  have  mul8ple  TwiBer  accounts.  Wired,  for  example,  has  12  blogs  currently,  and  each  has  a  TwiBer  account.   They’ve  consolidated  the  ability  to  follow  all  12  with  a  single  TwiBer  List:  @wired/wiredblogs.  Our  Home  Depot  client  is  another  great   example,  as  they  have  created  one  loca8on  where  mul8ple  Interna8onal  TwiBer  accounts,  such  as  Canada  and  Mexico  can  be  found,   along  with  deals  and  customer  service:  @homedepot/homedepot.   3.  Employee  Lists   For  those  few  brands  who  have  really  embraced  social  media  and  are  willing  to  let  their  employees  speak  on  their  behalf,  TwiBer  Lists   are  a  great  way  to  aggregate  the  true  footprint  of  a  brand  in  TwiBer  by  linking  to  employee  accounts.  The  New  York  Times  is  a  great   example,  having  used  one  of  the  18  lists  they’ve  created  to  be  a  “staff”  list:  @nyCmes/staff.  Zappos,  who  have  been  encouraging   employees  to  be  ac8ve  in  social  media,  have  also  created  an  employees  list:  @zappos/employees.   If  you’d  like  to  explore  some  of  the  best  TwiBer  Lists  currently  out,  Listorious.com.  
    37. 37. MEANINGFUL SOCIAL KNOWING
    38. 38. MEANINGFUL SOCIAL KNOWING
    39. 39. INFLUENCERS: Meaningful Media SOCIAL MEANINGFUL MEDIA
    40. 40. For More Information Contact JodyTurner@CultureofFuture.com +1 310 584 1021 For Resources, Blog, etc Visit CultureofFuture.com
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