Life After Dove: Building Values-Based Relationships (or why it’s the best time to be a creative)

An Evolutionary View

The Evolution Revolution

Early Warning System

Quid Pro Quo: V=Q/P

USP: Simple *JWT Puerto Rico

USP: Clever *The Name Italy

USP: To The Point *Demner Merlicek Bergmann Austria

Triune Brain Theory Reptilian: Physical Brain Physical survival: Protection, Food, Sexual Reproduction, etc. Limbic: Emotional Brain Emotion center: Feelings, Memory, Bonding, etc. Neo-cortex: Rational Brain Logical thinking: Language, Speech, Writing, Operational Thinking, etc. Adding Impact: More (or less) is required YOU ARE HERE

Reptilian: Physical Brain

Physical survival: Protection, Food, Sexual Reproduction, etc.

Limbic: Emotional Brain

Emotion center: Feelings, Memory, Bonding, etc.

Neo-cortex: Rational Brain

Logical thinking: Language, Speech, Writing, Operational Thinking, etc.

The Account Planning Era

The Ladder: Adding resonance to relevance ESP>USP attribute benefit value Rational - Relevant Emotional - Desired State

ESP: Your Inner Keith Richards *Ogilvy & Mather USA

ESP: Your Inner Merengue *TBWA/ Chiat Day, USA

ESP: Your Inner Athlete *BBDO Guatemala

Diminishing Return: An Attention Economy Crisis

The Light at the top of the Ladder: BBSP value belief Emotional – Desired State Spiritual – Virtuous State

A Shared Belief: Brand as virtue…

All for the greater good

BBSP: Community *DDB New York

Gardasil

BBSP: Sustainability *Cultivator, USA

BBSP: Responsibility

BBSP: Honesty (oops!) *Ogilvy & Mather USA

The new dynamic has created an expectation of participation

… and individual / community co-authorship

While maintaining virtue as a brand + consumer substrate

A Formula For Something More: VBSP= (Brand+Consumer) VBE

VBSP: Empowered Community Gardasil *R/GA, USA

VBSP: Empowered Community *R/GA, USA

VBSP: Crusaders Against Conformity *Rapp Collins, USA

VBSP: Have a Ball Verb ball *ARC Worldwide, USA

Making Movies

A common dictate to transcend the medium to values-based co-creation

Thank you