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Specific Tools and Processes for Embedding Purpose Into Brand
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Specific Tools and Processes for Embedding Purpose Into Brand

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit …

These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit www.sustainablebrands.com/digital_learning/brand_innovation/specific-tools-processes-embedding-purpose-brand


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Transcript

  • 1. Human value is social by design.
  • 2. More human logic please.
  • 3. Poetry alone will not create change. We need cultural engineering. 5
  • 4. 3 Vital Behaviors Stop outsourcing your feelings. Take on a human scope. Get serious about play.
  • 5. 3 Tools
  • 6. Eco-system Value We need to think beyond the business/consumers relationship. The business operates as part of an eco-system. By facilitating the creation of value for the eco-system, we create more value for ourselves. Value here can be financial but also much more.
  • 7. People Immersions Value can only be created where human relevance can be found. When people in the business meet people in the rest of the ecosystem person to person, they can develop a deep empathy for the tensions and aspirations of the eco-system. It is what will allow them to design new value creation strategies.
  • 8. Human Truth The People We Serve Product Truth Brand POV Believer’s Pyramid A tool to design an eco-system value creation strategy.
  • 9. A Case.
  • 10. AIG. A fallen giant.
  • 11. The Stability Seekers From paying damages to managing risks that block us.
  • 12. AIG Immersions
  • 13. We need a world with less uncertainties, it’s what helps us grow. The Stability Seekers Work with communities to reduce preventable risks, so we can fully compensate the unpredictable ones. When people work together, they can create a world with less pain & hardship.
  • 14. Would you AIG?

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