Brands as Meaning MakersAppreciating What We Can’t MeasureTim Leberecht / The Economist “Big Rethink”                     ...
“The problem is not measurement per se. The problem  is the loss of balance between valuing what can be     measured and w...
1. Exclude2. Exchange 3. Elevate
- 95% of Americans reject the idea that a corporation’s only purpose is to makemoney. (BusinessWeek)- 27% of bosses believ...
Enter                      THE BUSINESS ROMANTIC        Makes us see the beauty of the world with “fresh eyes.”    Conside...
THE MEANING MAKER    Makes us see the beauty of the world with “fresh eyes.”Considers business to be more than a numbers g...
Traditional      Smart                  MeaningfulPlanning         Acting                 WanderingConverting       Connec...
Re-mystify
Great brands have absolutely no plan.
“Can my grandmother use it?”
Thank you.     @timleberechttimleberecht.tumblr.com     www.nbbj.com
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
Brands as Meaning Makers
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Brands as Meaning Makers

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PRESENTATION HELD AT THE ECONOMIST "BIG RETHINK" CONFERENCE, LONDON< MARCH 22, 2013

A new generation of employees and consumers are hungry for companies that can demonstrate they are different by making a difference. This is changing the traditional company value proposition: Make meaning, not just money! No longer is it sufficient to be excellent – today’s businesses also need to be significant in order to attract and retain valuable talent and customers. In his presentation, Tim Leberecht looks beyond purpose and social responsibility, and proposes we transcend business-as-usual into an act of “meaning-making” that honors our full selves rather than solely catering to our self-interests. What if companies maintained profit margins while also creating spaces and experiences that put us in touch with the ephemeral, with something that is greater than ourselves? Leberecht argues that we need to bring the humanities back to business if we want to create a more human economy. From architecture to product design to business model innovation, he presents strategies and tactics that promote poetry over data, mystery over clarity, vulnerability over control, love over liking, and meaning over satisfaction.

Brands as Meaning Makers

  1. 1. Brands as Meaning MakersAppreciating What We Can’t MeasureTim Leberecht / The Economist “Big Rethink” © NBC News
  2. 2. “The problem is not measurement per se. The problem is the loss of balance between valuing what can be measured and what cannot, and becoming sodependent on quantitative measures that they displace judgment and learning.” PETER SENGE
  3. 3. 1. Exclude2. Exchange 3. Elevate
  4. 4. - 95% of Americans reject the idea that a corporation’s only purpose is to makemoney. (BusinessWeek)- 27% of bosses believe their employees are inspired by their firm. However, in thesame survey only 4% of employees agreed. (Boston Research Group/LRN)- People regard experts such as academics or even their peers as twice as moretrustworthy than institutional leaders. (Edelman Trust Barometer 2013)- 75% of consumers say they are likely to switch to brands associated with agood cause if price and quality are equal. (Trends Report)- The share of companies with weak ethical cultures climbed to near recordlevels of 42% in 2011, up from 35% in 2009. (National Ethics Survey U.S.)- Employee loyalty is at a seven-year low. (MetLife 2012)- 1 in 3 employees plans to leave his or her job by the end of the year. (MetLife 2012)- The average company loses anywhere from 20 to 50% of its employee base everyyear. (MetLife 2012)- 70% of recent graduates in the US reported leaving their first jobs within two years.(Experience.com, "Life After College")- 95% of high-achievers around the age of 30 leave companies after 28 months andregularly watch for potential employers. (Harvard Business Review)- 2 million professionals leave their corporate jobs because of perceived unfairness,costing $64 billion annually. (Korn Ferry)
  5. 5. Enter THE BUSINESS ROMANTIC Makes us see the beauty of the world with “fresh eyes.” Considers business to be more than a numbers game: a powerful vehicle for creating richer human experiences that mean more. Honors our full “un-quantified selves” rather than just catering to our “quantified selves” and our self-interests. Carves out spaces for the ephemeral and transcendent —for experiences that are “greater than ourselves.” Values what is immeasurable but makes us human:Small ‘acts of significance’ values such as empathy, generosity, devotion, love, hope.
  6. 6. THE MEANING MAKER Makes us see the beauty of the world with “fresh eyes.”Considers business to be more than a numbers game: a powerful vehicle for creating richer human experiences that mean more.Honors our full “un-quantified selves” rather than just catering to our “quantified selves” and our self-interests. Carves out spaces for the ephemeral and transcendent —for experiences that are “greater than ourselves.” Appreciates what is immeasurable but makes us human: values such as empathy, generosity, devotion, love, hope.
  7. 7. Traditional Smart MeaningfulPlanning Acting WanderingConverting Connecting ReconnectingProcess Dashboard PrinciplesControl Monitoring Loss of controlConsistency Diversity SerendipityBig Idea Big Data Big IntuitionRapid response Real-time Pre-emptiveSegmenting Behavioral targeting Distributed presenceMessage Conversation (Occasional) silenceVisibility Transparency MysteryBoldness Calculated risk VulnerabilityBenefit Value ValuesAttraction Liking LoveConvenience User-friendliness FrictionEfficiency Excellence SignificanceSelf-interest Quantified Self Un-Quantified Self
  8. 8. Re-mystify
  9. 9. Great brands have absolutely no plan.
  10. 10. “Can my grandmother use it?”
  11. 11. Thank you. @timleberechttimleberecht.tumblr.com www.nbbj.com

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