Arts&Business Brand Strategy Session


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Arts&Business Brand Strategy Session

  1. 1. Arts & Business Brand Strategy Session <ul><ul><li>Strategy Session </li></ul></ul><ul><ul><li>July 2008 </li></ul></ul><ul><ul><li>Arts & Business South-East </li></ul></ul><ul><ul><li>Gatwick Diamond Business Cultural Partnership </li></ul></ul><ul><ul><li>Dedicated to: </li></ul></ul><ul><ul><li>Daniel Pink </li></ul></ul><ul><ul><li>Author - A Whole New Mind </li></ul></ul>
  2. 2. Content 1 <ul><li>Brand the Problem </li></ul><ul><li>The Chindia Syndrome </li></ul><ul><li>The New Cultural Age </li></ul><ul><li>Brand Vision </li></ul><ul><li>Brand Mission </li></ul><ul><ul><li>The Short Version </li></ul></ul><ul><li>Brand Mission </li></ul><ul><ul><li>The Long Version </li></ul></ul><ul><li>Brand Viewpoint (s)‏ </li></ul><ul><li>Brand Issue </li></ul><ul><li>Brand the Name </li></ul><ul><li>Brand Values </li></ul><ul><li>Design </li></ul><ul><li>Differentiate by Design </li></ul>
  3. 3. Content 2 <ul><li>Story </li></ul><ul><li>The Story Business </li></ul><ul><li>Synthesis </li></ul><ul><li>Synthesis = Symphony </li></ul><ul><li>Empathy </li></ul><ul><li>Leadership and Empathy </li></ul><ul><li>Simulation </li></ul><ul><li>Let the Games Begin </li></ul><ul><li>Meaning </li></ul><ul><li>The Meaning of Life </li></ul><ul><li>Micro-Segments – 1 </li></ul><ul><li>Micro-Segments – 2 </li></ul><ul><li>Micro-Segments – 3 </li></ul><ul><li>Departure </li></ul><ul><li>Contact </li></ul>
  4. 4. Brand the Problem <ul><li>Business people tend to be left-brain oriented </li></ul><ul><li>Creative people tend to be right-brain oriented </li></ul><ul><li>The challenge is to become whole-brain oriented. Here's why... </li></ul>
  5. 5. The Chindia Syndrome in the 21 st Century <ul><li>China: The Factory of the World – dominating manufacturing & production </li></ul><ul><li>India: The Back-Office of the World – dominating information technology </li></ul><ul><li>Where and how can the Gatwick Diamond compete?... </li></ul>
  6. 6. Welcome to the New Cultural Age Agricultural Age Farmers Industrial Age Factory Workers Information Age Knowledge Workers Cultural Age Creative Workers 18 th Century 19 th Century 20 th Century 21 st Century
  7. 7. Brand Vision <ul><li>Poster-child of the Cultural Age, James Dyson, a whole-brainer, outsourced his production and back-office support to 'Chindia' but kept design and innovation in the UK </li></ul>Brand Mission <ul><ul><li>To build a runway to take off from </li></ul></ul><ul><ul><li>the Information Age to </li></ul></ul><ul><ul><li>the Cultural Age </li></ul></ul>The Diamond has landed – in the Cultural Age: Populated by Whole-Brainers
  8. 8. Brand Mission – The Short Version <ul><ul><li>“ To build a runway to take-off from </li></ul></ul><ul><ul><li>the Information Age to the Cultural Age” </li></ul></ul><ul><ul><li>Note: In order to get the message across, the above is a shorter 14-word version of the slightly longer but more detailed mission statement that follows next... </li></ul></ul>
  9. 9. Brand Mission – The Long Version <ul><ul><li>“ To create a dynamic, high quality business and arts-led cultural partnership, that reflects the creativity of the region, its people and businesses, in a way that enhances the region's reputation as a great place to do business and enjoy living in. </li></ul></ul><ul><ul><li>This Partnership aims to be a key creative economic driver for the towns within the region, and thereby adding to business success.” </li></ul></ul>
  10. 10. Brand Viewpoint (s)‏ <ul><li>“ Tomorrow all businesses will be in the culture business” </li></ul><ul><li>“ The future will be dominated by a society of creators and empathisers, of pattern recognisers and meaning makers” </li></ul><ul><li>Note: Brand viewpoints are designed to provoke conversations with media and target markets </li></ul>
  11. 11. Brand Issue <ul><li>When Surrey Met Sussex: </li></ul><ul><li>A Cultural Tale of Two Counties </li></ul><ul><ul><li>- Where the people of Surrey face North towards the Capital and the people of Sussex face South towards the Coast </li></ul></ul><ul><ul><li>- Could they turn 180 ° and face each other? </li></ul></ul>
  12. 12. Brand the Organisation Name <ul><li>Official Long Form </li></ul><ul><li>Gatwick Diamond Business Cultural Partnership </li></ul><ul><ul><li>- GDBCP </li></ul></ul><ul><li>New Short Form </li></ul><ul><li>S.T.A.G.E: </li></ul><ul><ul><li>Steering Team for the Arts & Gatwick Enterprises </li></ul></ul>
  13. 13. Brand Values <ul><li>Blend left and right brain capabilities to develop whole-brain synergies </li></ul><ul><li>Six Value Pairings: </li></ul><ul><ul><li>1. Function + DESIGN </li></ul></ul><ul><ul><li>2. Argument + STORY </li></ul></ul><ul><ul><li>3. Analysis + SYNTHESIS </li></ul></ul><ul><ul><li>4. Logic + EMPATHY </li></ul></ul><ul><ul><li>5. Real Time + SIMULATION </li></ul></ul><ul><ul><li>6. Materialism + MEANING </li></ul></ul>
  14. 14. Design <ul><ul><li>Design's ultimate purpose is to change the world </li></ul></ul><ul><ul><li>– for the better – starting with your world </li></ul></ul>
  15. 15. Differentiate by Design <ul><li>Keep a design notebook </li></ul><ul><li>Read design magazines </li></ul><ul><li>Visit design museums </li></ul><ul><li>Contrast best and worst designs </li></ul><ul><li>Visit </li></ul>
  16. 16. Story <ul><ul><li>Story, like design, is becoming a key way for individuals and businesses to differentiate their products and services in an over-crowded marketplace </li></ul></ul>
  17. 17. The Story Business <ul><li>Narrative Medicine – Doctors who can both diagnose and interpret a patient's story </li></ul><ul><li>Corporate Storytelling – Organising company stories in pursuit of business goals </li></ul><ul><li>Corporate Speak vs Storytelling - Persuasion through stories and facts </li></ul><ul><li>Visit storytelling festivals </li></ul><ul><li>Discover the art of digital storytelling </li></ul><ul><li>Read these books: </li></ul><ul><ul><li>Story: Substance, Style & Screenwriting by Robert McKee </li></ul></ul><ul><ul><li>Beyond Bullet Points by Cliff Atkinson </li></ul></ul>
  18. 18. Synthesis <ul><ul><li>Synthesis is the ability to see connections between seemingly unrelated fields – to create new products, services and business models </li></ul></ul>
  19. 19. Synthesis = Symphony <ul><li>Composers and conductors use symphonic thinking to coral a diverse group of musical notes, instruments and performers to produce a unified and pleasing sound </li></ul><ul><li>See relationships between different things </li></ul><ul><li>Learn how to draw – see light & shadow, white & negative spaces, solid form & reflections </li></ul><ul><li>Keep a log of metaphors – understanding one thing in terms of something else </li></ul>
  20. 20. Empathy <ul><ul><li>Empathy is the ability to stand in others' shoes, to see with their eyes, and to feel with their hearts </li></ul></ul>
  21. 21. Leadership is about Empathy <ul><li>“ Leadership is about having the ability to relate and to connect with people for the purpose of inspiring and empowering their lives” - Oprah Winfrey </li></ul><ul><li>Lawyers need to empathise with their jurors </li></ul><ul><li>Nurses need to empathise with their patients </li></ul><ul><li>Volunteer for different jobs and challenges </li></ul><ul><li>Join your local Am-Dram class </li></ul><ul><li>Measure your empathy quotient </li></ul>
  22. 22. Simulation <ul><ul><li>Simulation - a.k.a. Games - is the literature of the </li></ul></ul><ul><ul><li>21 st Century </li></ul></ul>
  23. 23. Let the Games Begin... <ul><li>Computer & video games have become tools for solving problems. </li></ul><ul><ul><li>Witness: </li></ul></ul><ul><ul><li>GlucoBoy hooked up to Nintendo's Game Boy for kids with diabetes </li></ul></ul><ul><ul><li>Flight simulators for pilot training </li></ul></ul><ul><li>Role-playing games for teaching 'whole-minded' lessons </li></ul><ul><li>Join a Comedy Club </li></ul><ul><li>Dissect jokes </li></ul><ul><li>Frequent games arcades </li></ul><ul><li>Visit online game sites: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>www.womengamers. com </li></ul>
  24. 24. Meaning <ul><ul><li>A transition from material want to meaning want is in progress on an unprecedented scale </li></ul></ul>
  25. 25. The Meaning of Life <ul><li>There's a basic desire to find a purpose in one's life </li></ul><ul><li>Businesses must offer 'meaning' as well as 'money' </li></ul><ul><li>The meaning metaphor is a 'labyrinth' not a 'maze' </li></ul><ul><ul><li>A maze is a series of confusing paths and dead ends where you can get lost </li></ul></ul><ul><ul><li>A labyrinth is a moving meditation where you can lose yourself because the purpose is the journey itself </li></ul></ul><ul><li>Start taking 'spirituality' and 'happiness' seriously </li></ul><ul><li>Dedicate your work </li></ul><ul><li>Visit labyrinths </li></ul><ul><ul><li> </li></ul></ul>Church Labyrinth
  26. 26. Micro-Segments - 1 <ul><li>Aviation </li></ul><ul><ul><li>Aircraft: Mobile Sculpture </li></ul></ul><ul><ul><li>Airport Terminal: Global Transient Village </li></ul></ul><ul><ul><li>Baggage Handling System: Symphonic Labyrinth </li></ul></ul>
  27. 27. Micro-Segments - 2 <ul><li>Financial Services </li></ul><ul><ul><li>Pension Planning: Second-Life Enhancing </li></ul></ul><ul><ul><li>Banking: Cash-Flow Magic </li></ul></ul><ul><ul><li>Investments: Prosperity Artisanship </li></ul></ul><ul><ul><li>Savings: Wealth Alchemy </li></ul></ul>
  28. 28. Micro-Segments - 3 <ul><li>Professional Services </li></ul><ul><ul><li>Accounting: Creative Conjuring </li></ul></ul><ul><ul><li>Litigation: Emphatic PsychoDrama </li></ul></ul><ul><ul><li>Management Consulting: Poetic Orchestration </li></ul></ul>
  29. 29. Departure Welcome on board... ...we're about to take off from the Information Age to the Cultural Age
  30. 30. Contact <ul><li>Alan 'Brand' Williamson </li></ul><ul><li>Award-winning Destination Brand Developer </li></ul><ul><li>Brandopia </li></ul><ul><li>Gatwick House </li></ul><ul><li>10 Tilgate Way </li></ul><ul><li>Crawley-by-Gatwick </li></ul><ul><li>RH10 5BW </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Tel: 07949 969891 </li></ul><ul><li> </li></ul>