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Brand is as brand does

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Kelly Smith, lead strategist and writer, Neo
Laura Harrison, co-founder, The Human Change Agency

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Brand is as brand does

  1. 1. Brand Is As Brand Does | Neo & The Human Change Agency
  2. 2. Brand Is As Brand Does | Neo & The Human Change Agency Hello! We are… Laura Harrison from + Kelly Smith from
  3. 3. Brand Is As Brand Does | Neo & The Human Change Agency EXERCISE: What do ‘brand’ and ‘culture’ mean to you? Individually: 1. Write down your take on brand or culture using the cards on your table. 2. Stick the cards to the wall.
  4. 4. Brand Is As Brand Does | Neo & The Human Change Agency Copyright: Alain Delorme A vital identity
  5. 5. Brand Is As Brand Does | Neo & The Human Change Agency
  6. 6. Brand Is As Brand Does | Neo & The Human Change Agency EXERCISE: What drives you? In pairs: 1. Take turns to share a personal triumph/good deed/ milestone. 2. Take three minutes each to tell your story. 3. As you listen, note down the traits and values you associate with your storyteller’s behaviours and actions. 4. Reflect on those values together.
  7. 7. Brand Is As Brand Does | Neo & The Human Change Agency : Alain Delorme What did you discover?
  8. 8. Brand Is As Brand Does | Neo & The Human Change Agency EXERCISE: Words and deeds In groups: 1. Match the brand / organisation logos to the purpose descriptors. 2. Then match the values / principles to each.
  9. 9. Brand Is As Brand Does | Neo & The Human Change Agency Does your experience of these brands match their values? Did you, or would you, choose different values? Why?
  10. 10. Brand Is As Brand Does | Neo & The Human Change Agency So how do you… Create a culture that lives its values? Garner commitment to its purpose? And truly build a brand from the inside out?
  11. 11. Brand Is As Brand Does | Neo & The Human Change Agency
  12. 12. Brand Is As Brand Does | Neo & The Human Change Agency Useful questions What matters most to you about the work you do? Why do you work for the organisation? Can you recall an experience or achievement that’s felt really good about the work you do?
  13. 13. Brand Is As Brand Does | Neo & The Human Change Agency What do ‘brand’ and ‘culture’ mean to you now?
  14. 14. Brand Is As Brand Does | Neo & The Human Change Agency A few of the people whose ideas have inspired us Frederic Laloux Reinventing Organisations Simon Sinek Start With Why Margaret Wheatley Who Do We Choose To be? Daniel Pink Drive: The Surprising Truth About What Motivates Us Jonathan Haidt See YouTube video Margaret Heffernan See her Ted Talk
  15. 15. Brand Is As Brand Does | Neo & The Human Change Agency Kelly Smith kelly@weareneo.com 01273 600500 | 07786 737363 www.weareneo.com Twitter: @weareneo Laura Harrison laura@humanchange.agency 07800 901690 www.humanchange.agency Thank you & keep in touch

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