Communicopia - IIMA Core Values Presentation

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Presentation given by Jason Mogus, CEO of Communicopia at the Internation Internet Marketing Association AGM, February 28th, 2007.

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  • Communicopia - IIMA Core Values Presentation

    1. 1. Getting Real: Communicating your brand’s core values to today’s online consumers. International Internet Marketing Association :: AGM February 28, 2007 Presented By Jason Mogus, CEO – [email_address]
    2. 2. <ul><li>Who is this guy? </li></ul><ul><li>Communicopia for over 13 years has worked with organizations supporting positive social change. </li></ul><ul><li>Work with many leading organizations in sustainable / socially responsible business and non-profits: Loreto Bay, Environmental Defence, MakePovertyHistory.ca, UN Foundation, Happy Planet </li></ul><ul><li>Expertise in: </li></ul><ul><ul><li>values based branding </li></ul></ul><ul><ul><li>online vision and strategy </li></ul></ul><ul><ul><li>design + creative, technology, and online marketing services </li></ul></ul><ul><li>Partner with BCT Social Venture Partners, co-creator of BC SEF </li></ul><ul><li>Founder of Web of Change conference at Hollyhock </li></ul>
    3. 3. <ul><li>The days of generic marketing are over… </li></ul>
    4. 4. <ul><li>What’s Going On Here? </li></ul><ul><li>Attention is now a scarce resource: People want to control their relationship with your company </li></ul><ul><li>You compete in a market with too many choices for everything </li></ul><ul><li>The World is Flat : People can make anything, anywhere, probably better than you </li></ul><ul><li>People know more : They go to new sources for information and verification. Online has democratized knowledge. </li></ul><ul><li>People see more : More interconnections and impacts </li></ul><ul><li>People feel more : Global crisis and local crisis looms. Environmental (global and health) impacts are noticed. </li></ul>
    5. 5. <ul><li>The World is Changing </li></ul><ul><li>Everything is slick. Everything is overdone. It increasingly rings false. </li></ul><ul><li>People have lost faith and trust in institutions. </li></ul><ul><li>People are seeking more meaning . They have stuff and are not happy. They want more alignment between their values and their actions. </li></ul><ul><li>People are waking up . To interconnections. To impacts. To crisis. </li></ul><ul><li>Will you be on the right side of history? </li></ul>
    6. 7. <ul><li>People crave authentic connections… </li></ul>
    7. 8. <ul><li>What is Branding? </li></ul><ul><li>The Brand is a management tool, answering: &quot; What does the company (or product, or service) stand for ?&quot; </li></ul><ul><li>The Brand is not the business strategy of a company, it is about making the business strategy become clearer, more motivating and more attractive to all stakeholders. </li></ul><ul><li>Branding is a holistic, felt experience of what is typically an abstract, conceptual description. Like an archetypal symbol, branding goes beyond logic to touch people deeply. </li></ul><ul><li>In an over-stimulated, hyper-complex world, a distillation of the one key idea that the company stands for and alignment of all stakeholders behind it can produce tremendous value. </li></ul>
    8. 9. <ul><li>What are Core Values? </li></ul><ul><li>They are the organization’s most fundamental reason for being </li></ul><ul><li>Core Values are the handful of guiding principles by which a company navigates. </li></ul><ul><ul><li>They are timeless, they don’t change no matter what the market does </li></ul></ul><ul><ul><li>They require no external justification </li></ul></ul><ul><li>They reflect people’s idealistic motivations for doing the company’s work </li></ul><ul><li>They are not operating practices, biz strategies, or cultural norms : they can never be completed </li></ul><ul><li>- Jim Collins and Jerry Porras, HBR: 1996 </li></ul>
    9. 10. <ul><li>What is Values Based Branding? </li></ul><ul><li>A process by which you architect your brand from a values perspective to build authentic relationships with consumers who share those values </li></ul><ul><li>Speaks to the elements of the brand that makes people feel good about consuming your product </li></ul><ul><li>Enables you to reach consumers along the following axes: </li></ul><ul><ul><li>What core need they are looking to fill </li></ul></ul><ul><ul><li>How they aspire to become personally happier and more successful </li></ul></ul><ul><ul><li>What communities they wish to connect with and belong to </li></ul></ul><ul><ul><li>How they want to contribute to a better world </li></ul></ul>
    10. 11. <ul><li>The 4D Brand Diamond </li></ul><ul><li>From Thomas Gad, “4D Branding” </li></ul>
    11. 12. <ul><li>Luckily, the web was founded upon principles of authenticity and transparency… </li></ul>
    12. 13. <ul><li>Who’s Doing This Right? </li></ul><ul><li>SME’s, Values Driven: </li></ul><ul><li>Vancity </li></ul><ul><li>Piper Jaffray </li></ul><ul><li>Bullfrog Power </li></ul><ul><li>Loreto Bay </li></ul><ul><li>Bigs, Moving Along: </li></ul><ul><li>GE </li></ul><ul><li>Nike </li></ul><ul><li>Toyota </li></ul>
    13. 14. <ul><li>How Are You Doing? </li></ul><ul><li>What is your company’s core purpose? Why is it really here? </li></ul><ul><li>What are its core values? Those which will never change? </li></ul><ul><li>How many people know about those values? </li></ul><ul><li>Are they integral with your brand attributes? </li></ul><ul><li>How are they communicated online? </li></ul><ul><li>How can you do better? </li></ul><ul><li>How can the web drive this thinking into the enterprise? </li></ul>
    14. 15. <ul><li>And Most Importantly… </li></ul><ul><li>What are the Functional, Social, Personal, and Spiritual attributes of your brand in the minds of your target audience? </li></ul>

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