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The Pinocchio Effect

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Giving a brand purpose is what makes it real.

Published in: Marketing
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The Pinocchio Effect

  1. 1. why a brand needs purpose te Pinocchio effect
  2. 2. why a brand needs purpose te Pinocchio effect Pinocchio by Carlo Collodi
  3. 3. Geppetto what is a brand? Pinocchio company brand
  4. 4. Your brand is a kind of myth. It has emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox. Deepak Chopra what is a brand?
  5. 5. golden circle It is very simple to identify what your company does and how they do it. how what how what why
  6. 6. start wit why Motivation is easy. Inspiration is hard. Simon Sinek why how what how what
  7. 7. purpose driven promise values personality benefits attributes why how what how what
  8. 8. external elements promise values personality benefits attributes why how what how what
  9. 9. internal elements promise values personality benefits attributes why how what how what
  10. 10. core elements promise values personality benefits attributes why how what how what
  11. 11. shared passion promise customer company
  12. 12. brand pyramid promise values personality benefits attributes
  13. 13. brand pyramid
  14. 14. brand pyramid promise values personality benefits attributes
  15. 15. brand pyramid World’s first national Aboriginal broadcaster Growing 
 roster of 
 Aboriginal 
 talent 68% 
 Aboriginal 
 Employees Programming
 in multiple
 Aboriginal
 languages promise values personality benefits attributes
  16. 16. brand pyramid promise values personality benefits attributes
  17. 17. brand pyramid Original dramatic
 series APTN 
 national
 news 
 bureau Award-winning 
 documentaries Kids’ shows 
 in Aboriginal 
 languages Mirror for 
 communities promise values personality benefits attributes
  18. 18. brand pyramid promise values personality benefits attributes
  19. 19. brand pyramid Authentic Original Engaging —proud but not boastful
 —confident but not aloof
 —down-to-earth but not unsophisticated
 —firm but not aggressive
 —approachable but not needy
 —humourous but not silly
 —inclusive but not homogenous promise values personality benefits attributes
  20. 20. brand pyramid promise values personality benefits attributes
  21. 21. brand pyramid Sharing 
 our people’s journey Celebrating 
 our cultures Honouring 
 the wisdom of our elders Inspiring 
 our 
 children promise values personality benefits attributes
  22. 22. brand pyramid promise values personality benefits attributes
  23. 23. aptn's brand promise share the stories only we can tell values personality benefits attributes
  24. 24. cbc's brand promise Everyone. Every way. values personality benefits attributes
  25. 25. cnn's brand promise Our mission is to create the finest possible news product and to present hard-breaking, national, and international news, as it unfolds. We deliver unparalleled perspectives across multiple categories, including political, medical, financial, technology, entertainment, and more. values personality benefits attributes
  26. 26. bbc's brand promise To enrich people's lives with programmes and services
 that inform, educate and entertain. values personality benefits attributes
  27. 27. cut your strings If you know your purpose
 you won’t need to control 
 your brand anymore
  28. 28. stop hiding your nose If you know your purpose
 you don’t have to suffer
 “truthiness” anymore.
  29. 29. become a real boy If you know your purpose
 your company will be seen
 as having true value.
  30. 30. books of purpose
  31. 31. tank-you @jted jasontheodor.com slideshare.com/jted jason.theodor@gmail.com

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