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Outbox Stemettes Branding Workshop by @nandylen - How to define your values and apply it to your business?

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I had the pleasure of being invited to give a 2-hour workshop at the Outbox incubator. The 6-week long immersive program works with female students of STEM subjects, from the age of 11 to 22, so the challenge was to create a material that teaches a useful skill on all experience and knowledge levels.

Some of the participants already have a startup - making me feel like a fossil - some of them "only" brings an idea.

What I've put together is 2 hours of material, teaching them how branding evolves in the 21st century, putting values and meaning into the center of brand stories.
Three exercises help them to understand how branding work:
- starting with the icebreaker, figuring out brand names based on the logo colours only,
- an excercise to help unearth personal values
- and the last one helping them to apply the personal values onto the business as well as understanding how they might get into their customer's head to understand what aspects of the product/service will matter to them.

Published in: Marketing
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Outbox Stemettes Branding Workshop by @nandylen - How to define your values and apply it to your business?

  1. 1. hello Stemettes! my name is Orsi Toth i love creating brands with a purpose & helping to build products that change the world welcome to the workshop!
  2. 2. The shortest intro 6 years at ad agencies, co-founding one of them from ATL to digital, UX and product development working with Johnson&Johnson, Nissan, Peugeot, EDF and Danone co-founded, Drungli the adventure generator for spontaneous people, reaching 1 million people all over Europe currently brand manager @ GrantTree Budapest, Milan, Barcelona, London
  3. 3. Unevolved Brands by Graham Smith
  4. 4. Unevolved Brands by Graham Smith Vodafone
  5. 5. Unevolved Brands by Graham Smith
  6. 6. Skype Unevolved Brands by Graham Smith
  7. 7. Unevolved Brands by Graham Smith
  8. 8. Google Unevolved Brands by Graham Smith
  9. 9. Unevolved Brands by Graham Smith
  10. 10. Firefox Unevolved Brands by Graham Smith
  11. 11. whatisabrand?
  12. 12. all attributes of the product and the company in one convenient shortcut
  13. 13. all attributes of the product and the company in one convenient shortcut to:
 KNOWLEDGE TRUST CHOICE
  14. 14. having too many choices causes us unwanted anxiety Barry Schwartz,Paradox of Choice
  15. 15. In a global survey of consumers, 63% said they only buy products and services that appeal to their beliefs, values or ideals. GFK, April 2015 37% 63%
  16. 16. PURPOSE, VALUES & MEANING ARE INCREDIBLY IMPORTANT FOR ANY CONTEMPORARY BRAND
  17. 17. What are your values?
  18. 18. Exercise Step 1 Take 5 minutes to think about the values that are important to you. It may help if you first identify a few times in your life. When you were most fulfilled and satisfied? The happiest or the most proud? Use the list of words to choose your 10 values.
  19. 19. Accountability Accuracy Achievement Adventurousness Altruism Ambition Assertiveness Balance Beingthebest Belonging Boldness Calmness Carefulness Challenge Cheerfulness Clear-mindedness Commitment Community Compassion Competitiveness Consistency Contentment ContinuousImprovement Contribution Control Cooperation Correctness Courtesy Creativity Curiosity Decisiveness Democraticness Dependability Determination Devoutness Diligence Discipline Discretion Diversity Dynamism Economy Effectiveness Efficiency Elegance Empathy Enjoyment Enthusiasm Equality Excellence Excitement Expertise Exploration Expressiveness Fairness Faith Family-orientedness Fidelity Fitness Fluency Focus Freedom Fun Generosity Goodness Grace Growth Happiness HardWork Health HelpingSociety Holiness Honesty Honor Humility Independence Ingenuity InnerHarmony Inquisitiveness Insightfulness Intelligence IntellectualStatus Intuition Joy Justice Leadership Legacy Love Loyalty Makingadifference Mastery Merit Obedience Openness Order Originality Patriotism Perfection Piety Positivity Practicality Preparedness Professionalism Prudence Quality-orientation Reliability Resourcefulness Restraint Results-oriented Rigor Security Self-actualization Self-control Selflessness Self-reliance Sensitivity Serenity Service Shrewdness Simplicity Soundness Speed Spontaneity Stability Strategic Strength Structure Success Support Teamwork Temperance Thankfulness Thoroughness Thoughtfulness Timeliness Tolerance Traditionalism Trustworthiness Truth-seeking Understanding Uniqueness Unity Usefulness Vision Vitality source
  20. 20. Exercise Step 2 Look at the first two values and ask yourself, "If I could satisfy only one of these, which would I choose?" It might help to visualise a situation in which you would have to make that choice. Keep working through the list, by comparing each value with each other value, until your list is in the correct order.
  21. 21. Great, now this is clear! How does that translate to a business’ values?
  22. 22. To perceive a brand as meaningful, people look at • What functional values the product brings? • Personal benefits - what exactly is the brand doing for me? • Collective benefits: what is the brand doing for the community, the people that I care about? HAVAS, Meaningful Brands, 2015
  23. 23. THINK DIFFERENT functional value well designed tech devices that work better personal benefits beautiful objects, cool factor, great user experience collective benefits: “The people who are crazy enough to believe they can change the world are the ones who actually do.” Crazy Ones ad
  24. 24. GOOD COFFEE MAKES PEOPLE HAPPY functional value great coffee on my doorstep with lovely client service personal benefits makes my mornings so much better, educates me about coffee, delivers a product that leaves me with a clear conscience, saves time collective benefits: sustainability, ethical trading, support of independent entrepreneurs
  25. 25. CHALLENGING THE FUTURE OF WORK functional value get cash back from our R&D development personal benefits I can spend my time building the business, no need to worry about the HMRC, great service with super friendly client management collective benefits: pioneering open cultures and flat organisations, helping startups through education
  26. 26. HOW ABOUT YOUR PROJECT?
  27. 27. Exercise Step 1 functional value What does your product do?
  28. 28. Exercise Step 2 personal benefits Get into your customer’s head! What does she values? What is most important for her? What kind of problems she is facing? How does your product fulfil her needs?
  29. 29. Exercise Step 3 collective benefits How does your product (or service) makes things better on the larger scale? Do you recycle, educate, donate? Maybe directly create change? Reduce consumption, promote local makers, spread ideas? Take your list of values - how can you make an impact and spread them?
  30. 30. transparency | connection | causes
  31. 31. "Build the best products while creating no unnecessary environmental harm, use business to inspire and implement solutions to the environmental crisis.” Footprint Chronicles
  32. 32. "So if you can rise above it by taking a stand against nuclear weapons instead of using some sexy young girl, why not?"
  33. 33. Thanks for playing! @nandylen orsolyanna.toth@gmail.com

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