First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.
This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Business Plan for Branding PowerPoint Presentation Slides SlideTeam
Use business plan for branding PowerPoint presentation slides to establish your brand in the market. This ready-to-use business plan for branding PPT presentation will help you position your brand with ease. Incorporate professionally designed business plan for branding PPT presentation slideshow to communicate brand mission statement, brand vision, brand identity, brand evolution, brand personality, and more to the stakeholders. Develop a brand image using brand building and brand value PPT slides. Not just this, you can also improve the existing brand image using brand positioning and brand repositioning PPT presentation slides. Create a budget plan to do the same using brand budgeting template. Include advertising, SEO, social media costs in brand budget plan template to market your brand. This content-ready business plan for branding PPT slideshow also covers brand performance dashboard to track its likeability among the customers. Get your hands on the professionally designed business plan for branding presentation deck to create a buzz about your brand’s offerings in the market. Find the gateway to fame with our Business Plan For Branding PowerPoint Presentation Slides. They will take you down the correct corridor.
To date, iconic brands have been built more on intuitions of ad agency creativities than by purposeful strategies.
This presentation, inspired on the book How Brands Become Icons by Daniel Holt, extracts the common principles behind these intuitions to build a new cultural branding model that dramatically revises core marketing principles including segmentation, targeting, positioning, brand equity, brand loyalty, cobranding, and communications.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Business Plan for Branding PowerPoint Presentation Slides SlideTeam
Use business plan for branding PowerPoint presentation slides to establish your brand in the market. This ready-to-use business plan for branding PPT presentation will help you position your brand with ease. Incorporate professionally designed business plan for branding PPT presentation slideshow to communicate brand mission statement, brand vision, brand identity, brand evolution, brand personality, and more to the stakeholders. Develop a brand image using brand building and brand value PPT slides. Not just this, you can also improve the existing brand image using brand positioning and brand repositioning PPT presentation slides. Create a budget plan to do the same using brand budgeting template. Include advertising, SEO, social media costs in brand budget plan template to market your brand. This content-ready business plan for branding PPT slideshow also covers brand performance dashboard to track its likeability among the customers. Get your hands on the professionally designed business plan for branding presentation deck to create a buzz about your brand’s offerings in the market. Find the gateway to fame with our Business Plan For Branding PowerPoint Presentation Slides. They will take you down the correct corridor.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Guerrilla Marketing has its advantages and disadvantages. This presentation shows both along with recommendations of how a company can implement guerrilla marketing practices to gain exposure at minimal cost.
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Why Mass Marketing Wins Over Targeted EffortsPercolate
In the second of our five-part series debunking major marketing myths, we’ll take a closer look at other factors that need to be considered in growing a brand. Influenced by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Guerrilla Marketing has its advantages and disadvantages. This presentation shows both along with recommendations of how a company can implement guerrilla marketing practices to gain exposure at minimal cost.
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Why Mass Marketing Wins Over Targeted EffortsPercolate
In the second of our five-part series debunking major marketing myths, we’ll take a closer look at other factors that need to be considered in growing a brand. Influenced by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Get Branding Smart - The Continued Allure of Premiumemmersons1
In recent years the premium segment has been surging globally, but nearly half of the growth in the category has come from smaller companies - so what is the allure and the opportunity?
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
There is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate.
ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state administrative organization in charges of medicines shall issue the regular permit on this matter. MEDICINE’S REGISTRATION: Medicines registration has started in Mongolia since 1994, in order to provide the population and health organizations with qualitative, safe and effective medicines. The registration of medicine, its raw materials and biologically active products is regulated by the “Procedure for registration of medicines, raw materials and biologically active products”, approved by the order № A/295 of 2019 by the Minister of Health of Mongolia. As of 2021, out of total of 4175
Засгийн газрын хэрэгжүүлэгч агентлаг Эм, эмнэлгийн хэрэгслийн хяналт, зохицуулалтын газраас “Эм зүйн салбарын үзүүлэлт-2021” эмхэтгэлийг та бүхэндээ хүргэж байна. Энэ удаагийн эмхэтгэлд эм зүйн салбарын эрх зүй, бодлогын баримт бичиг, эм хангамжийн байгууллагын тогтолцоо, хүний нөөцийн болон эдийн засгийн үзүүлэлт, эмийн бүртгэл, импорт, үйлдвэрлэл, худалдаа, эмийн чанар аюулгүй байдал, зохистой хэрэглээ, эмнэлгийн тоног төхөөрөмжийн шалгалт тохируулгатай холбоотой статистик үзүүлэлтүүдийг өмнөх онуудтай харьцуулан тусгаж, Монгол- Англи хэлээр хэвлүүлэн та бүхэнд толилуулж байна. ADVERTISING AND PROMOTION OF MEDICINES, MEDICAL PRODUCTS, AND BIOLOGICALLY ACTIVE PRODUCTS IN MONGOLIA Manufacturing, import, export, storage, sale, monitoring, distribution and use of medicine for human and veterinary use, including conventional medicine, bio preparations, diagnostics (hereinafter the “Medicine”), medical devices, and biologically active products are regulated by the Law of Mongolia on Medicines and Medical Devices. The Law also provides a few broad limitations on the advertising of medicines and biologically active products. In addition to this regulation, the Law of Mongolia on Advertisement governs advertising in health sector. With the regulations being too general, there have been a number of instances of illegal advertising in the health sector, as well as cases where consumers have incurred damage. Recently, a law on the revision of the Law on Medicines and Medical Devices that outlines provisions such as updating the legal framework for the state regulation and inspection system of human and animal medicine and medical supplies is said to be in the course of developing by the competent authority. GENERAL MEDICINAL PRODUCT AND ITS ADVERTISING Medicine means a preparation of synthetic or animal plant, or mineral substances in a specific form, used in appropriate dosages and quantities, for the prevention, diagnosis, treatment, and immunization of human, animal, and animal diseases (Art.3.1.1 of Law on Medicines and Medical Devices). Biologically active products means products that support human body functions, supplement with necessary minerals, and prevent any diseases (Art.3.1.25 of Law on Medicines and Medical Devices). Advertisement means information distributed through public media or in other ways by individual, business entity or organization in order to increase market demand of goods, works, services, project or operation and to attract attention of potential customers (Art.3.1.1 of the Law on Advertising). Under the previous Law on Licensing (2001), advertising of medicines and biologically active products was not necessarily regulated. On the other hand, under the new Law on Permits (2022), which is passed by the Parliament of Mongolia and has come into force from 1 January, 2023, prior to advertising of medicines and biologically active products in the health sector a regular permit shall be obtained in advance. The central state admin
▪ The development of the tourism sector has long been viewed as integral to Mongolia’s efforts to diversify the economy and create more jobs
outside the mining sector.
▪ Mongolia has a unique value proposition from a tourism endowment perspective, with strong niche products for leisure tourism linked to the
country’s diverse nature and stunning sceneries; the nomadic lifestyle and Mongolian culture and festivals; the historical legacy of Genghis
Khan; and sports and adventure tourism that thrive during a relatively short tourism season mainly between May and September.
▪ The business travel sub-sector is associated with Mongolia’s vibrant mining industry. The spectacular growth of the mining industry has
brought rapid economic growth. It has captured the attention of both politicians and business leaders and helped shape the Government of
Mongolia’s (GoM) policy agenda. It has also absorbed much workforce talent and led to persistent macroeconomic turbulence.
▪ The leisure tourism sub-sector has struggled to expand for most of the past two decades, underperforming its potential, but began to gather
growth momentum in 2016, achieving arguably its best year on record in 2019. However, this was followed by the worst year on record in
2020 when the COVID-19 pandemic led to the to closure of international borders, cancelled flights and reduced domestic mobility.
▪ As of the publication date of this study (June 30, 2021), it remains unclear how much longer the COVID-19 pandemic will constrain global
tourism activity. Fortunately, Mongolia has reported one of the fastest roll-outs of vaccines in the world. By May 10, 2021, Mongolia had
inoculated more than 50% of its population with at least one dose of vaccine – the world’s second highest rate at the time.*
▪ This study is presented in a visual PowerPoint format to allow readers to more readily access key data, analytical findings and policy
conclusions. It is a follow up to the previous World Bank-commissioned study of Mongolia’s tourism sector nearly a decade ago (World Bank
(2012), “Mongolia: Economic Contribution of Mongolia’s Tourism Markets”, Discussion Paper, February 2012) that was prepared by a team of
sector association and business leaders in Mongolia’s tourism sector—many of whom the authors of this new study consulted and whose
insights greatly benefited this work.
mongolian cultural and behavioral study 2022Mr Nyak
In order to develop better understanding of Mongolia and its culture, SICA LLC with the support of Hofstede Insights endeavored to score Mongolia according to Hofstede’s Six Dimensions of national cultures. Building on SICA’s prior study of Mongolian Generational Values conducted in 2020, The 2021 Cultural Generations study surveyed 1,500 Mongolians segmented according to sex, age, geography, and residential conditions.
Based on the calculations conducted by Hofstede Insights, Mongolia was assessed according to Hofstede’s five original dimensions and thanks to Dr. Michael Minkov, the sixth-dimension score was also determined. Due to the high quality of data collected, Dr. Minkov was also able to calculate Mongolia’s Five Personality Traits, to be released in academic publications and through a future SICA report.
Attached is the 6-dimension analysis with comparison to Mongolia`s five key strategic partners. Over the next few months, we will be releasing further analysis of Mongolia's internal cultural variations to better understand this amazing country.
https://www.linkedin.com/feed/update/urn:li:activity:6917125619533160448/
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Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
2. Introduction
Overview of Insights
Takeaways
Trends
Listening. Empathy. Leadership.
If Caring Means Sharing,
Who Cares About Brands?
• Brand Impact on Culture
• The Value of Brand Listening
• Brands Driven Towards Purpose
• Brands Fuelling Disruption
• The Big Winners
• What Happens When
Culture Impacts Brands? Academy Award-winning director Alfonso Cuarón joins David Linde from Participant Media and Ai-jen
Poo from the National Domestic Workers Alliance to discuss the movement behind ’Roma’
2
3. Introduction
Listening. Empathy. Leadership. This is what drives innovation,
market disruption, and ultimately, brand purpose.
At the 2019 International Festival of Creativity, leading brands, as
well as new entrants, activists, and change organisations built a
model for the ways in which creatives can impact or completely
disrupt business and culture—and vice versa.
The modern brand can be a change agent for how we behave,
how we legislate, how we represent, and how we preserve our
world.
As brands evolve to meet these needs, there’s a feeling that a new
generation of creatives is saying to customers, ‘here’s a better
way, made just for you.’
Theme: Brand Impact
Listening
Consumer safaris are not enough. Truly getting to know a
customer, whether through digital listening or in person, is
changing business models, establishing authenticity and
rebuilding trust
Empathy
It’s not enough to listen if you don’t demonstrate responsiveness
and ingenuity. Understanding a market’s pain points is just the first
step toward effectiveness and impact.
Leadership
True creative leadership, which is taking increasingly varied forms,
means discovering and committing to accelerating change—and
being ready to defend your brand’s purpose.
3
4. If caring means sharing,
who cares about brands?
Capitalize on low hanging fruit
to identify a ballpark
In fact, 77 percent of brands could simply disappear and
not a single customer would care, according to the 2019
Meaningful Brands survey by Havas. The same group
claimed that 58 percent of brand content is not
meaningful, leaving more than half of content falling by the
wayside.
No matter how much media you may have, you
can’t force creative down customers’ throats. It’s not
just about an attention deficit; creatives and marketers
must break through algorithms and then make consumers
immediately care or find a connection to something they
already care about.
Many Cannes Lions speakers asserted that highly
emotional content is the highway to sharing;
in short, if you care, you share.
And though it may be counter-intuitive to some, you have
to think small to launch big, going after enthusiasts in need.
It’s a game of niche rather than mass—otherwise messages
may become so bland and diluted you risk losing all care
and impact.
The impact of sharing and earned media is huge.
According to IPA Databank, which this year outlined ways
in which conversations shape culture, earned media boosts
effectiveness by 26 percent.
The opportunity to drive conversation and cultural zeitgeist
is why we see an uptick in experiential, guerilla marketing,
stunt PR, and social activations as leading buzz tactics for
cultural change makers worldwide.
77% of brands
could simply
disappear and
not a single
customer would
care
2019 Meaningful Brands
survey powered by Havas
4
First, a wake-up call: nobody really cares about brands.
5. Theme: Brand Impact
02
03
04
01
Whether fighting taboos,
saving the environment, or
swerving customers from a
competitive burger joint,
brands are employing
creative judo to change the
momentum of cultural
conversation.
Trends
Brand Impact
on Culture
In a world of AI, machine
learning, and automated
listening, human community
managers and consumer
researchers are still our best
way to understand
audiences. As machines
become more powerful,
qualities that are uniquely
human—displays of
empathy, creative mindset,
and intuition—are
mandatory when curating
the right customer
experience and knowing the
best time to act.
The Value of
Brand Listening
Armed with brand purpose,
creative leaders are standing
up to shareholders saying
what’s right for the brand is
right for the business. But
amidst calls for social
change, ethical principles,
diverse voices, and world
health—are brands giving
back as much equity as they
are borrowing?
Brands Driven
Towards
Purpose
Whether rethinking
stagnant industries or
developing brand new
ones, technology that
delivers on consumer
needs first is in the front
seat of business disruption.
Brands Fueling
Disruption
5
6. 01
Brand Impact on Culture
Redirecting momentum with cultural judo
Courage is as
contagious as fear...
There is no bravery
without empathy.
– Nadja Lossgott, Creative Partner at AMV BBDO,
speaking during a Wednesday session, There Will Be
Blood: Brand Activism Gets Messily Effective
Feminine care group Essity was fed up.
After building a campaign to fight back ingrained
cultural taboos around a natural process—
women’s periods—they found themselves
embattled with media companies who refused to
take an honest look at menstruation. Essity was
seeing red and wanted consumers to see it as
well.
As described in this week’s session, ‘There Will Be
Blood,’ Essity and BBDO turned their pad brand
Libresse red to fend off the sanitised blue liquid
we’ve become accustomed to in feminine care
commercials. Their hope was to destigmatise the
idea that periods caused women to be smelly and
dirty with images of embroidered bloody
underwear, blood in the shower, and yes, blood
on a pad.
TV stations said no, and that was when the real
work began. Essity and BBDO were just a few of
the brands at Cannes who found themselves
playing creative judo: taking the momentum of
existing conversation—be it organic consumer
conversation or that around other brands—and
redirecting it to their benefit.
Libresse’s #bloodnormal campaign reached
number one in share of voice by promoting
biased and negative comments which its
community was quick to self-regulate. This week
in the Palais, the team stressed that the ingredient
to their success was empathising with women and
firing up feelings they had buried about shame.
‘Courage is as contagious as fear… there is no
bravery without empathy.’
6
7. Capitalize on low hanging fruit
to identify a ballpark
But many other Lions-nominated examples employed creative judo
as a way to co-opt cultural conversation.
Droga5’s campaign for IHOP sought to commandeer burger
conversation by reimagining its own brand focus switching from
pancakes to burgers, renaming the restaurant chain IHOB.
The activation quadrupled IHOP’s burger sales, not only building awareness
for broader product availability in the restaurant but
also stealing a 60 percent share of burger conversation on Twitter.
Not to be outdone, Burger King has also mastered the art of redirection.
Since 2017, the brand has been turning up the heat for competitors,
co-opting angry tweets from Wendy’s customers who were upset about
losing spicy chicken nuggets from their menu. Burger King saw Wendy’s loss
as their gain, adding nuggets to their own menu and using Wendy’s
complaints in their own advertising to sell out of three months of nugget
inventory in just four weeks.
This year, Burger King took home the Direct Grand Prix for its ‘Whopper
Detour,’ which geofenced McDonald’s locations and sent customers to the
nearest Burger King with the promise of a one-cent Whopper.
In short, food brands are stirring it up.
7
8. Capitalize on low hanging fruit
to identify a ballpark
Outside of quick service restaurants, look
no further than this year’s Super Bowl to
see great examples of creative judo. The
#VolvoInterception campaign mobilised
Big Game watchers to declare their Volvo
brand loyalty and purchase intent during
one of sports culture’s biggest
moments—not to mention their
competitors’ ads.
Any time another car company aired a
commercial during the game, viewers
could tweet at Volvo to nominate a
family member or friend whom they
thought deserved to win one of its cars,
generating a 70 percent sales lift for
Volvo entirely off competitive promotion.
The impact of brand judo can have bigger
implications than product sales. Many
times it is a clear statement on brand
purpose. Domino’s Pizza’s Paving for
Pizza campaign cheekily used humour to
drive connectivity between its product
quality and U.S. road infrastructure,
pushing customers to invest in their
communities.
8
9. Sometimes creative judo overlaps with
identity and value-based content. That
was embodied in FCB’s campaign ‘Go
Back To Africa,’ which won the Creative
Strategy Grand Prix.
The campaign used social listening
to identify harassing and racist messaging
and then, after censoring hate speech,
turn it into a promotion
to travel to Africa with curated
experiences from Black & Abroad.
The racist posts were placed in front
of African landscapes and promoted to
Black travel intenders.
In many of these examples, from Essity to
Burger King, we see brands growing their
campaigns year-over-year, never
shortchanging creativity but committing
for the long haul.
of business leaders rate their
knowledge of brand building
as average to very poor
—The Crisis in Creative Effectiveness,
Peter Field and the Institute Of
Practitioners In Advertising (IPA).
52%
Statistically we’ve seen that brand
activations focused on quick wins don’t
ultimately drive sales. Short-term
creatively awarded campaigns are around
50 percent less effective than long-term
awarded campaigns, according to ‘The
Crisis in Creative Effectiveness’ study by
Peter Field and the Institute Of
Practitioners In Advertising (IPA).
Volvo’s Super Bowl campaign is a
huge spike in momentum for the brand
that it continues to sustain over time. Not
every brand is adept at being able to do
this. In fact, 52 percent of business
leaders, including 30 percent of senior-
level marketers, rate their knowledge of
brand building as average to very poor, in
spite of being responsible for setting
marketing objectives across both the
short- and long-term.
9
10. The Value of
Brand Listening
Capitalize on low hanging fruit
to identify a ballpark
The message was clear across the festival. Have a beer with your
customers. Understand their needs. That’s right, take out your AirPods
and really listen. And not just to people currently buying your
products or receiving your mass messages. Brands should take aim at
joining niche conversations where they can engage with purpose and
meet consumer passion points.
In a world of AI, machine learning and automated listening tools,
human-to-human contact is not a thing of the past. Community
managers and consumer researchers are still our best way to
understand audiences. As machines become more powerful, qualities
that are uniquely human—displays of empathy, creative mindset, and
intuition—are mandatory when curating the right customer
experience and knowing the best time to act.
Humans who know the brand must decide when to create content
and take opportunity risks. If you get timing wrong, you may be seen
as jumping on a bandwagon or worse, tone-deaf.
02
Listen well before starting
a conversation
26%
Earned media boosts
effectiveness by
— Media in Focus—Marketing Effectiveness
in the Digital Era (IPA, 2017)
10
11. Creators in Cannes were strong
advocates for listening.
Actress Kerry Washington pushed on her partnership with Neutrogena to make certain
that the brand was hearing the needs of a diverse customer set. More than a
spokesperson, Washington is a creative collaborator for Neutrogena, with her own
lines of makeup that have evolved her input with the brand.
At the Festival, Washington reiterated that she won’t advocate for a company that
doesn’t listen to and represent diverse customers. Washington told attendees that
when she started working with the beauty brand, their darkest foundation colour was
‘tan’; suffice to say, it was too light.
When Neutrogena corrected the problem and developed new products, Washington
asked them to find previous consumer feedback about lack of colour options and
reach out to those fans. As thanks for their input, they were invited to a video chat
with a secret Neutrogena employee, Washington herself.
It comes back to empathy. ‘Design thinking [is] all about building empathy with
consumers, about listening with your eyes, and about taking that empathy and linking
it to brands and corporate strategy to solve tricky problems,’ said Andrew
Barraclough, Vice President of Global Design and Innovation, GlaxoSmithKline.
Barraclough cares about GSK on a personal level, and he feels that when employees
care about a brand internally as a culture, it can be emulated more easily externally in
our campaigns.
The big truth about why brands have to have empathy? Because no matter how
much we put into them, ultimately brands belong to the consumer.
11
12. Brands Driven Toward Purpose
03
Defining brand purpose can have a greater impact on
ROI, effectiveness, and your organisation at large.
According to Forbes,
75 percent of consumers expect brands to contribute
to their well-being and quality of life. The challenge is
how to build a brand based on ethical principles and
focused on the importance of purpose to their
audience while keeping mindful of the bottom line.
This was the centrepiece for discussion in this week’s
BIG Debate, hosted by The Economist. Is the business
of business to create value for shareholders or value
for the world? PepsiCo’s Todd Kaplan said his
company is leading ‘performance with purpose,’
asking why each of Pepsi’s brands exist and what is its
role in the
world. This keeps the brands from acting outside
of that purpose or acting only for shareholder
appeasement.
Armed with brand purpose, creative leaders are
standing up to shareholders; saying what’s right for
the brand is right for the business.
Not every brand is walking the talk, however.
According to IPA, 75 of marketers say short-termism
is winning over long-term brand objectives as share
prices trump what some would say is doing the right
thing.
Microsoft’s Kathleen Hall noted that there’s also a
distinction between brand values and politics.
Microsoft’s core values are used to align employees
with where the company stands. Based on those
values, the brand knows when to take action or
intervene. Microsoft feels a strong responsibility to its
local communities, shareholders, and employees.
There are times, Hall says, when ‘we’ve waited long
enough for this to be handled by a government entity
and now we’re stepping in.’ Under this leadership and
alignment on values, Hall points out Microsoft’s
shares rose $100 in 10 years. Notably, it also took
home the Brand Experience & Activation Grand Prix
for its Xbox Adaptive Controller.
Is brand purpose easier for private companies who
aren’t under the close watch of shareowners? ‘It's not
a public or private thing. It's a conviction thing,’
Kaplan said.
12
13. So amidst calls for social change, ethical
principles, diverse voices, and
improvements in world health—are brands
giving back as much equity as they are
borrowing? And how can they best do
that?
The trick is to create content that implants
itself in people’s memories and drives
them toward impact. Often, it involves the
right partnership between an activist, an
organisation, and a great storyteller. A
common sense of activism is important,
lest you run the risk of being seen as
opportunistic. The goal should be
generating willing participation among
consumers: putting the focus back on
people rather than products.
Brands with purpose have
grown 2x faster than others
in the past 12 years
2x
of millennials switch
brands based on social
issues
91%
This year’s Festival featured a number
of political and social issues, from
government gridlock to environmental
sustainability, and preventing illness to
raising cultural awareness:
• A blank newspaper won the Print and
Publishing Grand Prix (Impact BBDO,
Dubai) as Lebanese daily An-Nahar
made a direct statement about
government gridlock
• DoBlack, winner of this year’s
eCommerce Grand Prix (Doconomy and
RBK Communication), is a
credit card designed to decline
transactions when card owners have
exceeded the carbon limit needed to
cut carbon emissions in half by 2030
• Unilever’s Lifebuoy helps millions of
parents stay ahead of infections so that
their children fall sick less often, using
mobile outreach in remote geographies
13
14. of global consumers
choose a brand based
on social action
• In addition to previous success of Essity’s
#bloodnormal campaign, feminine hygiene
products came to the forefront of discussion this
year as ‘The Tampon Book’ won the PR Grand
Prix for placing 15 organic tampons inside a
book’s packaging so they could be sold without
the discriminatory tax on menstrual products
• Hulu tackled the topic of women’s erasure in
history by highlighting that of the roughly 150
statues in New York City, only five are women.
Hulu fixed the gap by bringing new silhouettes to
town in time for the premiere of The Handmaid’s
Tale, CMO Kelly Campbell told a panel
don’t trust a brand until they see
proof of its promises
• A Johnson & Johnson-commissioned
documentary about nurses in the early days of
the AIDS epidemic won the Entertainment
Lions Grand Prix. Elsewhere in entertainment
activism, a panel explored the impact
campaign around the film Roma, highlighting
2.5 million domestic workers who do not have
basic worker’s rights. The campaign instigated
a cultural shift in viewers, and accelerated the
work of impact organisations
• Knorr addressed sustainability and food
security, looking at the impact of food growth
on wildlife and plant life. On the same panel,
Tony’s Chocolonely discussed tools to address
child labour issues and make their supply
chain transparent. Tony’s Chocolonely created
12 non-financial KPIs to transparently define
and track benchmarks honestly and keep their
audience engaged
64%
6in10
14
15. This year in Cannes, we saw disruption in firmly established industries and disruption
in remote markets where industry best practices could never work.
In developing countries, the flow of innovation is changing. With no legacy systems,
creative innovators are playing leapfrog over well-established nations given a blank
slate. With less regulation and governments thirsty for change, as well as cheaper
technology costs to implement new tech rather than build roads and infrastructure,
creatives are problem-solving and investing in areas that the Western world has not
fully bought into.
Local talent is rising up to meet this need. Such is the case with Zipline, a drone
delivery service helping the medical community in Africa by skipping roads
altogether, bringing blood, vaccines, and other critical aid anywhere in Rwanda, on-
demand, in 15-20 minutes.
Flying autonomously and on locally developed batteries, drones prevent the need to
cold store large supplies in hospitals. Doctors and nurses can place supply orders as
frequently as needed and receive an SMS message when their package is
parachuted from the sky minutes later. Without the need for cold-chain
infrastructure and with waste elimination on-site, the programme paid for itself.
Home deliveries globally are not far behind.
Whether re-thinking stagnant industries or
developing brand new ones, technology that
delivers consumer need first is in the front
seat of business disruption
Brands Fueling
Disruption
04
15
16. Then there are the mass-market upstarts, who have been quietly studying
their industry’s weak spots for years and have decided to change the
game by acting like a different style of company altogether. This is the
direct-to-consumer revolution.
One of the most popular of the new breed is Away, which bills itself as a
travel company, not a luggage company; its brand purpose is attached to the
emotional experience of wanderlust, not the features and functionality of your
carry-on. PR and influencer campaigns are critical to Away’s expected
expansion to more than 50 brick-and-mortar stores coming soon.
Hubble, a disruptor in the contact lens space, asked optometry experts what the
greatest pain points were in the market, zeroing in on why contact lens buyers
were experiencing complications from overwear. Hubble then designed a new
model aimed at affordability and better access.
Similarly, Candid, an orthodontic aligner company, studied three years of
competitor Invisalign’s marketing before deciding to take a more expert medical
approach to their brand, investing in personalised 3-D modelling for the
consumer, building trust and education in how their product works. While
admittedly the additional education added friction to their funnel, Candid felt
they were appropriately upfront with consumers who would be more satisfied
and confident in their experience.
Leaders from Hubble, Away, Candid, and ThirdLove speak on the Terrace Stage about new blood brands changing the game
16
17. Takeaways
The Big Winners
As was highly anticipated, Nike’s ‘Dream Crazy’
omni-channel campaign, in partnership with
Wieden+Kennedy, masterfully tapped into the
existing cultural conversation, fueled disruption
and empathised with purpose, sparking
controversy and earned media, and redirecting
the conversation around identity.
‘Dream Crazy’ boosted the brand’s market cap
by $6bn in less than three weeks. Its cultural
impact cannot be understated, especially
shoulder-to-shoulder with other Lions-winning
creative like Childish Gambino’s ‘This Is
America.’ Together, they tapped into cultural
discontent, recognising what Ad Age and many
consumers feel is the ‘corroded American
dream.’
Culture is not an easy thing to control. As
seasoned brands know, any time can be a ripe
time for a crisis. The modern CMO may live in fear
of presidential tweets, product recalls, or even
television plot lines.
Most might be happy to see their product featured
on one of network TV’s top-rated series. But
before getting too excited, if you’re the creative
leadership for Crock-Pot and that show is award-
winner This Is Us, you’ll be watching your product
kill off a beloved character.
Employing the same techniques of listening,
empathy and leadership helped Crock-Pot
respond, turning a situation that could have gone
up in flames into a $300,000 sales lift.
What Happens When
Culture Impacts Brands?
NBA All-Star and Olympic
Gold Medalist Dwyane
Wade discusses social
impact with Budweiser
17
18. Takeaways
1. Think small to launch big
Having a clear brand purpose will keep you focused in your lane and able to
look for the needs of niche audiences where you can make a clear impact.
2. Listen with empathy
Changemaker brands succeed at serving what the consumer truly
wants and understand that the brand ultimately belongs to them.
3. Learn from machines but trust a human
Put your data and brand trust in the hands of a human who can
understand when it is time to take risks and how to rethink creative solutions.
4. Redirect the conversation
Take control of cultural discussion by employing creative judo and harnessing competitive momentum.
5. Beware that activism isn’t opportunism
Balance the equity your brand gives with what you borrow as you can’t wash off claims of insincerity.
18