Communicating social business
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Brand of the Future The workshop/seminar/event aims to examine the processes of envisioning and influencing the creation of future brand concepts with a combination on insights, intuition and high creativity. A particular emphasis will be placed on projecting how the trend of the new wave of entrepreneurs towards sharing instead of pure selling will be shaping our future. The concept will be discussed in relation to the current and future context in Latvia and in the region at large. At the same time, global extensions of the issues will not be missed. International examples of successful will be presented and discussed as part of the class.
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Communicating social business
- 2. it always starts with a good product
- 4. traditional business is all about the customer
- 10. you need 2 layers of communication
- 11. Which layers would need your company ? How would you communicate them ?
- 12. THE BASICS
- 13. 1. sell to people who care
- 20. 6 degrees of marketing
- 23. 6 degrees of marketing
- 24. BEREMARKABLE / tell a story
- 34. keep it simple
- 44. ArtBe
- 47. Be Joyful
- 55. DESIGN MATTERS
- 80. BREF duo by Henkel
- 81. be honest
- 88. 88
- 89. how to create a world class communication strategy
- 91. communication strategy communication tools
- 97. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 98. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 99. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 100. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 101. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 102. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 103. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 104. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 105. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 106. Rules of advertising: 1.Always localize 2.Always tell the reader where he can buy your product 3.Avoid all unpleasant connotation about your product 4.Always give prominent display to your product logo 5.Always feature news in your advertisement 6.Whenever possible, show people enjoying your product 7.Whenever possible mention your product name in the headline 8.Don’t use negative headlines 9.Show the product
- 109. Why? Avoid the curse of knowledge Define a narrow key audience Aim for a clear change in behaviour Appeal to all three types of human mind How to think like a strategist?
- 110. workshop
- 111. who do we want as clients ?
- 112. who do we sacrifice as clients ?
- 114. what is our industry ?
- 115. who is our competitor outside of the industry ?
- 116. why cant we die ?
- 117. what will happen by 2020 ?
- 118. WHAT CHANGE DO WE WANT IN THE WORLD?
- 119. 1.create a slogan
- 122. 1920
- 123. “you have taken over the job of creating desire and have transformed people into constantly moving happiness machines, machines which have become the key to economic progress”
- 125. hyper consumption
- 128. Xmas sales
- 130. BLACK FRIDAY
- 133. 2.35 billion
- 135. which not only lead to huge personal debts
- 136. Pollution
- 137. • cPoverty Poverty
- 138. Wars
- 139. our “happiness is founded on terrible injustice
- 140. In Asia, China and India, hypercomsuption just has begone
- 141. carbon foot print downsizing eco tourism ethical consumption fair trade food miles sustainable social business
- 143. c fringe movementsfringe movements such as whole food stores become part of the mainstream
- 144. The “ great recession” giving people the opportunity and added reason to stop and think, to consider there life and life style choices.
- 145. “ohhh noo, what have i done “
- 146. prosumers
- 147. ➢The roughly 15–20% of leading-edge consumers who are influencing trends and shaping markets around the globe ➢Key characteristics: * Embrace innovation * Constantly seek out information and new experiences * Enthusiastic adopters of new media and technologies * “Human media” who transport attitudes and ideas * Marketing savvy and demanding of brand partners * Highly influential and sought-after for opinions and recommendations WhoareProsumers?
- 149. Opportunities for Businesses and Brands 9 insights on how to do it right Maximizing profits through purpose
- 150. 1. Go Local 2. Find the Right Partners 3. Make It Easy to Do Good 4. Empower 5. Help Bridge the Gap 6. Be honest /BeTransparent
- 151. 1. Go Local
- 152. McDonald’s Australia sponsors community cleanups
- 153. Reckitt Benckiser’s Harpic is building and repairing toilet facilities in parts of India that are most in need
- 155. 2. Find the Right Partners
- 156. 3. Make It Easy to Do Good
- 157. The “buy one, give one” model helps us feel good about our purchases
- 158. Making charitable giving automatic
- 159. Volkswagen’s “Blue Mobility” in-car app helps drivers track and reduce their fuel use
- 161. 4. Empower In the “Mad Men” era, marketing was all about making people feel inadequate in order to get them to buy things. Now, companies are reaping profits and building relationships by helping people feel better about themselves and their impact on the world.
- 164. 5. Help Bridge the Gap
- 166. 6. Be honest /Be Transparent "We’reenteringtheageofdamage,wheresocialmediahas empoweredpeopletoholdbusinessesaccountable.As corporationshavegrowninsizeandpower,peopleare expectingmorefromthem.Theywantbigbusinessin general—andtheirbrandpartnersinparticular—toplaya roleindrivingpositivechangeandtoworktowardthe greatergoodratherthanactingsolelyonthebasisoftheir ownagendas.Consumersarerewardingthosebusinesses thattaketheleadandpunishingthosethatdon’t.” —David Jones, global CEO of Havas
- 167. “It is important to me that companies operate transparently, letting consumers and others know what they’re doing”
- 168. Imagecredit:jetalone@flickr.com Patagonia’s Footprint Chronicles invites consumers into the company’s inner workings, detailing what they’re doing right— and what they need to improve
- 169. Honest by xxx Belgian fashion company operates under a “100% transparency policy,” disclosing everything from product sourcing to price markups Honest by
- 170. On Procter & Gamble’s relationship with USAID: “It’s like getting a Good Housekeeping Seal of Approval.They bring a lot of legitimacy to our initiatives, particularly when we are entering new markets.” On Procter & Gamble’s relationship with USAID: Forming smart partnerships can speed progress and stakeholder buy-in