Does the women's economy need branding?
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In November 2015 Interbrand, the world's leading brand consultancy, helped Power Shift's participants brainstorm about branding the women's economy globally. Paula Oliveira from Interbrand explained the idea with this presentation.
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Does the women's economy need branding?
- 1. Power Shift 2015 Does the women’s economy need branding? 10th November 2015
- 2. Agenda 2 1. About Interbrand, and brands 2. Branding the women’s economy 3. The task | Power Shift | Interbrand London | 10 November 2015
- 3. ABOUT INTERBRAND | Power Shift | Interbrand London | 10 November 20153
- 4. Who we are 4 1200 Employees 32 Offices 24 Countries 20 Languages 6 Continents 1 Mindset | Power Shift | Interbrand London | 10 November 2015
- 5. Brands have the power to change the world 5 | Power Shift | Interbrand London | 10 November 2015
- 6. BUT WHAT IS BRAND? | Power Shift | Interbrand London | 10 November 20156
- 7. We define brand as... A living asset, brought to life across different channels. It promotes identification, influences behaviour and creates impact. | Power Shift | Interbrand London | 10 November 20157
- 8. Winning brands own a clear idea in our minds The Ultimate Driving Machine Organising the World’s Information Humanising Technology Magic, Family Entertainment Positive Impact | Power Shift | Interbrand London | 10 November 20158
- 9. … and live above and below the surface | Power Shift | Interbrand London | 10 November 20159
- 10. A company A brand can be many things… 10 A geographic location A service An idea A personA product A causeA sport, an art, an entertainment | Power Shift | Interbrand London | 10 November 2015
- 11. 11 And it can be a movement | Power Shift | Interbrand London | 10 November 2015
- 12. Movements create emotional connection 12 | Power Shift | Interbrand London | 10 November 2015
- 13. What do great movements look like? 13 | Power Shift | Interbrand London | 10 November 2015
- 14. TODAY, REAL CHANGE HAPPENS IN MOVEMENTS. NOT TOP DOWN OR COMMAND AND FOLLOW. IT’S MOVEMENTS THAT OVERCOME INERTIA. | Power Shift | Interbrand London | 10 November 201514
- 15. 4 PRINCIPLES OF STARTING A MOVEMENT | Power Shift | Interbrand London | 10 November 201515
- 16. MOVEMENTS ARE IGNITED BY A PURPOSE, AN IDEA THAT EXCITES AND UNITES PEOPLE. | Power Shift | Interbrand London | 10 November 201516
- 17. MOVEMENTS CREATE PERSONAL VALUE, THEY TAP INTO OUR NEED FOR PURPOSE, MASTERY AND AUTONOMY. | Power Shift | Interbrand London | 10 November 201517
- 18. MOVEMENTS DEMAND NEW TOOLS, INTERACTIONS AND PRACTICES TO CREATE ON-GOING MOMENTUM. 9 | Power Shift | Interbrand London | 10 November 201518
- 19. MOVEMENTS FOCUS ON POSITIVE OUTCOMES AND SEEK LASTING VALUE. | Power Shift | Interbrand London | 10 November 201519
- 20. WHAT DOES THAT MEAN FOR THE WOMEN’S ECONOMY? | Power Shift | Interbrand London | 10 November 201520
- 21. The women’s economy today 21 Women as… • Consumers • Workers WHAT PEOPLE THINK Women as… • Producers • Investors • Philanthropists WHAT POWER SHIFT IS AFTER | Power Shift | Interbrand London | 10 November 2015
- 22. There are lots of initiatives out there… 22 SAID Business School / University of Oxford Power Shift Goldman Sachs 10,000 Women initiative Inspiring Women In Leadership and Learning (iwill) Oxford Business Network for Women’s Leadership Women Transforming Leadership Forté Foundation fellowships The Oxford Women’s Leadership Community | Power Shift | Interbrand London | 10 November 2015
- 23. But they often have different purposes and the message is dispersed 23 • Diversity • Equality • Access (markets, connection, financing) • Leadership • Safety • Others | Power Shift | Interbrand London | 10 November 2015
- 24. This raises a number of questions… 24 1. What are we trying to achieve? 2. What are the benefits a brand can deliver to this movement? 3. What are the priority issues? 4. Who will make it happen? 5. What is the role of Power Shift? | Power Shift | Interbrand London | 10 November 2015
- 25. What’s next 25 A report will be generated, from input given by the Power Shift 2015 audience, on the question of branding the women’s economy. The final report will be presented to the International Council for Women’s Business Leadership at Power Shift 2016, which will be held at Georgetown University in the United States on May 4-5, 2016. | Power Shift | Interbrand London | 10 November 2015
- 26. Thank you Interbrand London 85 Strand London WC2R 0DW T: +44 20 7554 1000 london@interbrand.com
Editor's Notes
- A powerful proposition articulates why a customer should choose a specific brand. Successful brands promise to deliver a consistent standard of product, or level of service, time, after time, after time. They do this by maximising the visibility of the brand proposition across all customer touchpoints.
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