This document discusses how brands can inspire consumers through their communication and actions. It provides examples of brands like Innocent Drinks that have clearly defined values that are manifested in their products, marketing, and initiatives. The document advocates that brands should focus on inspiring customers with their philosophy and driving positive change, rather than just focusing on profits or repetitive messaging. It also highlights how some inspired brands were able to generate excitement, loyalty and queues for their products and ideas.

1. Inspiring Communication by: Martin Montoya Werner Iucksch Luiz Mastropietro

2. There are so many brands and adverts today that the consumer just prefer to ignore almost all of them invisibility (Source: Advertising Media Inter Center Website)

3. (Video #1) Courtesy Lowe go to www.estalo.org/?p=542 and watch all the videos from this presentation

5. But what if instead of chaos, it was something like this. Which side would you look at?

8. inspiring is not an option, it’s a necessity and it has to be all the time.

9. But… it´s not this simple: Title Copy Logo Casting Product Agency

10. Whose advert is this?

14. ?

15. This is what we’re doing: Throwing information people don’t want

16. (Video #2) Original video by Russell Davies go to www.estalo.org/?p=542 and watch all the videos from this presentation

17. “ People can only hear you when they are moving toward you, and they are not likely to when your words are pursuing them.” Edwin H. Friedman writer

18. we have to inspire

19. John S. Mill philosopher belief is equal to a force of ninety-nine who have only interest. one person with a

20. exploring equality creativity change peace love

21. exploring equality creativity change peace love

22. exploring equality creativity change peace love

23. exploring equality creativity change peace love

24. exploring equality creativity change peace love

25. exploring equality creativity change peace love

26. exploring equality creativity change peace love

27. can brands do that? YES

28. Think Different #3 go to www.estalo.org/?p=542 and watch all the videos from this presentation

29. simple living passion cultural diversity innovation preserve the environment

30. passion cultural diversity innovation preserve the environment

31. passion cultural diversity innovation

32. passion innovation

33. innovation

35. or only profit?

36. “ Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe.” Winston Churchill

37. everything else brand values beliefs history delivery personality

38. “ If we're going to call our goods ‘Innocent’ then we are aware it must mean something.” clearly defined values

39. “ the image and the product are the same" Richard Reed, Founder of Innocent Drinks

40. "If we call the company Innocent we have a responsibility to be innocent" Each and every bottle contains 25% recycled plastic.

41. "If we call the company Innocent we have a responsibility to be innocent" Funding NGOs such as as Iracambi, Brazil, which aims at the conservation of the Atlantic Forest

42. Free music concerts for the family. 110,000 at Regent’s Park! "If we call the company Innocent we have a responsibility to be innocent"

43. The first secret: “ Keep the main thing, the main thing”

44. The second secret: “ know exactly what it is you are going to do, that’s going to be different and that’s important to the people who buy your product or service,” and just make sure that every bit of the business system is working towards that.

45. remember, consistency...

46. remember, consistency … doesn’t mean repetition

47. the power of dreams

48. Impossible Dreams #4 Balloon Grrrrrr Choir #5 #6 #7 go to www.estalo.org/?p=542 and watch all the videos from this presentation

49. let’s motor. let’s motor.

50. You don’t need to re-explain the whole brand phylosophy in each print you publish.

51. When the Mini was launched in the US, the brand was based on the “motoring” concept. This philosophy preaches a relaxed and pleasant ride. Driving as an expression of freedom and fun, not just a way to get from one point to another. It’s not about going to A to B, but A to Z, for the pleasure lasts longer. There were 5 main point to highlight: - Driving Experience - Performance - Petrol Consumption - Cornering - Size the concept

52. #8 America go to www.estalo.org/?p=542 and watch all the videos from this presentation

53. billboard

54. ooh

56. magazine (detachable)

57. magazines

58. newspaper

62. Counter Counterfeit Commission #9 go to www.estalo.org/?p=542 and watch all the videos from this presentation

63. billboards paid story with fictional character of the “Weekly World News”

64. People don't want to buy a quarter-inch drill. They want a quarter-inch hole “ people don't want to buy a quarter-inch drill. they want a quarter-inch Hole” does it really matter what makes that hole? Theodore Levitt

65. if someone feels inspired by a brand, they will follow it beyond a product category, because they won’t be buying only a product, they will be buying an idea. the philosophy is the benefit.

66. walk, don’t run. walk, don’t run.

68. the camper restaurant

72. casa camper

77. Evian used to be only bottled water, but when they got to the “fountain of youth” concept, they realised they could go much further

78. #10 Fountain of Youth clique em www.estalo.org/?p=542 e veja este e todos os vídeos desta palestra

81. So, inspiration is a lot like love.

82. Show you have principles. Show you are true to them. Manifest them in a number of ways. Always come up with new things. Fall for your “soul-mate consumers”. And then they’ll fall for you.

83. engagement is underway, and not for a while. you’ll keep the flame burning

85. More than 1,500 people queued for an iPod mini when it was launched in Tokyo* the most wanted line extension 2005 **

86. Queue for the iPod Mini #11 go to www.estalo.org/?p=542 and watch all the videos from this presentation

87. greenpeace maintains offices in more than 40 countries with donations from individuals only. They don’t accept donations from governments or companies (not to mention that they get some people to get in front of ships with harpoons to save whales.)

89. Your drinks are becoming my religion. Thank you. Ruffstylz,, 15 January ‘05

90. “ If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” John Quincy Adams

91. the end ?