5. Objectives
• Understand how the dynamics of teaching
and learning in a 21st century classroom
parallels that to innovative client engagement
• From a brain-based theory, develop a clear
brand that conveys more inspiring
communication strategies
• Position brand value in ways that resonate
with your audiences
6. Perception → New Reality
Question 1:
Brand Characteristics-
How do we want to be seen?
7. Perception → New Reality
Question 2:
How might
branding and
communication be
more desirable?
8. What are the main challenges on
communication going forward?
EXERCISE ON SOLVING ISSUES
9. Making Your Brand Desirable
Brand Awareness
Top-of-Mind Recall
Wider Audience
11. Attributes of 21st Century Learning
Knowledge Independ-
Commun- Co-
Applicat- ent
ication creation
ion Learning
12. Attributes of 21st Century Learning
Knowledge Application
Search for and access
information from various
sources
Communication
Apply and transfer
knowledge and skills
learnt across disciplines
Recognise the relevance
and inter-relatedness of
what is learnt
15. Knowledge
Application
Why/where/how to
innovate
16. 10 Faces of Innovation
Business model Product performance
how the enterprise makes money basic features, performance and functionality
Networking Product system
enterprise’s structure/ extended system that surrounds an offering
value chain
Service
how you service your customers
Finance Process Offering Delivery
Business Networking Enabling Core Product Product Service Channel Brand Customer
model process process performance system experience
Channel
how you connect your
Enabling process
offerings to your customers
assembled capabilities
Brand
how you express your offering’s benefit
Core process to customers
proprietary processes that add value
Customer experience
how you create an overall experience for customers
By Doblin Inc.
17. Attributes of 21st Century Learning
Independent Learning
Monitor own learning
Demonstrate a positive and
responsible attitude
towards learning and work
18. • Ways to reflect their
development or expression
of knowledge and
understanding
21. Attributes of 21st Century S’pore Schools
Communication
Communicate ideas
clearly and effectively
22.
23.
24.
25.
26. Attributes of 21st Century Learning
Co-Creation
Collaborate with others
Knowledge generation by
Collaboration
community
27.
28. Multipliers through Co-Creation
LEGO in Denmark
- Fans partnered to modify
Mindstorm products;
- Fans helped in product
development in lean
times.
29. Multipliers through Co-Creation
Co-create with the Customer
Gather inputs from user at beginning of design
process to look at issue with fresh lenses;
Take a naïve position not expert position.
“Mining” for Relevance
Create a process to dig deeper & identify
customers’ needs;
Validate value and interest before implementation.
33. Analytical Expressive
Craves data, structure, Desires to tell stories & narratives;
organisation; Seeks to attract, engage and
Dissects research input and looks captivate audience.
for patterns that point to basic
human needs & behaviors
Curious
Ask WHY- more than once;
Willing to try & experience
to gain better
understanding of problem;
Sensual
Satisfy all the senses;
Thrives on observation &
Aesthetics, beauty and
immersion.
form as driving forces.
Consumer behaviour shifting toward a more
empowered status, need for a more holistic
approach to communication across multiple
touchpoints and experiences.
36. B&C with the Brain in Mind
Your Survey
Analytical Conceptual
Structural Social
37. Thinking Attributes Defined
Analytical
• Enjoys technical problem solving
• Logic
• Likes math and science
• Understands concepts and ideas
• Likes exploring how things work
38. Thinking Attributes Defined
Structural
• Enjoys directions
• Predictable
• Practical
• Makes and follows plans carefully
• Likes closure
39. Thinking Attributes Defined
Social
• Enjoys helping others
• Emotional
• Sympathetic
• Intuitive about people
• Likes working in groups
40. Thinking Attributes Defined
Conceptual
• Enjoys creative process
• Imaginative
• Likes the unusual
• Solves problems intuitively
• Likes to try new things
48. Identify the value-add
What’s in it for me
Accountability for initiatives
Explain ROI
Marketing/ PR – Tactic
Results = Buy-in
Service – Strategic partner
B&C with the Brain in Mind
49. 1. What is Project Happy Feet?
• Not-for-profit in Singapore operation
– costs defrayed by corporate organisations so
that 100% of the funds raised go toward
beneficiaries directly
• 100% run by volunteers from all walks of
life
50. 2. What does PHF do?
• Empowers underprivileged children and
youths
• Supports education and training
PHF supports everything from building
infrastructure (e.g. school), capacity building
and skills training, scholarships, meals, etc.
52. B&C with the Brain in Mind
Present in a timely, clear format
More day-to-day operational
knowledge
Time/Scheduling Challenges
Ensuring communications reach
everyone
Email – Tactic
Process is needed upfront
53. 3. How does PHF do it?
• Identify credible local NGOs to support
• Organise fund-raisers
57. Ensuring overall consistency of
message
Buy-in for the long term
Need a more clear overall
brand
Multifaceted
communications - Tactic
B&C with the Brain in Mind
58. 4. PHF’s signature programmes
• Chefs For A Cause – making a difference
through culinary arts
• Project Happy Feet Slipper Race –
appeals to novel idea of walking in slippers
for 3-5km
61. B&C with the Brain in Mind
Create an understanding of needs
Competing priorities from others
The right words and tone
Face-to-face – Tactic
Put yourself in the receiver’s shoes
Different orgs/groups; different priorities
62. 5. What you can do
• Volunteer
• Sponsor
• Donate
63.
64.
65. Summarising … Brain in Mind
Extracted from http://4thst8.wordpress.com/2009/04/10/
122. Local Russian contact
ALEXANDER KOPYLOV
CERTIFIED EMERGENETICS ASSOCIATE
PHONE: +79104121178
WWW.EMERGENETICS.COM
WWW.ALEXANDERKOPYLOV.COM/RU
CONTROLLING LIFE
