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YEO Wee John. PR-Охота! "Brand. Brain. Communication"
The document discusses using insights from brain science and Emergenetics to improve branding and communication strategies. It highlights attributes of 21st century learning like knowledge application, independent learning, communication, and co-creation. The document suggests understanding audience perceptions and positioning brand value to resonate with them. Examples of the Singapore Tourism Board and Project Happy Feet nonprofit are provided. The focus is on applying analytical, conceptual, structural and social thinking preferences to develop effective marketing approaches.
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Similar to YEO Wee John. PR-Охота! "Brand. Brain. Communication"
YEO Wee John. PR-Охота! "Brand. Brain. Communication"
- 1. Brand. Communication. Insights from Singapore
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- 3. Who are We? Perception Reality
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- 5. Objectives • Understand howthe 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 → NewReality Question 1: Brand Characteristics- How do we want to be seen?
- 7. Perception → NewReality Question 2: How might branding and communication be more desirable?
- 8. What are themain challenges on communication going forward? EXERCISE ON SOLVING ISSUES
- 9. Making Your BrandDesirable Brand Awareness Top-of-Mind Recall Wider Audience
- 10. 21 st CenturyLearning
- 11. Attributes of 21stCentury Learning Knowledge Independ- Commun- Co- Applicat- ent ication creation ion Learning
- 12. Attributes of 21stCentury 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
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- 15. Knowledge Application Why/where/how to innovate
- 16. 10 Faces ofInnovation 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 21stCentury Learning Independent Learning Monitor own learning Demonstrate a positive and responsible attitude towards learning and work
- 18. • Ways toreflect their development or expression of knowledge and understanding
- 19. Independent Learning Who innovates
- 21. Attributes of 21stCentury S’pore Schools Communication Communicate ideas clearly and effectively
- 26. Attributes of 21stCentury Learning Co-Creation Collaborate with others Knowledge generation by Collaboration community
- 28. Multipliers through Co-Creation LEGOin 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.
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- 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.
- 34. emergenetics ® (emerge genetics) Patterns of thinking and behaving that emerge from your genetic blue-print and life experiences. ©EMERGENETICS, LLC
- 35. LEFT RIGHT HEMISPHERE HEMISPHERE Logical Intuitive Emotional Verbal Nonverbal Linear Spatial Sequential Whole Analytical Picture Systematic Conceptual ©EMERGENETICS, LLC
- 36. B&C with theBrain 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
- 41. Emergenetics Attributes Defined EXPRESSIVENESS The outward display of emotions toward others and the world at large ANALYTICAL CONCEPTUAL Clear thinker Intuitive about ideas Logical problem solver Imaginative Rational Visionary ASSERTIVENESS The degree of energy invested in expressing STRUCTURAL SOCIAL thoughts, feelings and beliefs Practical Thinker Intuitive about people Likes guidelines Socially aware Predictable Sympathetic FLEXIBLITY Willingness to accommodate the thoughts and actions of others ©EMERGENETICS, LLC
- 42. Emergenetics of Populationat Large
- 43. B&C with theBrain in Mind Your Survey Analytical Conceptual Structural Social
- 44. A world where childrengo to school with happy feet, and there is no more poverty
- 47. B&C with theBrain in Mind
- 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 isProject 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 doesPHF 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.
- 51. PHF fed morethan 1,000 children
- 52. B&C with theBrain 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 doesPHF do it? • Identify credible local NGOs to support • Organise fund-raisers
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- 55. PHF sponsors educationat KOTO
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- 57. Ensuring overall consistencyof 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 signatureprogrammes • 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
- 59. Fund-Raising – ChefFor A Cause 500 kids enjoy ‘Chefs for a Cause’ 2009
- 61. B&C with theBrain 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 youcan do • Volunteer • Sponsor • Donate
- 65. Summarising … Brainin Mind Extracted from http://4thst8.wordpress.com/2009/04/10/
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- 69. Always look forPotential
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- 72. Work through theThinking Preference to improve BnC ©EMERGENETICS, LLC
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- 74. Device a marketing strategy to sell McCafe to new consumers
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- 78. Marketing Objectives Brand Awareness Top-of-Mind Recall Wider Audience
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- 120. Perception → NewReality Perception → New Reality
- 121. Спасибо International PR& advertising forum Thank You
- 122. Local Russian contact ALEXANDERKOPYLOV CERTIFIED EMERGENETICS ASSOCIATE PHONE: +79104121178 WWW.EMERGENETICS.COM WWW.ALEXANDERKOPYLOV.COM/RU CONTROLLING LIFE
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