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DREAM in a box

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/dream-box

Published in: Business, Technology, Spiritual
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DREAM in a box

  1. 1. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  2. 2. DREAM in a box BRAND WHY? Deliver long term customer engagement, loyalty and growth through championing a new and more enduring vision of prosperity. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  3. 3. DREAM in a box BRAND HOW? By delivering the vision of a new lifestyle, products and services for a new and enduring prosperity into meaningful communities of action and advocacy. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  4. 4. DREAM in a box BRAND WHAT? Nothing scary. Nothing New. Simply re-shaping storytelling by turning the old dark arts of Hollywood, Madison Avenue, Soaps and Magazines to a new purpose. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  5. 5. DREAM in a box • Reimagine Prosperity • Reframe Sustainability • Transform Desire COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  6. 6. DREAM in a box Re-imagine PROSPERITY Reframe SUSTAINABILITY COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED Transform DESIRE
  7. 7. DREAM in a box One pure focus in brand terms? To transform desire… COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  8. 8. DREAM in a box From: “Negative Desire” - unfettered consumption – hot - beyond our means – toxic, punitive and underwritten by unsustainable myths. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  9. 9. DREAM in a box To: “Positive Desire” – smart consumption – cool within our means – generative, rewarding and underwritten by sustainability truths. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  10. 10. DREAM in a box Communicating Positive Desire 85% Not Currently Not Interested COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  11. 11. DREAM in a box Communicating Positive Desire  Wrong kind of storytelling – science, up through the supply-chain Impenetrable language Irrelevant – no cultural signposts – Planet We Using negative diminish and mitigate language Fact driven COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  12. 12. DREAM in a box Communicating Positive Desire  Right kind of storytelling – people, down through the insight Everyday language Relevant – cultural signposts - Planet Me Use positive aspirational thriving language People Powered COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  13. 13. DREAM in a box Reframe the conversation: Niche Sustainable Living Plan (Environmental Movement - Glass Half Empty) Populist Enduring Aspirations (Prosperity Movement - Glass Half Full) COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  14. 14. Engagement through shared language, beliefs and aspiration. Expanding conversations about what people care about in language they understand. Socialise the pants off it! COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  15. 15. PROCESS Relentless convene & curate methodology. Driven by dream curators. Uses standard social tools – e.g. Pinterest, Word Clouds, Instagram, etc. 3 buckets of activity. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  16. 16. Shape Share Measure COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  17. 17. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  18. 18. FRAME the dream Kick-start co-create workshop – audacious diversity. Define shared values across sustainability + personal “quality of life” + national identity. 3 areas (Culture & Style. Wellbeing & Living). Explore the gap between status quo and aspirations. Cultivate culturally tuned language and visualisations. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  19. 19. VOICE the dream Reframe sustainability jargon to culturally relevant language of personal prosperity & national identity. Mine old sayings or create new buzzwords Shape Dream tagline, lead meme or key phrase. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  20. 20. VISION the dream Curate the visual lexicon Compare what’s hot & what’s not. Look for culturally-shaded visual Themes Look for the ‘signifiers, signs and wonders’ of a new prosperity. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  21. 21. FORGE the dream Activate workshops Use populist exercises to reframe the conversation Develop and explore relevant themes in each of the 3 areas Look at permutations of stakeholders to forge innovative partnerships or shared interests around themes Seek to influence local policies COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  22. 22. PEOPLE the dream Identify and secure your social movers and shakers; advocates and influencers Know your ‘heroes’ & how they live the Dream - “a day in the life” Explore populist ‘storylines’ Shape social strategies around stakeholders groups and themes COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  23. 23. SHARE the dream Leverage influencers. Mass & Social media to spread new language and visualisations. Activate community with “Dream in a Box” open toolkit Help brands incorporate Dream into marketing campaigns Create content tools – soap operas, web films, blogs and marketing campaigns COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  24. 24. MEASURE the dream Key goal - Dream widely adopted enough to be self-sustaining • Pick up rate in social media for the new term or phrase • Number of cities/regions and brands piloting Dream initiatives or policies • Number of mass media features and ads • Dream workshops held COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  25. 25. DREAM in a box Trite or Trend? Ignores or Avoids Complexity? Tyranny Of Positivity? Offers the Holy Grail - ‘the answer’? One Size Fits All? COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  26. 26. DREAM in a box Reframes universal sustainability truths against particular cultural challenges and through specific socio-cultural filters, e.g. • CHINA – 800 million emerging middle class + a particular need for aspirational stability and affirmation within an economy in profound transformation. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  27. 27. DREAM in a box • EUROPE – myriad tribes reeling under austerity impacts, old world stratification and a schizophrenic relationship with the social needs and human politics of sustainability. There is no one-size-fits-all conversation. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  28. 28. DREAM in a box MIND YOUR LANGUAGE… “Funny thing the D word” - very particular, polarising and contentious. • Martin Luther King moved the world with his. • John Stuart Mill decried the tyranny of a single one. The D word should be invisible unless culturally potent!! Dream In A Box is a programme title – not a meme. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  29. 29. DREAM in a box ‘Dreams’ come in different shapes and sizes depending on culture and trajectory: COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  30. 30. DREAM in a box Not to provide the ‘answer’ – simply to help us to: • Ask the right questions • Unlock conversations • Mine and build insights, • Enrich language • Reveal commonalities COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  31. 31. DREAM in a box “SHOW ME THE MONEY” COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  32. 32. DREAM in a box The Story So far: China Dream ‘Happy Harmonious Dream” COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  33. 33. DREAM in a box The Story So far: China Dream • MAYORAL WISDOMS – developing curriculum at three training academies to teach how to build sustainable cities: e.g. "Eco-heritage tourism", "Sustainable lifestyle", "Low Carbon Transport". New course in development called " social spaces 2.0: Soul of a City" to encourage access to space rather than ownership of space. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  34. 34. DREAM in a box The Story So far: China Dream • POLICY SHAPERS - Research into 7 local policy recommendations that guide consumer behavior presented to about 100 local leaders • CLEAN & SERENE - To activate safe food, JUCCCE is working with Ecolab, a company that works in restaurant hygiene and clean water supply, and a local design firm called Impact Group to publish and distribute a guide for "Top 10 tips for Safe and Healthy Restaurants". COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  35. 35. DREAM in a box The Story So far: China Dream • YOU ARE WHAT YOU EAT - created a New Way to Eat program - melds new nutritional guidelines with low impact foods - convening senior global coalition of nutritionalists and sustainable agricultural experts to develop new guidelines – create school curriculum in YK Pao and YCIS schools, and tasty, sustainable and nutritious school meals with Eurest. • Developing a NWTE programme with WEFer David Agus (author of "End of Illness”) that is “Good for you, Good for the planet”. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  36. 36. DREAM in a box The Story So far: China Dream • APPY TALK - To activate livable cities and engage citizens in improving their communities, JUCCCE has launched a Heyue City web and mobile app (heyuecity.com) in conjunction with Augmentum software developers and • This online tool allows people to suggest productive improvements to their communities and campuses. Working with content channel partners such as the Shanghai Government for their recent Design Week Tongji U. and Project for Public Spaces in NYC to upload their social spaces case studies from around the world. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  37. 37. DREAM in a box The Story So far: China Dream • SCREENAGE CHINA DREAM - International Channel of Shanghai is filming a “China Dream” multi-part documentary, in which JUCCCE is featured Salimah Ebrahim, an environmental journalist working with Peter Klein (3x Emmy award winning producer of CBS' 60 Minutes) is to film JUCCCE and select China Dream partners in December 2013. • Developing multiple initiatives for embedding China Dream social norms into a TV drama COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  38. 38. DREAM in a box The Story So far: China Dream • PEOPLE KNITTING - JUCCCE is working with LendLease, one of the world's largest land developers to develop case studies on new models for tri-generational living. • SHOPPER’S DREAM - Co-hosted a Sustainable Retail workshop in Shanghai with Centre for Sustainable Consumption and Production and CSCP Director , Michael Kundht, (WEF Global Agenda Council for Sustainable Consumption and Advisor to the China State Council on Sustainable Consumption) COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  39. 39. DREAM in a box The Story So far: e.g. UK Dream ‘Sustainable Living Plan’ COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED Vs. ‘?’
  40. 40. DREAM in a box How the Dream process translates into a particular culture YOU ARE HERE COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  41. 41. DREAM in a box Work In Progress ‘Sustainable Living Plans’ Vs. Lighter Living’ “Free Your Mind, Unclutter your life & Lighten up!” COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  42. 42. DREAM in a box ‘Lighter Living’ Money, Diet, Travel, Learning, Energy, Technology, Entertainment, Community, Home, Health and Wellbeing COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  43. 43. DREAM in a box ‘Lighter Living’ Culture & Style: Vibrant Tribes Wellbeing: Old Heads Young Shoulders Living: Cats-Cradle Communities COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  44. 44. DREAM in a box ‘Sustainable Living Plan’ Vs. ‘Lighter Living’ Both Underpinned by Sustainability Truths Both Deliver smarter living solutions But one I ‘think’ while the other I ‘feel’ One compresses me; the other liberates me One’s a dissertation, the other’s a magazine One’s for the 17+% ish; the other’s for the 83+% ish COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  45. 45. DREAM in a box Glass Half Empty To Glass Half Full: ‘Lighter living’ gives a purposeful why? A manifesto framed for an aspirational lifestyle: “We believe that everyone in the UK has the right to a lighter life, a life unfettered…” COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
  46. 46. DREAM in a box Until next time, in the words of Aerosmith’s Stephen Tyler “Dream On, Dream On…

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