Creating a Superhuman Brand – Unleashing human potential and meaningful brand storytelling in the New Brand World. Bedbury ligger bakom både Nikes “Just-Do-It”-kampanj och Starbucks fantastiska varumärkesresa och vet hur man skapar engagemang. Att bygga ett framgångsrikt varumärke idag kräver förmåga att fullt ut utveckla organisationens potential tillsammans med en stark varumärkesposition och en kultur som inspirerar såväl anställda som kunder. Företag som Nike, Apple och Starbucks har varumärket som riktlinje för vad de gör, hur de gör det, varför de gör det och vem de gör det för. Lyssna och lär om den kraft som finns i storytelling både internt och externt, och hur man skapar ett varumärke som attraherar och behåller de allra bästa.

1. Unleashing
human and brand
potential

2. First, a word or two
about “branding”

3. branding
isa pain in the ass

5. a brand
can be just about
anything

6. What do Facebook, Nike,
NASA, the Catholic Church,
Starbucks, the US Navy, the
Obama Administration,
Microsoft, Google, Coke,
Anna Kournikova, Bogata
Columbia, and your mother
all have in common?

7. These are all brands

8. And all of them, (except your
mother) have asked me for
help at one time or another

9. Corporations are brands
Celebrities are brands
Politicians are brands
Religions are brands
Nations are brands
Cities are brands
Mothers are brands too

10. Now, a word or two
about “marketing”

11. “Marketing is what other companies do.
We don’t do that here.”
Phil Knight, CEO, Nike
December 7, 1987

12. Now, a word or two
about “advertising”

13. “We don’t do advertising here. That’s
what other agencies do. That’s butcher
paper in grocery store windows and the
noise on television. We create great
f#k*ng communication that builds
relationships with brands.”
Dan Wieden, Co-Founder,
W+K
December 2, 1987

14. That was 25 years ago

15. We had an opportunity to look
beyond traditional marketing,
advertising and brand research
and I was not going
to screw that up

16. So we took the brand
for a run
even when launching a
flagship product

17. Nike commercial: “Revolution”

18. But “Revolution” wasn’t
enough to open up the
access point
and Dan Wieden had no
interest in creating another
“God damn music video”

19. The Just Do It campaign
was nothing short of a
battle cry
for Nike’s walking wounded

20. Nike commercial: “Walt Stack”

21. Sometimes it’s not
what you say but
how you say it

22. Nike commercial: “Jo Anne”

23. After leaving Nike I took a
three year coffee break
to build another great brand
without advertising

24. Nike’s 1995 total Starbucks’ 1995
marketing budget marketing budget

25. We built Starbucks
from the inside out
by focusing on the
best experience
possible for customers
and our employees

26. Our mission was to
nurture and unleash
the human spirit

28. We were swimming in
timeless human needs

29. Everyone here needs to…
…feel safe
…feel welcomed
…feel recognized
…feel valued
…feel part of something bigger
…feel loved
…feel love for someone else
…feel empowered

30. How do you deliver,
reflect, respect, or
leverage
those human needs?

31. Some of the most important
storytelling should occur
inside your company

32. Starbucks “Third Place” video

33. Internal communication in
most companies
sucks

34. But why should you care?

35. Two words: Socialmedia

37. Social media reveals dishonest
business leaders, corrupt dictators,
shady politicians and bad employees
in a matter of hours

39. Every touch point, every message, every
customer, employee and citizen has
more influence
than ever before

41. Anyone and anything
that touches the brand
is either an asset
or a liability

43. A brand like Starbucks
happens when you give
part-time minimum
wage employees
a little respect
and dignity

44. Starbucks “Hidden Camera” video

45. Some of the biggest
brands are blind
to the need for great
brand storytelling

46. Facebook gives new
meaning to missed
opportunity

47. Facebook may become
Sergeant Zucker’s
lonely hearts
club brand

48. Consumers are becoming
the most trusted
brand storytellers

49. There are now two billion
citizen journalists, editors,
taste makers and potential
brand experts

50. With 12 million unique users,
Pinterest is the fastest site in
history to break through the 10
million unique visitor mark

51. Pinterest represents next
generation “advertising”
driven by consumers

52. Think about that

53. Facebook and
both
Pinterest
leverage
fundamental human needs
to create and share
meaningful experiences

54. Timeless human truths

55. No matter what the future
holds, here are a few brand
building tips that can greatly
impact your success and
happiness

56. 1
Remember that consumers are
really not that into you

57. 2
Respect the consumer’s intelligence
and their precious time

58. 3
Respect the spandex rule:
Just because you can does
Not mean that you should

60. 4
Avoid brand schizophrenia – have one
voice, one set of values, one mission and
be consistent.

61. 5
You get what you pay for. Respect and
reward those who help build your brand.

62. 6
Remember that 5% of humanity is crazy
and that another 5% will never be satisfied
with anything you do.

63. 7
Demonstrate you have a clue
about the world around you

64. Nike “Y2K Morning After” video

65. 8
Show some empathy

66. Rule #9

67. 9
Find the art in everything you do.

68. Rule #9
Less is more.

69. 10
Leverage teachable moments

70. Nike “Africa Hiking” video

71. 11
Be fully present in the moments that
matter most to those that matter most

72. Some moments are big,
some are small, we mostly
miss them all

73. Like the last weekend your kids
are together before one of them
goes off to college

75. How “present” are we in
the moments that matter
most to our employees,
customers, peers, and
the ones we love?

76. A meaningful moment can
be a surprise birthday
for a 3-1/2 year old

77. Thank you