Arts & BusinessBrand Strategy Session

Strategy SessionJuly 2008

Arts & Business South-EastGatwick Diamond Business Cultural Partnership

Dedicated to:Daniel Pink

Author - A Whole New Mind

Content 1

Brand the Problem

The Chindia Syndrome

The New Cultural Age

Brand Vision

Brand Mission The Short Version

Brand Mission The Long Version

Brand Viewpoint (s)

Brand Issue

Brand the Name

Brand Values

Design

Differentiate by Design

Content 2 Story

The Story Business

Synthesis

Synthesis = Symphony

Empathy

Leadership and Empathy

Simulation

Let the Games Begin

Meaning

The Meaning of Life

Micro-Segments – 1 Micro-Segments – 2 Micro-Segments – 3

Departure Contact

Brand the Problem

Business people tend to be left-brain oriented

Creative people tend to be right-brain oriented

The challenge is to become whole-brain oriented. Here's why...

The Chindia Syndrome in the 21st Century

China: The Factory of the World – dominating manufacturing & production

India: The Back-Office of the World – dominating information technology

Where and how can the Gatwick Diamond compete?...

Welcome to the New Cultural Age

Agricultural AgeFarmers

Industrial AgeFactory Workers

Information AgeKnowledge Workers

Cultural AgeCreative Workers

18th Century 19th Century 20th Century 21st Century

Brand Vision

Poster-child of the Cultural Age, James Dyson, a whole-brainer, outsourced his production and back-office support to 'Chindia' but kept design and innovation in the UK

The Diamond has landed – in the Cultural Age:

Populated by Whole-Brainers

Brand Mission – The Short Version

“To build a runway to take-off from the Information Age to the Cultural Age”

Note: In order to get the message across, the above is a shorter 14-word version of the slightly longer but more

detailed mission statement that follows next...

Brand Mission – The Long Version“To create a dynamic, high quality business and

arts-led cultural partnership, that reflects the creativity of the region, its people and businesses, in a way that enhances the region's reputation as a

great place to do business and enjoy living in.This Partnership aims to be a key creative economic

driver for the towns within the region, and thereby adding to business success.”

Brand Viewpoint (s)

“Tomorrow all businesses will be in the culture business”

“The future will be dominated by a society of creators and empathisers, of pattern recognisers and meaning makers”

Note: Brand viewpoints are designed to provoke conversations with media and target markets

Brand Issue

When Surrey Met Sussex: A Cultural Tale of Two Counties

- Where the people of Surrey face North towards the Capital and the people of Sussex face South towards the Coast

- Could they turn 180° and face each other?

Brand the Organisation Name

Official Long Form

Gatwick Diamond Business Cultural Partnership - GDBCP

New Short Form

S.T.A.G.E:Steering Team for the

Arts & Gatwick Enterprises

Brand Values

Blend left and right brain capabilities to develop whole-brain synergies

Six Value Pairings:1. Function + DESIGN2. Argument + STORY3. Analysis + SYNTHESIS4. Logic + EMPATHY5. Real Time + SIMULATION6. Materialism + MEANING

Design

Design's ultimate purpose is to change the world – for the better – starting with your world

Differentiate by Design

Keep a design notebook

Read design magazines Visit design museums Contrast best and worst

designs

Visit http://www.bamagazine.com/

Story

Story, like design, is becoming a key way for individuals and businesses to differentiate their

products and services in an over-crowded marketplace

The Story Business

Narrative Medicine – Doctors who can both diagnose and interpret a patient's story

Corporate Storytelling – Organising company stories in pursuit of business goals

Corporate Speak vs Storytelling - Persuasion through stories and facts

Visit storytelling festivals

Discover the art of digital storytelling

Read these books: Story: Substance, Style

& Screenwriting by Robert McKee

Beyond Bullet Points by Cliff Atkinson

Synthesis

Synthesis is the ability to see connections between seemingly unrelated fields – to create new

products, services and business models

Synthesis = Symphony Composers and

conductors use symphonic thinking to coral a diverse group of musical notes, instruments and performers to produce a unified and pleasing sound

See relationships between different things

Learn how to draw – see light & shadow, white & negative spaces, solid form & reflections

Keep a log of metaphors – understanding one thing in terms of something else

Empathy

Empathy is the ability to stand in others' shoes, to see with their eyes, and to feel with their hearts

Leadership is about Empathy

“Leadership is about having the ability to relate and to connect with people for the purpose of inspiring and empowering their lives” - Oprah Winfrey

Lawyers need to empathise with their jurors

Nurses need to empathise with their patients

Volunteer for different jobs and challenges

Join your local Am-Dram class

Measure your empathy quotient

Simulation

Simulation - a.k.a. Games - is the literature of the 21st Century

Let the Games Begin... Computer & video

games have become tools for solving problems. Witness: GlucoBoy hooked up to

Nintendo's Game Boy for kids with diabetes

Flight simulators for pilot training

Role-playing games for teaching 'whole-minded' lessons

Join a Comedy Club Dissect jokes Frequent games arcades Visit online game sites: www.gamespot.com www.newsgaming.com www.womengamers.com

Meaning

A transition from material want to meaning want is in progress on an unprecedented scale

The Meaning of Life There's a basic desire to find a

purpose in one's life Businesses must offer

'meaning' as well as 'money' The meaning metaphor is a

'labyrinth' not a 'maze' A maze is a series of confusing

paths and dead ends where you can get lost

A labyrinth is a moving meditation where you can lose yourself because the purpose is the journey itself

Start taking 'spirituality' and 'happiness' seriously

Dedicate your work Visit labyrinths

www.labyrinthos.net

Church Labyrinth

Micro-Segments - 1

Aviation Aircraft: Mobile

Sculpture Airport Terminal: Global

Transient Village Baggage Handling

System: Symphonic Labyrinth

Micro-Segments - 2

Financial Services Pension Planning:

Second-Life Enhancing Banking: Cash-Flow

Magic Investments: Prosperity

Artisanship Savings: Wealth

Alchemy

Micro-Segments - 3

Professional Services Accounting: Creative

Conjuring Litigation: Emphatic

PsychoDrama Management

Consulting: Poetic Orchestration

Departure

Welcome on board......we're about to take off from the Information Age to

the Cultural Age

ContactAlan 'Brand' WilliamsonAward-winning Destination Brand Developer

BrandopiaGatwick House10 Tilgate WayCrawley-by-GatwickRH10 5BW

Email: brandopia@yahoo.co.ukTel: 07949 969891www.brandopia.typepad.com