imc brand repurpose

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From Brand Positioning to Brand Purpose, by Jason Xenopoulos

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  • 1. 1 BRAND POSITIONING TO BRAND PURPOSE

2. 2 BRAND POSITIONING TO BRAND PURPOSE 3. INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%MAYAN PROPHECIESMAYAN PROPHECIES3 BRAND POSITIONING TO BRAND PURPOSE 4. PIERRE TEILHARD DE CHARDIN INSERT IMAGE INIn the same way that all livingbeings emerged from organic BACKGROUND matter and evolved into ever MAKE SURE IT FILLS more complex thinking beings, THIS SPACE 100%humans are evolving toward anomega point4 BRAND POSITIONING TO BRAND PURPOSE 5. INSERT IMAGE IN BACKGROUND THE NOOSPHEREMAKE SURE IT FILLS THE SCREEN 100%5 BRAND POSITIONING TO BRAND PURPOSE 6. GLOBALCONSCIOUSNESSPROJECTINSERT IMAGE IN Designed to explore whether the construct of interconnected BACKGROUND consciousness can beMAKE SURE IT FILLS scientifically validated.THIS SPACE 100%6 BRAND POSITIONING TO BRAND PURPOSE 7. PIERRE TEILHARD DE CHARDIN INSERT IMAGE IN A new integrated mind aBACKGROUND harmonized collectivity ofMAKE SURE IT FILLS consciousness equivalent to a THIS SPACE 100% super-consciousness7 BRAND POSITIONING TO BRAND PURPOSE 8. INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%8 BRAND POSITIONING TO BRAND PURPOSE 9. INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%9 BRAND POSITIONING TO BRAND PURPOSE 10. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%10 BRAND POSITIONING TO BRAND PURPOSE 11. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%11 BRAND POSITIONING TO BRAND PURPOSE 12. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%12 BRAND POSITIONING TO BRAND PURPOSE 13. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%13 BRAND POSITIONING TO BRAND PURPOSE 14. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%14 BRAND POSITIONING TO BRAND PURPOSE 15. MARK ZUCKERBERGCEO FacebookINSERT IMAGE IN Facebook was not originally created tobe a company. It was built to BACKGROUND X accomplish a social mission to make MAKE SURE IT FILLS the world more open and connected. THIS SPACE 100%The Hacker Way15 BRAND POSITIONING TO BRAND PURPOSE 16. SHERYL SANDBERGCOO Facebook INSERT IMAGE IN As this happens, we hope toBACKGROUND build tools that help people transform the way we all solveMAKE SURE IT FILLSworldwide social problems. THIS SPACE 100%16 BRAND POSITIONING TO BRAND PURPOSE 17. FACEBOO K Organ Donor ToolXINSERT VIDEO HERE17 BRAND POSITIONING TO BRAND PURPOSE 18. ZUCKERBERGTHE HACKERWAY We hope to strengthen howINSERT IMAGE IN people relate to each other BACKGROUND We hope to improve how MAKE SURE IT FILLS people connect to businessesand the economyTHIS SPACE 100% We hope to change howpeople relate to theirgovernments and socialinstitutions18 BRAND POSITIONING TO BRAND PURPOSE 19. RACHELBECKWITH The more we share,Xthe more we care. INSERT VIDEO HERE19 BRAND POSITIONING TO BRAND PURPOSE 20. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%20 BRAND POSITIONING TO BRAND PURPOSE 21. CARL JUNG INSERT IMAGE INWe are living in what the Greeks called Kairos the rightBACKGROUND moment - for a MetamorphosisMAKE SURE IT FILLS of the Gods THIS SPACE 100%21 BRAND POSITIONING TO BRAND PURPOSE 22. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%22 BRAND POSITIONING TO BRAND PURPOSE 23. PAUL POLMANCEO Unilever INSERT IMAGE INConsumers increasinglyBACKGROUND want products of great value MAKE SURE IT FILLSfrom companies with greatTHIS SPACE 100%values23 BRAND POSITIONING TO BRAND PURPOSE 24. SHAREDVALUES BUILDRELATIONSHIPINSERT IMAGE IN A shared value is a belief that BACKGROUND both the brand and consumer MAKE SURE IT FILLS have about a brands higherTHIS SPACE 100% purpose or broad philosophy.Harvard Business Review24 BRAND POSITIONING TO BRAND PURPOSE 25. JIM STENGELIDEALSINSERT IMAGE IN The business case for brand BACKGROUND ideals is not about altruism or MAKE SURE IT FILLS corporate social responsibility.THIS SPACE 100% Its about expressing abusinesss fundamental reasonfor being and powering itsgrowth.25 BRAND POSITIONING TO BRAND PURPOSE 26. JIM STENGEL IDEALSINSERT IMAGE IN Ideals unlock the code for twenty-rst-century business success because they BACKGROUND X leverage timeless truths about human MAKE SURE IT FILLS behavior and values in business and in THIS SPACE 100% life. They enable life to inuencebusiness and business to inuence life.26 BRAND POSITIONING TO BRAND PURPOSE 27. THE POWER OFPURPOSE27 BRAND POSITIONING TO BRAND PURPOSE 28. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%28 BRAND POSITIONING TO BRAND PURPOSE 29. PATAGONIACORE PURPOSEINSERT IMAGE IN "Patagonia exists as a business BACKGROUNDto inspire and implement MAKE SURE IT FILLSsolutions to the environmentalTHIS SPACE 100%crisisLouder than Words, 1999.29 BRAND POSITIONING TO BRAND PURPOSE 30. BRANDPHILOSOPHYINSERT IMAGE IN "Build the best product, cause BACKGROUND no unnecessary harm, use MAKE SURE IT FILLS business to inspire andTHIS SPACE 100% implement solutions to theenvironmental crisis."30 BRAND POSITIONING TO BRAND PURPOSE 31. PATAGONIACOMMONTHREADS"The Common ThreadsINSERT IMAGE INRecycling Program relies on BACKGROUND both Patagonia and its MAKE SURE IT FILLScustomers to accomplishTHIS SPACE 100%reducing, reusing and repairing, and recycling."31 BRAND POSITIONING TO BRAND PURPOSE 32. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%32 BRAND POSITIONING TO BRAND PURPOSE 33. PATAGONIA Common ThreadsInitiativeINSERT VIDEO HERE33 BRAND POSITIONING TO BRAND PURPOSE 34. ELECTROLU XVac from the SeaINSERT VIDEO HERE34 BRAND POSITIONING TO BRAND PURPOSE 35. THE POWER OF PURPOSEToday, advertising is aboutINSERT IMAGE IN finding common ground onBACKGROUND which brands andMAKE SURE IT FILLS communities can forgeTHIS SPACE 100% relationshipsBob Garfield36 BRAND POSITIONING TO BRAND PURPOSE 36. WILL.I.AMCOMMUNITINGMusic CelebrityINSERT IMAGE IN Brands must turn BACKGROUND consumers into agents who MAKE SURE IT FILLS can contribute toTHIS SPACE 100% communities37 BRAND POSITIONING TO BRAND PURPOSE 37. SIMON MAINWARINGFounder We First INSERT IMAGE INAgencies (and their clients)BACKGROUNDneed to become SocialMAKE SURE IT FILLSActivists THIS SPACE 100%38 BRAND POSITIONING TO BRAND PURPOSE 38. FLOWINSERT IMAGE IN Creating awareness for theglobal water crisis BACKGROUND MAKE SURE IT FILLSTHIS SPACE 100%39 BRAND POSITIONING TO BRAND PURPOSE 39. GLOBAL WATERCRISISINSERT IMAGE IN In the end, changing the face BACKGROUND of this crisis involves education MAKE SURE IT FILLS to motivate new behaviors.THIS SPACE 100%Globescan Study40 BRAND POSITIONING TO BRAND PURPOSE 40. #CLOSETHETAP INSERT IMAGE INWe connected a real running tap to Twitter and invitedBACKGROUNDpeople to help us close it. MAKE SURE IT FILLS THIS SPACE 100%41 BRAND POSITIONING TO BRAND PURPOSE 41. #CLOSETHETAPWe connected a real running tap to TwitterINSERT VIDEO HERE and invited people tohelp us close it.42 BRAND POSITIONING TO BRAND PURPOSE 42. 43 BRAND POSITIONING TO BRAND PURPOSE 43. 44 BRAND POSITIONING TO BRAND PURPOSE 44. 45 BRAND POSITIONING TO BRAND PURPOSE 45. 46 BRAND POSITIONING TO BRAND PURPOSE 46. 47 BRAND POSITIONING TO BRAND PURPOSE 47. BREAKING APATHY INSERT IMAGE IN Reframing the Cultural ConversationBACKGROUNDMAKE SURE IT FILLS THIS SPACE 100%48 BRAND POSITIONING TO BRAND PURPOSE 48. PUBLICOUTRAGEINSERT IMAGE IN The coverage received for this BACKGROUND story seemed crazy in a country MAKE SURE IT FILLS beset by serious problems.THIS SPACE 100%50 BRAND POSITIONING TO BRAND PURPOSE 49. RE-FRAMING THECONVERSATION INSERT IMAGE IN Could we hijack the wave ofnational outrage and redirectBACKGROUNDthat misspent energyMAKE SURE IT FILLStowards a worthy cause?THIS SPACE 100%51 BRAND POSITIONING TO BRAND PURPOSE 50. WE IDENTIFIEDA CAUSEINSERT IMAGE IN There have been over 220 BACKGROUND Rhinos poached this year MAKE SURE IT FILLS alone, the worst in SouthTHIS SPACE 100% Africas history.52 BRAND POSITIONING TO BRAND PURPOSE 51. THE IDEA THE RHINO SPEAR53 BRAND POSITIONING TO BRAND PURPOSE 52. INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100% 53. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%57 BRAND POSITIONING TO BRAND PURPOSE 54. SAVE THE RHINO!64 BRAND POSITIONING TO BRAND PURPOSE 55. ESSPERSONALPURPOSE65 BRAND POSITIONING TO BRAND PURPOSE 56. COCA-COLA OPENHAPPINESSINSERT IMAGE IN"Happiness is contagious. Our BACKGROUNDstrategy is to deliver doses of MAKE SURE IT FILLShappiness in unexpected,THIS SPACE 100% innovative ways.66 BRAND POSITIONING TO BRAND PURPOSE 57. COCA-COLA The Happiness TruckINSERT VIDEO HERE67 BRAND POSITIONING TO BRAND PURPOSE 58. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%68 BRAND POSITIONING TO BRAND PURPOSE 59. PEDIGREE Were for Dogs!INSERT VIDEO HERE69 BRAND POSITIONING TO BRAND PURPOSE 60. DOG-A-LIKEUsing technology ina purposeful way. INSERT VIDEO HERE70 BRAND POSITIONING TO BRAND PURPOSE 61. PURPOSEFULLPURPOSEFULNESS71 BRAND POSITIONING TO BRAND PURPOSE 62. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%72 BRAND POSITIONING TO BRAND PURPOSE 63. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%73 BRAND POSITIONING TO BRAND PURPOSE 64. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%74 BRAND POSITIONING TO BRAND PURPOSE 65. NIKE FUELIntroducing NikeFuelINSERT VIDEO HERE75 BRAND POSITIONING TO BRAND PURPOSE 66. NIKE FUEL Introducing the Nike+Fuel BandINSERT VIDEO HERE76 BRAND POSITIONING TO BRAND PURPOSE 67. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%77 BRAND POSITIONING TO BRAND PURPOSE 68. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%78 BRAND POSITIONING TO BRAND PURPOSE 69. NIKE Creating a betterworld INSERT VIDEO HERE79 BRAND POSITIONING TO BRAND PURPOSE 70. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%THE CONCLUSION80 BR