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MORE THAN WORDS: MOVING FROM COMMS TO KINETICS

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HI! I’M MARCUS.

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1991

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WORDS.

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WE ARE LIVING IN THE MIDDLE OF A REMARKABLE INCREASE IN OUR ABILITY TO SHARE, TO

COOPERATE WITH ONE ANOTHER, AND TO TAKE COLLECTIVE ACTION…ALL OUTSIDE OF THE

FRAMEWORK OF TRADITIONAL INSTITUTIONS.

- CLAY SHIRKY

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WORDS ARE EASY.

SMOKING WAS KILLING US LEAD IN OUR TOYS MORE POLLUTION IN OUR CARS

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Caring for the world, one person at a time, inspires and unites the people of Johnson & Johnson. We embrace innovation—bringing ideas, products and services to life to advance the

health and well-being of people around the world.

“

”- Johnson & Johnson

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THEY’RE ALL TALK.AND TRUST REQUIRES MORE THAN WORDS

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LIMBIC SYSTEM

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ASSOCIATED WITH THE LIMBIC SYSTEM:

ASSOCIATED WITH THE NEOCORTEX:

EMOTIONS (TRUST, LOVE, LOYALTY)

BEHAVIOR (DECISION MAKING & ACTION)

LANGUAGE (WORDS & ARTICULATION)

RATIONALITY (LOGIC & LINEAR THINKING)

LIMBIC (I FEEL HERE)

NEOCORTEX (I THINK RATIONALLY)

ENTERS BRAIN HERE

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Human beings aren't rational animals; we're rationalizing animals who want to appear

reasonable to ourselves.

- Elliot Aroson (Harvard Applied Social Psychologist)

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”

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A brand is not so much about rational arguments, but the way the company

resonates with people emotionally.

- Steve Jobs

“

”

HOW!?!

WHY?

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People don’t buy what you do. They buy why you do it.

- Simon Sinek (Author, “Start With Why”)

“”

OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO

DEMOCRATIZE FLIGHT DEMOCRATIZED ACCESS TO LIFE’S ESSENTIALS

ORGANIZE THE WORLD’S DATA ENCOURAGE SELF-ESTEEMTHE POSSIBILITIES OF AN ELECTRIC WORLD

LIVE LIFE TO THE FULLEST

We must restore hope to young people, help the old, be open to the future, spread love. Be poor among the poor. We need to include the

excluded and preach peace. - Pope Francis

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”

Marcus + Russell

THE MANIFESTATION OF HIS CONVICTION TRANSCENDS RELIGIONAND EXCITES PEOPLE TO SPREAD THE GOOD WORD

“WHAT” FOCUSED

“WHY” FOCUSED

TRANSACTIONAL RELATIONSHIP

LOYALTY-BASED RELATIONSHIP

BRAND BELIEF = MY

BELIEF

THIS IS WHAT MAKES “SOCIAL MARKETING” SO POWERFULPEOPLE CONSUME AND SHARE THE BRAND WITH PEOPLE WHO ARE JUST LIKE THEM

BRANDS MARCOMM TARGET AUDIENCE

CHECK US

OUT

TAP INTONETWORK

SHARE

BRAND CONVICTION

NETWORK BELIEFS

OPPORTUNITY

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Culture moves forward on the basis of a simple question:

Do people like me do something like this?

- Seth Godin

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”

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MORE THAN WORDS.IF YOU WANT TO DEVELOP TRUST AND INSPIRE ACTION

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180K CALLS

SOURCE: GREY EMEA HQ CASE STUDY

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MORE THAN WORDS.

FROM TO

BRAND COMMUNICATIONS BRAND KINETICS

TALK

PROMISES

ACTION

PROOF

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@Marctothec

MANY THANKS!