IMC Brand Repurpose

BRAND POSITIONING TO BRAND PURPOSE1

2 BRAND POSITIONING TO BRAND PURPOSE

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BRAND POSITIONING TO BRAND PURPOSE

MAYAN PROPHECIESMAYAN PROPHECIES

3

MAYAN PROPHECIESMAYAN PROPHECIES

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PIERRE TEILHARD DE

CHARDIN

PIERRE TEILHARD DE

CHARDINIn the same way that all living beings emerged from organic matter and evolved into ever

more complex thinking beings, humans are evolving toward an

omega point



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GLOBAL CONSCIOUSNESS

PROJECT

GLOBAL CONSCIOUSNESS

PROJECTDesigned to explore whether

the construct of interconnectedconsciousness can be scientifically validated.




PIERRE TEILHARD DE CHARDIN



“A new integrated mind… a harmonized collectivity of consciousness equivalent to a super-consciousness”




















X

MARK ZUCKERBERGCEO Facebook

MARK ZUCKERBERGCEO Facebook

“Facebook was not originally created to be a company. It was built to

accomplish a social mission — to make the world more open and connected.”

The Hacker Way




SHERYL SANDBERGCOO Facebook

SHERYL SANDBERGCOO Facebook

“As this happens, we hope to build tools that help people

transform the way we all solve worldwide social problems.”


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FACEBOOK

FACEBOOK

Organ Donor Tool




ZUCKERBERGTHE HACKER WAY

ZUCKERBERGTHE HACKER WAY


» We hope to strengthen how people relate to each other

» We hope to improve how people connect to businesses and the economy

» We hope to change how people relate to their governments and social institutions

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RACHEL BECKWITH

RACHEL BECKWITHThe more we share,

the more we care.






CARL JUNGCARL JUNG“We are living in what the

Greeks called Kairos – the right moment - for a ‘Metamorphosis

of the Gods’”






PAUL POLMANCEO Unilever

PAUL POLMANCEO Unilever

“Consumers increasingly

want products of great value

from companies with great

values”




SHARED VALUES BUILD RELATIONSHIP

SHARED VALUES BUILD RELATIONSHIP


“A shared value is a belief that both the brand and consumer have about a brand's higher purpose or broad philosophy.”

Harvard Business Review



JIM STENGELIDEALSJIM STENGELIDEALS


“The business case for brandideals is not about altruism or corporate social responsibility. It’s about expressing a business’s fundamental reason for being and powering its growth.”



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JIM STENGELIDEALS

JIM STENGELIDEALS

“Ideals unlock the code for twenty-first-century business success because they

leverage timeless truths about human behavior and values in business and in

life. They enable life to influence business and business to influence life.”



THE POWER OF PURPOSE







PATAGONIA CORE PURPOSE

PATAGONIA CORE PURPOSE

"Patagonia exists as a business to inspire and implement

solutions to the environmental crisis”

Louder than Words, 1999.




BRAND PHILOSOPHYBRAND PHILOSOPHY


"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."



PATAGONIA COMMON THREADS

PATAGONIA COMMON THREADS

"The Common Threads Recycling Program relies on

both Patagonia and its customers to accomplish

reducing, reusing and repairing, and recycling."




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PATAGONIA

PATAGONIA

Common Threads Initiative


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ELECTROLUX

ELECTROLUX

Vac from the Sea





“Today, advertising is about finding common ground on

which brands and communities can forge

relationships”

Bob Garfield




WILL.I.AMCOMMUNITINGMusic Celebrity

WILL.I.AMCOMMUNITINGMusic Celebrity


“Brands must turn consumers into agents who can contribute to communities”



SIMON MAINWARINGFounder – We First

SIMON MAINWARINGFounder – We First

“Agencies (and their clients) need to become Social

Activists”




FLOWFLOWCreating awareness for the

global water crisis




GLOBAL WATER CRISISGLOBAL WATER CRISIS


“In the end, changing the face of this crisis involves educationto motivate new behaviors.”

Globescan Study



#CLOSETHETAP#CLOSETHETAPWe connected a real running

tap to Twitter… and invited people to help us close it.


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#CLOSETHETAP

#CLOSETHETAP

We connected a real running tap to Twitter…

and invited people to help us close it.









BREAKING APATHYBREAKING APATHYReframing the Cultural

Conversation




PUBLIC OUTRAGEPUBLIC OUTRAGE


The coverage received for this story seemed crazy in a country beset by serious problems.



RE-FRAMING THE

CONVERSATION

RE-FRAMING THE

CONVERSATIONCould we hijack the wave of

national outrage and redirect that misspent energy

towards a worthy cause?




WE IDENTIFIED A CAUSEWE IDENTIFIED A CAUSE


There have been over 220 Rhinos poached this year alone, the worst in South Africa’s history.

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THE RHINO SPEARTHE RHINO SPEARTHE IDEA

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SAVE THE RHINO!SAVE THE RHINO!

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ESSESSPERSONAL PURPOSEPERSONAL PURPOSE




COCA-COLAOPEN

HAPPINESS

COCA-COLAOPEN

HAPPINESS"Happiness is contagious. Our

strategy is to deliver doses of

happiness in unexpected,

innovative ways.”

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COCA-COLACOCA-COLAThe Happiness Truck




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PEDIGREEPEDIGREEWe’re for Dogs!


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DOG-A-LIKEDOG-A-LIKEUsing technology in

a purposeful way.



PURPOSEFULLNESS

PURPOSEFULLNESSPURPOSEFULPURPOSEFUL










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NIKE FUELNIKE FUELIntroducing Nike

Fuel


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NIKE FUELNIKE FUELIntroducing the Nike+

Fuel Band






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NIKENIKECreating a better

world




THE CONCLUSIONTHE CONCLUSION









“Someday after mastering winds, waves, tides and gravity, we shall harness the energies of love, and then, for the second time in the history of the world, man will discover fire.”



THANK YOUTHANK YOU

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IMC Brand Repurpose