Purpose-driven Branding and Customer Engagement: Building Collective ExpertiseBecky Willan | Managing DirectorDavid Hawksworth | Creative DirectorJames Payne | Strategy Director

Given London | @givenlondon | www.givenlondon.com | #brandsubstance

Given is a brand innovation and sustainability agency.

We build brandsthat people can really believe in

Building collective expertise: the opportunity today

Some clever co-creation tools

and techniques

for activating

purpose

The experience

and knowledge

of everyone in

the room today

How to unlockbig ideas

for activating brand purpose?

What does this really mean?

…AN IDEA THAT HAPPENS AND MAKES A BIG DIFFERENCE

A BIG IDEA FOR ACTIVATING BRAND PURPOSE IS…

We think three ingredients are vital:

1

2

3

Discovering how your brand can make a big difference

Great ideas that bring this brand purpose to life

Making these ideas actually happen

We think three ingredients are vital:

1

2

3

Discovering how your brand can make a big difference

Great ideas that bring this brand purpose to life

Making these ideas actually happen

We think three ingredients are vital:

1

2

3

Discovering how your brand can make a big difference

Great ideas that bring this brand purpose to life

Making these ideas actually happen

So that’s how we’re structuring this workshop

1 Discovering how your brand can make a big difference – JAMES

Working session: Using a tool to clarify the opportunity and challenges for your brand

So that’s how we’re structuring this workshop

1 Discovering how your brand can make a big difference – JAMES

Working session: Using a tool to clarify the opportunity and challenges for your brand

2 Great ideas that bring this brand purpose to life – DAVID

Working session: Practicing how to use co-creation for ideating solutions to challenges

3 Making these ideas actually happen – BECKY

Working session: Using a technique for understanding barriers and building alignment

So that’s how we’re structuring this workshop

1 Discovering how your brand can make a big difference – JAMES

Working session: Using a tool to clarify the opportunity and challenges for your brand

2 Great ideas that bring this brand purpose to life – DAVID

Working session: Practicing how to use co-creation for ideating solutions to challenges

For each of the three ingredient sessions we will

REFLECT & BUILD

COLLECTIVE EXPERTISE

WORK IN GROUPS

TO PUT IT INTO PRACTICE

SET THE SCENE

WITH A SHORT INTRODUCTION

“Co-creation is the act of bringing together

multiple stakeholder groups to help solve business

challenges and take advantage of opportunities.”

Buy-in from multiple stakeholders is often required

Complex challenges need to be tackled with rich inputs & diverse viewpoints

We need to both imagine & create a better futureW H Y

C O - C R E AT I O N ?

The principles

Principle one

1Relationships

are the source of results

Principle two

2Breakthroughs

come from unreasonable requests

Principle three

3Anyone can be creative

they just need the training, tools and stimulus

Principle four

4People give you

their garbage before they give you their goods

Relationship Building

Issue Framing

Creative Stimulation

Idea Development

Pitch & Build

1.

How your brand can make a

big difference

Marketing traditionally is about connecting customer and brand

BRAND

CAPABILITIES

CUSTOMER

INSIGHT

When brands have a purpose that is around creating cultural change the traditional marketing approach can work well

Dove Campaign for real beauty

Always Like a girl

But to activate an environmental or social purpose the traditional approach falls short

Unilever Project Sunlight Launch

Tesco Airmiles for energy-efficient lightbulbs

True purpose means grounding your approach with a genuine response to the social/environmental context in which you operate

CUSTOMER INSIGHT

SOCIAL/ENVIRONMENTAL

CONTEXT

BRAND CAPABILITIES

Working session 1 Clarifying the opportunity

and challenges for your brand

The brief for working session 1

In pairs, choose a brand you work on or know well

The brief for working session 1

WORKSHEET 1:

Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world

In pairs, choose a brand you work on or know well

The brief for working session 1

WORKSHEET 2:

Capture the brand and customer context.

Look for a fit between these areas and the impacts you’ve listed

WORKSHEET 1:

Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world

In pairs, choose a brand you work on or know well

The brief for working session 1

WORKSHEET 2:

Capture the brand and customer context.

Look for a fit between these areas and the impacts you’ve listed

WORKSHEET 1:

Capture the brand’s current and potential ‘less bad’ and ‘more good’ impacts for customers, communities and the world

In pairs, choose a brand you work on or know well

Share & Reflect

2.Generating great ideas

that activate your brand purpose

The big push back

Co-creation doesn’t work, because Henry Ford says so

The ‘WHAT’

If I asked peoplewhat they wanted, they would have saidFASTER HORSESHenry Ford

Look for the insight and this presents a world of opportunities

The ‘WHY’

If I asked peoplewhat they wanted, they would have saidFASTER HORSESHenry Ford

If Ford were to have run a late 19th century co-creation workshop…

Being among common people makes me angry

What about some kind of transport that helped to protect my hat?

If I could get home from work faster, I would be back in time for consumption street

I read an article about a personal transportation machine made by a German called Benz. Looked nippy…

Could we develop some kind of personalised steam engine?

Yes, a steam engine with a single carriage – we would need to improve the railway network though

I wish somebody invent an iPhone. I can barely lift this

How to organise a creative session that works for everyone

Find the team for the task

Immerse them in the challenge

Get out of the shallow end

Working session 2Practicing how to use co-creation for ideating

solutions to challenges

The brief For working session 2

The challenge: “To reinvent this conference to create a bigger impact”

1. Sprint ideation - Ideate in silence in your group, writing your ideas down on post-it notes

2. Share, filter and focus - Everyone to share their ideas, laying them out on the table. Everyone gets a vote

3. Develop the idea - Working together as a team to improve and develop idea(s)

4. Present – Present your developed idea back to the room

3.Making ideashappen

Why executing ideas for activating brand purpose is challenging

It’s about big changes Creating real impact means overcoming inertia and changing behaviours and perceptions that are often deeply ingrained

It’s complicated The issues you’re trying to address are often complex and usually require a broad range of cross-functional input

It’s new Activating brand purpose is often about pioneering new approaches and finding innovative, better ways of doing business

Innovation is about buy in, not ideas

A new idea is delicate. It can be killed by a sneer or a yawn; it can be stabbed to death by a quip and worried to death by a frown on the right man's browOvid

Rules for giving

your idea the best

chance of success

Create a compromise

plan

Know who needs to say yes to your

idea

Make your idea beautiful

Trial fast

4

Create a compromise plan for your idea

Getting ideas through complex businesses means avoiding dogma and being prepared to make compromises and changes to your concept.

1 2 3Create a negotiating

strategy - know what you are willing to give up and

what you must stay true to for the idea to succeed

Bring the customer into the process, they are

much harder to argue with than anyone else in your

business

Understand that pitching a 10/10 idea might result in executing a 4. And get

OK with that!

Know who needs to say yes to your idea, and get political!

There are typically two sets of people who you need to engage so that they say yes to your idea:

People who are going to have to pay for it

People who are going to have to deliver it

Build relationships with people you need to influence

Develop allies in different departments

Create internal buzz around your project

Identify the ‘enablers’ for your idea

Make your idea beautiful

One of the most important elements of the buy in process is attraction. How can you make your idea instantly attractive to the people in your organisation?

But remember that beauty is in the eye of the beholder…

Beautiful stories Beautiful business models Beautifully Simple

Trial Fast

Get creative about how you can do trials for less

Ask for forgiveness, not permission!

The best way to persuade a business to launch a new idea is to prove that it can work

Learn from tech companies that get products into trial, test, learn and develop in iterative sprints

Tell stories! Facts and figures convince the business, but stories and colour builds belief

Working session 3Using a technique for understanding

barriers and building alignment

Technique

This is a projective technique for increasing engagement and buy-in. It works by helping you think about the challenge from a different perspective. We usually use it at kick-off meetings to identify what’s on the mind of key stakeholders.

The Gossip Game

BigCo is a global consumer goods business

The brief for working session 3

The challenge:

First, imagine that the project has been a huge success. Role play what you’re saying about it and how great it is.

Think back to a meeting with the BigCo Executive Committee when they told you why they felt the project had been such a success. What happened? What did they say?

Imagine it is after work on a Friday in a year’s time. You and your BigCo colleagues have gone for a drink after work and you’re talking about an initiative that happened a few months ago, when BigCo launched its first ever net positive product range.

Share & Reflect

The brief for working session 3

The challenge:

First, imagine that the project has been a huge success. Role play what you’re saying about it and how great it is.

Think back to a meeting with the BigCo Executive Committee when they told you why they felt the project had been such a success. What happened? What did they say?

Imagine it is after work on a Friday in a year’s time. You and your BigCo colleagues have gone for a drink after work and you’re talking about an initiative that happened a few months ago, when BigCo launched its first ever net positive product range.

Then imagine that the project has gone horribly wrong. Role play what you’re saying about it and how awful it was.

You’ve had a debrief with the Executive Committee. What went wrong? What did they challenge you on?

Share & Reflect

Back to the purpose of this session

…AN IDEA THAT HAPPENS AND MAKES A BIG DIFFERENCE

A BIG IDEA FOR ACTIVATING BRAND PURPOSE IS…

Reflecting on what we’ve found out

today

Thank You