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THE LOVEMARKS ACADEMY
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The Lovemarks Academy
THE LOVEMARKS ACADEMY
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Personal, Professional, and Commercial
OUR GOAL STIMULUS FOR SUSTAINABLE GROWTH
The Lovemarks Academy
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HEALTH WARNING
The Academy experience is at its best when you:
• don’t jump to the answer
• trust the process even if it isn’t in your nature
to do so
• ban stereotypes, hierarchies, and traditional
roles at your tables
• don’t let your inhibitions or insecurities put a
stop to creative flow
• remember that this is a learning experience
We don’t believe there is a recipe for Lovemarks or a single way of
doing things. We’re just sharing one way of doing things that we use
at S&S
The Lovemarks Academy
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DEVICES DURING BREAKS
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WHICH OF THESE THINGS HAS
A STRONGER NEGATIVE
EFFECT ON YOUR IQ?
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CHATHAM HOUSE RULES
What happens at a
Lovemarks Academy stays
at a Lovemarks Academy
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START
foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime
Presentation
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
Foundations
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The Lovemarks Academy
WHO WE Are Saatchi & Saatchi was founded in 1970 by Charles and Maurice Saatchi on one single
compelling principle:
‘Nothing is Impossible’
From the outset Saatchi & Saatchi challenged industry conventions, broke the
rules and created work that was ground breaking in every respect
The Agency became famous for its maverick spirit and audacious creativity
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The Lovemarks Academy
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The Lovemarks Academy
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The Lovemarks Academy
OUR PURPOSE
WHY?
WHO/DNA
WHAT? HOW?
THE SPIRIT
THE GREATEST IMAGINABLE CHALLENGE
(GIC)
THE FOCUS
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The Lovemarks Academy
TO BECOME AGENCY OF THE YEAR IN EVERY MARKET IN WHICH WE OPERATE
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The Lovemarks Academy
No Sustainability,
No Lovemark.
- Kevin Roberts, Global CEO,
Saatchi & Saatchi
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OUR SPIRIT Act Now. Nothing is Impossible
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OUR DREAM is to rewrite the future with our
clients by
transforming their cultures
and brands so they thrive in
perpetuity
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OUR FOCUS
is to make sustainability irresistible
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The Lovemarks Academy
What’s Irresistible?
Effortless
Surprising Delicious
Obvious
Profitable Trendy
Comforting Magnetic
Health
Beautiful Affordable
Fun
(But it’s not
compliance.)
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The Lovemarks Academy
Social
Environmental
Economic
Cultural
The Four Streams of Sustainability
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START FINISH
Discovery Exploration Inspiration Activation Evaluation Showtime
Next Steps
AGENDA
foundations Lovemarks Client challenge
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The Lovemarks Academy
Lovemarks
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The Lovemarks Academy
Brands ARE OVER
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The Lovemarks Academy
Commoditisation
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BRANDS HAVE
BECOME BLAND
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QUALITY IS
ABUNDANT
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AND
INCREASINGLY
GLOBAL
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A METAPHOR FOR
THE
COMMUNICATIONS
LANDSCAPE?
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The Lovemarks Academy
Enter
THE AGE OF NOW
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The Lovemarks Academy
BRANDS
• Based on a promise
• Internal structure
• Singular consistent
message
• Communicate an
image
• Trust through authority
• Controlling
• Marketing as a layer
• Profit drives decisions
LOVEMARKS
• Guided by a purpose
• Internal culture
• Multiple coherent
messages
• Deliver an experience
• Trust through transparency
• Empowering
• Marketing is baked-in
• Integrated triple bottom
line
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The Lovemarks Academy
People Power
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The Lovemarks Academy
United airlines
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The Lovemarks Academy
A Lovemark A PRODUCT, SERVICE
OR ENTITY THAT INSPIRES LOYALTY
BEYOND REASON
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Argentina Toyota Corolla Dune
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Argentina Toyota Corolla Trailer
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Loyalty Beyond Reason
IS AN OUTLIER
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The Lovemarks Academy
THE LOVE RESPECT AXIS
LOVE
BRANDS
Low Love High Respect
LOVEMARKS
High Love High Respect
PRODUCTS
Low Love Low Respect
FADS
High Love Low Respect
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The Lovemarks Academy
WHAT DRIVES TRUST
1)Reciprocity
2)Ability and/or Integrity
3)Sacrifice and/or Benevolence
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The Lovemarks Academy
Source: Harvard Business Review
Known for things that are different
Known for good things
Advocacy
Unknown
Known
Known for something
Known for things that I care about
LOVEMARKS
THE JOURNEY TO A LOVEMARK
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The Lovemarks Academy
Source: Harvard Business Review
LOVEMARKS
BEWARE THE DIFFERENTIATION TRAP
Known for things that are different
Known for good things
Advocacy
Unknown
Known
Known for something
Known for things that I care about
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The Lovemarks Academy
Newer Brighter Greener Cheaper
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The Lovemarks Academy
Source: Harvard Business Review
Known for things that are different
Known for good things
Advocacy
Unknown
Known
Known for something
Stands for things that I care about
LOVEMARKS
THE JOURNEY TO A LOVEMARK
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“The essential difference between
emotion and reason is that emotion leads to action
while reason leads to conclusions.”
Donald B. Calne
Professor of Neurology University of British Columbia
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The Lovemarks Academy
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
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The Lovemarks Academy
GOAIGLA CRYING (OR ANOTHER EXAMPLE)
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The Lovemarks Academy
HOW WILL YOU KNOW WHEN YOU’VE ARRIVED?
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The Lovemarks Academy
Defend you
WHEN PEOPLE CAN’T HELP BUT:
Promote you
Forgive you
Challenge you
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The Lovemarks Academy
WHEN THINGS WE LOVE DO THINGS WE DON’T LOVE….
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The Lovemarks Academy
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The Lovemarks Academy
Lovemarks
SHOW AND TELL
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The Lovemarks Academy
No Sustainability, No Lovemark
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The Lovemarks Academy
93% of consumers want to know what companies are doing to make the world a better place
91% also want to be heard by companies.
In contrast, 71% report being confused by the message
companies use to talk about their efforts and impacts.
2011Cone/Echo Global Corporate Responsibility Study
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Lovemarks stand for things people care
about - like design, provenance, quality,
experience, taste, etc.
Increasingly, they also must ensure that
they don’t stand in conflict to people’s
beliefs more generally
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The Lovemarks Academy
“Not all profit is created equal. Profits involving a social purpose
represent a higher form of capitalism. One that creates a positive cycle of company and
community prosperity.”
Kramer and Porter on
Shared Value
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The Lovemarks Academy
Sustainable Opportunities:
Collaborative Consumption
If your product ever sits idle what
are the opportunities to create a
new model for consumption? If
you don’t do it, someone else will.
Leasing, sharing, blending,
collaborating.... You get the
picture
‘I used to get something from knowing I
had a Porsche in the driveway. I just
don’t anymore. So even with 2 kids I
don’t own a single car. Just City Car.’
Martin, 45, London
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The Lovemarks Academy
Who is 49M?
It is government, Eskom, big players in industry and commerce, and it is you – all 49 million of you South African citizens.
SAVE ELECTRICITY AND CREATE A BETTER ECONOMIC, SOCIAL AND ENVIRONMENTAL FUTURE FOR ALL
Saving power is really about changing our attitudes. By simply making small changes in our everyday life, collectively we can make a massive difference.
BE PART OF THE SOLUTION, MAKE A DIFFERENCE AND TAKE
THE 10% PLEDGE
NO SUSTAINABILITY, NO LOVEMARK
49M INITIATIVE REMEMBER YOUR POWER
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The Lovemarks Academy
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The Lovemarks Academy
What do people really care about these days when it comes to brands and business?
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The Lovemarks Academy
EDELMAN TRUST BAROMETER
2008 TRUST DRIVERS
OPERATIONS
(79%)
2013 TRUST PERFORMANCE
CLUSTERS
Reputation as a
place to work
(81%)
Financial
Performance
(76%)
Respected CEO
or leaders (71%)
ENGAGEMENT (59%)
INTEGRITY (58%)
PRODUCTS & SERVICES (54%)
PURPOSE (47%)
OPERATIONS (39%)
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The Lovemarks Academy
ENGAGEMENT
• Listens to customers
• Treats employees well
• Places customers ahead of profits
• Communicates frequently and honestly on the state of its business INTEGRITY
• Has ethical business practices
• Takes responsible actions to address an issue or crisis
• Has Transparent and open business practices PRODUCTS AND SERVICES
• Offers high quality products or services
• Is an innovator of new products, services or ideas PURPOSE
• Works to protect and improve the environment
• Addresses society’s need s in its everyday business
• Creates programs that positively impact the local community
• Partners with government and 3rd parties to address societal needs OPERATIONS
• Has highly regarded and widely admired leadership
• Ranks on global list of top companies
• Delivers financial returns to investors
EDELMAN’S 16 ATTRIBUTES
TO BUILD TRUST
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YOUR DREAM
WHEN DID YOU KNOW THIS WAS YOUR
AMBITION?
Brands have to fit into a broader
narrative these days which is not
just about product and service
delivery. It is all about Purpose.
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The Lovemarks Academy
THE PURPOSE EFFECT
A strong and well communicated purpose is associated with up to 17%
better financial performance.
IMD/Burson Marsteller Corporate Purpose Impact Study 2010
Only 40% of employees understand their organisation’s strategy. Accenture High Performance Workplace Study
Only 4% of UK workers exhibit the highest level of engagement with
their work. Corporate Leadership Council
40% of a company’s reputation is determined by its purpose and 60%
by performance. Burson Marsteller/Penn, Schoen & Berland, 2008
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The Lovemarks Academy
FIRMS OF ENDEARMENT
Over the ten years that ended in June 2006, the public
Firms of Endearment returned 1,025% to their
investors, compared to the 122% earned by the S&P 500.
1,025%
Firms of
Endearment
122%
S&P500
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BECOMING IRRESISTIBLE IS
A FUNCTION OF HOW YOU
MAKE PEOPLE FEEL
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The Lovemarks Academy
ADOPT A
RELATIONSHIP
MINDSET
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The Lovemarks Academy
Fling … Secret affair … Courtship… Marriage …
Rebound … Hostile … Dependency … Enslavement … Family … Friends ... Casual friends … Childhood
friends … Sibling … Best friends … Arranged ... Blind Date ...
Re-acquaintance ... old family friend ... Pariah ... the guy next to you on the airplane
DEFINE YOUR RELATIONSHIP
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TOYOTA TUNDRA GIRLFRIEND
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A FRAMEWORK TO HELP
PROVOKE CREATIVITY
© Richard Hytner
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The Lovemarks Academy
DISCOVERY Unearth insights into your clients business
EXPLORATION Uncover Human centred insights
THE PATH TO IRRESISTIBILITY
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The Lovemarks Academy The Lovemarks Academy
DISCOVERY Unearth insights into your clients business
EXPLORATION Uncover Human centred insights
INSPIRATION Focus and idea
Generation
ACTIVATION
THE PATH TO IRRESISTIBILITY
IRRESISTIBLE
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The Lovemarks Academy
YES,
BUT
NUH-UH.
YES-HUH!
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‘Plus-ing’ is what it’s called at
Pixar, and there are two rules:
1) Practice ‘Yes, And’
2) Always make your partners look
good
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The Lovemarks Academy
BEST PRACTICES
FOR IDEA GENERATION
• Practice ‘Yes, And’.
• Bring a diverse group of people together.
• Encourage the reticent and moderate the talkers.
• If you feel the group is going in circles step back and use a reframing tool, visualisation, or some other stimulus to change the perspective.
• Don’t become a salesperson.
• Pick a scribe to capture ideas. Pick a facilitator to manage time and to keep the team on task and target.
• Set ground rules as a team if necessary. Things like, “encourage wild ideas”, “Go for quantity not quality”, “Don’t judge while ideating” etc.
• Focus ruthlessly when the time comes to make decisions.
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Don’t become this guy. Selling
an idea that hasn’t
landed…..
Maybe the world is just not
ready for it
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
CLIENT
CHALLENGES
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Lovemarks Academy CLIENT CHALLENGE
How might Airbnb create a compelling, unified story
around its core mission of a future economy powered by
sharing that is easily understood, emotionally captivating,
intellectually rigorous, and lots of fun?
How might that story translate into a statement of
corporate responsibility? How might Airbnb go about
building a corporate-responsibility strategy?
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Lovemarks Academy CLIENT CHALLENGE
The program’s communication efforts are meant to meet one end goal: make sustainability
part of our routine decision-making and long-range planning.
ARNG Soldiers and Leaders do not currently use a common language or consistently
integrate sustainability in their day-to-day decisions and meetings. Though we have made
limited progress at the Directorate level, we would like to take this message all the way to the
top and bottom (from the Leaders at the Pentagon to part-time Soldiers in the State Guards)
so that it becomes part of our organizational culture. This way, sustainability is driven by
informed and empowered individuals rather than a central administrative program.
ARNG seeks to build a communications strategy to educate personnel on sustainability,
integrate the principle into our Army Values, support sustainability initiatives in action, and
connect efforts to our communities and their priorities.
To begin progress to that end we must bring the message home to the ARNG’s most
important goal – maintaining and improving our operational capacity to accomplish our
global and domestic (federal and state) missions.
How do we connect the operational missions more deeply to the concept of sustainability, so
as to initiate an organization-wide culture change among Soldiers and Leaders?
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Lovemarks Academy CLIENT CHALLENGE
One of APE’s key properties (Outside Lands) is already perceived as one of the greenest festivals in the
market. And while sustainability may not be overtly promoted to festival-goers at Outside Lands, APE has
taken steps to reduce their environmental impact and teach attendees everyday sustainability practices.
APE has built a robust sustainability platform with Eco Lands and other sustainability measures taken at the
festival. Outside Lands’ sustainability branding is both highly relevant to local consumers and is also a
powerful point of difference for Outside Lands within the music festival competitive landscape. APE
wants to continue strengthening its competitive positioning as a leader in sustainability in the music
industry.
Accordingly, APE is now looking to take its sustainability platform to the next phase of growth with a new
big idea that can propel its sustainability strategy to the next level -- not only making a major
environmental impact, but also engaging consumers with its brand (strengthening brand equity and
brand loyalty), and ultimately raising awareness and solidifying APE’s positioning as a leader in
sustainability in the music industry.
Guidelines:
- Ideas must be aligned with APE’s core mission and product (a music experience) and resonate with its
concert goers.
- APE doesn’t want to overly push the message to consumers but would rather consumers ‘discover’ the
sustainability practices as they explore the festival. So, how can APE ‘do more’ without necessarily
‘saying more’?
- How can APE engage concert goers on this topic at varying touch points (before, during and after
concerts)?
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Lovemarks Academy CLIENT CHALLENGE
SFGoodwill has reached a point in its brand re-launch where its ready
to engage team members in understanding the brand position – “See
the good and grow it.” and their role in championing the core values
of the organization “Community. Possibility. Courage. Integrity.”
Given the complexity of the audience, how might SFGoodwill best
engage internal stakeholders, connecting on an emotional level with
people of various backgrounds, learning styles, levels of sophistication,
and “tribe” alliances? How might brand ambassadors be encouraged
to emerge from among the rich diversity that makes up the Goodwill
family? And how might Goodwill do this on a shoestring budget?
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The Lovemarks Academy
Presentations EACH TEAM HAS 5 MINS TO PRESENT
1. The content of your OIIC and, In particular, make sure your insight resonates with people in the room, perhaps delivering an ‘aha’ moment for the audience.
2. Your Organising Idea to the power of S (OIs)
1. 1-3 ideas for how your OIs could transform the client’s business. No traditional communication ideas are allowed
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The Lovemarks Academy
Presentations KEEP IN MIND THE FOLLOWING:
For the next two days you work at Saatchi & Saatchi S. Our goal is to make sustainability irresistible and sustainable brands irresistible. Armed with our creative tools and a point of view, no other enterprise should be able to come up with our creative solution
Paint the ‘pain’ the business is facing, or will be facing, which you uncovered during Discovery and the insight into what people really care about that indicates a way around the issue
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THE OIIC A FRAMEWORK TO CAPTURE THE BEST THINKING AND FORCE SIMPLICITY IN EVERY STRATEGY
O I I C Objective Issue Insight Challenge
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The Lovemarks Academy
THE OIIC INSPIRE PARTNERS WITH A SIMPLE, FOCUSED, TRUTHFUL BRIEF…
Objective: a real, transformational and measurable business objective
Issue: the one thing currently preventing us from meeting the objective
Insight: the simple truth we know about people that will help us overcome the issue
Challenge: what we need to do (not say!) to meet the objective
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THE PERFECT PAINTING
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The Lovemarks Academy
WHAT MAKES A GOOD OIIC?
• A measurable business objective – not necessarily the objective in the brief
• Short, punchy and inspirational, with inherent tension
• A natural and logical flow from O to C, although it may not be created in that order
• Agreed upon by all involved
• Based on real insight from people and clients – insight is the heart of the OIIC and connects to the OI
• Avoid buzz words or industry lingo. Use language that real people would use as well
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The Lovemarks Academy
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The Lovemarks Academy
RAINFOREST ALLIANCE Objective: Drive sales in Rainforest Alliance certified products with people who already ‘care’ about the environment.
Issue: Even people who ‘care’ about the environment are cynical about what buying a green label can do about big problems.
Insight: There are times in your life, often in youth, when you feel like you have nothing to lose. When allowing your passion and conscience to drive your decisions is the responsible, moral thing to do. But when family and other ‘responsibility’ come into the picture, that all changes. All of a sudden ‘responsible’ takes on whole new meaning.
Challenge: Make Rainforest Alliance a short-cut to ‘responsible’ for the green cynics out there
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The Lovemarks Academy
MILLER HIGHLIFE
Objective: Use the Superbowl as a catalyst to turn around declining sales
Issue: Highlife has a very limited budget and no national rights to advertise during the Superbowl
Insight: The recession is causing real pain in American and people are sick of what seems like big spending and out of touch behaviour by big business
Challenge: In a world of pretension, make Miller Highlife a refuge for the real
OI - Common Sense in a Bottle
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Video: Miller Highlife Effie
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The Lovemarks Academy
MILLER HIGHLIFE
One Year On
Common sense informed their sponsorship, communications and advertising in entirely new ways.
Times were still tough. So they started sponsoring small business owners with their own Superbowl spots.
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The Lovemarks Academy
Oxygen Broadband
Objective: Inspire customers already using internet in the
home to switch to Oxygen Broadband.
Issue: The currency of broadband in Hong Kong is speed,
but every few weeks faster broadband becomes available. Oxygen may be the fastest today, but they won’t be tomorrow.
Insight: There is absolutely nothing more important to
families in Hong Kong than their children’s performance in school. In fact, their competitive spirit is at it’s strongest when they take on their child’s education.
Challenge: Make Oxygen broadband a Partner in
Learning
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Video: Oxygen Broadband
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The Lovemarks Academy
THE OIIC CAPTURES THE STRATEGIC
IMPERITIVE AT ANY LEVELS
Business strategy
Organising Idea
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
Execution
Business/
brand level
Campaign
level
Campaign Idea/Creative Idea
Brand OIIC S
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The Lovemarks Academy
CLARIFY
THE OBJECTIVE
The OBJECTIVE should be measurable and focussed on results.
Think about how to frame an EXCITING or ENERGISING objective that is more powerful than what you commonly work with today.
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The Lovemarks Academy
THE OIIC INSPIRATION STARTS WITH THE OBJECTIVE…
Objective: a real, transformational and measurable business objective
Issue: the one thing currently preventing us from meeting the objective
Insight: the simple truth we know about people that will help us overcome the issue
Challenge: what we need to do (not say!) to meet the objective
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
The path to irresistibility
DISCOVERY
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The Lovemarks Academy
THE PATH TO IRRESISTIBILITY - DISCOVERY
DISCOVERY Unearth insights into your clients business
EXPLORATION Uncover Human centred insights
INSPIRATION Focus and idea
Generation
ACTIVATION IRRESISTIBLE
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The Lovemarks Academy
TOOLS FOR DISCOVERY
• Face the Facts
• The Four Streams
• Irresistible Matrix
• Love-respect Axis
• Lovemarks Journey
• PESTEL
• Five Forces framework
• Identify the Business Strategy
• Drucker’s 5
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The Lovemarks Academy
LOVE AND RESPECT THROUGH THE LENS OF SUSTAINABILITY
LOVE
BRANDS
Low Love High Respect
LOVEMARKS
High Love High Respect
PRODUCTS
Low Love Low Respect
FADS
High Love Low Respect
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The Lovemarks Academy
Socialize
Sustainable
Irresistible
Business as Usual
Greenwash
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The Lovemarks Academy
The Four Streams Exercise
Stream Current issues relevant to client challenge
Social
Environmental
Economic
Cultural
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The Lovemarks Academy
FIVE FORCES FRAMEWORK
Source: Harvard Business Review
B U S I N E S S
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERS
SUPPLIERS
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The Lovemarks Academy
FIVE FORCES FRAMEWORK
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERS SUPPLIERS
Source: Harvard Business Review
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The Lovemarks Academy
INCREASED COMPETITION
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERS SUPPLIERS
Source: M. Porter
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The Lovemarks Academy
POTENTIAL ENTRANTS
Source: Harvard Business Review
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The Lovemarks Academy
SUBSTITUTES
Source: Harvard Business Review
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The Lovemarks Academy
SUBSTITUES:
SHARE OF WALLET, TIME AND ENERGY
Gift image
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The Lovemarks Academy
WHERE IS THE GREATEST FORCE BEING EXERTED?
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERS SUPPLIERS
Source: M. Porter
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ORGANISING IDEA:
Make business social
SAATCHI & SAATCHI - LOVEMARKS ACADEMY
OBJECTIVE: To be admired for improving quality of life through business ISSUE “I just don’t believe you. The job of business is to make money!” INSIGHT There are moments when we turn ourselves into believers. When we say ‘I do’ and become a husband or wife, when we sign on the dotted line, when we take to the streets to protest. That’s when our new beliefs are made official in front of my peers” CHALLENGE Inspire a generation of upcoming leaders to sign a new social contract for business
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ORGANISING IDEA:
Business for a new world
SAATCHI & SAATCHI - LOVEMARKS ACADEMY
OBJECTIVE: To be the Harvard Business School of Africa ISSUE ‘When I think of Africa, I think of opportunity, but I don’t think of entrepreneurship or innovation’ . INSIGHT The leaders that have global currency and that inspire well beyond their home are people driven by values, not power. Kofi, Mandela, Ghandi, Makeba… CHALLENGE Make UCT business school the home for values driven, global leaders
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The Lovemarks Academy
THE ISSUE SHOULD BE INSIGHTFUL
SIENNA LAUNCH
Issue:
Despite their immense love for their kids, parents feel that buying a minivan is yet another sacrifice they now have to make for their young ones
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The Lovemarks Academy
THE OIIC WORK ON YOUR OIIC…
Discovery helps us better understand the ISSUES facing our clients and it is a chance to reframe the OBJECTIVE in more transformational language
Objective: a real, transformational and measurable business objective
Issue: the one thing currently preventing us from meeting the objective
Insight: the simple truth we know about people that will help us overcome the issue
Challenge: what we need to do (not say!) to meet the objective
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F IRST: POTENT IAL ISSUES
THEN: F ILTER
OBJECT IVE
ISSUE -----
WHAT’S STANDING IN YOUR WAY?
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THE F ILTER
If we remove this issue, is the
objective
obviously
achievable?
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The Lovemarks Academy
SUMMARY DISCOVERY
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
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THE FIVE (OR SO) WHY’S THE ISSUE
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
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THE FIVE (OR SO) WHY’S THE ISSUE
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY? Not enough nails
Horse lost a shoe
One less horse
One less warrior
Lost the battle
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THE FIVE (OR SO) WHY’S THE ISSUE FOR TUI
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
I don’t get a lot of time
with my family. I want
my holiday to be a
vacation, not a crusade.
Because my primary
focus is on where,
when, and who – my
family- for my vacation
Only 4% of people
actually pay attention to
sustainability when
booking a holiday A better articulation of
the issue!
THEREFORE
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THE FIVE (OR SO) WHY’S THE ISSUE FOR TUI
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
I don’t get a lot of time
with my family. I want
my holiday to be a
vacation, not a crusade.
Because my primary
focus is on where,
when, and who – my
family- for my vacation
Only 4% of people
actually pay attention to
sustainability when
booking a holiday A better articulation of
the issue!
THEREFORE
Crusades are all about
sacrifice and exhaustion
and there is plenty of
that already in my life.
We all have a mental accounting
system in our unconscious. Every time I
compromise or exercise willpower I’m
inadvertently adding it up in my head.
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy The Lovemarks Academy
THE PATH TO IRRESISTIBILITY - EXPLORING
DISCOVERY Unearth insights into your clients business
EXPLORATION Uncover Human centred insights
INSPIRATION Focus and idea
Generation
ACTIVATION IRRESISTIBLE
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The Lovemarks Academy
Exploration UNCOVER HUMAN CENTRED INSIGHTS
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The Lovemarks Academy
There are many ways to uncover
insights
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The Lovemarks Academy
THERE ARE MANY,
MANY WAYS TO
UNCOVER INSIGHTS
DRIVEN BY SCIENCE
DRIVEN BY INTUITION
ONLINE
AND
OFFLINE
The Lovemarks Academy
INCOMPLETE EXPLORATION
IN A LEARNING
ENVIRONMENT
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The Lovemarks Academy
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The Lovemarks Academy
• From the Greek word noesis, meaning to understand the inner nature of things intuitively, in contrast to mere perception
or rational thinking (reasoning)
• It is often said to manifest itself suddenly in a clear and deep moment of understanding, an “aha experience”
• It is a truth that can be acted upon.
When is a Truth an Insight?
© Richard Hytner
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The Lovemarks Academy
“The ability to pierce through the veils of ordinary perception to a bitter truth”
My Shallow Affair with Twitter
Harry Eyres. FT Weekend July 9 2011
What do we mean by Insight?
“A new understanding, probably of human behaviour or attitude, as a result of which
action may be taken and an enterprise more efficiently conducted.”
Jeremy Bulmore Market Leader: Issue 29, Summer 2005
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The Lovemarks Academy
Where do insights come from?
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The Lovemarks Academy
First stage: the impasse
Second Stage: the revelation
Third stage: the certainty
The Insight Experience
Lateral Thinking Drilling Down Laddering Up
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The Lovemarks Academy
GO XPLORING
REDEFINE YOUR CATEGORY (PLAY ‘WHAT’S MY JOB’)
Tools to GENERATE INSIGHT
LADDER THE BENEFITS
EXAMINE THE EXPERIENCE GAP
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The Lovemarks Academy Video: Simpsons focus group
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The Lovemarks Academy
CHALLENGE ASSUMPTIONS
Only 27% of respondents expressed a positive attitude about Porsche 911 drivers
… yet 89% agreed “it would be my lucky day” if given a chance to be one
(Weeks & Williams JM 2006)
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The Lovemarks Academy
XPLORING IS ABOUT GETTING TO THE TRUTH
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The Lovemarks Academy
THE TRUTH
ABOUT REAL
PEOPLE IN THE
REAL WORLD
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The Lovemarks Academy
We use stereotypes and
assumptions - we couldn’t
survive modern life without
them. But to successfully
xplore, and uncover insights generally, you must TAKE
OFF YOUR BLINKERS.
Start seeing the world with
‘soft eyes’.
ALL OF US HAVE BLINKERS ON
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The Lovemarks Academy
WHAT IS IT?
A GUIDE TO ACTION INSPIRED BY REAL PEOPLE IN THE REAL WORLD
WHY SHOULD WE DO IT
IF YOU WANT TO UNDERSTAND HOW A TIGER HUNTS … DON’T GO TO THE ZOO
Go to the JUNGLE
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The Lovemarks Academy
UNDERSTANDING Understanding comes… when you empty your head of what you THINK you know!
10% You know
10% You know you don’t know
80% You DON’T KNOW you DON’T KNOW
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The Lovemarks Academy
EMOTIONALIZING THE RELATIONSHIP PEOPLE HAVE WITH OUR BRANDS
HIGH RESPECT
HIGH LOVE
STANDS FOR SOMETHING
PEOPLE CARE ABOUT
ADVOCACY
KNOWN FOR SOMETHING GOOD
OR DIFFERENT
KNOWN FOR SOMETHING
KNOWN
UNKNOWN
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The Lovemarks Academy
LET OTHER
PEOPLE TALK
FIRST AND RESIST
THE TEMPTATION
TO INTERVIEW
JUST HAVE A CONVERSATION
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The Lovemarks Academy
Tide Stain Or Cadbury Argentina Shhhh
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The Lovemarks Academy
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The Lovemarks Academy
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The Lovemarks Academy
TOOL WHAT’S MY JOB?
“The customer rarely buys what the business thinks it sells him”
—Peter Drucker (1964)
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The Lovemarks Academy
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The Lovemarks Academy
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The Lovemarks Academy
TOOL LADDER THE BENEFITS
Features- Benefits- Values
ASK, ‘THE BENEFIT
OF THE BENEFIT IS
WHAT?’
UNTIL YOU REACH AN
ANSWER THAT INSPIRES YOU
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The Lovemarks Academy
TOOL IDENTIFY THE BRAND EXPERIENCE GAP
Doug Dietz, Head Designer for GE Healthcare
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The Lovemarks Academy
THE OIIC INSPIRE PARTNERS WITH A SIMPLE, FOCUSED, TRUTHFUL BRIEF…
Objective: a real, transformational and measurable business objective
Issue: the one thing currently preventing us from meeting the objective
Insight: the simple truth we know about people that will help us overcome the issue
Challenge: what we need to do (not say!) to meet the objective
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The Lovemarks Academy
SUMMARY EXPLORATION
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
XPLORING
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The Lovemarks Academy
Presentations EACH TEAM HAS 5 MINS TO PRESENT
1. The content of your OIIC and, In particular, make sure your insight resonates with people in the room, perhaps delivering an ‘aha’ moment for the audience.
2. Your Organising idea to the power of S (OIs)
1. 1-3 ideas for how your OIs could transform the client’s business. No traditional communication ideas are allowed
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The Lovemarks Academy
THOUGHTS
OVERNIGHT?
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The Lovemarks Academy
Foundations
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The Lovemarks Academy
198 Saatchi & Saatchi S
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The Lovemarks Academy
Lovemarks
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The Lovemarks Academy
THE LOVE RESPECT AXIS
LOVE
LOVE
Low Love High Respect
LOVEMARKS
High Love High Respect
LOVE
Low Love Low Respect
FADS
High Love Low Respect
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The Lovemarks Academy
SUMMARY DISCOVERY
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
DRUCKER’S 5
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The Lovemarks Academy
SUMMARY EXPLORATION
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
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The Lovemarks Academy
ONE WORD STORYTELLING
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The Lovemarks Academy
Presentations EACH TEAM HAS 5 MINS TO PRESENT
1. The content of your OIIC and, In particular, make sure your insight resonates with people in the room, perhaps delivering an ‘aha’ moment for the audience.
2. Your Organising idea to the power of S (OIs)
1. 1-3 ideas for how your OIs could transform the client’s business. No traditional communication ideas are allowed
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‘Plus-ing’ is what it’s called at
Pixar, and there are two rules:
1) Practice ‘Yes, And’
2) Always make your partners look
good
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MBA POLYMERS OBJECTIVE: One in two green cars to use recycled complex plastic in the next three years ISSUE: People believe the hallmark of a green vehicle today is fuel efficiency and lower emissions INSIGHT: I go green to be seen. I drive a Prius - an ugly car - because everyone recognises it as the green car. It is that little bit of bling that acts as the short cut to joining the environmental elite CHALLENGE: Turn recycled plastic into gold by making it just as visible as the shape as the Prius ORGANISING IDEA: Plastic Alchemy
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OBJECTIVE: Convert one car company as a customer in the next 12 months ISSUE: We have large, complex supply chains and, even though there is now increasing plastic in our cars, each piece of plastic is a marginal component. Making a switch to MBA Polymers as a supplier is just far too difficult INSIGHT: There comes a point in every parent’s life when they go from super hero to simply human. Their kids no longer grant them unconditional adoration: ‘You do what for a job?’ CHALLENGE: Make the first step to buying recycled plastic the new act of heroism ORGANISING IDEA: Hero Plastics
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OBJECTIVE: Replace virgin plastic with recycled plastic. [Metrics: % recycled; % products in particular category over 3 year timeframe] ISSUE: Despite knowing ‘the why’ they should buy recycled plastics (environmental and economic benefits) and understanding the ‘how’ (MBA Polymers’ unique technology), they still don’t understand what they’re getting INSIGHT: As a society, we all value progress. We illustrate this progress through numerical iterations. Who doesn’t want the iphone 5 instead of the iphone 4? CHALLENGE: Demonstrate the progress of MBA Polymers’ plastic ORGANISING IDEA: Unleash Plastic 2.0.
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The Lovemarks Academy
TELL A STORY
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
Inspiration FOCUS AND IDEA GENERATION
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The Lovemarks Academy
The Path to Irresistibility
DISCOVERY Unearth insights into your clients business
EXPLORATION Uncover Human centred insights
INSPIRATION Focus and idea
Generation
ACTIVATION IRRESISTIBLE
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The Lovemarks Academy
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
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The Lovemarks Academy
THE CHALLENGE:
AS A RESULT OF WHAT WE
KNOW FROM THE OII, WHAT
WE NEED TO DO
OBJECTIVE:
Reduce the cost of incubators from $25,000 to $2500 to make incubators affordable for hospitals in Nepal.
CHALLENGE:
‘UNPLUG
INCUBATOR
TECHNOLOGY TO
GET IT OUT OF THE
HOSPITAL AND
INTO THE
VILLAGES’
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The Lovemarks Academy
TOOL THE CONNECTOR GRID
film literature farming
music engineering philosophy medicine architecture
economics religion theatre chemistry physics
sports politics
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The Lovemarks Academy
The challenge WHAT WE ARE GOING TO DO (NOT SAY) TO MEET THE OBJECTIVE
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The Lovemarks Academy
An Organising Idea springs from and is at the HEART of
the business, AUTHENTIC
and INSPIRING – to people,
to partners – internally and
externally and drives the
Purpose of the organisation
into the everyday activities of
the business
An Organising Idea powered
by S puts sustainability right
where it belongs: at the heart
of the business
ORGANISING IDEA powered by ustainability
OI
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The Lovemarks Academy
Fight for every heartbeat
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The Lovemarks Academy
THE ECONOMIST
“TO SHINE A WHITE LIGHT ON THE TRUTH”
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The Lovemarks Academy
Celebrate Every Birthday Shoes for Tomorrow
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The Lovemarks Academy
TOMS
BOBS
(Sketchers)
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The Lovemarks Academy
The Joy of Movement
Fuels every child’s imagination
Life Flows Better
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The Lovemarks Academy VISA – FLOW-BILL
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The Lovemarks Academy
THE SIX SIGNS OF AN
ORGANISING IDEA
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The Lovemarks Academy
It starts with Purpose
and gives strategic
inspiration, not simply
executional direction
So it tells you what
cause you champion
1
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The Lovemarks Academy
It is authentic and
clearly defines the
meaning of the brand
in people’s lives
2
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The Lovemarks Academy
It flows from genuine
and surprising insight, focusing on WHAT
REAL PEOPLE
CARE ABOUT,
not what we think
they need
3
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The Lovemarks Academy
It makes decisions easy “WE DON’T
DO MARKET
RESEARCH.”
4
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The Lovemarks Academy
It drives the bottom
line and anchors the business for the LONG
TERM -inspiring
product and service
design, social
programs, customer
experience, strategy,
media choices
5
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The Lovemarks Academy
It’s SIMPLE, short
and strong
6
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The Lovemarks Academy
INSIGHT: ‘When my car breaks down in the middle of the night, I feel really vulnerable and helpless.’
ORGANISING IDEA: We’re the fourth emergency service.
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The Lovemarks Academy
INSIGHT: ‘As a clueless teenager, I have no idea what will make a girl fancy me.’
ORGANISING IDEA: We’re your best first move
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The Lovemarks Academy
INSIGHT: ‘Mornings are not there to be enjoyed, they need to be survived.’
ORGANISING IDEA: Tolerate mornings
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The Lovemarks Academy
INSIGHT: ‘You can never get back the precious time a child misses through illness.’
ORGANISING IDEA: Childhood uninterrupted
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The Lovemarks Academy
HOW DO WE GET TO
ORGANISING IDEAS?
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The Lovemarks Academy
ORGANISING IDEAS (OI) TEND TO FALL INTO ONE OF THREE CATEGORIES DEPENDING ON WHAT WILL AUTHENTICALLY SETS A BRAND AND A BUSINESS APART FROM THEIR COMPETITION.
If your Spirit or a shared Dream that inspires people to lend you their time and money sets you apart, your OI probably answers the question:
WHY?
If what you deliver in the marketplace (service, experience, product) differentiates you, your OI should focus
on the ‘WHAT’.
If the way in which you create your brand experience and the focus that drives your people is truly distinctive, your OI probably answers
the question HOW do we do what we do?
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The Lovemarks Academy
WHAT SETS US APART IS OUR ‘WHY’. OUR DREAM.
1. S&S: To be revered as the hothouse of world changing ideas
2. LBS (London Business School): To have a profound impact on the way the world does business
3. Retail Bank (new entrant to market): To transform the relationship the Brits have with their money
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The Lovemarks Academy
WHAT SETS US APART IS ‘WHAT’ WE DO
1. Lego: (we are) Fuel for a child’s imagination
2. Apple: Unleashes Creativity
3. Nike: Empowers Athletes
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The Lovemarks Academy
WHAT SETS US APART IS HOW WE DO WHAT WE DO
1. Lexus: Pursuit of Perfection
2. Pampers: Focuses on Baby’s Development
3. Williams F1: Pushes back technological barriers to make the car go faster
4. S&S: Fill the world with lovemarks
5. S&SS: Makes Sustainability Irresistible
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TOOLS FOR EVALUATING THE
ORGANISING IDEA
The Lovemarks Academy
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The Lovemarks Academy
OI CHECKLIST
1. Is the OI simple, short and strong?
2. Does it give strategic inspiration, not executional direction?
3. Does it flow from a new and surprising insight?
4. Does it help you make decisions?
5. Does it anchor the brand for the long term?
6. Does it focus on what real people care about, rather than what we think they need?
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The Lovemarks Academy
CAN EVERYONE IN THE
BOARDROOM AND BEYOND
USE IT FOR INSPIRATION?
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The Lovemarks Academy
WEAR THE 6 THINKING HATS
With the exception of the blue hat, everyone must wear the same hat at the same time. The blue hat must keep the team thinking with the same frame of reference.
All red at the same time, all black at the same time. You get the idea.
EMOTIONS THE
MODERATOR SOLUTIONS
TO THE
BLACK HAT
EVERYTHING
GOOD AND
POSITIVE
EVERYTHING
BAD AND
NEGATIVE
THE FACTS
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The Lovemarks Academy
SUMMARY INSPIRATION
Objective: a real, transformational and measurable business objective
Issue: the most important thing currently preventing us from meeting the objective
Insight: Insight: the simple truth we know about people that will help us overcome the issue
Challenge: Challenge: what we need to do (not say!) to meet the objective
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START
foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
Activation Ideas to stimulate Participation
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IRRESISTIBLE IDEAS FOR THE PARTICIPATION
ECONOMY
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THESE DAYS THERE IS AN EXPECTATION THAT BRANDS AND BUSINESSES AND ORGANISATIONS
WILL INVITE PEOPLE TO:
INFLUENCE< ADAPT< OWN
AND PEOPLE WILL DO SO THROUGH AFFILIATIONS, OPENNESS TO NEW FORMS OF EXPRESSION, SOLVING PROBLEMS, AND (RE)CIRCULATING MEDIA
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AFFILIATIONS Formal and Informal
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EXPRESSIONS New Creative Forms
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COLLABORATIVE PROBLEM
SOLVING
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CIRCULATING MEDIA Create, Share, Change
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The Lovemarks Academy
HOW DO WE INVITE
MEANINGFUL
PARTICIPATION?
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The Lovemarks Academy
HOW DO WE INVITE
MEANINGFUL PARTICIPATION?
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WE NURTURE CULTURES OF PARTICIPATION AROUND BRANDS
Low barriers
to expression
and
engagement
Informal Guidance
and mentorship from
the experienced – or
just the right to make
mistakes while
learning.
Individual
contributions
matter to other
people and it’s
important I hear their opinion.
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Image courtesy of Krads
INCITE PLAY
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FACILITATE SIMULATION
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CREATE OPPORTUNITIES TO IMPROVE PERFORMANCE
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ENCOURAGE APPROPRIATION
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INVITE JUDGEMENT
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FACILITATE MULTITASKING
Don’t demand
everyone’s full
attention. Just
invite them to
come back.
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HAVE A
POSITIVE
IMPACT ON
THE
ENVIRONMENT
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RETAIN
CULTURAL
RELEVANCE
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The Lovemarks Academy
DEMONSTRATE
SOCIAL VALUE
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THE ULTIMATE TEST OF A
PARTICIPATORY CULTURE
FOR OUR CLIENTS:
HAVE WE EMPOWERED PEOPLE TO
INFLUENCE BRANDS AND INSPIRE THE
BUSINESSES BEHIND THEM?
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The Lovemarks Academy
Roddick
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The Lovemarks Academy
T-mobile
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The Lovemarks Academy
How attractive is your idea?
Will your story stimulate abundant participation?
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The Lovemarks Academy
“Will they want to improve it?”
“Will they want to experience it again?”
“Will they want to share it?”
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The Lovemarks Academy
SUMMARY ATTRACTION
Three ideas to INVITE PARTICIPATION and TRANSFORM the RELATIONSHIP between brand and consumer
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The Lovemarks Academy
THE GROUP PITCH TASK
A PURPOSE-INSPIRED answer to the challenge
YOUR TEAM’S most creative and audacious thinking
FOCUSED by, and captured in, an irresistible OIIC
GROUNDED in an original and truthful Insight
Developed into an Organising Idea
BROUGHT to life by 3 ideas of how to unleash that Organising Idea within the business or externally with consumers/customers
USING the opportunities presented by the Participation Economy
PITCHED with purpose and panache, inspiring action
ALL IN 5 MINUTES (max) or less
With some form of record of your OIIC/OI/Ideas
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The Lovemarks Academy
MAKE YOUR SOLUTION
THE OBVIOUS ONE.
SIMPLE.
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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The Lovemarks Academy
Showtime
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The Lovemarks Academy
Group presentations
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The Lovemarks Academy
Voting
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The Lovemarks Academy
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START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime
Next Steps
AGENDA
Client challenge
FINISH
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• TOOLS NOT USED OR SHARED IN THE
2013 ACADEMY
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The Lovemarks Academy
DRUCKER’S 5 Start making decisions right from the start. Describe in 5 simple answers what the business is and what fundamentally it does for customers and stakeholders.
Some of the questions may demand that you make assumptions or challenge what the client has communicated in the brief.
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The Lovemarks Academy
What Business are you in?
Who are your customers/clients?
What do your customers/clients
value?
With whom do you compete?
What are you really good at?
DRUCKER’S 5
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The Lovemarks Academy
What Business are you in?
Who are your customers/clients?
What do your customers/clients
value?
With whom do you compete?
What are you really good at?
DRUCKER’S 5: REFRAME
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The Lovemarks Academy
With whom do
we compete?
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The Lovemarks Academy
Who are our
customers?
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The Lovemarks Academy
What do our customers value?
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The Lovemarks Academy
What business are we in?
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The Lovemarks Academy
REFRAME YOUR ANSWER
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The Lovemarks Academy
WHAT BUSINESS ARE YOU IN?
I’m a
conversation
starter
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The Lovemarks Academy
THE ECONOMIST
“TO SHINE A WHITE LIGHT ON THE SUBJECTS WITHIN OUR RANGE”
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The Lovemarks Academy
“To organize the
world's
information and
make it
universally
accessible and useful."
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The Lovemarks Academy
What business are you in?
The financial planning business The realizing dreams business
Who are your customers/clients?
Retirees & people worried about the future People with a lot of living left to do
What do your customers/clients value?
Security in the future A chance to do things that working life didn’t allow for
With whom do you compete?
Financial advisors, banks, pensions Friendly advice, vacations, savings accounts, grandchildren…
What are you really good at?
Investment, financial advice Understanding & realising dreams
AMERIPRISE FINANCIAL
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Ameriprise: Sand Dunes Dreams don’t retire.
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The Lovemarks Academy
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The Lovemarks Academy
• Energized FAs
• Drove Lead Generation
• 28% Direct Mail Client
Response Rate
• $250 in Incremental
Investments
INSIDE-OUT
ENGAGEMENT
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The Lovemarks Academy
THE CREATIVE TRIBE Bring together partners, provocateurs, and experts. For
a few hours or a few days. Define the challenge.
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The Lovemarks Academy
MINI-TRIBE We’re going repeat a similar process 3 times, with
three different exercises to push your thinking.
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The Lovemarks Academy
THE TRIBE: IDEAS TO RETAIN This is your list of other people’s ideas that you
think may go places. That have something you want to hold onto. Ideas that have legs.
The Lovemarks Academy
IDEAS: ROUND 1 IDEAS: ROUND 2 IDEAS: ROUND 3
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The Lovemarks Academy
MINI-TRIBE 1) Take 3 minutes on your own to write down (neatly) on a piece of paper a territory for an
Organising Idea based on the following:
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The Lovemarks Academy
MINI-TRIBE 2) Read your best idea out-loud. Write down
OTHER PEOPLE’S ideas that you like and that you think have legs
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The Lovemarks Academy
Identify the crown jewels TAKE A VOTE TO PICK THE WINNING IDEA(S) FROM THE MINI-TRIBE