Lovemarks academy 2013 s&ss

THE LOVEMARKS ACADEMY

The Lovemarks Academy

THE LOVEMARKS ACADEMY

Personal, Professional, and Commercial

OUR GOAL STIMULUS FOR SUSTAINABLE GROWTH

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

DEVICES DURING BREAKS

WHICH OF THESE THINGS HAS

A STRONGER NEGATIVE

EFFECT ON YOUR IQ?

CHATHAM HOUSE RULES

What happens at a

Lovemarks Academy stays

at a Lovemarks Academy

foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime

Presentation

Next Steps

AGENDA

Client challenge

FINISH

Foundations

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

OUR PURPOSE

WHO/DNA

WHAT? HOW?

THE SPIRIT

THE GREATEST IMAGINABLE CHALLENGE

THE FOCUS

TO BECOME AGENCY OF THE YEAR IN EVERY MARKET IN WHICH WE OPERATE

No Sustainability,

No Lovemark.

- Kevin Roberts, Global CEO,

Saatchi & Saatchi

OUR SPIRIT Act Now. Nothing is Impossible

OUR DREAM is to rewrite the future with our

clients by

transforming their cultures

and brands so they thrive in

perpetuity

OUR FOCUS

is to make sustainability irresistible

What’s Irresistible?

Effortless

Surprising Delicious

Obvious

Profitable Trendy

Comforting Magnetic

Health

Beautiful Affordable

(But it’s not

compliance.)

Social

Environmental

Economic

Cultural

The Four Streams of Sustainability

START FINISH

Discovery Exploration Inspiration Activation Evaluation Showtime

Next Steps

AGENDA

foundations Lovemarks Client challenge

Lovemarks

Brands ARE OVER

Commoditisation

BRANDS HAVE

BECOME BLAND

QUALITY IS

ABUNDANT

INCREASINGLY

GLOBAL

A METAPHOR FOR

COMMUNICATIONS

LANDSCAPE?

THE AGE OF NOW

BRANDS

• Based on a promise

• Internal structure

• Singular consistent

message

• Communicate an

• 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

People Power

United airlines

A Lovemark A PRODUCT, SERVICE

OR ENTITY THAT INSPIRES LOYALTY

BEYOND REASON

Argentina Toyota Corolla Dune

Argentina Toyota Corolla Trailer

Loyalty Beyond Reason

IS AN OUTLIER

THE LOVE RESPECT AXIS

BRANDS

Low Love High Respect

LOVEMARKS

High Love High Respect

PRODUCTS

Low Love Low Respect

High Love Low Respect

WHAT DRIVES TRUST

1)Reciprocity

2)Ability and/or Integrity

3)Sacrifice and/or Benevolence

Source: Harvard Business Review

Known for things that are different

Known for good things

Advocacy

Unknown

Known for something

Known for things that I care about

LOVEMARKS

THE JOURNEY TO A LOVEMARK

LOVEMARKS

BEWARE THE DIFFERENTIATION TRAP

Advocacy

Unknown

Known for something

Known for things that I care about

Newer Brighter Greener Cheaper

Advocacy

Unknown

Known for something

Stands for things that I care about

LOVEMARKS

THE JOURNEY TO A LOVEMARK

“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

“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

GOAIGLA CRYING (OR ANOTHER EXAMPLE)

HOW WILL YOU KNOW WHEN YOU’VE ARRIVED?

Defend you

WHEN PEOPLE CAN’T HELP BUT:

Promote you

Forgive you

Challenge you

WHEN THINGS WE LOVE DO THINGS WE DON’T LOVE….

Lovemarks

SHOW AND TELL

No Sustainability, No Lovemark

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

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

“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

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

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

What do people really care about these days when it comes to brands and business?

EDELMAN TRUST BAROMETER

2008 TRUST DRIVERS

OPERATIONS

2013 TRUST PERFORMANCE

CLUSTERS

Reputation as a

place to work

Financial

Performance

Respected CEO

or leaders (71%)

ENGAGEMENT (59%)

INTEGRITY (58%)

PRODUCTS & SERVICES (54%)

PURPOSE (47%)

OPERATIONS (39%)

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

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.

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

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

S&P500

BECOMING IRRESISTIBLE IS

A FUNCTION OF HOW YOU

MAKE PEOPLE FEEL

ADOPT A

RELATIONSHIP

MINDSET

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

TOYOTA TUNDRA GIRLFRIEND

A FRAMEWORK TO HELP

PROVOKE CREATIVITY

DISCOVERY Unearth insights into your clients business

EXPLORATION Uncover Human centred insights

THE PATH TO IRRESISTIBILITY

The Lovemarks Academy The Lovemarks Academy

INSPIRATION Focus and idea

Generation

ACTIVATION

THE PATH TO IRRESISTIBILITY

IRRESISTIBLE

NUH-UH.

YES-HUH!

‘Plus-ing’ is what it’s called at

Pixar, and there are two rules:

1) Practice ‘Yes, And’

2) Always make your partners look

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.

Don’t become this guy. Selling

an idea that hasn’t

landed…..

Maybe the world is just not

ready for it

foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime

Next Steps

AGENDA

Client challenge

FINISH

CLIENT

CHALLENGES

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?

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?

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)?

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?

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

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

THE OIIC A FRAMEWORK TO CAPTURE THE BEST THINKING AND FORCE SIMPLICITY IN EVERY STRATEGY

O I I C Objective Issue Insight Challenge

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

THE PERFECT PAINTING

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

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

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

Video: Miller Highlife Effie

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.

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

Video: Oxygen Broadband

THE OIIC CAPTURES THE STRATEGIC

IMPERITIVE AT ANY LEVELS

Business strategy

Organising Idea

Execution

Business/

brand level

Campaign

Campaign Idea/Creative Idea

Brand OIIC S

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.

THE OIIC INSPIRATION STARTS WITH THE OBJECTIVE…

Next Steps

AGENDA

Client challenge

FINISH

The path to irresistibility

DISCOVERY

THE PATH TO IRRESISTIBILITY - DISCOVERY

Generation

ACTIVATION IRRESISTIBLE

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

LOVE AND RESPECT THROUGH THE LENS OF SUSTAINABILITY

BRANDS

LOVEMARKS

PRODUCTS

Socialize

Sustainable

Irresistible

Business as Usual

Greenwash

The Four Streams Exercise

Stream Current issues relevant to client challenge

Social

Environmental

Economic

Cultural

FIVE FORCES FRAMEWORK

B U S I N E S S

POTENTIAL

ENTRANTS

COMPETITORS

SUBSTITUTES

BUYERS

SUPPLIERS

FIVE FORCES FRAMEWORK

POTENTIAL

ENTRANTS

COMPETITORS

SUBSTITUTES

BUYERS SUPPLIERS

INCREASED COMPETITION

POTENTIAL

ENTRANTS

COMPETITORS

SUBSTITUTES

BUYERS SUPPLIERS

Source: M. Porter

POTENTIAL ENTRANTS

SUBSTITUTES

SUBSTITUES:

SHARE OF WALLET, TIME AND ENERGY

Gift image

WHERE IS THE GREATEST FORCE BEING EXERTED?

POTENTIAL

ENTRANTS

COMPETITORS

SUBSTITUTES

BUYERS SUPPLIERS

Source: M. Porter

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

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

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

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

F IRST: POTENT IAL ISSUES

THEN: F ILTER

OBJECT IVE

ISSUE -----

WHAT’S STANDING IN YOUR WAY?

THE F ILTER

If we remove this issue, is the

objective

obviously

achievable?

SUMMARY DISCOVERY

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

THE FIVE (OR SO) WHY’S THE ISSUE

THE ROOT CAUSE

THEREFORE

THE FIVE (OR SO) WHY’S THE ISSUE

THE ROOT CAUSE

THEREFORE

WHY? Not enough nails

Horse lost a shoe

One less horse

One less warrior

Lost the battle

THE FIVE (OR SO) WHY’S THE ISSUE FOR TUI

THE ROOT CAUSE

THEREFORE

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

THE FIVE (OR SO) WHY’S THE ISSUE FOR TUI

THE ROOT CAUSE

THEREFORE

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.

Next Steps

AGENDA

Client challenge

FINISH

The Lovemarks Academy The Lovemarks Academy

THE PATH TO IRRESISTIBILITY - EXPLORING

Generation

Exploration UNCOVER HUMAN CENTRED INSIGHTS

There are many ways to uncover

insights

THERE ARE MANY,

MANY WAYS TO

UNCOVER INSIGHTS

DRIVEN BY SCIENCE

DRIVEN BY INTUITION

ONLINE

OFFLINE

INCOMPLETE EXPLORATION

IN A LEARNING

ENVIRONMENT

• 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?

“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

Where do insights come from?

First stage: the impasse

Second Stage: the revelation

Third stage: the certainty

The Insight Experience

Lateral Thinking Drilling Down Laddering Up

GO XPLORING

REDEFINE YOUR CATEGORY (PLAY ‘WHAT’S MY JOB’)

Tools to GENERATE INSIGHT

LADDER THE BENEFITS

EXAMINE THE EXPERIENCE GAP

The Lovemarks Academy Video: Simpsons focus group

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)

XPLORING IS ABOUT GETTING TO THE TRUTH

THE TRUTH

ABOUT REAL

PEOPLE IN THE

REAL WORLD

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

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

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

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

UNKNOWN

LET OTHER

PEOPLE TALK

FIRST AND RESIST

THE TEMPTATION

TO INTERVIEW

JUST HAVE A CONVERSATION

Tide Stain Or Cadbury Argentina Shhhh

TOOL WHAT’S MY JOB?

“The customer rarely buys what the business thinks it sells him”

—Peter Drucker (1964)

TOOL LADDER THE BENEFITS

Features- Benefits- Values

ASK, ‘THE BENEFIT

OF THE BENEFIT IS

WHAT?’

UNTIL YOU REACH AN

ANSWER THAT INSPIRES YOU

TOOL IDENTIFY THE BRAND EXPERIENCE GAP

Doug Dietz, Head Designer for GE Healthcare

THE OIIC INSPIRE PARTNERS WITH A SIMPLE, FOCUSED, TRUTHFUL BRIEF…

SUMMARY EXPLORATION

XPLORING

2. Your Organising idea to the power of S (OIs)

THOUGHTS

OVERNIGHT?

Foundations

198 Saatchi & Saatchi S

Lovemarks

THE LOVE RESPECT AXIS

LOVEMARKS

SUMMARY DISCOVERY

DRUCKER’S 5

SUMMARY EXPLORATION

ONE WORD STORYTELLING

2. Your Organising idea to the power of S (OIs)

‘Plus-ing’ is what it’s called at

Pixar, and there are two rules:

1) Practice ‘Yes, And’

2) Always make your partners look

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

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

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.

TELL A STORY

Next Steps

AGENDA

Client challenge

FINISH

Inspiration FOCUS AND IDEA GENERATION

The Path to Irresistibility

Generation

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’

TOOL THE CONNECTOR GRID

film literature farming

music engineering philosophy medicine architecture

economics religion theatre chemistry physics

sports politics

The challenge WHAT WE ARE GOING TO DO (NOT SAY) TO MEET THE OBJECTIVE

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

Fight for every heartbeat

THE ECONOMIST

“TO SHINE A WHITE LIGHT ON THE TRUTH”

Celebrate Every Birthday Shoes for Tomorrow

(Sketchers)

The Joy of Movement

Fuels every child’s imagination

Life Flows Better

The Lovemarks Academy VISA – FLOW-BILL

THE SIX SIGNS OF AN

ORGANISING IDEA

It starts with Purpose

and gives strategic

inspiration, not simply

executional direction

So it tells you what

cause you champion

It is authentic and

clearly defines the

meaning of the brand

in people’s lives

It flows from genuine

and surprising insight, focusing on WHAT

REAL PEOPLE

CARE ABOUT,

not what we think

they need

It makes decisions easy “WE DON’T

DO MARKET

RESEARCH.”

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

It’s SIMPLE, short

and strong

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.

INSIGHT: ‘As a clueless teenager, I have no idea what will make a girl fancy me.’

ORGANISING IDEA: We’re your best first move

INSIGHT: ‘Mornings are not there to be enjoyed, they need to be survived.’

ORGANISING IDEA: Tolerate mornings

INSIGHT: ‘You can never get back the precious time a child misses through illness.’

ORGANISING IDEA: Childhood uninterrupted

HOW DO WE GET TO

ORGANISING IDEAS?

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:

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?

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

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

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

TOOLS FOR EVALUATING THE

ORGANISING IDEA

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?

CAN EVERYONE IN THE

BOARDROOM AND BEYOND

USE IT FOR INSPIRATION?

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

SUMMARY INSPIRATION

foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime

Next Steps

AGENDA

Client challenge

FINISH

Activation Ideas to stimulate Participation

IRRESISTIBLE IDEAS FOR THE PARTICIPATION

ECONOMY

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

AFFILIATIONS Formal and Informal

EXPRESSIONS New Creative Forms

COLLABORATIVE PROBLEM

SOLVING

CIRCULATING MEDIA Create, Share, Change

HOW DO WE INVITE

MEANINGFUL

PARTICIPATION?

HOW DO WE INVITE

MEANINGFUL PARTICIPATION?

WE NURTURE CULTURES OF PARTICIPATION AROUND BRANDS

Low barriers

to expression

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.

Image courtesy of Krads

INCITE PLAY

FACILITATE SIMULATION

CREATE OPPORTUNITIES TO IMPROVE PERFORMANCE

ENCOURAGE APPROPRIATION

INVITE JUDGEMENT

FACILITATE MULTITASKING

Don’t demand

everyone’s full

attention. Just

invite them to

come back.

HAVE A

POSITIVE

IMPACT ON

ENVIRONMENT

RETAIN

CULTURAL

RELEVANCE

DEMONSTRATE

SOCIAL VALUE

THE ULTIMATE TEST OF A

PARTICIPATORY CULTURE

FOR OUR CLIENTS:

HAVE WE EMPOWERED PEOPLE TO

INFLUENCE BRANDS AND INSPIRE THE

BUSINESSES BEHIND THEM?

Roddick

T-mobile

How attractive is your idea?

Will your story stimulate abundant participation?

“Will they want to improve it?”

“Will they want to experience it again?”

“Will they want to share it?”

SUMMARY ATTRACTION

Three ideas to INVITE PARTICIPATION and TRANSFORM the RELATIONSHIP between brand and consumer

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

MAKE YOUR SOLUTION

THE OBVIOUS ONE.

SIMPLE.

Next Steps

AGENDA

Client challenge

FINISH

Next Steps

AGENDA

Client challenge

FINISH

Showtime

Group presentations

Voting

Next Steps

AGENDA

Client challenge

FINISH

• TOOLS NOT USED OR SHARED IN THE

2013 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.

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

What Business are you in?

What do your customers/clients

value?

DRUCKER’S 5: REFRAME

With whom do

we compete?

Who are our

customers?

What do our customers value?

What business are we in?

REFRAME YOUR ANSWER

WHAT BUSINESS ARE YOU IN?

I’m a

conversation

starter

THE ECONOMIST

“TO SHINE A WHITE LIGHT ON THE SUBJECTS WITHIN OUR RANGE”

“To organize the

world's

information and

make it

universally

accessible and useful."

GOOGLE

What business are you in?

The financial planning business The realizing dreams business

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

Financial advisors, banks, pensions Friendly advice, vacations, savings accounts, grandchildren…

Investment, financial advice Understanding & realising dreams

AMERIPRISE FINANCIAL

Ameriprise: Sand Dunes Dreams don’t retire.

• Energized FAs

• Drove Lead Generation

• 28% Direct Mail Client

Response Rate

• $250 in Incremental

Investments

INSIDE-OUT

ENGAGEMENT

THE CREATIVE TRIBE Bring together partners, provocateurs, and experts. For

a few hours or a few days. Define the challenge.

MINI-TRIBE We’re going repeat a similar process 3 times, with

three different exercises to push your thinking.

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.

IDEAS: ROUND 1 IDEAS: ROUND 2 IDEAS: ROUND 3

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:

MINI-TRIBE 2) Read your best idea out-loud. Write down

OTHER PEOPLE’S ideas that you like and that you think have legs

Identify the crown jewels TAKE A VOTE TO PICK THE WINNING IDEA(S) FROM THE MINI-TRIBE

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