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Brand as a channel for creativity CIMUSET/MPR Rio 14 August 2013

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A brand is a constellation of talents

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1.  Big picture 2.  What is brand 3.  Brand and creativity

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MUSEUMS IN THE 21ST CENTURY

social meeting places

catalyst of forward thinking

tools for transformative change

physical and virtual spaces

content providers

taking their ideas to the world

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IMAGE OF LEAGUE TABLES…

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local

international

national

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seeking authenticity

in search of self realisation

use of content in creative ways

find inspiration and knowledge

They want to connect

PEOPLE

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Be part of it

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Who are museums for? For what?

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HOW WE DO IT

IDEAS AT THE HEART OF BRANDS

PEOPLE

IDENTITY

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HOW WE DO IT

IDEAS AT THE HEART OF BRANDS

PEOPLE

IDENTITY

BRAND

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1.  Big picture 2.  What is brand 3.  Brand and creativity

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EVOLUTION OF BRAND

PRODUCT What is it?

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BENEFITS What do I get?

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EVOLUTION OF BRAND

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EXPERIENCE What do I feel?

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EVOLUTION OF BRAND

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IDENTIFICATION Who am I?

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EVOLUTION OF BRAND

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the whole experience

functional and an emotional bond

coherent style and tone of voice

individual and collective purpose

a guide to decision-making

MORE THAN A LOGO

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brand is about defining a focus

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brands are built from the inside out

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KEY QUESTIONS

what do you do?

why do you do it?

how do you do it?

who do you do it for?

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brand is about expressing attitude

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brand is about engaging with people

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brand is about personality

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invents new perspectives

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balances freedom and control, emotions and rationality

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I need to have reasons to feel

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OFFER

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what you do, the promise you must deliver

Wh

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VISION

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the impact you want to make why you do what you do

Wh

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POSITIONING

the territory you own, what makes you special

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VALUES

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what you believe in, the philosophy that shapes your internal culture

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creates a framework where ideas can grow

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image How you look and talk – your personality

How you behave - values and relationships

people

Where you do it – physical and virtual

environment

offer What you do – content, knowledge and skills

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BIG IDEA

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BIG IDEA

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the idea that guides everything you do

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A BIG IDEA

inside a shared direction a coherent story outside loyalty and conviction clarity and distinction

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inspiration and aspiration sparking more creativity

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1.  Big picture 2.  What is brand 3.  Brand and creativity

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DARE TO CREATE /////////////////////////////////////////////////////////////////

manifesto

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DARE

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s !01 DARE TO TAKE RISKS

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s Be brave. If you don’t like something change it. Free yourself from limits. Good ideas sound strange at first. Take a chance.

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foundation

66 Design: Jonhson Banks

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67 Design: Jonhson Banks

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69 Design: Jonhson Banks

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s !02 DARE TO LOOK SIDEWAYS

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s Be curious. Be vigilant. Think like an astronaut or a frog. See the world from different angles. Invent new perspectives.

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© 2009 Jane Wentworth Associates

Design: Ned Campbell

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© 2009 Jane Wentworth Associates

Design: Ned Campbell

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© 2009 Jane Wentworth Associates

Design: Ned Campbell

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© 2009 Jane Wentworth Associates

Design: Ned Campbell

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s !03 DARE TO INCUBATE

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Nothing exists until we give it permission to exist. Recognise that creativity isn’t linear. Take time. Ask other people. Ideas are fuelled by the desire of change. Create a space where ideas can grow.

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s !04 DARE TO DISRUPT

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s Break a rule. Break a habit. Break an idea apart. Throw it into confusion. Remix old insights. Generate friction. Create new combinations.

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!05 DARE TO FAIL

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Use your mistakes. Feel them. Show them off. Explore limits. Look for the opportunity in every error. Sometimes the best ideas start as accidents.

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"1 DARE TO TAKE RISKS Be brave. If you don’t like something change it. Free yourself from limits. Good ideas sound strange at first. Take a chance.

DARE TO LOOK SIDEWAYS Be curious. Be vigilant. Think like an astronaut or a frog. See the world from different angles. Invent new perspectives.

DARE TO INCUBATE Nothing exists until we give it permission to exist. Recognise that creativity isn’t linear. Take time. Ask other people. Ideas are fuelled by the desire of change. Create a space where ideas can grow.

DARE TO DISRUPT Be brave. If you don’t like something change it. Free yourself from limits. Good ideas sound strange at first. Take a chance.

DARE TO FAIL Use your mistakes. Feel them. Show them off. Explore limits. Look for the opportunity in every error. Sometimes the best ideas start as accidents.

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DARE TO CREATTE MANIFESTO

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image How you look and talk – your personality

How you behave - values and relationships

people

Where you do it – physical and virtual

environment

offer What you do – content, knowledge and skills

BIG IDEA

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WHAT IS THE IMPACT

YOU WANT TO MAKE?

DO YOU KNOW YOUR

PURPOSE?

ARE YOU ALLOWED TO

MAKE MISTAKES?

DO YOU DARE TO CREATE?

WHAT IS YOU BIG

IDEA?

WHAT IS YOUR

ATTITUDE?

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THANK YOU

October 7, 2013