BACKTO THE FIREPLACE

STIMULOUS FOR A NEW VISION ON

CORPORATE IDENTITY.

THE MARKETING GAME, BASED ON ARTIFICIAL BRANDS, IS OVER. BECAUSE PEOPLE BEGIN TO FEEL THAT ARTIFICIAL BRANDS ARE JUST LIES, WELL TOLD. THANKS TO CURRENT CRISIS YOUNG GENERATIONS ARE AWAKENING AND UNLOCKINGA UNIQUE CAPACITY TO DETECT LIES. AND THEY FEEL STIMULATED TO DO SOIN ORDER TO PROTECT THEMSELVESFROM FAKE LIFESTYLES AND ASPIRATIONS, THAT THEY FEEL WOULDN’T LEAD THEM TO TRUE HAPPINESS AND FULFILLEMENT.

THE INCONVENIENT

TRUTH

THANKS TO THIS CULTURAL AND ANTHROPOLOGICAL “MINDFULLNES LEAP”, FOUNDED ON PEOPLE’ URGENCY TO RECONNECT WITH THEIR TRUE SELF, AND CONSEQUENTLY WITH AN AUTHENTIC WAY OF LIVING CORPORATIONS CAN STOP SPENDINGMONEY TO CREATE LIES THAT ARE EXPENSIVE TO BUILD AND TO MAINTAIN AND LEVERAGE THE GREAT OPPORTUNITY TO BE SUCCESSFULL JUST LETTING THEMSELVES BE WHAT THEY SIMPLY ARE, AS A COMPANY (NOT AS A BRAND).

THEOPPORTUNITY

1)  STOP PLEASING YOUR STAKEHOLDERS BUILDING EXPENSIVE BRANDS, WHICH MORE AND MORE OFTEN HAVE NO MEANING AT ALL FOR PEOPLE. THAT KIND OF MARKETING IS GOING TO DIE AND TO BECOME MORE AND MORE EXPENSIVE TO MAINTAIN.

2)  LOOK YOURSELF IN THE MIRROR AND FIND OR REMEMBER WHY ARE YOU MEANINGFULL IN THE SOCIETY. THEN TELL THAT STORY.

3)  STOP HIDING YOUR COMPANY UNDER A BRAND. PEOPLE DO NOT NEED BRANDS THAT ARE JUST INTERMEDIARIES. THE MARKET NEEDS COMPANIES THAT OFFERS A SET OF PRODUCTS AND SERVICES THAT ARE RELEVANT AND THAT CAN MAKE THE CORPORATE VALUE PROPOSITION TRUSTFULL.

4)  COMMUNICATION WILL BE ABOUT AMPLIFYING YOUR IDENTITY, NOT ABOUT CONVINCING CONSUMERS TO BEHAVE IN A CERTAIN WAY, OR CONVINCING THEM YOUR BRAND IS SOMEONE THEY SHOULD LIKE.

THESHIFT

INNER INSPIRED CORPORATE BRANDING. The death of consumer oriented marketing and the birth of the purpose based marketing.

THEBREAKTHROUGH

WHEN YOU ARE CONNECTED WITH YOUR TRUE SELF, YOUR ACTIONS MATCHES WITHYOUR WORDS. YOUR WORDS MATCHESWITH YOUR THOUGHTS. AND YOUR THOUGHTS MATCHES WITH YOUR CREDO. AND THANKS TO THIS CONSISTENCY, YOUR POWER OF ATTRACTION BECOMES UNBELIEVABLE.

THE POWER OF CONSISTENCY

Why we call it: BACK TO THE

FIREPLACE

AN OLD TRADITION FROM A NATIVE TRIBE OF VIRGIN ISLANDS, TELLS THAT WHEN THE TRIBE WAS BUILDING A BOAT THE OLDEST MAN WITHIN THE TRIBE WAS SUPPOSED TO STAY BY THE FIREPLACE HE WAS NOT WORKING, NOR BUILDING THE BOAT, BUT JUST KEEPING THE FIRE ON. BUT HIS ROLE WAS UNIQUE. HE WAS THERE TO REMIND EVERY SINGLE PERSON COMING, WHY THEY WERE BUILDING THAT BOAT.

Why we call it: BACK TO THE

FIREPLACE BECAUSE TO UNLOCK THE POWER OF AUTHENTICITY AND CONSISTENCY, YOU FIRST NEED TO KNOW/REMEMBER

WHY ARE YOU DOING YOUR BUSINESS. WHY YOUR BRAND EXISTS.

AND “TO MAKE MONEY” IS NOT AN ANSWER.

THE MODEL A 3 STEPS MODEL. INTEGRATING A DIVERSITY OF DISCIPLINES. ESTABLISHING AN INNER-OUTER PROCESS.

1.WHY

ARE YOU MEANINGFUL?WHAT DO YOU REALLY

CARE ABOUT?

2.WHAT

ARE YOU DOING TO ACHIEVE YOUR

PURPOSE?

3.HOW

DO YOU INVOLVE AND MAKE YOUR TARGET

PARTICIPATING TO YOUR PURPOSE?

What you look for: TRUTH

How you get there: MINDFULLNESS

Who is involved:

COMPANY LEADERS

What is the desired take out:

BELONGING

What you look for: CONSISTENCY

How you get there:

ASSESSMENT OF THE PRODUCT PORTOFOLIO

AND BRAND ARCHITECTURE

Who is involved:

THE MARKETING TEAM CONSUMERS PANELS

What is the desired

take out: TRUST

What you look for: A BRAND ID CREATIVE EXECUTION

How you get there:

CREATIVE STRATEGIC PLANNING

Who is involved: THE WHOLE STAKEHOLDERS PANEL

What is the desired take out:

MEANINGFULLNESS

1.WHY

ARE YOU MEANINGFULL?WHAT DO YOU REALLY

CARE ABOUT?

THE ANSWER IS NOT GIVEN BY DESK ANALYSIS, MARKET RESEARCHES, TRENDS, ETC. THE ANSWER COMES FROM THE PEOPLE THAT BELONGS TO THE ORGANIZATION. FROM THE LEADERSHIP, FROM THE MANAGEMENT, FROM THE EMPLOYEES. THE PROCESS IS NOT RATIONAL, IS EMOTIONAL AND GROUNDED ON TOOLS THAT FACILITATE MINDFULLNESS, SHARING, INNER CONNECTION.

2.WHAT

ARE YOU DOING TO ACHIEVE YOUR

PURPOSE?

IN THIS PHASE THE ENTIRE BRAND ARCHITECTURE AND PRODUCT PORTFOLIO WILL BE ANALYSED, TOGETHER WITH SINGLE BRAND COMMUNICATION AND CREATIVE PLATFORMS. WE LOOK FOR CONTRADICTIONS THAT ARE NOT ALIGNED WITH THE “WHY” OF THE COMPANY, AND BUILD A ROADMAP TO CONSISTENCY. THE MODEL SEES BRANDS AND PRODUCTS AS NO MORE THAN SUPPORTING EVIDENCES OF THE “WHY”. AND THE AIM IS TO MINIMIZE CONFLICTS AND MAXIMIZE SINERGIES WITHIN A ROADMAP OF SIMPLIFICATION.

3.HOW

DO YOU INVOLVE AND MAKE YOUR TARGET

PARTICIPATING TO YOUR PURPOSE?

IN THIS PHASE WE LOOK HOW MAKE THE “WHY” VISIBLE, RECOGNIZABLE, AS AN ID. WE COULD TRANSFORM THE WHY INTO A BRAND VALUE PROPOSITION, OR INTO A BRAND ESSENCE, A BRAND LANGUAGE, TONE OF VOICE. INTO A VISUAL ICON AND/OR A PAY-OFF. HERE WE DON’T NEED NOTHING NEW AND TRADITIONAL ADVERTISING TOOLS WORKS PERFETCLY: FORMATS LIKE THE BRAND VISION, BRAND KEY, BENEFIT LADDERS AND CREATIVE BRIEFS WILL DO THEIR JOB INTO MAKING THE TRUE WHY, RECOGNIZABLE.

SO, WHAT’S THE STIMULOUS?

FROM A TECHNICAL BRANDING THAT IS FUNCTIONAL TO A COMPANY STRATEGY, TO A “HUMANISTIC” APPROACH TO BRANDING AS A TRUE EXPRESSION OF THE “UNIFYING PURPOSE” THAT BROUGHT A DIVERSITY OF PEOPLE INTO THE SAME ORGANIZATIONAL SYSTEM. AND IF WE ARE CONFIDENT IN NOT DRIVING THE PROCESS IN A RATIONAL WAY ONLY, WE CAN BE SURPRISED BY THE RESULT OF A MORE NATURAL AND SPONTANEOUS PROCESS OF GROWTH.