outbox stemettes branding workshop by @nandylen - how to define your values and apply it to your...
TRANSCRIPT
hello Stemettes! my name is Orsi Toth i love creating brands with a purpose & helping to build products that change the world welcome to the workshop!
The shortest intro 6 years at ad agencies, co-founding one of them from ATL to digital, UX and product development working with Johnson&Johnson, Nissan, Peugeot, EDF and Danone co-founded, Drungli the adventure generator for spontaneous people, reaching 1 million people all over Europe currently brand manager @ GrantTree Budapest, Milan, Barcelona, London
what
is a
bran
d?
all attributes of the product and the company
in one convenient shortcut
all attributes of the product and the company
in one convenient shortcut to:
KNOWLEDGE
TRUST
CHOICE
having too many choices causes us unwanted anxiety Barry Schwartz,Paradox of Choice
In a global survey of consumers, 63% said they only buy products and services that appeal to their beliefs, values or ideals.
GFK, April 2015
37%
63%
PURPOSE, VALUES & MEANING ARE INCREDIBLY IMPORTANT FOR ANY CONTEMPORARY BRAND
What are your values?
Exercise Step 1 Take 5 minutes to think about the values that are important to you. It may help if you first identify a few times in your life. When you were most fulfilled and satisfied? The happiest or the most proud? Use the list of words to choose your 10 values.
Acco
unta
bilit
y Ac
cura
cy
Achi
evem
ent
Adve
ntur
ousn
ess
Altru
ism
Am
bitio
n As
serti
vene
ss
Bala
nce
Bein
g th
e be
st
Belo
ngin
g Bo
ldne
ss
Cal
mne
ss
Car
eful
ness
C
halle
nge
Che
erfu
lnes
s C
lear
-min
dedn
ess
Com
mitm
ent
Com
mun
ity
Com
pass
ion
Com
petit
iven
ess
Con
sist
ency
C
onte
ntm
ent
Con
tinuo
us Im
prov
emen
t C
ontri
butio
n C
ontro
l C
oope
ratio
n C
orre
ctne
ss
Cou
rtesy
C
reat
ivity
C
urio
sity
D
ecis
iven
ess
Dem
ocra
ticne
ss
Dep
enda
bilit
y D
eter
min
atio
n D
evou
tnes
s D
iligen
ce
Dis
cipl
ine
Dis
cret
ion
Div
ersi
ty
Dyn
amis
m
Econ
omy
Effe
ctiv
enes
s Ef
ficie
ncy
Eleg
ance
Em
path
y En
joym
ent
Enth
usia
sm
Equa
lity
Exce
llenc
e Ex
cite
men
t Ex
perti
se
Expl
orat
ion
Expr
essi
vene
ss
Fairn
ess
Faith
Fa
mily
-orie
nted
ness
Fi
delit
y Fi
tnes
s Fl
uenc
y Fo
cus
Free
dom
Fu
n G
ener
osity
G
oodn
ess
Gra
ce
Gro
wth
H
appi
ness
H
ard
Wor
k H
ealth
H
elpi
ng S
ocie
ty
Hol
ines
s H
ones
ty
Hon
or
Hum
ility
Inde
pend
ence
In
genu
ity
Inne
r Har
mon
y In
quis
itive
ness
In
sigh
tfuln
ess
Inte
lligen
ce
Inte
llect
ual S
tatu
s In
tuiti
on
Joy
Just
ice
Lead
ersh
ip
Lega
cy
Love
Lo
yalty
M
akin
g a
diffe
renc
e M
aste
ry
Mer
it O
bedi
ence
O
penn
ess
Ord
er
Orig
inal
ity
Patri
otis
m
Perfe
ctio
n Pi
ety
Posi
tivity
Pr
actic
ality
Pr
epar
edne
ss
Prof
essi
onal
ism
Pr
uden
ce
Qua
lity-
orie
ntat
ion
Relia
bilit
y Re
sour
cefu
lnes
s Re
stra
int
Resu
lts-o
rient
ed
Rigo
r Se
curit
y Se
lf-ac
tual
izat
ion
Self-
cont
rol
Selfl
essn
ess
Self-
relia
nce
Sens
itivi
ty
Sere
nity
Se
rvic
e Sh
rew
dnes
s Si
mpl
icity
So
undn
ess
Spee
d Sp
onta
neity
St
abilit
y St
rate
gic
Stre
ngth
St
ruct
ure
Succ
ess
Supp
ort
Team
wor
k Te
mpe
ranc
e Th
ankf
ulne
ss
Thor
ough
ness
Th
ough
tfuln
ess
Tim
elin
ess
Tole
ranc
e Tr
aditi
onal
ism
Tr
ustw
orth
ines
s Tr
uth-
seek
ing
Und
erst
andi
ng
Uni
quen
ess
Uni
ty
Use
fuln
ess
Visi
on
Vita
lity
source
Exercise Step 2 Look at the first two values and ask yourself, "If I could satisfy only one of these, which would I choose?" It might help to visualise a situation in which you would have to make that choice. Keep working through the list, by comparing each value with each other value, until your list is in the correct order.
Great, now this is clear! How does that translate to a business’ values?
To perceive a brand as meaningful, people look at
• What functional values the product brings? • Personal benefits - what exactly is the brand doing for
me? • Collective benefits: what is the brand doing for the
community, the people that I care about?
HAVAS, Meaningful Brands, 2015
THINK DIFFERENT functional value well designed tech devices that work better personal benefits beautiful objects, cool factor, great user experience collective benefits: “The people who are crazy enough to believe they can change the world are the ones who actually do.”
Crazy Ones ad
GOOD COFFEE MAKES PEOPLE HAPPY functional value great coffee on my doorstep with lovely client service personal benefits makes my mornings so much better, educates me about coffee, delivers a product that leaves me with a clear conscience, saves time collective benefits: sustainability, ethical trading, support of independent entrepreneurs
CHALLENGING THE FUTURE OF WORK functional value get cash back from our R&D development personal benefits I can spend my time building the business, no need to worry about the HMRC, great service with super friendly client management collective benefits: pioneering open cultures and flat organisations, helping startups through education
HOW ABOUT YOUR PROJECT?
Exercise Step 1 functional value What does your product do?
Exercise Step 2 personal benefits Get into your customer’s head! What does she values? What is most important for her? What kind of problems she is facing? How does your product fulfil her needs?
Exercise Step 3 collective benefits How does your product (or service) makes things better on the larger scale? Do you recycle, educate, donate? Maybe directly create change? Reduce consumption, promote local makers, spread ideas? Take your list of values - how can you make an impact and spread them?
transparency | connection | causes
"Build the best products while creating no unnecessary environmental harm, use business to inspire and implement solutions to the environmental crisis.”
Footprint Chronicles
"So if you can rise above it by taking a stand against nuclear weapons instead of using some sexy young
girl, why not?"
