From Brand Positioning to Brand Purpose, by Jason Xenopoulos

1. 1 BRAND POSITIONING TO BRAND PURPOSE

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MAYAN PROPHECIES
MAYAN PROPHECIES
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4. PIERRE
TEILHARD DE
CHARDIN
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In the same way that all living
beings emerged from organic BACKGROUND
matter and evolved into ever MAKE SURE IT FILLS
more complex thinking beings, THIS SPACE 100%
humans are evolving toward an
omega point
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THE NOOSPHERE
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6. GLOBAL
CONSCIOUSNESS
PROJECT
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Designed to explore whether
the construct of interconnected
BACKGROUND
consciousness can be MAKE SURE IT FILLS
scientifically validated. THIS SPACE 100%
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7. PIERRE
TEILHARD DE
CHARDIN
INSERT IMAGE IN “A new integrated mind… a
BACKGROUND harmonized collectivity of
MAKE SURE IT FILLS consciousness equivalent to a
THIS SPACE 100% super-consciousness”
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15. MARK ZUCKERBERG
CEO Facebook
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“Facebook was not originally created to
be a company. It was built to
BACKGROUND
X
accomplish a social mission — to make MAKE SURE IT FILLS
the world more open and connected.” THIS SPACE 100%
The Hacker Way
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16. SHERYL
SANDBERG
COO Facebook
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“As this happens, we hope to
BACKGROUND
build tools that help people
transform the way we all solve
MAKE SURE IT FILLS
worldwide social problems.”
THIS SPACE 100%
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17. FACEBOO
K
Organ Donor Tool
X
INSERT VIDEO HERE
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18. ZUCKERBERG
THE HACKER
WAY
» We hope to strengthen how
INSERT IMAGE IN people relate to each other
BACKGROUND » We hope to improve how
MAKE SURE IT FILLS people connect to businesses
and the economy
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» We hope to change how
people relate to their
governments and social
institutions
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19. RACHEL
BECKWITH
The more we share,
X
the more we care. INSERT VIDEO HERE
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21. CARL JUNG
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“We are living in what the
Greeks called Kairos – the right
BACKGROUND
moment - for a ‘Metamorphosis MAKE SURE IT FILLS
of the Gods’” THIS SPACE 100%
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23. PAUL POLMAN
CEO Unilever
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“Consumers increasingly
BACKGROUND
want products of great value MAKE SURE IT FILLS
from companies with great THIS SPACE 100%
values”
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24. SHARED
VALUES BUILD
RELATIONSHIP
INSERT IMAGE IN “A shared value is a belief that
BACKGROUND both the brand and consumer
MAKE SURE IT FILLS have about a brand's higher
THIS SPACE 100% purpose or broad philosophy.”
Harvard Business Review
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25. JIM STENGEL
IDEALS
INSERT IMAGE IN “The business case for brand
BACKGROUND ideals is not about altruism or
MAKE SURE IT FILLS corporate social responsibility.
THIS SPACE 100% It’s about expressing a
business’s fundamental reason
for being and powering its
growth.”
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26. JIM STENGEL
IDEALS
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“Ideals unlock the code for twenty-first-
century business success because they
BACKGROUND
X
leverage timeless truths about human MAKE SURE IT FILLS
behavior and values in business and in THIS SPACE 100%
life. They enable life to influence
business and business to influence life.”
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27. THE POWER OF
PURPOSE
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29. PATAGONIA
CORE PURPOSE
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"Patagonia exists as a business BACKGROUND
to inspire and implement MAKE SURE IT FILLS
solutions to the environmental THIS SPACE 100%
crisis”
Louder than Words, 1999.
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30. BRAND
PHILOSOPHY
INSERT IMAGE IN "Build the best product, cause
BACKGROUND no unnecessary harm, use
MAKE SURE IT FILLS business to inspire and
THIS SPACE 100% implement solutions to the
environmental crisis."
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31. PATAGONIA
COMMON
THREADS
"The Common Threads INSERT IMAGE IN
Recycling Program relies on BACKGROUND
both Patagonia and its MAKE SURE IT FILLS
customers to accomplish THIS SPACE 100%
reducing, reusing and
repairing, and recycling."
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33. PATAGONI
A
Common Threads
Initiative
INSERT VIDEO HERE
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34. ELECTROLU
X
Vac from the Sea
INSERT VIDEO HERE
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35. THE POWER OF
PURPOSE
“Today, advertising is about INSERT IMAGE IN
finding common ground on BACKGROUND
which brands and MAKE SURE IT FILLS
communities can forge THIS SPACE 100%
relationships”
Bob Garfield
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36. WILL.I.AM
COMMUNITING
Music Celebrity
INSERT IMAGE IN “Brands must turn
BACKGROUND consumers into agents who
MAKE SURE IT FILLS can contribute to
THIS SPACE 100% communities”
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37. SIMON
MAINWARING
Founder – We First
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“Agencies (and their clients)
BACKGROUND
need to become Social
MAKE SURE IT FILLS
Activists”
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38. FLOW
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Creating awareness for the
global water crisis
BACKGROUND
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THIS SPACE 100%
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39. GLOBAL WATER
CRISIS
INSERT IMAGE IN “In the end, changing the face
BACKGROUND of this crisis involves education
MAKE SURE IT FILLS to motivate new behaviors.”
THIS SPACE 100% Globescan Study
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40. #CLOSETHETAP
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We connected a real running
tap to Twitter… and invited
BACKGROUND
people to help us close it. MAKE SURE IT FILLS
THIS SPACE 100%
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41. #CLOSETHE
TAP
We connected a real
running tap to Twitter… INSERT VIDEO HERE
and invited people to
help us close it.
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47. BREAKING APATHY
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Reframing the Cultural
Conversation
BACKGROUND
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48. PUBLIC
OUTRAGE
INSERT IMAGE IN The coverage received for this
BACKGROUND story seemed crazy in a country
MAKE SURE IT FILLS beset by serious problems.
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49. RE-FRAMING
THE
CONVERSATION
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Could we hijack the wave of
national outrage and redirect
BACKGROUND
that misspent energy MAKE SURE IT FILLS
towards a worthy cause? THIS SPACE 100%
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50. WE IDENTIFIED
A CAUSE
INSERT IMAGE IN There have been over 220
BACKGROUND Rhinos poached this year
MAKE SURE IT FILLS alone, the worst in South
THIS SPACE 100% Africa’s history.
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51. THE IDEA
THE RHINO SPEAR
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62. SAVE THE RHINO!
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63. ESS
PERSONAL
PURPOSE
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64. COCA-COLA
OPEN
HAPPINESS
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"Happiness is contagious. Our
BACKGROUND
strategy is to deliver doses of
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happiness in unexpected,
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innovative ways.”
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65. COCA-COLA
The Happiness Truck
INSERT VIDEO HERE
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67. PEDIGREE
We’re for Dogs!
INSERT VIDEO HERE
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68. DOG-A-LIKE
Using technology in
a purposeful way. INSERT VIDEO HERE
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69. PURPOSEFULL
PURPOSEFUL
NESS
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73. NIKE FUEL
Introducing Nike
Fuel
INSERT VIDEO HERE
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74. NIKE FUEL
Introducing the Nike+
Fuel Band
INSERT VIDEO HERE
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77. NIKE
Creating a better
world INSERT VIDEO HERE
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THE CONCLUSION
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80. PIERRE
TEILHARD DE
CHARDIN
INSERT IMAGE IN “Someday after mastering
BACKGROUND winds, waves, tides and gravity,
MAKE SURE IT FILLS we shall harness the energies
of love, and then, for the
THIS SPACE 100% second time in the history of the
world, man will discover fire.”
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82. THANK YOU