1. WWBD?
Fallon | VCU | 07.18.13

2. Me, June 21, 2001, 7:37 pm
I HATE BONO.

5. in!spi!ra!tion
noun / insp r SH n/:
the process of being mentally stimulated to do or feel something

6. in!spi!ra!tion
noun / insp r SH n/:
“to inhale the breath of god”

8. The Inspiration Imperative
(make people feel something so powerful that they must act)

9. We Do Not Make Up Our Minds.

10. System 1 System 2

11. System 1 System 2
11,000,000 Bits 50 Bits

12. Feelings are much stronger than thoughts.
We are all led by instinct, and our intellect
catches up later.
Bono, Rock Star

13. Advertising Doesn’t Persuade
Message
Reason-To-Believe
Purchase Intent
Rational & Emotional Benefits
“What Do You Think?”

16. PERSUASION EMOTION INSPIRATION
Evolution of the Advertising Species

27. How Can Brands Inspire?

28. What Would Bono Do?

29. The Ingredients Of Inspiration
Ambition
Action
Authenticity

30. Ambition: Think Huge.

31. Bono, Rock Star
Dream up the kind of world
you want to live in. Dream out loud….
It’s stasis that kills you off in the end,
not ambition.

32. I want to change the world.
I want to lower the oceans.
I want to save your soul.
I want to defeat evil once and for all.
I want to land a man on the moon.

33. Grow Sales 5%
Steal Market Share
Launch the Brand in New Markets
Appeal to a Younger Demographic
Justify a Premium Price
Really?

34. Help Guys Get Some Action

35. Make Everybody Feel Beautiful

36. Spread Happiness Around The World

37. Why does our brand exist in this category?
Why does our brand exist in this world?
Question.

38. A Little Ambition Goes A Long Way

41. I Feel Powerful I Feel Hip

42. I Feel Powerful I Feel Hip I Feel Tired

43. Actually, I do miss college.

50. Action: Make Them Dance.

51. God is not looking for alms.
God is looking for action.
Bono, Rock Star

52. What Do You Want
People To Do?

54. Swagger
Stop Your Husband from Doing the Taxes
Try It Neat
Lose 10 Pounds
Call Somebody Now

58. And then we spoke to the experts…

60. Get Dirty With Your Kids!
Objective

66. Too many parents
really stink at
playing.

81. Results
Penetration 15%

82. Authenticity: Own Your Inner Rock Star.

83. U2 is an original species.
These are colours and feelings
and emotional terrain that we occupy
that is ours and ours alone.
Bono, Rock Star

84. People like brands for the same reason
people like people.
A Radical Proposition

85. Authenticity. Own It.

86. Who Would You Rather?

88. Truth
Bad Boys Win

92. “unfit for public consumption”
Shadows

101. s h a d o w sBrand Shadows

102. CRAPPY

103. WEAK &
WATERY

104. CAUSES
HEART ATTACKS

105. A HASSLE

106. “I never read The Economist.”
!
!!!!Management Trainee, Aged 42.
ARROGANT

107. UNFANCY

108. So, A Simple Question…
What Sucks About Your Brand?

109. Your Brand
YOU

110. You put on the leather pants and
the pants start telling you what to do.
Bono, Rock Star