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Life After Dove: Building Values-Based Relationships (or why it’s the best time to be a creative)
An Evolutionary View
The Evolution Revolution
Early Warning System
Quid Pro Quo: V=Q/P
USP: Simple *JWT Puerto Rico
USP: Clever *The Name Italy
USP: To The Point *Demner Merlicek Bergmann Austria
Triune Brain Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adding Impact: More (or less) is required YOU  ARE HERE
The Account Planning Era
The Ladder: Adding resonance to relevance ESP>USP attribute benefit value Rational - Relevant Emotional - Desired State
ESP: Your Inner Keith Richards *Ogilvy & Mather USA
ESP: Your Inner Merengue *TBWA/ Chiat Day, USA
ESP: Your Inner Athlete *BBDO Guatemala
Diminishing Return: An Attention Economy Crisis
The Light at the top of the Ladder: BBSP value belief Emotional – Desired State Spiritual – Virtuous State
A Shared Belief: Brand as virtue…
All for the greater good
BBSP: Community *DDB New York
Gardasil
BBSP: Sustainability *Cultivator, USA
BBSP: Responsibility
BBSP: Honesty (oops!) *Ogilvy & Mather USA
The new dynamic has created an expectation of participation
… and individual / community co-authorship
While maintaining virtue as a brand + consumer substrate
A Formula For Something More: VBSP= (Brand+Consumer) VBE
VBSP: Empowered Community  Gardasil *R/GA, USA
VBSP: Empowered Community  *R/GA, USA
VBSP: Crusaders Against Conformity  *Rapp Collins, USA
VBSP: Have a Ball  Verb ball *ARC Worldwide, USA
Making Movies
A common dictate to transcend the medium to values-based co-creation
Thank you

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