How to be a meaningful brand? Google could give you answers, but no solutions. Erik Saelens, Brandhome's Founder and Executive Strategic Director, spoke at Get tomorrow in Helsinki, Finland. He shared his vision of what we at Brandhome call “purpose conscious” media. In a world where anxiety is up and trust is down, media need to become more aware of the fundamental role they play in supporting brands in their quest to become and remain meaningful.
4. Q = QUESTION ERIK - FLEMISH
A = ANSWER MRS. X - FINNISH
Q: I LOVE INTERACTIVITY WITH THE AUDIENCE
A: THAT DOES NOT WORK WELL IN FINLAND
Q: WHY?
A: FINS DON’T TALK, THEY TWITTER
19. IF THE CONFUSION IN NUCLEAR SCIENCE
WOULD BE 5% OF WHAT IT IS IN OUR BUSINESS,
THEN THE WORLD WOULD HAVE BEEN DESTROYED
BY AN ATOMIC DISASTER ALREADY A LONG TIME AGO
22. THE MEANS OF COMMUNICATION,
AS RADIO AND TELEVISION, NEWSPAPERS,
MAGAZINES, AND THE INTERNET,
THAT REACH OR INFLUENCE PEOPLE WIDELY
MERRIAM-WEBSTER
23. ANY ENABLER* THAT GUARANTEES YOU
A TRUSTED CARRY OVER OF YOUR MESSAGE
* ANYTHING: A TOOL, A THING, A PERSON…
ERIK SAELENS
37. MEANINGFUL
MAKING A DIFFERENCE/BE RELEVANT
PURPOSE
THE REASON WHY SOMETHING IS DONE/CREATED/EXISTS
CONSCIOUS
BEING AWARE/RESPONDING TO ONE’S SURROUNDINGS
38.
39. VALIO GROUP CORPORATE RESPONSIBILITY, VALUES AND OPERATING POLICY
COMPANY
Our mission: We create well-being and taste sensations responsibly.
Our values: Personal responsibility; Listening to customers and consumers, and exceeding their expectations; Caring for
people, animals and the environment, succeeding together.
Our goal: International profitable growth with world class value added.
Promise Implementation
We promote Finnish milk production. We pay all our profit to our owners, Finnish dairy farmer entrepreneurs.
From our owners’ perspective, the goal is to pay the highest raw milk price in
Europe to the owner entrepreneurs.
We generate financial well-being in
Finland.
In 2015, Valio Group generated income of over one billion euros in Finland.
We employ directly and indirectly around 30,000 Finns.
We secure the vitality of the countryside in Finland.
We favour domestic suppliers whenever feasible in terms of quality,
availability, and sustainable business.
We have identified and take our
stakeholders’ expectations into
account in our business operations.
We take our stakeholders’ expectations into account in the development of our
business operations.
We grant, on consideration, political subsidies according to the equality
principle, to candidates who we believe act in a manner that promotes Valio’s
business environment.
We have reviewed our operations’ value chain and societal impact, and update
the goals for responsible operations on the basis thereof.
We have identified risks in our
business operations and manage them
accordingly.
We continuously develop risk evaluation and management procedures to
ensure the safety of products and operations, and the continuity of business
operations.
We regularly map, working together with insurance companies, the accident
risks related to our business operations and production plants. The risks have
been insured in accordance with Valio’s insurance guidelines.
We take the continuity of our business operations into account, on a broad
front, especially in milk steering, and in securing the operation of production
and commodities systems.
To handle exceptional situations, we have drawn up plans for product recalls,
crisis communications, and production rearrangement, as well as specific
restart plans for the production plants.
We comply with the ten principles of
the UN Global Compact, and
consequently the following:
Universal Declaration of Human Rights
ILO Declaration on Fundamental
Principles and Rights at Work
Rio Declaration on Environment and
Development
United Nations Convention Against
Corruption
In all our operations, we are committed to the core values related to human
rights, principles at work, the environment, and anti-corruption activities, in
accordance with those declarations.
We comply with Finnish and EU
legislation as well as contracts made
with our customers in domestic and
international sales.
Countries in which we have our own company we comply with local legislation
and contracts made with our customers.
We continuously monitor the legislation and ensure ongoing compliance in our
operations.
Our communication is timely, truthful and interactive.
We do not disclose Valio’s or its partners’ business secrets.
40.
41. TIP: READ THE BOOK & CREATE YOUR OWN VISION
WWW.BRANDHOME.COM/BOOKS
THE MARKETING OF MEANING
WHY PURPOSE MARKETS ITSELF
59. 1950 1960 1970 1980 1990 2000 2010
PERCEIVED
OPPORTUNITY}
ACTUAL
OPPORTUNITY}
…
THE BAD NEWS: WE CAN’T KEEP UP WITH
THE IMMENSE INCREASE OF INFORMATION PRODUCED
60. INABILITY TO ABSORB
AND PROCESS ALL
THE INFORMATION TO
WHICH WE ARE EXPOSED
INFOBESITY
61. STRESS-RELATED ILLNESS CONTRIBUTES
UP TO 30 SICK DAYS A YEAR
INFORMATION
OVERLOAD
THE FACTS
INFORMATION OVERLOAD COSTS THE
U.S. ECONOMY $900 BILLION A YEAR
42% ATTRIBUTED ILL-HEALTH
TO THIS STRESS
{
68. FIND A WAY TO MAKE PEOPLE DEAL WITH
THE OVERLOAD OF INFORMATION
DECREASE INFORMATION IN QUANTITY
INCREASE INFORMATION IN QUALITY
QUALITY > QUANTITY
73. PURPOSE CONSCIOUS MEDIA
- RELEVANCE
- ERRORS
- CREATIVITY
ALL MEDIA
- REACH
- TECHNOLOGY LED
- DATA DRIVEN
- CONTENT
- EFFICIENCY
- SAFETY
- CONVERGENCE
- LOGIC
- EXCLUSIVE
- ARTIFICIAL INTELLIGENCE
- COGNITIVE DEPENDENCY
74.
75. TODAY’S SCIENTISTS
HAVE SUBSTITUTED MATHEMATICS FOR EXPERIMENTS,
AND THEY WANDER OFF
THROUGH EQUATION AFTER EQUATION,
AND EVENTUALLY BUILD A STRUCTURE
WHICH HAS NO RELATION TO REALITY
146. WE UNDERSTAND YOU WANT TO MAKE MONEY
YOU UNDERSTAND THAT FOR US MONEY IS A
BY-PRODUCT OF WHAT WE DO, OUR PURPOSE
01.
147. WE UNDERSTAND THAT JOURNALISM PROTECTS
THE REALM OF EQUAL OPPORTUNITIES
ALTHOUGH IT IS YOUR BURDEN,
IT IS AND SHOULD BE THE CLOSEST TO THE FACTS
IF CONTENT MAKERS* ARE UNTRUSTED, SO ARE WE
*JOURNALISTS & OTHERS
02.
148. RESPECT THE PRIVACY OF OUR CUSTOMERS
$MART DATA = BIG DATA ACCEPTED BY OUR CUSTOMERS
03.
149. THE BEST CREATIVE MEDIA WORK
IS NEVER SHOWN
TAKE OUR FEAR AWAY
* ORGANISE THE FESTIVAL FOR THE NEVER-SHOWN WORK
04.
150. THE NEXT 50 YEARS
WE WILL NEED LOCAL MEDIA MORE THAN EVER
TO BUILD THE MENTAL STRETCH
IN ORDER TO UNDERSTAND GLOBALISATION
…AND KEEP THE PEACE
05.
151. 19h30 up to basketball training by car:
CITROÊN BERLINGO, outfit shoes AIR JORDAN
VI, shorts CHAMPION, T-shirt NIKE, after
training, have a drink in the cafeteria 1 ice tea
green LIPTON, 1 COCA-COLA, preferably in a
green COCA COLA bottle
07h30 wake up when music
alarm NOKIA mobile goes off,
playing Don McLean’s American
Pie; put on ADIDAS slippers;
cornflakes for breakfast: All-
Bran Fruit n Fibre KELLOGS with
everyday milk (COLRUYT);
reading GAZET VAN ANTWERPEN
08h00 showering: shower gel ALDI,
shampoo HEAD & SHOULDERS, tooth
brushing SENSODYNE, with toothbrush
AQUAFRESH, deodorant DOVE, getting
dressed, underpants C&A or HEMA,
socks PUMA or ZEEMAN, trousers H&M,
T-shirt VOLCOM, Shoes Air Max 1 NIKE,
Hoodie DICKIES, Jacket Fred Perry
08h30 off to BRANDHOME by tram
DE LIJN using BUZZY PASS, put in a
FOSSIL wallet
09h00 arrive at BRANDHOME, drink a
cup of PICKWICK tea, switch on APPLE
computer, make pictures with NIKON
camera, listen to radio: STUDIO
BRUSSEL
13h00 lunch, sandwiches (bread from PANOS),
with LEERDAMMER cheese, ham, groceries and
DEVOS LEMMENS mayonnaise
18h00 go home by tram, playing NOKIA game
18h30 pizza bolognaise DR. OETKER and
SUNLAND juice, internet laptop HEWLETT
PACKARD, operating system WINDOWS 7,
checking mail at MSN MESSENGER &
HOTMAIL, home page GOOGLE, check
FACEBOOK
22h00 meet friends to play golf
on the WII or a poker evening
with CARTAMUNDI poker set and
POKESTARS cards / 23.30h
midnight snack banana
CHIQUITA, yogurt DANONE
19h00 news report at EEN, reading HUMO