1. The Rules of the Game Have Changed:
Branding 3.0.
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2. Branding with Human Vision
•New times require new vision.
•Dharma Dreams is a new branding company with a human-centric approach.
We enable branding that goes beyond the mental and emotional to unlock each
client’s deepest creative potential.
•At Dharma Dreams, we believe that an effective brand is the mirror of our
client’s dream. Brands that share dreams and passions make a difference in the
marketplace and drive business.
•We believe in Dharma, a solid branding structure and process that leads
brands toward their goals, whether small or large. We believe in Dreams:
branding that recognizes creativity as the future economic driving force.
•Dharma Dreams brings together highly talented, multi-disciplinary
professionals and works collaboratively with each client’s marketing team and
key partners to guarantee project success.
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3. The Rules of the Game Have
Changed: Branding 3.0

4. The Rules of the Game Have Changed: Branding 3.0
Branding 1.0 targeted the “consumer mind”
•Logic and selling.
•Focused on USP.
•Art of persuasion.
•Sometimes even cheating.
•Easy-to-reach targets.
•Strong product focus.
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5. The Rules of the Game Have Changed: Branding 3.0
Branding 2.0 targets the “consumer’s heart”
• Emotional focus.
• Customer-centric era.
• Traditional needs.
• Marketing has a bad name.
• Simply after profit.
• Common tricks and false claims.
• High advertising investment.
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6. The Rules of the Game Have Changed: Branding 3.0
Branding 3.0 targets consumer as whole human:
mind, heart, and spirit
• Human-centric approach.
• Treated as human beings: active, anxious, and creative.
• Unlocking the soul’s code: Credible brands that establish trust.
• Letting people participate in the value creation.
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7. Branding 3.0:
Brands as Social Icons

8. Branding 3.0: Brands as Social Icons
Companies that intend to be icons should share their
consumers’ passions and dreams, and make a difference
•Dreams are embedded into the
company’s vision.
•Mission is present; VisionDream is
future. What you aspire to become, to
achieve, to create as an organization is
shared with your targets.
•Dreams that create “shared value” and
support behavior change.
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9. Branding 3.0. Brands as Social Icons
Companies that intend to be icons should share their
consumers’ passions and dreams, and make a difference
•Dreams that give meaning to each
communication activation of the
brand.
•Dreams that are activated in relevant
communication contexts:
– When consumers are more
receptive to the brand.
– 360º media, on and offline.
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10. Branding 3.0:
The 3 Key Pillars

11. Branding 3.0: The 3 Key Pillars
Human Beings
Vision
Dream
Creativity Social Experience

12. Branding 3.0: The 3 Key Pillars
Pillar 1: Target consumers as human beings
Iconic brands that address customers’ anxiety and desires
will beat the competition in this world of paradox
•According to Stephen Covey there are 4
components of a human being:
– Physical body.
– Mind of independent thought.
– Heart that can feel emotion.
– Spirit: soul and philosophical center.
•Consumers demand that their deepest anxieties
and desires be identified and fulfilled (not traditional
needs).
•At its core, consumers’ over-arching desire is to
make society and the world at large a better place.
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13. Branding 3.0: The 3 Key Pillars
Pillar 1: Target consumers as human beings
Iconic brands that address customers’ anxiety and desires
will beat the competition in this world of paradox
Traditional Research Approach Research with Coaching Approach
•Focuses on asking “why”. •Focuses on the individual’s inner self and
•Asks questions that focus on the asks questions about the future, vision, and
past, seeking rational resaons for a dreams.
specific behavior or belief. •The future vision helps to connect the
•Defines a rational or emotional individual with inner self, spirit, authenticity,
explanation of traditional needs. and real anxieties.
•The individual is observed as a whole:
tone of voice, language, posture, facial
expression, and feelings.
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14. Branding 3.0: The 3 Key Pillars
Pillar 2: Consumer sophistication generates the future
market: the creative consumer market
Creativity is the driving force of economic growth
•Millions of consumers across the
globe are insightful, passionate, and
creative people, helping to optimize
and endorse breakthrough products
and services, sometimes without
companies’ buy-in.
•These creative people are those who
will shape the future market, where
the traditional market won’t work. “Not only is the customer the king, he is also the
market researcher head, R&D chief and product
development manager.” ~The Economist
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15. Branding 3.0: The 3 Key Pillars
Pillar 3: Social Experience
Give people a voice and improve current experience
•Top-down, one-way, mass comms are no
longer effective.
•We have moved beyond the information age
into the age of participation, where
consumers independently create new ideas
and entertainment, as well as consume them.
•Promote the freedom to talk about you
(Burger King striptease, for example).
•Don’t ask people to make an effort for your
brand; give them an improved experience of
something they are already doing (Nike
Running Club, for example).
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