Creative Mornings Ottawa speech on “Reuse.” Betcha can't go a day without stumbling on a reclaimed or repurposed somethin or other. What's old is new, and what's new is reused. Our LA chapter host Jon Setzen selected the theme "reuse". Now, reusing isn't just about turning old pop cans into toy cars. The Creative Mornings Ottawa team decided to take a different spin on what it means to reuse when it comes to a brand, and a message.

1. - Reuse -
Presented at Creative Mornings

2. - Intro -
What’s a brand?
“Be yourself,
everyone else is
taken.”
- Oscar Wilde

3. - About me -
MediaStyle
“Style is knowing who you
are, what you want to say, and
not giving a damn.”
-and-
"I never miss a chance to
have sex or appear on
television.”
- Gore Vidal

4. today we will...
Brand Incorporating
Analysis Reuse

5. - three r’s -
Reduce Reuse Recycle

6. - Brand Elements -
Earth Wind Water Fire
Owned Earned Paid Shared

7. - worth repeating -
over & over
Consistent Regimented
& Clear
Message
+ Interaction,
Look & Feel
= Your Brand
Story

8. - Elements of reuse -
renovation
Regifting
repurposing
upcycling
refilling
deposit programs

9. - Interpreting -
Literal Symbolic

10. - Union 613 -

11. - Victoire-

12. - 3rd life-

13. - re: purpose-

14. - Liquid content -
Principal
10%
Everyday content 20%
Innovative Content
Risky Content
70%

15. - the big lessons -
Brand ReUse Innovate
“Perhaps the most "Of course there are "After years of telling
salient factor for the many ways we can reuse corporate citizens to
most successful brands something. We can dye 'trust the system,' many
is the promise of it. We can cut it. We can companies must relearn
consistent quality. change the buttons. instead to trust their
Whether it's a business Those are other ways to people - and encourage
or a consumer making a make it alive. But this is a their people to use
purchasing decision, new step to use anything neglected creative
they want to be sure in - hats, socks, shirts. It's capacities in order to tap
this world of endless the first step in the the most potent
choice that their decision process." economic stimulus of all:
is the right one.” idea power."
– Rosi McMurray, The Brand Union - Issey Miyake, designer - Rosabeth Moss Kanter, Harvard
Business School

16. Thank you
questions?
@iancapstick on Twitter
ian@mediastyle.ca
613.863.7746

17. @iancapstick
@mediastyle