Service proposal to help business maximise their creative output beyond marketing and communications

1. ©2011 Mauro Forcolin
Leveraging the BrandBridge
with Strategic-Creative
Services

2. Comms. &
Marketing
Products
& Services
• The digital experience has brought about a
change in consumer bahaviour
• Brands are no longer viewed through a
communication tunnel, but in everything that a
business does
• Any insincerity between brand values and
business actions will be noticed and magnified Business
& Org
©2011 Mauro Forcolin
Current State

3. • Businesses must imbed their brand
strategy in everything they do
• The creative power reserved for
communications should be
harnessed in other business
operations as well
• This energy should
flow and inspire in all
directions through the
business
©2011 Mauro Forcolin
What to do

4. • The brand provides the bridge for
this creative flow, but it must be
properly used
• The creative flow across the bridge
must be properly translated
through:
This is the role of the strategic-creative service
– Ability to think along
creative lines
– A passion and
understanding of the
business
©2011 Mauro Forcolin
Saved by the Brand

5. Being Strategically Creative
• A distinct point of view to examine the
business and identify opportunities
The strategic-creative service uses the BrandBridge to create:
• Cross-pollination of ideas and
passion
• A means to harness the
creative power of the whole
business to challenge set
ways of thinking
Comms. &
Marketing
Products
& Services
Business
& Org
©2011 Mauro Forcolin

6. The Mechanics of it all
Creative thought allows connecting previously separate things to
generate new meaning
©2011 Mauro Forcolin
Business problems are precise and restrictive in
order to achieve a specific result: Closed Mode
Must be transformed to an open mode creative
brief via by transforming the problem
References:
http://m.wikihow.com/Define-a-Problem
http://www.brainpickings.org/index.php/2012/04/12/john-cleese-on-creativity-1991/
Rephrase problem from
different feelings and PoV
Expose and challenge
assumptions
Vary the constraints to
encompass larger or
smaller problems
Frame as an opportunity
rather than a problem
Approach from various
perspectives
Turn the problem on its
head
By definition it must be broad to allow for possibilities: Open Mode
May not actually benefit original problem but something else
Cannot be dealt with in a creative manner
successfully
Always with the BrandBridge acting as the over-
arching guide for all of the above

7. And via the BrandBridge, the Strategic Creative frames problems
into opportunities which are then applied to create real value
©2011 Mauro Forcolin
Opening It Up
Immediate
Solve Problem
Near Term
Turn problem to advantage
Systemic changes to avoid
problems
Long-term
New opportunities
Innovation
Insights
Concepts
Strategic
possibilities
Closed Mode
Problems
Rigid/Narrow Focus
Where business mostly operates
Open Mode
Opportunities
Loose
Expanding
Fluid
Direction
Emotion
Passion
Apply Context
Turn Open Mode Ideas into actions
Brand
Bridge

8. For Example…
• Create Strategic
partnership with
companies and celebrities
to provide services &
endorsements
• Generate revenue
through sales of awards
• Use social media both
within D4L and externally
• Maintain interest in the
portal
• Active involvement of
celebrities and corporate
initiatives to drive
viewers
• Create a means for D4L
volunteers to share with
their peers online and
show their achievements
with pride in real life
• Create an entire economy
based on “awards”
wanted a portal…
We gave them a whole
And extended the brand across all aspects of the business
Click
Here
©2011 Mauro Forcolin

9. Comms. &
Marketing
Products
& Services
The Benefits
Business
& Org
Maximizes revenue channels
Opportunities can be engaged
holistically, not along sector or
function silos
Greater cohesion within the company and
alignment with the brand
©2011 Mauro Forcolin