My topline 'brand' perspectives and view onto our world through a world of brands.

1. © IDHolland IDENTITY Partners 2012

2. 3P© IDHOLLAND Identity Advisory 2013
agenda
purpose
practise
perception

3. © IDHOLLAND Identity Advisory 2013
we all deserve
better
I believe

4. © IDHOLLAND Identity Advisory 2013
we all deserve
better
brands
that are interesting, attuned, emphatic, empathetic and useful.
I believe

5. © IDHOLLAND Identity Advisory 2013
“The notion that America lives in a
culture of violence is bullshit...
America lives in a culture of Kardashian.”
- Stephen King
I believe

6. © IDHOLLAND Identity Advisory 2013

7. © IDHOLLAND Identity Advisory 2013
Virgin, Material Girl, In Vogue, Sex Fantasy, Spiritualist, Girl-next-door...

8. © IDHOLLAND Identity Advisory 2013
To ‘young-at-heart’ people with
unfulfilled yearnings, she’s an icon who
is always radical...
(and radical today, is tomorrow’s normal)

9. © IDHOLLAND Identity Advisory 2013
time.
tricks.
trust.
We don’t have enough
Everyone has the same
We ‘buy’ based on
from meeting expectations
branding
is hot,
because:

10. © IDHOLLAND Identity Advisory 2013
tribes

11. © IDHOLLAND Identity Advisory 2013
Tribes come together around common beliefs.
Great companies know this.
Their tribe is not just about winning. Their tribe is about changing
the world.... making a difference. That's how you really win.

12. © IDHOLLAND Identity Advisory 2013
cultureTribes come together around common beliefs.
Great companies know this.
Their tribe is not just about winning. Their tribe is about changing
the world.... making a difference. That's how you really win.

13. © IDHOLLAND Identity Advisory 2013
whether you like it or not
we all have a brand
Accidental/
Intentional?

14. © IDHOLLAND Identity Advisory 2013
Stand up, stand out and stand apart from parity and sameness.
brand
apart!

15. © IDHOLLAND Identity Advisory 2013

16. © IDHOLLAND Identity Advisory 2013

17. © IDHOLLAND Identity Advisory 2013
good
businesses
from beginning to end
great
stories+
how we stand apart from competition
a charismatic brand=

18. © IDHOLLAND Identity Advisory 2013
great
stories
how we stand apart from competition
not only about
the brand, but
also a story
about
YOU

19. © IDHOLLAND Identity Advisory 2013
“Any product, service or organization for which people believe there is NO substitute.”

20. © IDHOLLAND Identity Advisory 2013
this is not your brand...
LOGO HERE

21. © IDHOLLAND Identity Advisory 2013
it used to be about
ownership only

22. © IDHOLLAND Identity Advisory 2013
this is not branding

23. hearts, minds
& souls...
© IDHolland IDENTITY Partners 2012
This is

24. © IDHOLLAND Identity Advisory 2013
reputation
& expectation
your brand is

25. © IDHOLLAND Identity Advisory 2013
delivered on
reputation
& expectation
your brand is

26. © IDHOLLAND Identity Advisory 2013
branding today - how we see it: we get out what we put outLove,Belief&Loyalty
Time
Practise
Perception
Purpose

27. © IDHOLLAND Identity Advisory 2013
branding today - how we see it: we get out what we put out
Purpose
Love,Belief&Loyalty
Time
Culture
Action
Image
Advocacy

28. © IDHOLLAND Identity Advisory 2013
branding today - how we see it: we get out what we put out
Purpose
Time
Culture
Action
Image
Advocacy
Values And Behaviours
Expression
Reputation And Memory
Love,Belief&Loyalty

29. © IDHOLLAND Identity Advisory 2013
image and
advocacy
(‘brand’)
expression and action
Purpose Culture Action Image Advocacy
branding today - how we see it: we get out what we put out

30. © IDHOLLAND Identity Advisory 2013
branding today - how we see it
Advocates
trust
Recommend

31. © IDHOLLAND Identity Advisory 2013
branding today - how we see it
AdvocatesRecommend
9/10 online consumers say recommendations from friends and family
are the most trusted form of advertising worldwide.
Consumers trust advocates, not ads...
Advertising
spend$0

32. © IDHolland IDENTITY Partners 2012
your brand is what ‘THEY’ say it is.

33. © IDHOLLAND Identity Advisory 2013
a
word-of-
mouth
world...
Because today we live in
- Gary Vaynerchuck

34. © IDHOLLAND Identity Advisory 2013
Influence

35. © IDHOLLAND Identity Advisory 2013
what do I
stand FOR?
ask yourself a key question
?

36. © IDHOLLAND Identity Advisory 2013
Pushing
the boundaries of
human potential
not an energy drink
(anymore)

37. © IDHOLLAND Identity Advisory 2013
= community

38. © IDHOLLAND Identity Advisory 2013
‘our brand of business...’
what we become know, loved,
remembered, recommended for.
‘our brand’
to
from
branding today - reframing how we look at things

39. © IDHOLLAND Identity Advisory 2013
‘our brand of business...’
‘our brand’
to
from
branding today - reframing how we look at things
behavior
interaction
thinking
innovation
sharing
storytelling
and so on...

40. © IDHOLLAND Identity Advisory 2013
tribes that believe.
FEATURES
“what it is”
BENEFITS
“what it does”
EXPERIENCE
“what you feel”
IDENTIFICATION
“showing off yourself”
1900 > 1925 > 1950 > 2000 > 2010 >
MEANING
“WHY you are”
from making
to the age of meaning

41. © IDHOLLAND Identity Advisory 2013
the age of meaning
from factory to “for me”
from industry to ideas

42. © IDHOLLAND Identity Advisory 2013
“People don’t buy (into) what you do,
they buy why you do it.”
- Simon Sinek
the age of meaning

43. © IDHOLLAND Identity Advisory 2013
Jayanata - Brand Identity development - March 2012 ©
not
a computer
company
the age of meaning

44. Jayanata - Brand Identity development - March 2012 ©
“Everything we do,
we believe in challenging
the status quo, we believe
in thinking differently.”
“We do this by making
products that are
beautifully designed, and
easy to use.”
“We just happen to make
great computers....
(wanna buy one?)”
© IDHOLLAND Identity Advisory 2013
the age of meaning

45. © IDHOLLAND Identity Advisory 2013
zeitgeist
insight
belief
the age of meaning

46. © IDHOLLAND Identity Advisory 2013
Seeking.
New.
Self.
the age of meaning

47. © IDHOLLAND Identity Advisory 2013
we are on our own,
and need to find
our way
Now individuals are are on their own.
They must construct themselves from
the beginning without support and
they must not only construct
themselves they must construct the
measures that allow them to assess
the meaning and success of their lives.
They are bound by their own
freedom.
the age of meaning

48. © IDHOLLAND Identity Advisory 2013
“When was the last time you did
something for the first time?”
the age of meaning

49. © IDHOLLAND Identity Advisory 2013
Definition:
The ‘new’ has never been hotter, as the
entire world, from emerging to
mature economies, is now creating
new products, services and
experiences on a daily, if not hourly
basis, in every B2C industry.
Which moves 'new' from being a tired
marketing ploy by ‘old’ brands ('new and
improved!'), to a genuine, exciting
proposition for consumers.
NEWISM
Why more than ever,consumers lust after the new.
And why that spells heaven or hell for brands.
FSTR
SocialStatus

50. © IDHOLLAND Identity Advisory 2013
Everything is getting faster and FSTR. The online world, with
its relentless acceleration and amplification – of
information, of excitement, of attention – is of course a
major contributor to NEWISM.
Instagram (10 million users in under a year)
Draw Something (35 million users in just 6 weeks!).
Pebble raising over USD 10 million in 37 days on Kickstarter*.
Taco Bell sold 100 million of its new Doritos Locos Tacos in
10 weeks, making it the chain’s fastest ever product launch.
* Kickstarter is a great enabler of the ‘new’ innovation ecosystem:
anyone can now test, fund and launch almost any new idea.
any new innovation
that taps pent-up
demand will erupt and
spread faster than ever
FSTR

51. SOCIAL
© IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012
“Social status comes
from being in the
know, and from being
part of the ‘new’.”
On top of collecting experiences, in a world where everything
is transient keeping one's finger firmly on the pulse of the
endless global torrent of new products and services (FSTR),
showing one's connectedness and being in the know,
will be an ever-richer source of social status (especially for
SOCIAL-LITE consumers).
Yes, 'new' is the new prestige ;-)
In April 2012 Nike launched a number of highly collectible limited
edition sneakers using a Twitter reservation system. Stores would
randomly tweet specific product hashtags during the day of release,
and the first followers to include this in a direct message to the store
would reserve a pair of the sneakers.

52. © IDHOLLAND Identity Advisory 2013
What NEWISM is NOT
(and the inevitable counter-trend)
Not all consumer attention will be focused on
the new:
Still endless value in heritage brands, known
to deliver constant, trusted quality and
provenance.
Value in well-told, compelling stories. In
comfort. In tradition.
In the local. In curation of existing products.
In tailoring.
No trend applies to all consumers, all of the
time, and the ‘new’ doesn’t always kill the old.
NEWISM
Edvard Munch’s “The Scream” — a record $119,922,500 (U.S..

53. © IDHOLLAND Identity Advisory 2013
Broadcast Yourself
the age of meaning

54. © IDHOLLAND Identity Advisory 2013
Purpose
beyond
profit
the age of meaning
It used to be that smart executives thought the purpose of business was
about ideas like "maximizing shareholder value", "providing
extraordinary returns", "maintaining a sustained leadership position", etc.
What many people are realizing is that these are outcomes from having a
true, well understood purpose.
Profits are not your company's 'purpose' - they are an outcome from
doing things well.
Purpose is why you get out of bed in the morning. What is it that drives
you and your team? What matters? What are you (here) for?

55. © IDHOLLAND Identity Advisory 2013
Social
More connected, in touch,
interested, caring
Personally interested in us
“we are going through the re-
humanization of business
- Gary Vaynerchuck
parity
personality
the age of meaning

56. © IDHOLLAND Identity Advisory 2013
3 levels for framing purpose:
1. metrics
2. existence
3. invigorating
a little more meaningful
services, customer focus,
satisfying needs
Help understand ‘why’ through
needs serviced
Guides product-dev and
day-to-day action
DOES NOT place staff/users in a
wider social narrative which is
what they desire more today
No distinct positive advantage
from
to
the age of meaning

57. © IDHOLLAND Identity Advisory 2013
the age of meaning
Metric
purpose
for
profit
financial targets
- no benefit to the company culture
1994:
“We exist to create value
for our shareholders on a
long-term basis by building
a business that enhances
the Coca-Cola trademark.”

58. © IDHOLLAND Identity Advisory 2013
the age of meaning
Invigorating
Purpose
beyond
profit
“To refresh the world
- in mind, body and spirit”
focus on changing, not just
servicing society

59. © IDHOLLAND Identity Advisory 2013
the age of meaning
Invigorating
Purpose
beyond
profit
focus on changing, not just
servicing society

60. © IDHOLLAND Identity Advisory 2013
the age of meaning
Invigorating
Purpose
beyond
profit
focus on changing, not just
servicing society

61. © IDHOLLAND Identity Advisory 2013
the age of meaning
Invigorating
Purpose
beyond
profit

62. © IDHOLLAND Identity Advisory 2013
PURCHASING
TRADITIONAL
COMMUNICATION
BRAND
STRATEGY
From... to...
FINANCE
HR
SALES
MARKETING
AFTER
SALES
COMMS
PURCHASING
FINANCE
HR
SALES
MARKETING
AFTER
SALES
COMMS
POSITION
Business
+ Marketing
Strategy
BRAND
the age of meaning - moving the needle

63. © IDHOLLAND Identity Advisory 2013
Ultimately to inspire and develop children to think creatively, reason
systematically and release their potential to shape their own future -
experiencing the endless human possibility.
Pioneer new ways of playing, play materials and the business models of
play - leveraging globalisation and digitalisation...it is not just about
products, it is about realising the human possibility.
This is a brand that is not merely about ‘blocks’....
‘Inspire
and
develop
the
builders
of
tomorrow’

64. © IDHOLLAND Identity Advisory 2013
To inspire and
nurture the human
spirit – one person,
one cup and one
neighborhood at a
time.
Invigorating
Purpose
beyond
profit
the age of meaning

65. © IDHOLLAND Identity Advisory 2013
Invigorating
Purpose
beyond
profit
the age of meaning
99¢ 4.99¢
a ‘third place’
between work and home, consistently, everywhere.
enabling a premium pricing position.

66. © IDHOLLAND Identity Advisory 2013
not
a coffee
company
“Customers must recognize that you stand
for something.”
- Howard Shultz, Starbucks
Invigorating
Purpose
beyond
profit
the age of meaning

67. © IDHOLLAND Identity Advisory 2013
the age of meaning
Invigorating
Purpose
beyond
profit
Universalization
Allow everyone to experience what the few
have
Innovation Go where no one has gone before
Fresh Challenge Challenge complacency and the ‘big guys’
Excellence Strive to perfect one's art
Global Responsibility Do business in a sustainable and ethical way
Human Values
Recognize humanity of employees, suppliers
and customers
Enriching Experience
Understand people are forever seeking out
something new, different and fulfilling

68. © IDHOLLAND Identity Advisory 2013
defining place
Positioning SPECTRUM
Rational Tangibles
What you have
Infrastructure Assets
What you do
Products Services
How you do it
Approach Expertise
Who you are
Personality Values
Why you do it
Purpose Cause
Emotive Intangibles
In deciding on a brands’ positioning, it is sometimes useful
to consider what kind of brand you want to be: a what, a how
or a why brand...

69. © IDHOLLAND Identity Advisory 2013
aeronautics overnight freedomnetwork magic
Rational Tangibles Emotive Intangibles
What you have
Infrastructure Assets
What you do
Products Services
How you do it
Approach Expertise
Who you are
Personality Values
Why you do it
Purpose Cause
defining place
Positioning SPECTRUM
In deciding on a brands’ positioning, it is sometimes useful
to consider what kind of brand you want to be: a what, a how
or a why brand...

70. © IDHOLLAND Identity Advisory 2013
aeronautics overnight freedomnetwork magic
Rational Tangibles Emotive Intangibles
What you have
Infrastructure Assets
What you do
Products Services
How you do it
Approach Expertise
Who you are
Personality Values
Why you do it
Purpose Cause
defining place
Positioning SPECTRUM
© IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012
reach
(“everywhere”)
What you have
Infrastructure
Assets
What you do
Products Services
How you do it
Approach
Expertise
Why you do it
Purpose Cause
An example of a positioning spectrum for differentiation:
Rational (Tangibles) Emotional (Intangibles)
Who you are
People
Personality

71. © IDHOLLAND Identity Advisory 2013
Rational Tangibles Emotive Intangibles
What you have
Infrastructure Assets
What you do
Products Services
How you do it
Approach Expertise
Who you are
Personality Values
Why you do it
Purpose Cause
defining place
Positioning SPECTRUM
‘the social
network’
connect and
sharing with
the people in
your life

72. © IDHOLLAND Identity Advisory 2013
“Better, inside”
defining place
Create a better everyday life for many people. Enabling people to experience the joy of driving
“Sheer driving pleasure”
Everything designed with this purpose in mind
Innovation, Independence, Authenticity

73. © IDHolland Identity Partners 2012 StumbleUpon Brand Purpose reappraisal - November 2012
defining place

74. © IDHOLLAND Identity Advisory 2013
defining place

75. © IDHOLLAND Identity Advisory 2013
Auto recovery
Jobs
Veterans
Health Care
Education
Energy
“What I am describing here is a new
business model for marketing,
appropriate to the digital age,”
In this model, companies compete for
global ownership of one word in the
public mind.”
defining place

76. © IDHOLLAND Identity Advisory 2013

77. © IDHOLLAND Identity Advisory 2013
In summary
Insight and Belief
Purpose
Practise and brand of business

78. © IDHOLLAND Identity Advisory 2013
In summary
purpose
practise
perception

79. © IDHOLLAND Identity Advisory 2013
In summary
patience