Lovemarks academy 2013 s&ss

The Lovemarks Academy
THE LOVEMARKS
ACADEMY

Personal, Professional, and Commercial
OUR GOAL
STIMULUS FOR SUSTAINABLE GROWTH

HEALTH WARNING
The Academy experience is at its best when you:
• don’t jump to the answer
• trust the process even if it isn’t in your nature
to do so
• ban stereotypes, hierarchies, and traditional
roles at your tables
• don’t let your inhibitions or insecurities put a
stop to creative flow
• remember that this is a learning experience
We don’t believe there is a recipe for Lovemarks or a single way of
doing things. We’re just sharing one way of doing things that we use
at S&S

WHICH OF THESE THINGS HAS
A STRONGER NEGATIVE
EFFECT ON YOUR IQ?

CHATHAM HOUSE RULES
What happens at a
Lovemarks Academy stays
at a Lovemarks Academy

START
foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime
Presentation
Next Steps
AGENDA
Client
challenge
FINISH

Foundations

WHO WE Are
Saatchi & Saatchi was founded in 1970 by
Charles and Maurice Saatchi on one single
compelling principle:
‘Nothing is Impossible’
From the outset Saatchi & Saatchi
challenged industry conventions, broke the
rules and created work that was ground
breaking in every respect
The Agency became famous for its maverick
spirit and audacious creativity

OUR PURPOSE
WHY?
WHO/DNA
WHAT? HOW?
THE SPIRIT
THE GREATEST
IMAGINABLE CHALLENGE
(GIC)
THE FOCUS

TO BECOMEAGENCYOF THE YEARIN EVERYMARKETIN WHICHWE OPERATE

No Sustainability,
No Lovemark.
- Kevin Roberts, Global CEO,
Saatchi & Saatchi

OUR SPIRIT
Act Now. Nothing is Impossible

OUR DREAM
is to rewrite the
future with our
clients by
transforming
their cultures
and brands so
they thrive in
perpetuity

OUR FOCUS
is to make sustainability irresistible

What’s Irresistible?
Effortless
Surprising
Delicious
Obvious
Profitable
Trendy
Comforting
Magnetic
Health
Beautiful
Affordable
Fun
(But it’s not
compliance.)

Social
Environmental
Economic
Cultural
The Four Streams of Sustainability

START FINISH
Discovery Exploration Inspiration Activation Evaluation Showtime Next Steps
AGENDA
foundations Lovemarks Client
challenge

Lovemarks

Brands
ARE OVER

Commoditisation

A METAPHOR FOR
THE
COMMUNICATIONS
LANDSCAPE?

Enter
THE AGE OF NOW

BRANDS
• Based on a promise
• Internal structure
• Singular consistent
message
• Communicate an
image
• Trust through authority
• Controlling
• Marketing as a layer
• Profit drives decisions
LOVEMARKS
• Guided by a purpose
• Internal culture
• Multiple coherent
messages
• Deliver an experience
• Trust through transparency
• Empowering
• Marketing is baked-in
• Integrated triple bottom
line

People Power

United airlines

A Lovemark
A PRODUCT, SERVICE
OR ENTITY
THAT INSPIRES LOYALTY
BEYOND REASON

Argentina Toyota Corolla Trailer

Loyalty Beyond Reason
IS AN OUTLIER

THE LOVE RESPECT AXIS
LOVE
BRANDS
Low Love
High Respect
LOVEMARKS
High Love
High Respect
PRODUCTS
Low Love
Low Respect
FADS
High Love
Low Respect

WHAT DRIVES TRUST
1)Reciprocity
2)Ability and/or Integrity
3)Sacrifice and/or Benevolence

Source: Harvard Business Review
Known for things that are different
Known for good things
Advocacy
Unknown
Known
Known for something
Known for things that I care about
LOVEMARKS
THE JOURNEY
TO A LOVEMARK

LOVEMARKS
BEWARE THE
DIFFERENTIATION TRAP
Advocacy
Unknown
Known
Known for something
Known for things that I care about

Newer
Brighter
Greener
Cheaper

Advocacy
Unknown
Known
Known for something
Stands for things that I care about
LOVEMARKS
THE JOURNEY
TO A LOVEMARK

“The essential difference between
emotion and reason is that
emotion leads to action
while reason leads to conclusions.”
Donald B. Calne
Professor of Neurology
University of British Columbia

“I've learned that
people will forget
what you said,
people will forget
what you did,
but people will
never forget
how you made
them feel.”
Maya Angelou

GOAIGLA CRYING (OR ANOTHER EXAMPLE)

HOW WILL YOU KNOW WHEN YOU’VE ARRIVED?

Defend you
WHEN PEOPLE
CAN’T HELP BUT:
Promote
you
Forgive
you
Challenge
you

WHEN THINGS WE LOVE
DO THINGS WE DON’T
LOVE….

Lovemarks
SHOW AND TELL

No Sustainability,
No Lovemark

93% of consumers want to know
what companies are doing to
make the world a better place
91% also want to be heard by
companies.
In contrast, 71% report being
confused by the message
companies use to talk about
their efforts and impacts.
2011Cone/Echo Global Corporate
Responsibility Study

Lovemarks stand for things people care
about - like design, provenance, quality,
experience, taste, etc.
Increasingly, they also must ensure that
they don’t stand in conflict to people’s
beliefs more generally

“Not all profit is created equal.
Profits involving a social purpose
represent a higher form of
capitalism. One that creates a
positive cycle of company and
community prosperity.”
Kramer and Porter on
Shared Value

Sustainable Opportunities:
Collaborative Consumption
If your product ever sits idle what
are the opportunities to create a
new model for consumption? If
you don’t do it, someone else will.
Leasing, sharing, blending,
collaborating.... You get the
picture
‘I used to get something from knowing I
had a Porsche in the driveway. I just
don’t anymore. So even with 2 kids I
don’t own a single car. Just City Car.’
Martin, 45, London

Who is 49M?
It is government, Eskom, big players in
industry and commerce, and it is you –
all 49 million of you South African
citizens.
SAVE ELECTRICITY AND
CREATE A BETTER ECONOMIC,
SOCIAL AND ENVIRONMENTAL
FUTURE FOR ALL
Saving power is really about changing
our attitudes. By simply making small
changes in our everyday life,
collectively we can make a massive
difference.
BE PART OF THE SOLUTION, MAKE A DIFFERENCE AND TAKE
THE 10% PLEDGE
NO SUSTAINABILITY, NO LOVEMARK
49M INITIATIVE
REMEMBER YOUR POWER

What do people really care
about these days when it comes
to brands and business?

EDELMAN TRUST BAROMETER
2008 TRUST DRIVERS
OPERATIONS
(79%)
2013 TRUST PERFORMANCE
CLUSTERS
Reputation as a
place to work
(81%)
Financial
Performance
(76%)
Respected CEO
or leaders (71%)
ENGAGEMENT (59%)
INTEGRITY (58%)
PRODUCTS & SERVICES (54%)
PURPOSE (47%)
OPERATIONS (39%)

ENGAGEMENT
• Listens to customers
• Treats employees well
• Places customers ahead of profits
• Communicates frequently and honestly on the state of its business
INTEGRITY
• Has ethical business practices
• Takes responsible actions to address an issue or crisis
• Has Transparent and open business practices
PRODUCTS AND SERVICES
• Offers high quality products or services
• Is an innovator of new products, services or ideas
PURPOSE
• Works to protect and improve the environment
• Addresses society’s need s in its everyday business
• Creates programs that positively impact the local community
• Partners with government and 3rd parties to address societal needs
OPERATIONS
• Has highly regarded and widely admired leadership
• Ranks on global list of top companies
• Delivers financial returns to investors
EDELMAN’S 16 ATTRIBUTES
TO BUILD TRUST

YOUR
DREAM
WHEN DID YOU KNOW THIS WAS YOUR
AMBITION?
Brands have to fit into a broader
narrative these days which is not
just about product and service
delivery. It is all about Purpose.

THE PURPOSE EFFECT
A strong and well communicated purpose is associated with up to 17%
better financial performance.
IMD/Burson Marsteller Corporate Purpose Impact Study 2010
Only 40% of employees understand their organisation’s strategy.
Accenture High Performance Workplace Study
Only 4% of UK workers exhibit the highest level of engagement with
their work.
Corporate Leadership Council
40% of a company’s reputation is determined by its purpose and 60%
by performance.
Burson Marsteller/Penn, Schoen & Berland, 2008

FIRMS OF ENDEARMENT
Over the ten years that ended in June 2006, the public
Firms of Endearment returned 1,025% to their
investors, compared to the 122% earned by the S&P 500.
1,025%
Firms of
Endearment
122%
S&P500

BECOMING IRRESISTIBLE IS
A FUNCTION OF HOW YOU
MAKE PEOPLE FEEL

ADOPT A
RELATIONSHIP
MINDSET

Fling … Secret affair … Courtship… Marriage …
Rebound … Hostile … Dependency … Enslavement
… Family … Friends ... Casual friends … Childhood
friends … Sibling …
Best friends … Arranged ... Blind Date ...
Re-acquaintance ... old family friend ... Pariah ...
the guy next to you on the airplane
DEFINE YOUR
RELATIONSHIP

A FRAMEWORK TO HELP
PROVOKE CREATIVITY
© Richard Hytner

DISCOVERY
Unearth insights into
your clients business
EXPLORATION
Uncover Human
centred insights
THE PATH TO IRRESISTIBILITY

The Lovemarks AcademyThe Lovemarks Academy
DISCOVERY
EXPLORATION
Uncover Human
centred insights
INSPIRATION
Focus and idea
Generation
ACTIVATION
THE PATH TO IRRESISTIBILITY
IRRESISTIBLE

YES,
BUT
NUH-UH.
YES-HUH!

‘Plus-ing’ is what it’s called at
Pixar, and there are two rules:
1) Practice ‘Yes, And’
2) Always make your partners look
good

BEST PRACTICES
FOR IDEA GENERATION
• Practice ‘Yes, And’.
• Bring a diverse group of people together.
• Encourage the reticent and moderate the talkers.
• If you feel the group is going in circles step back and use a
reframing tool, visualisation, or some other stimulus to change
the perspective.
• Don’t become a salesperson.
• Pick a scribe to capture ideas. Pick a facilitator to manage
time and to keep the team on task and target.
• Set ground rules as a team if necessary. Things like,
“encourage wild ideas”, “Go for quantity not quality”, “Don’t
judge while ideating” etc.
• Focus ruthlessly when the time comes to make decisions.

Don’t become
this guy. Selling
an idea that
hasn’t
landed…..
Maybe the
world is just not
ready for it

START
foundations Lovemarks Discovery Exploration Inspiration Attraction Evaluation Showtime Next Steps
AGENDA
Client
challenge
FINISH

CLIENT
CHALLENGES

Lovemarks Academy
CLIENT CHALLENGE
How might Airbnb create a compelling, unified story
around its core mission of a future economy powered by
sharing that is easily understood, emotionally captivating,
intellectually rigorous, and lots of fun?
How might that story translate into a statement of
corporate responsibility? How might Airbnb go about
building a corporate-responsibility strategy?

Lovemarks Academy
CLIENT CHALLENGE
The program’s communication efforts are meant to meet one end goal: make sustainability
part of our routine decision-making and long-range planning.
ARNG Soldiers and Leaders do not currently use a common language or consistently
integrate sustainability in their day-to-day decisions and meetings. Though we have made
limited progress at the Directorate level, we would like to take this message all the way to the
top and bottom (from the Leaders at the Pentagon to part-time Soldiers in the State Guards)
so that it becomes part of our organizational culture. This way, sustainability is driven by
informed and empowered individuals rather than a central administrative program.
ARNG seeks to build a communications strategy to educate personnel on sustainability,
integrate the principle into our Army Values, support sustainability initiatives in action, and
connect efforts to our communities and their priorities.
To begin progress to that end we must bring the message home to the ARNG’s most
important goal – maintaining and improving our operational capacity to accomplish our
global and domestic (federal and state) missions.
How do we connect the operational missions more deeply to the concept of sustainability, so
as to initiate an organization-wide culture change among Soldiers and Leaders?

Lovemarks Academy
CLIENT CHALLENGE
One of APE’s key properties (Outside Lands) is already perceived as one of the greenest festivals in the
market. And while sustainability may not be overtly promoted to festival-goers at Outside Lands, APE has
taken steps to reduce their environmental impact and teach attendees everyday sustainability practices.
APE has built a robust sustainability platform with Eco Lands and other sustainability measures taken at the
festival. Outside Lands’ sustainability branding is both highly relevant to local consumers and is also a
powerful point of difference for Outside Lands within the music festival competitive landscape. APE
wants to continue strengthening its competitive positioning as a leader in sustainability in the music
industry.
Accordingly, APE is now looking to take its sustainability platform to the next phase of growth with a new
big idea that can propel its sustainability strategy to the next level -- not only making a major
environmental impact, but also engaging consumers with its brand (strengthening brand equity and
brand loyalty), and ultimately raising awareness and solidifying APE’s positioning as a leader in
sustainability in the music industry.
Guidelines:
- Ideas must be aligned with APE’s core mission and product (a music experience) and resonate with its
concert goers.
- APE doesn’t want to overly push the message to consumers but would rather consumers ‘discover’ the
sustainability practices as they explore the festival. So, how can APE ‘do more’ without necessarily
‘saying more’?
- How can APE engage concert goers on this topic at varying touch points (before, during and after
concerts)?

Lovemarks Academy
CLIENT CHALLENGE
SFGoodwill has reached a point in its brand re-launch where its ready
to engage team members in understanding the brand position – “See
the good and grow it.” and their role in championing the core values
of the organization “Community. Possibility. Courage. Integrity.”
Given the complexity of the audience, how might SFGoodwill best
engage internal stakeholders, connecting on an emotional level with
people of various backgrounds, learning styles, levels of sophistication,
and “tribe” alliances? How might brand ambassadors be encouraged
to emerge from among the rich diversity that makes up the Goodwill
family? And how might Goodwill do this on a shoestring budget?

Presentations
EACH TEAM HAS
5 MINS TO PRESENT
1. The content of your OIIC and,
In particular, make sure your
insight resonates with people in
the room, perhaps delivering an
‘aha’ moment for the audience.
2. Your Organising Idea to the
power of S (OIs
)
1. 1-3 ideas for how your OIs
could
transform the client’s business. No
traditional communication
ideas are allowed

Presentations
KEEP IN MIND
THE FOLLOWING:
For the next two days you work at
Saatchi & Saatchi S. Our goal is to
make sustainability irresistible and
sustainable brands irresistible.
Armed with our creative tools and
a point of view, no other
enterprise should be able to
come up with our creative
solution
Paint the ‘pain’ the business is
facing, or will be facing, which
you uncovered during Discovery
and the insight into what people
really care about that indicates a
way around the issue

THE OIIC
A FRAMEWORK TO CAPTURE THE BEST THINKING
AND FORCE SIMPLICITY IN EVERY STRATEGY
O I I C
Objective Issue Insight Challenge

THE OIIC
INSPIRE PARTNERS
WITH A SIMPLE,
FOCUSED,
TRUTHFUL BRIEF…
Objective: a real,
transformational and
measurable business
objective
Issue: the one thing
currently preventing us from
meeting the objective
Insight: the simple truth we
know about people that will
help us overcome the issue
Challenge: what we need
to do (not say!) to meet the
objective

WHAT MAKES A
GOOD OIIC? • A measurable business objective –
not necessarily the objective in
the brief
• Short, punchy and inspirational, with
inherent tension
• A natural and logical flow from O to
C, although it may not be created
in that order
• Agreed upon by all involved
• Based on real insight from people
and clients – insight is the heart of
the OIIC and connects to the OI
• Avoid buzz words or industry lingo.
Use language that real people
would use as well

RAINFOREST ALLIANCE
Objective: Drive sales in Rainforest Alliance
certified products with people who already
‘care’ about the environment.
Issue: Even people who ‘care’ about the
environment are cynical about what buying a
green label can do about big problems.
Insight: There are times in your life, often in
youth, when you feel like you have nothing to
lose. When allowing your passion and
conscience to drive your decisions is the
responsible, moral thing to do. But when family
and other ‘responsibility’ come into the picture,
that all changes. All of a sudden ‘responsible’
takes on whole new meaning.
Challenge: Make Rainforest Alliance a short-cut
to ‘responsible’ for the green cynics out there

MILLER HIGHLIFE
Objective: Use the Superbowl as a
catalyst to turn around declining sales
Issue: Highlife has a very limited
budget and no national rights to
advertise during the Superbowl
Insight: The recession is causing real
pain in American and people are sick
of what seems like big spending and
out of touch behaviour by big business
Challenge: In a world of pretension,
make Miller Highlife a refuge for the
real
OI - Common Sense in a Bottle

MILLER HIGHLIFE
One Year On
Common sense informed their
sponsorship, communications and
advertising in entirely new ways.
Times were still tough. So they started
sponsoring small business owners with
their own Superbowl spots.

OxygenBroadband
Objective: Inspire customers already using internet in the
home to switch to Oxygen Broadband.
Issue: The currency of broadband in Hong Kong is speed,
but every few weeks faster broadband becomes
available. Oxygen may be the fastest today, but they
won’t be tomorrow.
Insight: There is absolutely nothing more important to
families in Hong Kong than their children’s performance in
school. In fact, their competitive spirit is at it’s strongest
when they take on their child’s education.
Challenge: Make Oxygen broadband a Partner in
Learning

THE OIIC CAPTURES THE STRATEGIC
IMPERITIVE AT ANY LEVELS
Business strategy
Organising Idea
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
O
I
I
C
Execution
Business/
brand level
Campaign
level
Campaign Idea/Creative Idea
Brand OIIC
S

CLARIFY
THE OBJECTIVE
The OBJECTIVE should be
measurable and focussed on results.
Think about how to frame an
EXCITING or ENERGISING
objective that is more powerful than
what you commonly work with
today.

THE OIIC
INSPIRATION STARTS
WITH THE OBJECTIVE…
Objective: a real,
measurable business
objective
currently preventing us
from meeting the
objective
Insight: the simple truth
we know about people
that will help us overcome
the issue
to do (not say!) to meet
the objective

The path to irresistibility
DISCOVERY

THE PATH TO IRRESISTIBILITY -
DISCOVERY
DISCOVERY
EXPLORATION
Uncover Human
centred insights
INSPIRATION
Focus and idea
Generation
ACTIVATION IRRESISTIBLE

TOOLS FOR
DISCOVERY
• Face the Facts
• The Four Streams
• Irresistible Matrix
• Love-respect Axis
• Lovemarks Journey
• PESTEL
• Five Forces framework
• Identify the Business
Strategy
• Drucker’s 5

LOVE AND RESPECT THROUGH THE
LENS OF SUSTAINABILITY
LOVE
BRANDS
Low Love
High Respect
LOVEMARKS
High Love
High Respect
PRODUCTS
Low Love
Low Respect
FADS
High Love
Low Respect

Socialize
Sustainable Irresistible
Business as
Usual
Greenwash

The Four Streams Exercise
Stream Current issues relevant to client challenge
Social
Environmental
Economic
Cultural

FIVE FORCES
FRAMEWORK
B
U
S
I
N
E
S
S
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERS
SUPPLIERS

FIVE FORCES
FRAMEWORK
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERSSUPPLIERS

INCREASED COMPETITION
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERSSUPPLIERS
Source: M. Porter

POTENTIAL
ENTRANTS

SUBSTITUTES

SUBSTITUES:
SHARE OF WALLET,
TIME AND ENERGY
Gift
image

WHERE IS THE GREATEST
FORCE BEING EXERTED?
POTENTIAL
ENTRANTS
COMPETITORS
SUBSTITUTES
BUYERSSUPPLIERS
Source: M. Porter

ORGANISING IDEA:
Make business social
SAATCHI & SAATCHI - LOVEMARKS
ACADEMY
OBJECTIVE:
To be admired for improving quality of life through
business
ISSUE
“I just don’t believe you. The job of business is to make
money!”
INSIGHT
There are moments when we turn ourselves into
believers. When we say ‘I do’ and become a husband
or wife, when we sign on the dotted line, when we take
to the streets to protest. That’s when our new beliefs
are made official in front of my peers”
CHALLENGE
Inspire a generation of upcoming leaders to sign a new
social contract for business

ORGANISING IDEA:
Business for a new world
SAATCHI & SAATCHI - LOVEMARKS
ACADEMY
OBJECTIVE:
To be the Harvard Business School of Africa
ISSUE
‘When I think of Africa, I think of opportunity, but I don’t
think of entrepreneurship or innovation’
.
INSIGHT
The leaders that have global currency and that inspire
well beyond their home are people driven by values, not
power. Kofi, Mandela, Ghandi, Makeba…
CHALLENGE
Make UCT business school the home for values driven,
global leaders

THE ISSUE SHOULD BE INSIGHTFUL
SIENNA LAUNCH
Issue:
Despite their immense love for their kids, parents feel that
buying a minivan is yet another sacrifice they now have to
make for their young ones

THE OIIC
WORK ON YOUR OIIC…
Discovery helps us better
understand the ISSUES facing our
clients and it is a chance to
reframe the OBJECTIVE in more
transformational language
Objective: a real, transformational and
measurable business objective
Issue: the one thing currently preventing us
from meeting the objective
Insight: the simple truth we know about
people that will help us overcome the issue
Challenge: what we need to do (not say!) to
meet the objective

F IRST:
POTENTIA
L ISSUES
THEN:
F ILTER OBJECTIVE
ISSUE
-----
WHAT’S STANDING IN YOUR WAY?

THE
F ILTER
If we remove
this issue, is the
objective
obviously
achievable?

SUMMARY
DISCOVERY
Objective: a real,
transformational and measurable
business objective
Issue: the most important thing
Insight: Insight: the simple truth
we know about people that will
Challenge: Challenge: what we
need to do (not say!) to meet
the objective

THE FIVE (OR SO) WHY’S
THE ISSUE
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?

THE ISSUE
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
Not enough nails
Horse lost a shoe
One less horse
One less warrior
Lost the battle

THE ISSUE FOR TUI
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
I don’t get a lot of time
with my family. I want
my holiday to be a
vacation, not a crusade.
Because my primary
focus is on where,
when, and who – my
family- for my vacation
Only 4% of people
actually pay attention to
sustainability when
booking a holiday
A better
articulation of
the issue!
THEREFORE

THE ISSUE FOR TUI
THE ROOT CAUSE
THEREFORE
THEREFORE
THEREFORE
WHY?
WHY?
WHY?
WHY?
I don’t get a lot of time
with my family. I want
my holiday to be a
vacation, not a crusade.
Because my primary
focus is on where,
when, and who – my
family- for my vacation
Only 4% of people
actually pay attention to
sustainability when
booking a holiday
A better
articulation of
the issue!
THEREFORE
Crusades are all about
sacrifice and exhaustion
and there is plenty of
that already in my life.
We all have a mental accounting
system in our unconscious. Every time I
compromise or exercise willpower I’m
inadvertently adding it up in my head.

The Lovemarks AcademyThe Lovemarks Academy
THE PATH TO IRRESISTIBILITY -
EXPLORING
DISCOVERY
EXPLORATION
Uncover Human
centred insights
INSPIRATION
Focus and idea
Generation

Exploration
UNCOVER HUMAN CENTRED INSIGHTS

There are many
ways to uncover
insights

THERE ARE MANY,
MANY WAYS TO
UNCOVER INSIGHTS
DRIVEN BY SCIENCE
DRIVEN BY INTUITION
ONLINE
AND
OFFLINE
INCOMPLETE EXPLORATION
IN A LEARNING
ENVIRONMENT

• From the Greek word noesis, meaning to
understand the inner nature of things
intuitively, in contrast to mere perception
or rational thinking (reasoning)
• It is often said to manifest itself suddenly in
a clear and deep moment of
understanding, an “aha experience”
• It is a truth that can be acted upon.
When is a Truth an Insight?
© Richard Hytner

“The ability to pierce through the veils of
ordinary perception to a bitter truth”
My Shallow Affair with Twitter
Harry Eyres. FT Weekend July 9 2011
What do we mean by Insight?
“A new understanding, probably of human
behaviour or attitude, as a result of which
action may be taken and an enterprise
more efficiently conducted.”
Jeremy Bulmore Market Leader: Issue 29, Summer 2005

Where do insights come from?

First stage: the impasse
Second Stage: the revelation
Third stage: the certainty
The Insight Experience
Lateral Thinking Drilling Down Laddering Up

GO XPLORING
REDEFINE
YOUR
CATEGORY
(PLAY ‘WHAT’S MY JOB’)
Tools to
GENERATE
INSIGHT
LADDER THE
BENEFITS
EXAMINE
THE
EXPERIENCE
GAP

The Lovemarks AcademyVideo: Simpsons focus group

CHALLENGE
ASSUMPTIONS
Only 27% of
respondents expressed a
positive attitude about
Porsche 911 drivers
… yet 89% agreed “it
would be my lucky day”
if given a chance to be
one
(Weeks & Williams JM
2006)

XPLORING
ISABOUTGETTINGTOTHETRUTH

THE TRUTH
ABOUT REAL
PEOPLE IN THE
REAL WORLD

We use stereotypes and
assumptions - we couldn’t
survive modern life without
them. But to successfully
xplore, and uncover insights
generally, you must TAKE
OFF YOUR BLINKERS.
Start seeing the world with
‘soft eyes’.
ALL OF US HAVE
BLINKERS ON

WHAT IS IT?
A GUIDE TO ACTION
INSPIRED BY REAL
PEOPLE IN THE
REAL WORLD
WHY SHOULD
WE DO IT
IF YOU WANT TO
UNDERSTAND
HOW A TIGER
HUNTS … DON’T
GO TO THE ZOO
Go to the JUNGLE

UNDERSTANDING
Understanding comes…
when you empty your
head of what you
THINK you know!
10% You know
10% You know you don’t know
80% You DON’T KNOW you
DON’T KNOW

EMOTIONALIZING
THE RELATIONSHIP
PEOPLE HAVE WITH
OUR BRANDS
HIGH RESPECT
HIGH LOVE
STANDS FOR SOMETHING
PEOPLE CARE ABOUT
ADVOCACY
KNOWN FOR
SOMETHING GOOD
OR DIFFERENT
KNOWN FOR
SOMETHING
KNOWN
UNKNOWN

LET OTHER
PEOPLE TALK
FIRST AND RESIST
THE TEMPTATION
TO INTERVIEW
JUST HAVE A CONVERSATION

Tide Stain Or Cadbury Argentina Shhhh

TOOL
WHAT’S MY JOB?
“The customer rarely buys what the business
thinks it sells him”
—Peter Drucker (1964)

TOOL
LADDER THE BENEFITS
Features- Benefits- Values
ASK,
‘THE BENEFIT
OF THE
BENEFIT IS
WHAT?’
UNTIL YOU
REACH AN
ANSWER THAT
INSPIRES YOU

TOOL
IDENTIFY THE BRAND
EXPERIENCE GAP
Doug Dietz, Head Designer for GE Healthcare

THE OIIC
INSPIRE PARTNERS WITH
A SIMPLE, FOCUSED,
TRUTHFUL BRIEF…
Objective: a real,
measurable business
objective
Insight: the simple truth
we know about people that
will help us overcome the
issue
to do (not say!) to meet the
objective

SUMMARY
EXPLORATION
Objective: a real,
business objective
the objective
XPLORING

Presentations
EACH TEAM HAS
5 MINS TO PRESENT
1. The content of your OIIC and,
In particular, make sure your
insight resonates with people in
the room, perhaps delivering an
‘aha’ moment for the audience.
2. Your Organising idea to the
power of S (OIs
)
1. 1-3 ideas for how your OIs
could
transform the client’s business. No
traditional communication
ideas are allowed

THOUGHTS
OVERNIGHT?

198 Saatchi & Saatchi S

THE LOVE RESPECT AXIS
LOVE
LOVE
Low Love
High Respect
LOVEMARKS
High Love
High Respect
LOVE
Low Love
Low Respect
FADS
High Love
Low Respect

SUMMARY
DISCOVERY
Objective: a real,
business objective
the objective
DRUCKER’S 5

SUMMARY
EXPLORATION
Objective: a real,
business objective
the objective

ONE WORD STORYTELLING

MBA POLYMERS
OBJECTIVE:
One in two green cars to use recycled complex plastic in the next three
years
ISSUE:
People believe the hallmark of a green vehicle today is fuel efficiency and
lower emissions
INSIGHT:
I go green to be seen. I drive a Prius - an ugly car - because everyone
recognises it as the green car. It is that little bit of bling that acts as the
short cut to joining the environmental elite
CHALLENGE:
Turn recycled plastic into gold by making it just as visible as the shape as
the Prius
ORGANISING IDEA:
Plastic Alchemy

OBJECTIVE:
Convert one car company as a customer in the next 12 months
ISSUE:
We have large, complex supply chains and, even though there is now
increasing plastic in our cars, each piece of plastic is a marginal
component. Making a switch to MBA Polymers as a supplier is just far
too difficult
INSIGHT:
There comes a point in every parent’s life when they go from super
hero to simply human. Their kids no longer grant them unconditional
adoration: ‘You do what for a job?’
CHALLENGE:
Make the first step to buying recycled plastic the new act of heroism
ORGANISING IDEA:
Hero Plastics

OBJECTIVE:
Replace virgin plastic with recycled plastic.
[Metrics: % recycled; % products in particular category over 3 year
timeframe]
ISSUE:
Despite knowing ‘the why’ they should buy recycled plastics
(environmental and economic benefits) and understanding the ‘how’
(MBA Polymers’ unique technology), they still don’t understand what
they’re getting
INSIGHT:
As a society, we all value progress. We illustrate this progress
through numerical iterations. Who doesn’t want the iphone 5 instead
of the iphone 4?
CHALLENGE:
Demonstrate the progress of MBA Polymers’ plastic
ORGANISING IDEA:
Unleash Plastic 2.0.

TELL A STORY

Inspiration
FOCUS AND IDEA GENERATION

The Path to Irresistibility
DISCOVERY
EXPLORATION
Uncover Human
centred insights
INSPIRATION
Focus and idea
Generation

Objective: a real, transformational and
measurable business objective
Issue: the most important thing currently
preventing us from meeting the objective
Insight: Insight: the simple truth we know
about people that will help us overcome
the issue
Challenge: Challenge: what we need to
do (not say!) to meet
the objective

THE CHALLENGE:
AS A RESULT OF WHAT WE
KNOW FROM THE OII, WHAT
WE NEED TO DO
OBJECTIVE:
Reduce the cost of
incubators from
$25,000 to $2500 to
make incubators
affordable for
hospitals in Nepal.
CHALLENGE:
‘UNPLUG
INCUBATOR
TECHNOLOGY TO
GET IT OUT OF THE
HOSPITAL AND
INTO THE
VILLAGES’

TOOL
THE CONNECTOR GRID
filmliteraturefarming
music engineering philosophymedicinearchitecture
economics religion theatrechemistryphysics
sports politics

The challenge
WHAT WE ARE GOING TO DO (NOT SAY) TO MEET THE OBJECTIVE

An Organising Idea springs
from and is at the HEART of
the business, AUTHENTIC
and INSPIRING – to people,
to partners – internally and
externally and drives the
Purpose of the organisation
into the everyday activities of
the business
An Organising Idea powered
by S puts sustainability right
where it belongs: at the heart
of the business
ORGANISING IDEA
powered by ustainability
OI

Fight for every heartbeat

THE ECONOMIST
“TO SHINE A WHITE LIGHT ON
THE TRUTH”

Celebrate Every Birthday Shoes for Tomorrow

TOMS
BOBS
(Sketchers)

The Joy of
Movement
Fuels
every child’s
imagination
Life Flows
Better

The Lovemarks AcademyVISA – FLOW-BILL

THE SIX SIGNS OF AN
ORGANISING IDEA

It starts with Purpose
and gives strategic
inspiration, not simply
executional direction
So it tells you what
cause you champion
1

It is authentic and
clearly defines the
meaning of the brand
in people’s lives
2

It flows from genuine
and surprising insight,
focusing on WHAT
REAL PEOPLE
CARE ABOUT,
not what we think
they need
3

It makes decisions
easy
“WE DON’T
DO MARKET
RESEARCH.”
4

It drives the bottom
line and anchors the
business for the LONG
TERM -inspiring
product and service
design, social
programs, customer
experience, strategy,
media choices
5

It’s SIMPLE, short
and strong
6

INSIGHT:
‘When my car breaks
down in the middle of
the night, I feel really
vulnerable and helpless.’
ORGANISING IDEA:
We’re the fourth
emergency service.

INSIGHT:
‘As a clueless teenager, I
have no idea what will
make a girl fancy me.’
ORGANISING IDEA:
We’re your best first
move

INSIGHT:
‘Mornings are not there
to be enjoyed, they
need to be survived.’
ORGANISING IDEA:
Tolerate mornings

INSIGHT:
‘You can never get back
the precious time a child
misses through illness.’
ORGANISING IDEA:
Childhood uninterrupted

HOW DO WE GET TO
ORGANISING IDEAS?

ORGANISING IDEAS (OI) TEND TO FALL INTO ONE OF
THREE CATEGORIES DEPENDING ON WHAT WILL
AUTHENTICALLY SETS A BRAND AND A BUSINESS
APART FROM THEIR COMPETITION.
If your Spirit or a
shared Dream that
inspires people to
lend you their time
and money sets you
apart, your OI
probably answers
the question:
WHY?
If what you deliver
in the marketplace
(service,
experience,
product)
differentiates you,
your OI should focus
on the ‘WHAT’.
If the way in which
you create your
brand experience
and the focus that
drives your people is
truly distinctive, your
OI probably answers
the question HOW
do we do what we
do?

WHAT SETS US
APART IS OUR
‘WHY’. OUR
DREAM.
1. S&S: To be revered as the
hothouse of world
changing ideas
2. LBS (London Business
School): To have a
profound impact on the
way the world does
business
3. Retail Bank (new entrant
to market): To transform
the relationship the Brits
have with their money

WHAT SETS US
APART IS
‘WHAT’ WE DO
1. Lego: (we are) Fuel for a
child’s imagination
2. Apple: Unleashes
Creativity
3. Nike: Empowers Athletes

WHAT SETS US
APART IS HOW
WE DO WHAT
WE DO
1. Lexus: Pursuit of Perfection
2. Pampers: Focuses on
Baby’s Development
3. Williams F1: Pushes back
technological barriers to
make the car go faster
4. S&S: Fill the world with
lovemarks
5. S&SS: Makes Sustainability
Irresistible

TOOLS FOR EVALUATING THE
ORGANISING IDEA

OI CHECKLIST 1. Is the OI simple, short and
strong?
2. Does it give strategic
inspiration, not
executional direction?
3. Does it flow from a new
and surprising insight?
4. Does it help you make
decisions?
5. Does it anchor the brand
for the long term?
6. Does it focus on what real
people care about, rather
than what we think
they need?

CAN EVERYONE IN THE
BOARDROOM AND BEYOND
USE IT FOR INSPIRATION?

WEAR THE 6
THINKING HATS
With the exception of the
blue hat, everyone must
wear the same hat at the
same time. The blue hat
must keep the team thinking
with the same frame of
reference.
All red at the same time, all
black at the same time. You
get the idea.
EMOTIONS THE
MODERATOR
SOLUTIONS
TO THE
BLACK HAT
EVERYTHING
GOOD AND
POSITIVE
EVERYTHING
BAD AND
NEGATIVE
THE FACTS

SUMMARY
INSPIRATION
Objective: a real,
business objective
the objective

START
foundations Lovemarks Discovery Exploration Inspiration Activation Evaluation Showtime Next Steps
AGENDA
Client
challenge
FINISH

Activation
Ideas to stimulate Participation

IRRESISTIBLE IDEAS FOR THE
PARTICIPATION
ECONOMY

THESE DAYS THERE IS AN EXPECTATION THAT
BRANDS AND BUSINESSES AND ORGANISATIONS
WILL INVITE PEOPLE TO:
INFLUENCE< ADAPT< OWN
AND PEOPLE WILL DO SO THROUGH AFFILIATIONS, OPENNESS TO NEW FORMS OF
EXPRESSION, SOLVING PROBLEMS, AND (RE)CIRCULATING MEDIA

AFFILIATIONS
Formal and Informal

EXPRESSIONS
New Creative Forms

CIRCULATING MEDIA
Create, Share, Change

HOW DO WE INVITE
MEANINGFUL
PARTICIPATION?

HOW DO WE INVITE
MEANINGFUL PARTICIPATION?

WE NURTURE CULTURES OF
PARTICIPATION AROUND BRANDS
Low barriers
to expression
and
engagement
Informal Guidance
and mentorship from
the experienced – or
just the right to make
mistakes while
learning.
Individual
contributions
matter to other
people and it’s
important I hear
their opinion.

Image courtesy of Krads
INCITE PLAY

CREATE OPPORTUNITIES TO
IMPROVE PERFORMANCE

FACILITATE MULTITASKING
Don’t demand
everyone’s full
attention. Just
invite them to
come back.

HAVE A
POSITIVE
IMPACT ON
THE
ENVIRONMENT

DEMONSTRATE
SOCIAL VALUE

THE ULTIMATE TEST OF A
PARTICIPATORY CULTURE
FOR OUR CLIENTS:
HAVE WE EMPOWERED PEOPLE TO
INFLUENCE BRANDS AND INSPIRE THE
BUSINESSES BEHIND THEM?

T-mobile

How attractive
is your idea?
Will your story stimulate abundant participation?

“Will they want
to improve it?”
“Will they want to experience it again?”
“Will they want to share it?”

SUMMARY
ATTRACTION
Three ideas to INVITE
PARTICIPATION and
TRANSFORM the
RELATIONSHIP between
brand and consumer

THE GROUP
PITCH TASK
A PURPOSE-INSPIRED answer to
the challenge
YOUR TEAM’S most creative and
audacious thinking
FOCUSED by, and captured in, an
irresistible OIIC
GROUNDED in an original and truthful
Insight
Developed into an Organising Idea
BROUGHT to life by 3 ideas of how to
unleash that Organising Idea within the
business or externally with
consumers/customers
USING the opportunities presented by
the Participation Economy
PITCHED with purpose and panache,
inspiring action
ALL IN 5 MINUTES (max) or less
With some form of record of your
OIIC/OI/Ideas

MAKE
YOUR
SOLUTION
THE
OBVIOUS
ONE.
SIMPLE.

Showtime

Group presentations

• TOOLS NOT USED OR SHARED IN THE
2013 ACADEMY

DRUCKER’S 5
Start making
decisions right
from the start.
Describe in 5
simple answers
what the business
is and what
fundamentally
it does for
customers and
stakeholders.
Some of the
questions may
demand that you
make
assumptions or
challenge what
the client has
communicated in
the brief.

What Business are you in?
Who are your customers/clients?
What do your customers/clients
value?
With whom do you compete?
What are you really good at?
DRUCKER’S 5

What Business are you in?
What do your customers/clients
value?
DRUCKER’S 5: REFRAME

With whom do
we compete?

Who are our
customers?

What do our
customers value?

What business are we in?

REFRAME YOUR
ANSWER

WHAT BUSINESS ARE YOU IN?
I’m a
conversation
starter

THE ECONOMIST
“TO SHINE A WHITE LIGHT
ON THE SUBJECTS WITHIN
OUR RANGE”

“To organize the
world's
information and
make it
universally
accessible and
useful."
GOOGLE

What business are you in?
The financial planning business
The realizing dreams business
Retirees & people worried about the future
People with a lot of living left to do
What do your customers/clients value?
Security in the future
A chance to do things that working life didn’t allow for
Financial advisors, banks, pensions
Friendly advice, vacations, savings accounts,
grandchildren…
Investment, financial advice
Understanding & realising dreams
AMERIPRISE FINANCIAL

Ameriprise: Sand Dunes Dreams don’t retire.

• Energized FAs
• Drove Lead Generation
• 28% Direct Mail Client
Response Rate
• $250 in Incremental
Investments
INSIDE-OUT
ENGAGEMENT

THE CREATIVE TRIBE
Bring together partners, provocateurs, and experts. For
a few hours or a few days. Define the challenge.

MINI-TRIBE
We’re going repeat a similar process 3 times, with
three different exercises to push your thinking.

THE TRIBE: IDEAS TO RETAIN
This is your list of other people’s ideas that you
think may go places. That have something you
want to hold onto. Ideas that have legs.
IDEAS: ROUND 1 IDEAS: ROUND 2 IDEAS: ROUND 3

MINI-TRIBE
1) Take 3 minutes on your own to write down
(neatly) on a piece of paper a territory for an
Organising Idea based on the following:

MINI-TRIBE
2) Read your best idea out-loud. Write down
OTHER PEOPLE’S ideas that you like and that
you think have legs

Identify the
crown jewels
TAKE A VOTE TO PICK THE WINNING IDEA(S) FROM THE MINI-TRIBE

Lovemarks academy 2013 s&ss

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