17. creativity comes from
• Taking time
• Right place, right time
• Being different
• Failing better
• Having a vision
18. Creative
Reading
Eat the Big Fish
Adam Morgan
Baked In
Alex Bogusky and John Winsor
Did You Spot the Gorilla
Richard Wiseman
Freakonomics and SuperFreakonomics
Steven D Levitt & Stephen J Dubner
A Technique for Producing Ideas
James Webb Young
Whatever you Think.
Think the Opposite
Paul Arden
God Explained in a Taxi Ride
Paul Arden
It’s Not How Good You Are,
It’s How Good You Want To Be
Paul Arden
21. ZedTalks – Creativity & Ideas JE| Page 21
ZedTalks
Creativity can be simple!
Jeremy Ellis
TUI UK & Ireland
22. ZedTalks – Creativity & Ideas JE| Page 22 | Page 22
1. Your Brand Story is where creativity
begins
23. ZedTalks – Creativity & Ideas JE| Page 23 | Page 23
1. Your Brand Story is where creativity
begins
24. ZedTalks – Creativity & Ideas JE| Page 24 | Page 24
A Brand Story is made of three
strands
WHAT?
HOW?
WHAT…
What you do that
customers value and
makes you different.
HOW…
The way you deliver
the WHAT that is
better/different to any
other brand.
WHY…
The customer benefit
(typically emotional)
i.e. the role your
brand serves in
customers’ lives.
2
WHY?
25. ZedTalks – Creativity & Ideas JE| Page 25 | Page 25
2. Dramatise the human truth that your
brand can provide a solution to. This is the
WHY…
26. ZedTalks – Creativity & Ideas JE| Page 26 | Page 26
3. Focus all your story telling on the
WHY because this is what customers
value most…
27. ZedTalks – Creativity & Ideas JE| Page 27 | Page 27
3. Focus all your story telling on the
WHY because this is what customers
value most…
28. ZedTalks – Creativity & Ideas JE| Page 28 | Page 28
4. Be brave with your story telling –
make your Brand Story the “Talk of the
Town”
29. ZedTalks – Creativity & Ideas JE| Page 29 | Page 29
4. Be brave with your story telling –
make your Brand Story the “Talk of the
Town”
30. ZedTalks – Creativity & Ideas JE| Page 30 | Page 30
5. Align every element of what you do to
support your Brand Story…
Brand
Story
Radio
TV/Cinema
Print/OOH
Digital
Social Media
CRM
Content
31. ZedTalks – Creativity & Ideas JE| Page 31 | Page 31
And the Brand Story needs to live well
beyond just Marcomms
Brand
Story
Customer Service
Product
experience
MarComms
Internal Culture
Social Media Data Strategy
32. ZedTalks – Creativity & Ideas JE| Page 32 | Page 32
In summary
1. Be clear on your Brand Story – WHAT, HOW, WHY
2. Dramatise the human truth
3. Focus your story telling on the WHY
4. Be brave
5. Align everything you do with your Brand Story
33. One TUI Hotel Branding July 2014 | Group Marketing | Page 33
Thank you.
38. TARGET AUDIENCE + CUSTOMER INSIGHT +
HOW THE FEATURES & BENEFITS OF THE
PRODUCT OR SERVICE MEET THAT NEED
39.
40. Thinking about buying something – do you most often choose:
a) The cheapest
b) The most expensive
c) Your favourite design
d) The most functional
41. @crisbalanzo
DOUGLAS VAN PRAET“The conscious mind is simply not running the show, but
we’ve created an entire industry pretending that it does.”
DOUGLAS VAN PRAET, Author of Unconscious Branding
50. QUESTION No.1
During your stay in a hotel you notice that there is a card in the
bathroom asking you to re-use the hotel towels. Which one of the
following messages is most likely to get you to comply?
a) 75% of guests in this room re-use their towels
b) 75% of our guests re-use their towels
c) Re-using your towel is good for the environment
d) Re-using your towel helps us save energy and reduce detergent usage
51. 8.1%
13.5%
64.9%
13.5%
During your stay in a hotel you chose you notice that there is a card
in the bathroom asking you to re-use the hotel towels. Which one of
the following messages is most likely to get you to comply?
11.8%
35.3%
23.5%
29.4%
75% of guests in this room re-use their
towels
75% of our guests re-use their towels
Re-using your towel is good for the
environment
Re-using your towel helps us save
energy and reduces our detergent usage
60. QUESTION No.2
Thinking about the last time you bought a pair of jeans,
which of the following things about the assistant most
influenced your purchase decision?
a) They were really attractive?
b) They were similar in age and style to you?
c) They told you how great you looked?
d) They offered relevant advice about the item?
61. 2.7% 16.2%
8.1%
73.0%
Thinking about the last time you bought an item of clothing in a
store, which of the following about the assistant most influenced
your purchase decision?
They were really attractive
The were similar in age and style to you
They told you how great you looked
They offered relevant advice about the
item
5.9%
17.6%
11.8%
64.7%
They were really attractive
The were similar in age and style to
you
They told you how great you looked
They offered relevant advice about the
item
76. QUESTION No.3
You enter a shop to enquire about the price of a lamp in the window.
Given that the price is acceptable, which of these extra bits of
information is most likely to influence you to buy the lamp?
a) They’re selling like hot cakes
b) The company is discontinuing the line
c) That one is a limited edition
d) It’s the last one we have in stock
77. 2.7%
10.8%
37.8%
48.6%
You enter a shop to enquire about the price of a lamp in the window.
Given the price is acceptable, which of these extra bits of
information is most likely to influence you to buy the lamp?
5.9%
5.9%
23.5%
64.7%
They're selling like hot cakes
The company is discontinuing the line
That one is a limited edition
It's the last one we have in stock
83. QUESTION No.4
Thinking about the last time you tipped in a
restaurant, what would you say was the
greatest influence on you tipping?
a) Friendly and personal service?
b) Quality of the food?
c) A complimentary mint or liquor?
d) Perceived obligation to pay 12.5%?
84. 81.1%
18.9%
Think about the last time you tipped in a restaurant, what would
you say was the greatest influence on you tipping?
Friendly and personal service
Quality of the food
A complimentary mint or liquor
Perceived obligation to pay 12.5%
94.1%
00
5.9%
Friendly and personal service
Quality of the food
A complimentary mint or liquor
Perceived obligation to pay 12.5%
97. QUESTION No.5
You’re in a restaurant choosing the wine. The following
people are sat around the table. Who do you ask to
choose the wine?
a) Your partner, who’s been here before
b) Your partner’s dad, a doctor, who has a penchant for vintage
c) Your partner’s mum, a bit of culinary expert
d) The waiter’s recommendation from the restaurant’s cellar
98. 32.4%
37.8%
8.1%
21.6%
You're in a restaurant choosing the wine. The following people are
sat around the table. Who do you ask to choose the wine?
Your partner, who's been here before
His/her dad, a doctor, who has a
penchant for vintage
His/her mum, a bit of a culinary expert
The waiter's recommendation from the
restaurant cellar
17.6%
47.1%
11.8%
23.5%
Your partner, who's been here before
His/her dad, a doctor, who has a
penchant for vintage
His/her mum, a bit of a culinary expert
The waiter's recommendation from the
restaurant cellar
99.
100.
101.
102.
103.
104.
105.
106.
107.
108. DOES THE IDEA HAVE AUTHORITY? DOES IT
GIVE THE BRAND CREDIBILITY?
110. QUESTION No.6
At a deli counter offering free samples of cheese. Which, if
any of the following, would make you likely to buy?
a) A pre-cut slice offered by an assistant?
b) A pre-cut slice for you to take at will?
c) A slice cut by an assistant at your request?
d) A slice cut by you?
111. 32.4%
21.6%
40.5%
5.4%
Try and imagine yourself at the deli counter in a supermarket
offering free samples of three unfamiliar cheeses. Which of the
following would make you most likely to buy?
A pre-cut slice offered by an assistant
A pre-cut slice for you to take at will
A slice cut for you by an assistant at your
request
A slice cut by you
11.8%
17.6%
58.8%
11.8% A pre-cut slice offered by an assistant
A pre-cut slice for you to take at will
A slice cut for you by an assistant at your
request
A slice cut by you
143. Slide 143 @SkipFidura @dotmailer
“Creativity is just
connecting things … I think
the artistry is in having an
insight into what one sees
around them. Generally
putting things together in a
way that no else has
before …”
Steve Jobs
