Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.

1. How do we define what a brand is?

2. That question assumes that one is
in fact paying attention to defining
brands.

3. What people care about is...

4. is your brand
meaningful to me?

5. More than emotional sentimentality, what kind of
relationship does your brand inspire ?

6. Does your brand –
inspire a crush without
the substance
to mature into a
meaningful
long term relationship?

7. Who and what does your
brand inspire?
Inspiration is the magic alchemy that intuition brings

8. Analysis

9. Experience
Does what you say your brand is match my
experience with your products and campaigns?

10. Reality

11. Case in Point: ―Dove-Axe Controversy‖
• The days of branding have changed drastically since
the emergence of Web 2.0.
• Companies are not invisible entities, hiding in the
shadows as they broadcast contradictory brand
messages across multiple brands. Web 2.0 has
changed that.
• Inconsistency is a social capital detractor that
provokes reaction

12. ―Dove-Axe Controversy‖
• A Google search yields close to 5000
results
• Mashup protest videos have been posted on
numerous blogs and websites

13. What is the Impact?
Because of this conflict in images & messages
People paid attention to knowing all of the
Unilever’s brands for the purpose of avoiding
them and encouraging others to do so as
well.

14. Imagine the
possibility of
really
brand buzz...
Struggling...
stock value will
suffer long term
People are losing
their fragile
confidence in the
brand... ...damage
done to its
band capital

15. What if quality in Attention
matters?
• In some contexts it is a social capital
detractor
• In other contexts it can enhance & attract
social capital

16. Personal Meaning is the key
• A resilient brand is a
Charismatic brand
• You can not fake meaning
• Good PR does not deliver
meaning
• Hype and buzz can
backfire without meaning
and authenticity

17. Cultural Fusion-Art as Philosophy
Charismatic Brand – one for
which there is no substitute

18. ―…Perhaps the biggest issue at stake in this
emerging age is the ongoing tension between
creativity and organization. The creative
process is social, not just individual…‖
Economist - Joseph Schumpeter

19. Why does your business exist at
this point and time?

20. • To deliver a product/service that makes
money
OR
• To deliver a meaningful product/service that
also makes money

21. What comes from paying
attention to your brand?

22. Increase sales
Advertise your
products or services
Get new leads Promote your
marketing message
Increase awareness
of your brand Brand building
strategy

23. What if you could get
even more?

24. Sustainability
Profitability

25. Can advertising and marketing guide
socially responsible growth in the long term?

26. Advertising is the business of drawing
public attention to goods and services

27. Marketing refers to the management
process which identifies, anticipates and
supplies customer requirements efficiently
and profitably

29. What good is it?

30. CSR is a subset of GSR
Global Social Responsibility (GSR)
• ―global altruism,‖
• ―active involvement with society,‖
• ―understanding of
interdependence‖

31. What’s in it for you?
• Positively engage the public that is defining
your brand or legacy in meaningful ways
• Fortify your long term strategies by focusing
on potential
• Reap the rewards of bridging altruism and self
interests

32. Paradigm Shift in overview
• Environmental & Social issues demand
solutions
• Technology has empowered individuals
• The public is empowered to control the
shift
• Creativity powered by technology spreads
ideas faster than ever before
• New technology empowers the public to
compare brand messages to reality
(business operation, and environment/social
impact)

33. One Perspective for
Positioning
Animation- 2 drawings-Limited vision, man
with blinders on, ocean wave rolling in on what
had been a major pedestrian center, he has a
sign saying “buy here”

34. An Alternative Perspective for
Positioning

35. Let’s talk about Context & Solutions.

36. Context
Enterprise Community

37. Reality
• Individual emotional reactions dictate behavior
• This can inspire creative expression
• Web 2.0 makes creations easier to find
• Digital creations are persistent, sharing gives
them an extended life
• Integrated technology makes them easier to
share at faster speeds

38. Do you think Desire is the key?
• Traditional marketing wisdom teaches that
desire to buy is the primary goal
• Desire is an expression of Attention, but is
the desire to buy THE MOST Valuable form
of Attention?

39. Desire and Quality of Attention
• In the short term desire to buy can mean
sales, but what about other forms of desire?
• The desire to comment and share, for
example, not even all sharing is equal….
• Automated recommendations during registration
don’t have the same impact as inspired
sharing.

40. Customers
Product
Activists
Evangelists
Gamers &
Artists
Technophiles
(Repeat) Is all Attention Equal?)

41. • Before you can make a sale you have to
get attention
• All Attention is not the same, quality matters
• Some attention diminishes your brand
• While others can enhance it
• You need to understand how high quality
Attention works
• This is where we can help

42. Who do you want to engage?
And why?
Attention Action Engagement

43. Protest ART
Social Capital Detractors
In Software art a new genre of games is
flipping that promotion on its head.
Known as "anti-advergames," the new
titles satirize big companies and question
corporate polices ranging from how
cattle are raised to low pay for workers.
For decades McDonald’s corporation has
been heavily criticized for his negative
impact on society and environment:
rainforest destruction, livelihood losses
in the third world, desertification,
working conditions, food poisoning and
so on…

44. Does it matter?
McDonald's posts $806m loss
McDonald's shares fell 91 cents
McDonald's posts $711.7m loss
S&P 500 futures SPc1 were down 4.40
points
Dow Jones industrial average futures DJc1 were
down 29 points. Nasdaq 100 NDc1 futures
were down 6.75 points.

45. Does it matter?
Lehman Brothers declared bankruptcy
and Wall Street rival Merrill Lynch was taken over
a new financial earthquake driving a global stocks plunge and central
bank intervention.
The US Federal Reserve, European Central Bank and Bank of England
injected tens of billions of dollars into money markets after the fall of the
finance titans under the weight of massive bad loans.
Meanwhile, AIG and others have received billion-dollar bridge loans from
the Federal Reserve
Events are being compared to the crash of 1929 that led to the
Great Depression
What if social responsibility is the key to sustainability?

46. Has ART inspired transparency as a
subculture?
One of the earliest titles in the
nascent genre is Persuasive's
"Disaffected!," which puts players
in the role of managing a FedEx
Kinko's copy franchise.
"There's lots of precedent for this
sort of speech in print, in film
(and) on the Web, but we think
videogames are particularly good
at exposing the underlying logics
of these organizations--how they
work and what's wrong with it."

47. Why might Passion fueled protest
creations have longer shelf life?

48. Because
• It spreads among key Emotion-Action oriented groups.
• Connects individuals geared up for inspired action
• The discovery process is exciting
• People go back to the things that have meaning for them
• It is fun to be inspired and to share inspiration!

49. Cultural Fusion Distinction
• Sponsors & Partners are collaborators that INSPIRE variations
of existing artwork – literally infusing passion-love and
attention into each one as a CRM Strategy and meaningful
marketing solution
• This art series benefits, integrates & operates as solutions
for: Eco-sustainability, ending human trafficking, ending hunger,
eliminate of extreme poverty, assistance for AIDS orphans &
deprived children, and community renewal beyond merely being
fundraisers.

50. Cultural Fusion Distinction
• Positively engage the public that is defining your brand in
meaningful ways
• Humanities enrichment with attention to social innovation
presenting an alternative to protest art
• Ongoing and one time opportunities

51. • The arts are a superb means of building
social capital.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

52. • It is tempting to see the arts as peripheral to
rebuilding community. After all, art exists for
its own sake – valuable for what it is as
much as for what it might do.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

53. • Beyond the individual effects, the arts allow
for public celebration and exploration of the
meaning of community.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

54. • The researchers have found that
emotionally- dancing, playing music, and
engaging in other artistic activities bring
more joy than do many other leisure
activities.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

55. • That joy in turn enhances our willingness to
reach out and connect with others. At least
one study has suggested that involvement in
the arts, including as a spectator, can
prolong your life.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

56. • In sum, cultural endeavors offer social capital
effects both direct and indirect, immediate
and long lasting. The arts provide a powerful
way to transcend the cultural and
demographic boundaries that divide us and to
find deeper connections.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138

57. The Charismatic Brand
that ART built.
A charismatic brand is one for which there is no substitute.

58. Disney
Consistently maintains a loyal brand community
Others can compete on product to product
basis- shallow attention
But it is that loyal customer base that can’t
wait for the next sequel that makes
competition a non-issue

59. Hoover Vacuum
as Art
• Inspired a legion of individuals as
collectors of antique Hoover vacuums
setting it apart from others
• Whether the company ever embraces
the significance that art plays or not,
the brand is assured a place in art
history and vacuum collections
• Do you have collectors, fans or
customers organizing events to
celebrate (pay attention to) your
products?

60. Partnering with ARTisTs
SICU Founder & Cultural Fusion
member, Tom Merilahti
Cultural Fusion-Art as Philosophy…
"Global Social Responsibility and `Art
with a Purpose’ are great concepts
connected with one another.‖

61. Your Bridge To:
• Art that integrates CSR program
solutions as ingredient in the artwork
• Art properly conceived as Customer
Relationship Management Strategy
• Multilateral Art:Work as Meaningful
Marketing
•Art as Intervention
•Art as Community Enrichment
Cultural Fusion Art Series

62. What is the right kind of art?

63. That depends on who you inspire...
And who you want to pay attention to.

64. • Connection to Deep
Cultural Fusion Knowledge Networks in
Art,Technology & Business
International • Founder Christopher Poizat is
Network of Social a Cultural Fusion member
• INSE has 4000+ members
Entrepreneurs
Synergy Integrated • Founder is a Cultural Fusion
member and resource
Connecting the • SICU has 2000+
Unconnected international business members

65. Elizabeth Debold in “The Business of Saving the World”
―What if - entities, filled with the creative
potential of thousands of human beings, were
to awaken to this new global reality?

66. If businesses were to awaken…it would
have an unprecedented impact—transforming
the world in ways we cannot even imagine.
In fact, some say that it would create
the context for a new level of global
consciousness.

67. What would it take to free this creativity ?‖

68. Innovation Integration
Business Innovation
Social Innovation
Sustainable technological innovation
Artistic Innovation

69. Why isn’t everyone an Innovator?
• Not all creativity is equally significant
• The risk of being the first to explore new
ideas can seem scary
• The status quo and its derivatives offer the
illusion of safety in numbers

70. Innovation requires
•Care
•Commitment
•Creativity

71. Business
Individuals