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Readings and musings

Lessons Learned from Week 6 of Brand Management

3/9/2012

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Week 6 was about a lot of the touchy-feely stuff which makes a big difference in getting a brand's ideal to ring true with customers. The speaker from GSD&M was extremely eloquent and taught about the importance of leadership to run a business that makes an important difference in people's lives; this message definitely jived with me, and the talk was quite engaging.

Grow: Must do #3: Communicate the ideal to engage employees and customers
  • Model human loving relationship
  • Keys: active involvement in advertising and viral potential
  • Genuine intent to improve people's lives
  • Innocent fruit drinks impacting society
  • Walk the walk in other communications
  • Funky labels
  • Relevant and interesting, not sales 
  • Unity of voice
  • Good writers critical
  • Brand ideal creative brief guides new communications projects
Delivering Happiness: Platform for Growth: Brand, Culture, Pipeline
  • Culture book, party
  • Ask anything
  • Customer service as core loyalty
  • Culture is brand
  • Core values
Communicating your ideal
  • Everything we do is media
  • Everything communicates
  • Engaging w/ people
  • High standards for communications
  • 1 to 1 always the best
GSD&M

  • What is real underlying problem that needs to be solved?
  • What do we have that consumer really wants that competition can’t deliver?
  • Be a hugger
  • 10 hugs of life
  • Have to hug yourself
  • Hug your family, ALL of them
  • Hug friends
  • Hug receptionist
  • Hug where you come from, hug your flag
  • Hug your fears
  • Go in front of mirror, say “I’m afraid XYZ” and let it go
  • Hug your failures
  • There’s a difference between coming up short and failing
  • Failure is lying or hurting someone; coming up short is just not winning business
  • Hug your future
  • Don’t let anyone tell you that you can’t do something
  • Hug your “first”
  • First time rode bike
  • First time felt important
  • First time something special happened to you
  • Hug your finals
  • When parents pass away
  • 4 types of hugs
  • Mind hug: just think nice things of them
  • Heart hug: hold thought in heart
  • Touch hug
  • Bear hug
  • Power of purpose in business
  • “Capitalism”
  • Conscious capitalists in business to improve people’s lives
  • Croney capitalists about improving own life
  • What’s the purpose of business?
  • Create value for all of our stakeholders
  • 5 fundamental human values
  • 4 kinds of companies
  • The good: purpose to serve others
  • The true: the people who explore, those who are looking for the truth
  • The beautiful: great ad agencies, Apple
  • The heroic: business model to improve the world
  • If someone helps you out, you need to help them out
  • Take the competition seriously, but not yourself
  • Have fun, enjoy people
  • Stay humble, stay hungry
  • Never miss a kid’s birthday
  • Are you improving someone’s life today?
  • Artistotle: where your talents and needs of the world intersect, therein lies your purpose
  • Don’t be average at what you’re bad at; hire someone; spend all of your life doing what you're good at
  • You get burned out doing what you’re supposed to be doing but what you’re not good at
  • Great creative briefs important
  • Southwest brief: “Our purpose is to give people the freedom to fly.”
  • Harley: “We fuel freedom.”
  • Their goal: create compelling and contagious work that builds the business
  • Having purpose statement sets creatives free
  • Singing
  • Gotta know the words to the song
  • Gotta sing when it's your turn
  • Gotta listen to each other
  • Sounds good when you sing together
  • Nice when you have a good song to sing
  • Good versus piercing insights
  • Do purpose piercing work with anthropologists
  • When you live your life with purpose it opens the heart
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