the pinocchio effect

why a brand needs purposete Pinocchio effect

why a brand needs purposete Pinocchio effect

Pinocchio by Carlo Collo

di

Geppetto

what is a brand?

Pinocchiocompany brand

Your brand is a kind of myth. It has emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.

Deepak Chopra

what is a brand?

golden circle

It is very simple to identify what your company does and how they do it.

how

what

how

what

why

start wit why

Motivation is easy. Inspiration is hard.

Simon Sinek

why

how

what

how

what

purpose driven

promise

values

personality

benefits

attributes

why

how

what

how

what

external elements

promise

values

personality

benefits

attributes

why

how

what

how

what

internal elements

promise

values

personality

benefits

attributes

why

how

what

how

what

core elements

promise

values

personality

benefits

attributes

why

how

what

how

what

shared passion

promise

customer

company

brand pyramid

promise

values

personality

benefits

attributes

brand pyramid

brand pyramid

promise

values

personality

benefits

attributes

brand pyramidWorld’s first national Aboriginal broadcaster

Growing roster of Aboriginal talent

68% Aboriginal Employees

Programming in multipleAboriginal languages

promise

values

personality

benefits

attributes

brand pyramid

promise

values

personality

benefits

attributes

brand pyramid

Original dramaticseries

APTN national news bureau

Award-winning documentaries

Kids’ shows in Aboriginal languages

Mirror for communities promise

values

personality

benefits

attributes

brand pyramid

promise

values

personality

benefits

attributes

brand pyramidAuthentic Original Engaging

—proud but not boastful—confident but not aloof—down-to-earth but not unsophisticated—firm but not aggressive—approachable but not needy—humourous but not silly—inclusive but not homogenous

promise

values

personality

benefits

attributes

brand pyramid

promise

values

personality

benefits

attributes

brand pyramidSharing our people’s journey

Celebrating our cultures

Honouring the wisdom of our elders

Inspiring our children

promise

values

personality

benefits

attributes

brand pyramid

promise

values

personality

benefits

attributes

aptn's brand promise

share the stories only we can tell

values

personality

benefits

attributes

cbc's brand promise

Everyone. Every way.

values

personality

benefits

attributes

cnn's brand promise

Our mission is to create the finest possible news product and to present hard-breaking, national, and international news, as it unfolds. We deliver unparalleled perspectives across multiple categories, including political, medical, financial, technology,

entertainment, and more.

values

personality

benefits

attributes

bbc's brand promise

To enrich people's lives with programmes and servicesthat inform, educate and entertain.

values

personality

benefits

attributes

cut your strings

If you know your purposeyou won’t need to control

your brand anymore

stop hiding your nose

If you know your purposeyou don’t have to suffer“truthiness” anymore.

become a real boy

If you know your purposeyour company will be seen

as having true value.

books of purpose

tank-you

@jted jasontheodor.com slideshare.com/jted

jason.theodor@gmail.com