the pinocchio effect
TRANSCRIPT
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