Workshop 3-6 hours
The one thing your brand is fighting for
As brands are battling to conquer the green throne and
consumers demand transparency and authenticity
marketers are successfully moving away from marketing at
people to create genuine conversations around the watercooler
about issues that really matter to people. This
workshop aims to find that one issue making a difference
for brand as well as planet and people.
A problem-solving quest
Big brands like Coca-Cola, Levi’s and Microsoft are creating conversations about
what matters to brands and people from unemployment and online privacy to
health and wellbeing. This trend has been reinforced with TV programming
from the likes of Jamie Oliver, who turned school meals healthier to the struggles
of organic and animal welfare campaigner Hugh Fearnley-Whittingstall.
It’s a brand strategy that pays off, because you’re not only making marketing,
you’re involving your shareholders in a problem-solving quest to make your
company and the world better and you’re bringing your consumers along for
the ride; you’re creating a movement.
Issue before concept
It’s about issue before concept. You have to think like a Channel 4 Producer
mixed with an activist; it’s about taking a fresh look at the world around us – and
seeing how you can play your part.
It’s brand heaven
This approach brings marketing into the boardroom because it touches the most
fundamental challenges facing your company from public scrutiny about obesity
to water scarcity. There’s no higher accomplishment for brands than to make
a real difference in people’s lives. You’re climbing the brand ladder from being
functional, aspirational to being purposeful; it’s brand heaven. The very pinnacle
of the brand hierarchy of needs.
Get the tools and tricks
Get the insights behind the brands that succeeded and the tools and tricks to
kick-start your conversation. “I want to tell you a joke” or “I want to make a
difference in your life,” are two very different marketing approaches – you tell
me, which one is most relevant?