Brand Substance Handbook - Green Unplugged Becky Willan

Post on 01-Nov-2014

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The presentation was given by Becky Willan at Green Unplugged and was intended to be a practical handbook to help companies build their brand substance. This means to rely less on inflating their brand image and more on using sustainability principles to create value in peoples lives.

Transcript of Brand Substance Handbook - Green Unplugged Becky Willan

Becky WillanDirectorGiven London

IMAGE IS

EVERYTHING

16%12% 4/10 to

1/10

bran

d

BRAN

D VA

LUE VALUE

need

s

goals

desires

cultu

re

connections

causes

beha

viour

relatedness

issues

1

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4

Do you understand your target audience from a “me, my world, the world” perspective?

How is your company creating value for them, their world and the world?

What assets do you have at your disposal?

How will you deliver brand substance inside and outside your company?

2/3

3/3+

Becky Willanbecky@givenlondon.com

Thank you!