companycontent customers

traditionally… companies were gatekeepers between content and customers

targeting

companycontent customer

…positioning was built by targeted ads meant to buy a place in people’s minds

click to watch

click to play

…brands interrupted content with aspirational messages

today, the focus has shifted from HOW you reach people, to WHY they should reach for you

company

culture

customer

…companies must earn a place in people’s hearts by intersecting their interests with those of their customers’

click to play

…some brands have rightly pivoted from aspiration to inspiration & from push to pull

from targeting to triangulating…

!

!

!

SHARED VALUEin order to identify opportunities…

…we must find where business and human

interests intersect

human interests - physiology - safety - love/belonging - esteem - self-actualization

macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare

!

!

business interests - growth - profitability - productivity

HOTSPOTSwe call these places HotSpotsTM

human interests - physiology - safety - love/belonging - esteem - self-actualization

macro forces- globalization - technology revolution - shifting balance of power - economic sustainability - environmental sustainability - revolution in healthcare

!

!

business interests - growth - profitability - productivity

…and the goal is to find your HotSpotsTM…

NICEVICEME&WE

ECONOISSEURSHIP

MILLENNIALSRISINGFREAKS&GEEKS

platform

strategies

tactics

What could a brand stand for?

How could that platform interact with customers?

How does that intersect with the cultural landscape?

story idea

…then tell a multi-dimensional story

1D

2D

3D

narrativeWhy would anyone care?HD

the right brand story can...rationalize a purchase inspire advocacybreak a tie

CHARGING COMPLETE

the best stories begin with a question

from: how can we convince everyone to be more active using our gear?

worked with Nike management to

better understand generational differences

that led to a positioning shift away FROM personal

performance TO performance with

purpose

to: why would people join us to make the world a better

place through sport?

to: why should people join a revolution to make real, healthy

food accessible to all?

worked with Revolution

Foods to elevate their mission FROM a food

service operator selling healthy school lunches TO a

movement that provides healthy food to families

everywhere

from: how can we convince schools to pay more to serve healthier food to their students?

to: why should Millennials see Intel as the key to connecting them with

the world and one another?

worked with Intel to shift their frame of reference

FROM chips inside technology TO capabilities

inside people

from: how can we get people to purchase technology with Intel processors?

to: why would 2 million people per day be proud to choose 7-11 coffee

over Dunkin' Donuts or Starbucks?

worked with 7-11 leadership to position their coffee business

away FROM generic coffee anyway you take it TO creating a community around a shared love

of coffee

from: how do we sell more coffee at 7-11 versus Dunkin’ Donuts and Starbucks?

about us

HAN DELIN

• 25 years of experience building big brands has taught me one thing

- today the people doing it right often have little experience...and

even less money.

PATRICK O’GRADY

• Having worked in the UK, Hong Kong, Mauritius and Australia, I see

more similarities than differences among people.

BRETT DENUO

• Despite my Boomer tendencies (my Sunday Funday includes

newspapers, slippers and a cup of tea), I am a Millennial at heart

and I have the student loan debt to prove it.

thank you