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twitter: 

@kateo 

@koinsights
#civsa2015
Presented by Kate O’Neill
The Meaning
of Place
twitter: 

@kateo 

@koinsights
#civsa2015
[imagine 

a picture 

of me 

in college.]
twitter: 

@kateo 

@koinsights
#civsa2015
“Home and
Wandering.”
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
What does 

a place mean?
twitter: 

@kateo 

@koinsights
#civsa2015
What do I mean by
“meaning”?
twitter: 

@kateo 

@koinsights
#civsa2015
Let’s back up.
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
My work has always been about
relevance and meaningful
experiences.
language:
t...
twitter: 

@kateo 

@koinsights
#civsa2015
speaker
intent message
listener
takeaway
twitter: 

@kateo 

@koinsights
#civsa2015
speaker
intent message
listener
takeaway
shared understanding
twitter: 

@kateo 

@koinsights
#civsa2015
context
speaker
intent message
listener
takeaway
shared understanding
twitter: 

@kateo 

@koinsights
#civsa2015
…back to 

"Home and
Wandering"
twitter: 

@kateo 

@koinsights
#civsa2015
(photographcredit:FlickruserZol87)
twitter: 

@kateo 

@koinsights
#civsa2015
planned 

center 

of town
(imagesourcewww.cnuil.org)
my first 

childhood 

hom...
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
Maybe “home” is
where you are
empowered to
create your own
experiences.
twitter: 

@kateo 

@koinsights
#civsa2015
Why do we
"wander" 

or travel?
twitter: 

@kateo 

@koinsights
#civsa2015
Why do we*
encourage 

students to 

leave home?
* “we” as a society, I mean
twitter: 

@kateo 

@koinsights
#civsa2015
"how very 

college 

of you"
twitter: 

@kateo 

@koinsights
#civsa2015
Maybe we
“wander” or 

leave home 

to be jarred into
seeing ourselves.
twitter: 

@kateo 

@koinsights
#civsa2015
“We travel, initially, to lose ourselves; 

and we travel, next, to find ourselv...
twitter: 

@kateo 

@koinsights
#civsa2015
So to make people
want to “wander”
towards your place…
twitter: 

@kateo 

@koinsights
#civsa2015
Help people 

see themselves 

there.
twitter: 

@kateo 

@koinsights
#civsa2015
To make people feel
at “home” there…
twitter: 

@kateo 

@koinsights
#civsa2015
Help people feel
empowered to
create their own
experiences.
twitter: 

@kateo 

@koinsights

#civsa2015
Part of the 

meaning of place is… 



in how empowered
we feel to create our
...
twitter: 

@kateo 

@koinsights
#civsa2015
How can we architect
meaningful
experiences without
being contrived?
twitter: 

@kateo 

@koinsights
#civsa2015
Distill everything 

about a place, 

its identity, culture,
etc. 

down to an ...
twitter: 

@kateo 

@koinsights
#civsa2015
By the way…

Digital experience should
not impede physical
experience 
It shoul...
twitter: 

@kateo 

@koinsights
#civsa2015
Metaphor,
Significance and
symbolism: what
does a thing signify?
twitter: 

@kateo 

@koinsights
#civsa2015
How to distill a brand's
essence without being
reductive or overly
simplistic
twitter: 

@kateo 

@koinsights
#civsa2015
Let’s look right here:
at Nashville.
twitter: 

@kateo 

@koinsights
#civsa2015
(photographcredit:www.nashvillerecovery.com)
The Flood of 2010
twitter: 

@kateo 

@koinsights
#civsa2015
(imagecredit:ABCStudios/amazon.com)
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
How do you promote
something with so
many stories?
twitter: 

@kateo 

@koinsights
#civsa2015
Build on
recognizable
truths. 

And a bit of
mythology.
twitter: 

@kateo 

@koinsights
#civsa2015
twitter: 

@kateo 

@koinsights
#civsa2015
Meaning is relative
and contextual.
And it’s
inseparable from
relevance.
twitter: 

@kateo 

@koinsights

#civsa2015
Part of the 

meaning of place is…


in the stories we
collectively tell 

abo...
twitter: 

@kateo 

@koinsights
#civsa2015
How do you get it
across to someone
what a place could
MEAN to THEM?
twitter: 

@kateo 

@koinsights
#civsa2015
Sign up for our upcoming webinar 

with promo code CIVSA for 20% off: 

“Meanin...
twitter: 

@kateo 

@koinsights
#civsa2015
Take inventory of
your stories.
twitter: 

@kateo 

@koinsights
#civsa2015
Identify your
prompts.
twitter: 

@kateo 

@koinsights
#civsa2015
“Never let the facts
get in the way of a
good story.”

— Mark Twain
twitter: 

@kateo 

@koinsights
#civsa2015
“Never let the facts
get in the way of a
good story.”

— Mark Twain
twitter: 

@kateo 

@koinsights
#civsa2015
“Get your facts first, and
then you can distort them
as much as you please.”

— ...
twitter: 

@kateo 

@koinsights
#civsa2015
“The difference between
comedy and tragedy is
where you stop telling the
story....
twitter: 

@kateo 

@koinsights
#civsa2015
context
speaker
intent message
listener
takeaway
shared understanding
twitter: 

@kateo 

@koinsights
#civsa2015
Community 

is meaning 

writ large.
twitter: 

@kateo 

@koinsights

#civsa2015
Part of the 

meaning of place is… 



in the community 

we create there.
twitter: 

@kateo 

@koinsights
#civsa2015
For a college
campus
twitter: 

@kateo 

@koinsights
#civsa2015
For a city like
Nashville
twitter: 

@kateo 

@koinsights
#civsa2015
For a conference 

like this.
twitter: 

@kateo 

@koinsights
#civsa2015
The Meaning of Place:
‣ is in how empowered we feel to
create our own experienc...
twitter: 

@kateo 

@koinsights
#civsa2015
thank you!
Facebook: 

/kateoneillpage
LinkedIn: 

/kateoneill
Twitter: 

@kate...
twitter: 

@kateo 

@koinsights
#civsa2015
What questions
do you have?
Twitter: 

@kateo
Facebook: 

/kateoneillpage
Linke...
twitter: 

@kateo 

@koinsights
#civsa2015
Sign up for our upcoming webinar 

with promo code CIVSA for 20% off: 

“Meanin...
The Meaning of Place: Keynote Address from CIVSA 2015
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The Meaning of Place: Keynote Address from CIVSA 2015

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Keynote at #CIVSA2015 on the meaning of place and how to distill the essence of a college campus, a city, or a brand to make it resonate with prospective students, residents, customers, or fans.

Publicada em: Marketing
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The Meaning of Place: Keynote Address from CIVSA 2015

  1. 1. twitter: 
 @kateo 
 @koinsights #civsa2015 Presented by Kate O’Neill The Meaning of Place
  2. 2. twitter: 
 @kateo 
 @koinsights #civsa2015 [imagine 
 a picture 
 of me 
 in college.]
  3. 3. twitter: 
 @kateo 
 @koinsights #civsa2015 “Home and Wandering.”
  4. 4. twitter: 
 @kateo 
 @koinsights #civsa2015
  5. 5. twitter: 
 @kateo 
 @koinsights #civsa2015 What does 
 a place mean?
  6. 6. twitter: 
 @kateo 
 @koinsights #civsa2015 What do I mean by “meaning”?
  7. 7. twitter: 
 @kateo 
 @koinsights #civsa2015 Let’s back up.
  8. 8. twitter: 
 @kateo 
 @koinsights #civsa2015
  9. 9. twitter: 
 @kateo 
 @koinsights #civsa2015 My work has always been about relevance and meaningful experiences. language: the vehicle of meaning. how we convey intent and significance. the Web / Internet: how we capture and transmit knowledge globally data: how we model what is potentially meaningful marketing: how we understand what has value to whom in what context, and influence intent through alignment and relevance experiences human understanding meaning relevance
  10. 10. twitter: 
 @kateo 
 @koinsights #civsa2015 speaker intent message listener takeaway
  11. 11. twitter: 
 @kateo 
 @koinsights #civsa2015 speaker intent message listener takeaway shared understanding
  12. 12. twitter: 
 @kateo 
 @koinsights #civsa2015 context speaker intent message listener takeaway shared understanding
  13. 13. twitter: 
 @kateo 
 @koinsights #civsa2015 …back to 
 "Home and Wandering"
  14. 14. twitter: 
 @kateo 
 @koinsights #civsa2015 (photographcredit:FlickruserZol87)
  15. 15. twitter: 
 @kateo 
 @koinsights #civsa2015 planned 
 center 
 of town (imagesourcewww.cnuil.org) my first 
 childhood 
 home my second 
 childhood 
 home
  16. 16. twitter: 
 @kateo 
 @koinsights #civsa2015
  17. 17. twitter: 
 @kateo 
 @koinsights #civsa2015 Maybe “home” is where you are empowered to create your own experiences.
  18. 18. twitter: 
 @kateo 
 @koinsights #civsa2015 Why do we "wander" 
 or travel?
  19. 19. twitter: 
 @kateo 
 @koinsights #civsa2015 Why do we* encourage 
 students to 
 leave home? * “we” as a society, I mean
  20. 20. twitter: 
 @kateo 
 @koinsights #civsa2015 "how very 
 college 
 of you"
  21. 21. twitter: 
 @kateo 
 @koinsights #civsa2015 Maybe we “wander” or 
 leave home 
 to be jarred into seeing ourselves.
  22. 22. twitter: 
 @kateo 
 @koinsights #civsa2015 “We travel, initially, to lose ourselves; 
 and we travel, next, to find ourselves. 
 … And we travel, in essence, to become 
 young fools again — to slow time down and get taken in, and fall in love once more.” ― Pico Iyer
  23. 23. twitter: 
 @kateo 
 @koinsights #civsa2015 So to make people want to “wander” towards your place…
  24. 24. twitter: 
 @kateo 
 @koinsights #civsa2015 Help people 
 see themselves 
 there.
  25. 25. twitter: 
 @kateo 
 @koinsights #civsa2015 To make people feel at “home” there…
  26. 26. twitter: 
 @kateo 
 @koinsights #civsa2015 Help people feel empowered to create their own experiences.
  27. 27. twitter: 
 @kateo 
 @koinsights
 #civsa2015 Part of the 
 meaning of place is… 
 
 in how empowered we feel to create our experiences.
  28. 28. twitter: 
 @kateo 
 @koinsights #civsa2015 How can we architect meaningful experiences without being contrived?
  29. 29. twitter: 
 @kateo 
 @koinsights #civsa2015 Distill everything 
 about a place, 
 its identity, culture, etc. 
 down to an essence.
  30. 30. twitter: 
 @kateo 
 @koinsights #civsa2015 By the way…
 Digital experience should not impede physical experience  It should empower it
  31. 31. twitter: 
 @kateo 
 @koinsights #civsa2015 Metaphor, Significance and symbolism: what does a thing signify?
  32. 32. twitter: 
 @kateo 
 @koinsights #civsa2015 How to distill a brand's essence without being reductive or overly simplistic
  33. 33. twitter: 
 @kateo 
 @koinsights #civsa2015 Let’s look right here: at Nashville.
  34. 34. twitter: 
 @kateo 
 @koinsights #civsa2015 (photographcredit:www.nashvillerecovery.com) The Flood of 2010
  35. 35. twitter: 
 @kateo 
 @koinsights #civsa2015 (imagecredit:ABCStudios/amazon.com)
  36. 36. twitter: 
 @kateo 
 @koinsights #civsa2015
  37. 37. twitter: 
 @kateo 
 @koinsights #civsa2015
  38. 38. twitter: 
 @kateo 
 @koinsights #civsa2015 How do you promote something with so many stories?
  39. 39. twitter: 
 @kateo 
 @koinsights #civsa2015 Build on recognizable truths. 
 And a bit of mythology.
  40. 40. twitter: 
 @kateo 
 @koinsights #civsa2015
  41. 41. twitter: 
 @kateo 
 @koinsights #civsa2015 Meaning is relative and contextual. And it’s inseparable from relevance.
  42. 42. twitter: 
 @kateo 
 @koinsights
 #civsa2015 Part of the 
 meaning of place is… 
 in the stories we collectively tell 
 about it.
  43. 43. twitter: 
 @kateo 
 @koinsights #civsa2015 How do you get it across to someone what a place could MEAN to THEM?
  44. 44. twitter: 
 @kateo 
 @koinsights #civsa2015 Sign up for our upcoming webinar 
 with promo code CIVSA for 20% off: 
 “Meaningful Stories” bit.ly/mgflstories June 30 Want more help with brand storytelling?
  45. 45. twitter: 
 @kateo 
 @koinsights #civsa2015 Take inventory of your stories.
  46. 46. twitter: 
 @kateo 
 @koinsights #civsa2015 Identify your prompts.
  47. 47. twitter: 
 @kateo 
 @koinsights #civsa2015 “Never let the facts get in the way of a good story.”
 — Mark Twain
  48. 48. twitter: 
 @kateo 
 @koinsights #civsa2015 “Never let the facts get in the way of a good story.”
 — Mark Twain
  49. 49. twitter: 
 @kateo 
 @koinsights #civsa2015 “Get your facts first, and then you can distort them as much as you please.”
 — Mark Twain
  50. 50. twitter: 
 @kateo 
 @koinsights #civsa2015 “The difference between comedy and tragedy is where you stop telling the story.”
 — Neil Gaiman
  51. 51. twitter: 
 @kateo 
 @koinsights #civsa2015 context speaker intent message listener takeaway shared understanding
  52. 52. twitter: 
 @kateo 
 @koinsights #civsa2015 Community 
 is meaning 
 writ large.
  53. 53. twitter: 
 @kateo 
 @koinsights
 #civsa2015 Part of the 
 meaning of place is… 
 
 in the community 
 we create there.
  54. 54. twitter: 
 @kateo 
 @koinsights #civsa2015 For a college campus
  55. 55. twitter: 
 @kateo 
 @koinsights #civsa2015 For a city like Nashville
  56. 56. twitter: 
 @kateo 
 @koinsights #civsa2015 For a conference 
 like this.
  57. 57. twitter: 
 @kateo 
 @koinsights #civsa2015 The Meaning of Place: ‣ is in how empowered we feel to create our own experiences there. ‣ is in the stories we collectively tell about it. ‣ is in the community we create there.
  58. 58. twitter: 
 @kateo 
 @koinsights #civsa2015 thank you! Facebook: 
 /kateoneillpage LinkedIn: 
 /kateoneill Twitter: 
 @kateo connect with me here: Image credit: Robbie Quinn (http://robbiequinnphotography.com/)
  59. 59. twitter: 
 @kateo 
 @koinsights #civsa2015 What questions do you have? Twitter: 
 @kateo Facebook: 
 /kateoneillpage LinkedIn: 
 /kateoneill
  60. 60. twitter: 
 @kateo 
 @koinsights #civsa2015 Sign up for our upcoming webinar 
 with promo code CIVSA for 20% off: 
 “Meaningful Stories” bit.ly/mgflstories June 30 Want help with brand storytelling? Don’t forget!

×