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Betterness - Presentation for Dave Ramsey executive team

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Betterness - Presentation for Dave Ramsey executive team

  1. 1. @markramseymedia betterness.
  2. 2. …the art of bettering prosperity so it arcs through the stratosphere of an authentically good life, bettering human potential so it… transforms human possibility radically for the better.
  3. 3. Q. What makes a brand great?
  4. 4. It has an authentic sense of purpose
  5. 5. it’s a definitive statement about the difference you are trying to make in the world
  6. 6. it offers something that is hard to come by it reflects a commitment to a big idea it is intensely human
  7. 7. It’s not enough to be great at something or to be an expert in your field. The world is buying your bigger mission, in many cases, first.
  8. 8. Brands have to be multidimensional, more human. Brands have stood for simple things in the past: A better mousetrap, the highest quality widget. These things are what they make. But these days people also want to know “why.”
  9. 9. Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing; an increase of 15% from 2010 (Source: Havas Media, November 2011)
  10. 10. Yet only 28% of people think that companies are working hard to solve the big social and environmental challenges. (Source: Havas Media, November 2011)
  11. 11. Most people would not care if 70% of brands ceased to exist (Source: Havas Media, November 2011)
  12. 12. “The real question is: can your company do anything more than just ‘business’? What can you do to inspire, amaze, delight, surprise, elevate, enlighten, a nd better me, and the community around me?...
  13. 13. …What can you do to evoke my fuller potential, and that of the people I care about? What can you do to authentically matter to me?”
  14. 14. All brands are or should be in the life improvement business
  15. 15. get out of the radio and get into the world
  16. 16. Are you helping consumers be Better People?
  17. 17. “Brands are no longer just saying things to consumers (such as, “Buy our product; it’s sensational!”); they’re doing things…
  18. 18. …Things that genuinely make life easier for customers. Things that bring people together with others who share their interests….
  19. 19. …Things that are just plain fun. Things that are endearing and build love between the customer and the company.”
  20. 20. “brands are made through experiences, not advertising”
  21. 21. do not say…
  22. 22. How?
  23. 23. 1. Feature a face 2. Solve a problem 3. Enable a Transformation 4. Make her the hero of her own story 5. Dramatize the details
  24. 24. Feature a Face
  25. 25. Solve a Problem
  26. 26. Enable Transformation
  27. 27. Make Her the Hero
  28. 28. Dramatize the Details
  29. 29. Radio examples…
  30. 30. Radio Examples • “When you win, someone in need wins, too” • Direct Marketing • Promoted Listening “Do X and WXXX will give $ or Benefit to Worthy Recipient” • Contests with No “Prizes” – Instead, Guarantee that you will be a Better Person • Rewards, not “Chances to Win” • Active, not Passive – You Participate in your own Betterness

Notas do Editor

  • UmairHaqueBetterness Defined
  • Does that sound like “radio”?
  • Harvard Professor Youngme Moon
  • From Agency CEO, Andrew Keller is CEO of Crispin Porter + Bogusky.:
  • From Agency CEO, Andrew Keller is CEO of Crispin Porter + Bogusky.:
  • Did you know…
  • Did you know…
  • So it’s no surprise that…
  • From Betterness
  • From Betterness
  • So here’s my request of you…
  • The brand is…The diaper site that’s not about diapers….
  • The brand is…The Johnson & Johnson site which is about interactive resources, not baby shampoo
  • The brand is…The supermarket that’s all about health and wellness information
  • The brand is…It’s the bank that reimagines what a bank can be…Start calling your branches "stores." Play music from local bands, and let local merchants show off their wares. Offer free Wi-Fi.Everymonththeyoffer a Wii videobolwingnightonthebank’s big screenBill Taylor, FastCompanyfounder:passion brands in industries devoid of passion“What would happen if we reimagined what visiting a bank would be like”Similar to cafés and other gathering places, Umpqua’s neighborhood stores provide people with an engaging space to browse local merchandise, shop online, enjoy a cup of coffee and learn about community events and resources — in addition to banking.
  • ClarkKokich, Do or Die – Razorfish CEO
  • ClarkKokich, Do or Die – Razorfish CEO
  • ClarkKokich, Do or Die – Razorfish CEO
  • ClarkKokich, Do or Die – Razorfish CEO
  • The Betterness Prescription
  • Have a FaceTom’s – for every pair of shoes you buy, another pair goes to children in need in the third world.No such thing as a children’s hospital. There is only one child in that hospital. With a face…and a name.
  • Solve a problem
  • Make her the hero of her own storyToms ShoesDrive Thru DifferencePrayerworksBehave in a certain way, and the brand will give $ to X in your name
  • Dramatize the details in a storyChallenge…struggle…resolutionWithout those – anecdote, not story

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