A fundamental shift in the marketplace is upon us. Consumer expectations for sustainability are moving from obligation to desire and leading businesses are embracing sustainable brand innovation to reveal new opportunities, drive growth and create positive impact for a more sustainable future. Working with Sears Holdings Corporation, this hands-on workshop will equip diverse brand practitioners with a methodology and toolkit to embed sustainability in their business strategies and deliver real-world innovation of new business models, products, services and engagement platforms.

2. Ralphael Bemporad BBMG @rbemporad
Margaret Hartwell Archetypes in Branding: A Toolkit for Creatives and
Strategists @MPHpov
Paul Campbell Sears Holdings Inc. @EnviroSears
Todd Troldahl Sears Holdings Inc. @EnviroSears
Brand Hackathon: Using Archetypes to
Unleash Brand Purpose and Spark
Innovation, Engagement and Impact
#SB14sd

3. June 2, 2014Sustainable Brands
Brand Hackathon
Raphael Bemporad, BBMG
Margaret Hartwell, Author, Archetypes in Branding

4. HEL
LO.
RAPHAEL BEMBBMG
@rbemporad

5. Introductions & The Challenge
1:30-1:45
!
Embody: Getting to Know Archetypes
1:45-1:55
!
Embody: Archetype Mapping
1:55-2:35
!
Break
2:25-2:35
!
Disrupt: Innovation Brainstorm
2:35-3:10
!
Delight: Prototyping Work Session
3:10-3:50
!
Share Out
3:50-4:20
!
Discussion & Takeaways
4:20-4:30
Agenda

6. The Challenge
How might Sears leverage sustainability
to drive innovation and leadership in the
retail sector today and in the future?

10. Embody:
Getting to Know Archetypes

13. What is an archetype?

15. “pieces of life itself …
images that are integrally
connected to the
individual
by the bridge of
emotions.”
– Carl Jung

16. Archetypes are an age old human connection
tool that represent the shared universal
narratives that drive both our conscious and
unconscious motivations.
!
-that Archetype lady

17. Where do archetypes come
from?

20. How are archetypes
connected to brands?

24. Top 5 benefits archetypes
provide for brands

25. 5. They shift our brains
from the analytical to the emotional
4. They shift management
from control to empowerment
3. They shift communications
from push to pull
2. They shift relationships
from audience to community
1. Archetypes help organizations,
and their many stakeholders,
to get and stay on brand

27. So how do archetypes work?

31. Move us from the
personal level to
symbolic

32. Go beyond persona
and stereotype

37. Thus the task is not so much to
see what no one has yet seen;
but to think what nobody has
yet thought, about that which
everybody sees. -Erwin Schrödinger
“
“

38. Embody:
Archetype Mapping

39. Embody:
Identify a unique and
differentiated archetype
to guide brand-driven
innovation.

40. Archetype Mapping:
+ What is the ultimate goal we seek to achieve?
+ What are the core strengths we can leverage?
+ What are the emotions we hope to inspire?

41. Ultimate goal: A vision for the world
that we have a hand in creating.
!
Core strengths: Leveraging our
heritage, expertise and culture to
build a leading, resilient business.
!
Key emotions: The feelings, thoughts
and associations that we hope to
evoke in our customers and members.
!
Select an Archetype.
Embody

42. Select an Archetype

43. Break

44. Disrupt:
Innovation Brainstorm

45. Disrupt:
Leverage sustainability to
drive innovation in the
form of new business
models, products,
services and/or
engagement platforms.

46. Innovation Drivers:
Five retail industry trends
provide stimulus for
transformative innovation.

47. Technology
Internet, social media,
3D printers, bloggers, RFID
Trend #1
Innovation
Opportunity
What if our brand was
only experienced online?

48. GE: Engagement via Technology

49. Demographics
Diversity, multi-cultural,
income disparity, Millennials
Trend #2
Innovation
Opportunity
What if we created a new
brand for Hispanic
Millennials?

50. Instagram: Made for Millennials

51. Big Data & Transparency
Reporting, activism, regulations,
privacy, data explosion
Trend #3
Innovation
Opportunity
What if every product we
sold came with a multi-
media story and social
experience?

52. Etsy: Connected Commerce

53. New Consumption Patterns
Shared consumption,
gamification, experiences,
re-use, services, memberships
Trend #4
Innovation
Opportunity
What if we didn’t sell
products anymore?

54. ZipCar: Replacing Product With Service

55. Resource Constraints
Water/forests/fisheries,
volatility, population, affluence
explosion
Trend #5
Innovation
Opportunity
What if we had to make all
of our products from
resources already in
‘circulation’?

56. Ekocycle: Closing the Loop

57. Use your selected Archetype as a lens
to tackle your innovation opportunity.
!
Brainstorm all the ways you might
disrupt the status quo, from
business models to product ideas.
!
Elevate your best idea to move
forward.
!
Disrupt

58. Delight:
Let’s Prototype

59. Delight:
Create a brand platform
to bring your big idea to
life.

60. Prototyping
+ What is the name of our platform or idea?
+ What does it look and feel like?
+ What are its key components and elements?

61. Platform Name: A hook that
communicates your big idea.
!
Activations: The ways it comes to life
online, offline, products, services, etc.
!
How It Works: A brief description of
how Sears can bring this idea to life.
!
!
Delight

62. Share Out

63. Discussion
& Takeaways

64. Thank You!

65. Connect
Raphael Bemporad
rbemporad@bbmg.com
@rbemporad
212.473.4907 x205
Margaret Hartwell
margaret@archetypesinbranding.com
@MPHpov
650.704.7891
!

67. !67
REIMAGINE
REDESIGN
REGENERATE