Vega Healthy Brand 2012-1

the healthy brand

a brand is a particular and unique construct that creates, communicates and sustains value for all its stakeholders

through its products and/or services.

“The purpose of business is not to make a profit. What a dreary and demeaning description. The purpose of business is to add value to people’s lives. The consequence of doing that well is that you make a handsome profit.” W.K. Kellogg

PROGRESS

VALUES VALUE

value R899!

projected values

hidden values R4.40 Per day!

value

R899!

values

values R4.40 Per day!

PROGRESS

vereenigde oost-indische compagnie (dutch east india company)

first multinational corporation and the first company to issue stock

world's first mega corporation, possessing quasi-governmental powers, including the ability to wage war, negotiate treaties, coin money, and establish colonies

vereenigde oost-indische compagnie (dutch east india company)

first multinational corporation and the first company to issue stock

world's first mega corporation, possessing quasi-governmental powers, including the ability to wage war, negotiate treaties, coin money, and establish colonies

real value delivered happily

real value delivered happily

real value delivered happily

real value delivered happily and sustainably from source to disposal and beyond?

has the proliferation of branding in the memescape altered our critical relationship with information?

or

has branding dumbed us down?

making us numb to the effects of consumption culture

has the ever widening gap between production and consumption opened the door for deceit and closed the door on community

i buy mainly from my village

i buy mainly from my province

i buy mainly from my country

i buy mainly from countries that are experts in their category

i buy mainly from china

personal relationship between producer and consumer basis for trust

massive distance between producer and consumer – brands fill the gap

now

then

Dell laptop components

The hard disk drive was made by Seagate's (American) Singapore factory, Toshiba's plant in the Philippines, or Thailand-based Hitachi and Fujitsu plants; (2) Motherboards and memory chips came from Taiwanese ODMs (original design manufacturers) Quanta and Compal, with factories around Shanghai and Suzhou; low mainland land and labor costs reduce the cost of a computer by about $25;

Intel microprocessors came from plants in the Philippines, Malaysia, China or Costa Rica;

Graphics cards were from Taiwan;

The cooling fan and keyboard were made in mainland China;

The LCD came from Japan, Taiwan or Korea;

The battery was Malaysian, Korean or Taiwanese;

The power adapter came from Thailand;

The removable memory stick came from Israel, or else from Malaysia itself;

The power cord was made in China, India or Malaysia.

i buy mainly from my village

i buy mainly from my province

i buy mainly from my country

i buy mainly from countries that are experts in their category

i buy mainly from china

personal relationship between producer and consumer basis for trust

massive distance between producer and consumer – brands fill the gap

now

then

how do brands fill this gap?

create an emotional connection

wire consumption to

social acceptance

the master narrative?

younger

more beautiful

more loved

more accepted by social groups

happier

fitter

more productive

buy me and you will be…

‘lifestyle’ brands

how many ‘lifestyle brands’ existed when you dealt directly with the producer?

and did life, like, totally suck?

more human

The Vega Healthy Brand Definition.

Does the brand have a particular and an engaging, authentic and coherent communicator?

Does the brand have a meaningful purpose?

Is the brand purpose served in all that the brand does?

Does the brand have a distinctive identity?

Is the brand the brand add value to the lives of people?

Does the brand build sustainable relationships by never taking more than it gives?

Does the brand and the business that underpins it demonstrate the profit is not the driver but a consequence of all of the above?

When any enterprise discovers that it has a strategy of tragedy it's time for a strategy of change

William McDonough, Cradle to Cradle.

Nowadays people know the price of

everything and the value of nothing. Oscar Wilde, The Picture of Dorian Gray

‘lifestyle’ brands

cellphone contracts?

life insurance?

bank accounts?

coffee?

brought to you by carrots, fish and peas?

values projected and values inside

values consistent through the value chain

Product Design Manufacturing

Distribution &

Brand Comms

values consistent through the value chain

Product Design Manufacturing

Distribution &

Brand Comms

healthy life!

values consistent through the value chain

Product Design Manufacturing

Distribution &

Brand Comms

smart software!

for (immense) profit with values inside meeting values projected

innocent

howies

Hopefully we are smart enough to realise that everything we do, screws something up. As a company, we have to realise that. There is no perfect clothing company. Let's be honest with ourselves and with our customers about that.

method

don't blow it - good planets are hard to find. - quoted in time

IDENTITY

BRANDS GIVE US CHOICE

MORE PEOPLE SPEAKING UP

BILLIONS OF B.R.I.C.S CONSUMERS ARE JUST GETTING STARTED

"Owners of capital will stimulate working class to buy more and more expensive goods, houses and technology, pushing them to take more and more expensive credits, until their debt becomes unbearable. The unpaid debt will lead to bankruptcy of banks which will have to be nationalized and State will have to take the road which will eventually lead to communism." Karl Marx, 1867

the new web

nicholas negroponte

OLPC

Or the $100 laptop

method

we’re in the business of making the conversation smarter

not churning out people who are good at selling more stuff to more people

“It's the well-behaved children ... that make the most formidable revolutionaries. They don't say a word, they don't

hide under the table, they eat only one piece of chocolate at a time. But later on they make society pay dearly”.

Jean-Paul Sartre, Dirty Hands