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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
