Innovation in PR: Science of Engagement by Adam Mack, ICCO Summit 2013

WECREATE Worldwide is a company established in 2005 to support organizations and leaders in achieving breakthrough innovation and leadership. They work with clients on processes for breakthrough innovation in products, services, experiences and brands. They also provide leadership development training. The document discusses WECREATE's approach of using "Breakthrough Biodynamics" to create leverage ideas and impact the future in unexpected ways. It provides examples of past breakthrough innovations and discusses challenges organizations face in embracing future changes.

The document outlines the science of engagement according to three experts. It identifies nineteen elements that drive engagement, including aesthetics, associations, belonging, desire, empathy and intrigue. It also provides four game-changing principles for engaging others: 1) understand their moods, 2) appeal to them when they're receptive, 3) act with conviction, and 4) differentiate yourself. Examples are given of how companies like Red Bull, Disneyland Paris, Apple and IKEA apply these principles.

As the challenges of our current time unfold, we focus this month on the beauty of simplicity. Just as you cannot fight fire with fire, you cannot control chaos with chaos. Learn to simplify your habits with Daaji, and your inner climate with Alain Desvigne. Explore true eco-farming with François Bouderlique, and hear Tracie Pape extol the value of self-care and self-compassion. Know the importance of music for children's well-being shared by Shubhendra Rao and Saskia Rao-de Haas, and consider how you can turn a crisis into an opportunity with Dr. Ichak Adizes. Find your intuition to enhance relationships with Megha Bajaj, discover the meaning of pilgrimage with Alanda Green, and see the beauty of birdlife at Kanha Shanti Vanam through the lens of Rajesh Menon.

This brand guidelines document provides an overview of the key elements that define Dr. Katie Henry's transformational coaching brand. It outlines her brand foundation, including her commitment to helping people motivated for change transform their lives through coaching and workshops. It also describes her target audience and vision. The document then covers her brand's tone of voice, visual identity elements like colors, fonts and logo, recommended imagery style, and sample designs. It concludes with guidance on living the brand through avoiding "brand enemies" and taking action.

Today’s top performing leaders are social leaders. How to generate engagement at the top of your organization to boost your brand.

Not Just For Rocket Scientists - Intersection of Research & Marketing - presented for Boston University School of Management spring semester 2014

Deutsche Telekom is repeatedly cited in specialist literature as a reference for successful value-oriented brand management. The book BRAND DRIVEN PROGRESS is aimed at all those who are enthusiastic about the power of brands: how they enrich life, how they ensure continuity in rapidly changing times and enable progress. Brand-driven progress means more than just promoting sales through the brand. Many manage to do that. It has always been important to Telekom to use the brand to drive change within the company and, whenever possible, to accompany social changes in a positive way. social changes. This is how Brand Driven Progress should be understood: a field of tension in which the Telekom brand plays a special role.   My name is Hans-Christian Schwingen. I am the co-editor of the book and, as the Chief Brand Officer of Deutsche Telekom from 2007 to 2020, I played a key role in its repositioning. The brand strategy set by my team and me was to develop the company more and more from an infrastructure provider to a digital lifestyle brand. The focus of our work was to link the products, services and content with the brand promise "Life is for sharing."  

This brand book provides guidelines for Jeff Riddle's coaching brand. It establishes the brand's core message as helping clients through transformation by providing a safe space for self-acceptance and deciding how to move forward. The brand personality is described as wise, reassuring, and accepting. Design elements include a minimalist logo, earth tone color palette, and photographic images reflecting nature. The tone of brand communications aims to be inviting and unjudging. Stories from clients and the founder's personal experiences are emphasized to connect with audiences. Next steps include professional photography, developing the website further, and publishing long-form written content.

This document provides guidance on qualitative interviews for consumer insight. It discusses defining issues to address, creating ideas to get consumers' attention, and exploring insights to solve issues and inspire ideas. It recommends starting with understanding consumers' values, behaviors, and preferences in context. Questions are provided to understand motivations and barriers to behaviors, as well as triggers to start new behaviors. Understanding consumers' identities, values, and brand archetypes is also discussed. Tips are given to listen to consumers' stories, ask follow up questions, and remain focused on solving business issues.

The document discusses strategies for building a strong brand narrative through storytelling, focusing on developing compelling visuals, content, and understanding the target audience. It provides tips for crafting brand stories and visual content that resonate emotionally with customers while engaging them through a cohesive narrative across multiple platforms. Several case studies are also presented to illustrate how to develop simple and repeatable brand ideas that create a sense of pride and identity for consumers.

The document discusses patterns of social media marketing practice. It outlines opportunities for social media marketing including building brand relationships, knowledge management, and social commerce. It notes that social media marketing is different than conventional marketing as it allows for many-to-many interactions and user-generated content. The document also discusses integrating social data and networks into social customer relationship management strategies. Finally, it provides examples of blogs and their role in creating online communities and friendships.

The concept of a 'brand' can be described as the relationship between your business, its staff, and its customers, and the culture that they all share. You might not consider yourself a 'marketer' or a 'brand strategist', but that doesn't mean you should ignore the importance of your business' brand. During this session Neale Cotton from The Lab will explain why this concept is so important for your advice business. The team at The Lab help businesses to identify their brand cultures, and to unlock opportunities for growth with inspiring strategies that engage consumers and create cultural meaning. Don't miss out on this opportunity to discover your brand's potential.