Humanizing Brands for Growth

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1 Why Humanization? VALUE IS CREATED PEOPLE TO PEOPLE In a world that applies too much business logic to humans, we need to apply more human logic to business. We do a much better job when we are relevant for people, not just targets, and when we act as people, not just businesswomen. Humanizing Brands for Growth 1

2 Why Humanization? How Do We Humanize? TOO OFTEN, ORGANIZATIONS DE-HUMANIZE We get out of touch with who we are, and with those we work for and we fail to create real value. SHIFT IN UNDERSTANDING HUMAN LOGIC We tend to view the consumer as using two basic models to make sense of their daily lives. Marketing got stuck in one of them. Marketers often act as detached technicians who operate in a cultural vacuum; trusting institutional systems more than their own human experiences. Striving to be objective, they dehumanize other people and their circumstances as they re transformed into data. The first model assumes that as consumers, we of each, and then. This model assumes people are. It assumes we make decisions because it makes rational sense. The and the arguments, and the marketer seeks to industry. or with a self-defined The second model of decision-making recognizes that enough consideration to our model of our shared experiences and ideas we want to participate in.. It gives. This 2

3 EMPATHY How Do We Humanize? We relate to products and brands through drivers that are deep below the surface of consciousness. Research will offer hints, but only empathy allows us to touch what really drives people, and the tensions within them that our brands can help solve. We re reinventing our research methods to enable empathy. Immersions Client-led Research Motivational Mapping Anthropological & Cultural Research IDENTITY How Do We Humanize? Brands are more than products and features. We all buy brands when they help us create and nurture our identities through beliefs we can embrace. Brands only become brands when they offer a point of view: an idea explicit or implicit that they stand for, and that they bring life into their products. We re isolating the equities of our brands around which identities can be built to build brand love by reinforcing guests identities and addressing human tensions. Brand Genealogy Believer s Triangle Story Telling Research 3

4 IMAGINATION How Do We Humanize? To create value, the power of an idea needs to be made real. From IC to advertising, menus to service models, bringing ideas to life is about telling a consistent story in many ways. We re adopting new methods, like co-creation, to inform brand architecture, innovation pipelines and communication briefs that help channel single ideas down many paths. Where Are We Today? Olive Garden, Red Lobster & LongHorn Steakhouse have completed new brand architectures and narratives using these principles informing all work going forward. Olive Garden and LongHorn have developed communication guidelines and are currently applying the work to core menu and experience innovation. Story Telling Manifestos Communication Guidelines Brand Deep Dives Co-creative Innovation 4

5 Getting to the Future: Our Path to Today Believer s Pyramid: Purposeful Brands Working together Checking in with our guest Engaging experts Connecting with culture Relentless search for truths 2 A meaningful brand purpose people can engage with and contributes to some better world worth fighting for AFFINITY GROUP Who are the people we want to serve and what best defines their identity? HUMAN A WORLD TO BELIEVE IN What world does our affinity group aspire to and what tension or struggle are they facing? 1 LOVE WORKSHOP DINE ALONGS IN NJ + FL STRATEGY CONCEPT QUANT DINE ALONGS IN PHILLY CULTURAL SAFARI CULTURAL JAM TOTEM OUR FOUNDATION IS STRONG AND CLEAR SOCIAL LISTENING 4 PRODUCT What is the product truth that defines how our proposition - feeds a belief and turns a POV into something that can be touched? PRODUCT AFFINITY GROUP THE PEOPLE WE SERVE POV A POINT OF VIEW What core value do we operate by, or what point of view do we uphold, that feeds people s belief? 3 NARRATIVE DRAFT 7/5/13 5

6 PURPOSE CHAMPION MORE SUBSTANCE IN YOUR WORLD This is LongHorn PRODUCT We master the basics in everything we do HUMAN In today s world, full of compromises & shortcuts, it is hard to put my trust in others PEOPLE WE SERVE Committed doers POV Take pride in doing things just right This is LongHorn LongHorn knows that in today s world full of compromises and shortcuts, people find it hard to trust that others are going to get the job done right. They are growing tired of situations where others over-promise and underdeliver. This leaves people wishing for more substance in their lives and the world. We are here to serve the committed doers the ones who take charge of their own journey and believe that if something is worth doing, it is worth doing right. We at LongHorn Steakhouse take pride in doing things just right. To us, this means mastering the basics by offering our guests: Real Food the guest s order made right every time (especially our legendary steaks!); Real People who talk straight and enjoy doing things the right way; and Real Connections earning trust through unexpected personal touches, service that over-delivers and a natural atmosphere built of wood, stone and steel. Done well, we will earn guest s trust one great steak at a time, restore people s faith in others to get a job done well and champion more real substance back in your world. 6

7 This is Harley Davidson PURPOSE CELEBRATING THE SPIRIT OF INDIVIDUALITY HUMAN At midlife, masculinity is a challenge. AFFINITY GROUP PRODUCT Big, bad powerful machines. Men who refuse to be caged! POV Men are born to be free. 7

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9 This is Dove PURPOSE INSPIRE WOMEN TO DISCOVER THEIR INNER BEAUTY HUMAN Self esteem is difficult in a society that has a too narrow definition of beauty. PRODUCT Nurturing personal care products AFFINITY GROUP Ordinary people who are at ease with who they are POV We all have inner beauty 9

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