Sustainable Brands® 7th annual community gathering took place June 3-6 in San Diego, CA. This year’s theme, “From Revolution to Renaissance” was focused on positive shifts currently taking place in business and society, as well as examples of purpose-driven brand innovation that are reinvigorating global and local economies.
Some notes from the conference: I will eventually put it all together in separate blog posts to make more sense of it.
improvement, innovation, invention
failure leads to
if at first the idea is not absurd then there ill be no hope for it
Authenticity vs attributes
Chocolate -> engage consumer/ where is it produced
We are part of something bigger
Keep the message simple -( follow the frog)
Spend shift movement
Brand attributes consumers found important:
homuor , authenticity engagement -sustainability can do it
5 common exec uses:
->consumer are not asking for it
->when we give them we don’t want it
->sustainability is boring/expensive/complicated
->might loose market share
->need to communicate about core attributes
key is identifying the opportunity and creating culture around it
creating demand for better world.
henieken – axe shower – follow the frog -clorox
Put people first–
Use your words
Raise your hand
8 bottles 1 jeans waste less lewis
Stories not yet told:
> positive future (but possible)
> Good life —
> corporates and citizens (Create new relationships between them)
tell you story in 45 secs:
surface of story
life is most enjoyable when you do something by not doing anyone any harm
Moral: Is the truth behind every communication
-stretch peoples knowledge
Moral of story is actually->Hidden underneath is the values
old style->lowest level value->
Maslow’s hierarchy of needs
NIKE- everything you need is already inside: perfection the need to master a practice through hard work.
Truth-think small, the need to tear down falsehood
Obama- wholeness needs to be a part of community
Simplicity-Story of stuff- need to find meaning behind
APPLE- uniqueness-need to express individually creativity
Dove Real beauty-Justice-need to resist the abuses of power
“Moral of the story”
“Values”-> perfection, wholeness, uniqueness, justice, simplicity
Values don’t alone make a story
The hero is not you, hero is your audience, is unlikely for the role, is dissatisfied with broken world,
THe Mentor : Gandalf 😀
The mentor: Is your brand, gets the hero moving toward her dieting, makes change appealing, never makes change mandatory, is a real tangible person, fits a recognizable archetype
Jonah sachs compares the archetypes to the star wars figures because of the resemblance
The gift: Is the wildcard that makes the impossible possible , is something unique beautiful and entirely unexpected
TOMS: one for one program
OCCUPY: dramatic physical takeover
Matrix->FREAKS< CHEATS< FAMILIARS
human brain has not changed
How brain works- > need freaks here, Fill in stories with humanlike characters that break the patter of our expectations.
Cheats->stories teaches altruism
Tell stories people can instantly identify as their own. Give them easy entrance points
There are easy ways to start doing these things
Is your story a myth?
Explanations? Meaning? Story? Ritual?
Is your story strategic?
Is your story interesting enough? Freaks.cheats.familiars
BOOK: I am the origin of story
Storytelling workshop by Jonah Sachs