SouthWiRED 2014

Did you know...   Havas Media Group published a jaw dropping study last year, revealing that
“meaningful brands” outperform the stock market in excess of 120%. Brands that focus on emotional resonance, impactful visual and content-focused storytelling, as well as lasting community influence, are building brand equity and loyalty by rocking an ethos, no doubt shared by the brand’s own audience.
According to the Meaningful Brand Index (MBi), the higher the brand connects to the personal and collective well-being of its customers, the stronger brand equity it has, and the more attachment its audience has toward it.  What does this mean for the future of marketing? Be driven by purpose - and design accordingly - or die.  When brands match powerful brand purposes to powerful design-centric processes, they create value. Value for customers. Value for users. Value for stakeholders. Value for leadership, and by association, value for team members. Meaning and design go hand-in-hand for brands that are set on reaching multiple, yet shared, world views. Meaning drives design decisions. Design
decisions are influenced by meaning. With meaning, comes the opportunity for bolder marketing and brand value that actually delivers a very solid *something*.  In this session, we'll discover HOW to discover your brand's meaning and mission, WHY you need a purpose-driven positioning statement that ignites design decisions, WHEN to include your design team on critical branding moves, and WHERE to market your brand so that your purpose and branding are catalyzed by communities who believe in your vision. We'll discuss WHO in the industry is moving toward B-Certification (http://www.bcorporation.net), WHEN it matters, and explore case studies of successful (and not-so-successful) brands who flourished with a big idea.