Life After Dove: Building Values-Based Relationships(or why it’s the best time to be a creative)

An Evolutionary View

The Evolution Revolution

Early Warning System

Quid Pro Quo: V=Q/P

USP: Simple*JWT Puerto Rico

USP: Clever*The Name Italy

USP: To The Point*Demner Merlicek Bergmann Austria

Triune Brain Theory

• Reptilian: Physical BrainPhysical survival: Protection, Food, Sexual Reproduction, etc.

• Limbic: Emotional BrainEmotion center: Feelings, Memory, Bonding, etc.

• Neo-cortex: Rational BrainLogical thinking: Language, Speech, Writing, Operational Thinking, etc.

Adding Impact: More (or less) is required

YOU ARE

HERE

The Account Planning Era

The Ladder: Adding resonance to relevance ESP>USP

attribute

benefit

value

Rational - Relevant

Emotional - Desired State

ESP: Your Inner Keith Richards*Ogilvy & Mather USA

ESP: Your Inner Merengue*TBWA/ Chiat Day, USA

ESP: Your Inner Athlete*BBDO Guatemala

Diminishing Return: An Attention Economy Crisis

The Light at the top of the Ladder: BBSP

value

belief

Emotional – Desired State

Spiritual – Virtuous State

A Shared Belief: Brand as virtue…

All for the greater good

BBSP: Community*DDB New York

Gardasil

BBSP: Sustainability*Cultivator, USA

BBSP: Responsibility

BBSP: Honesty (oops!)*Ogilvy & Mather USA

The new dynamic has created an expectation of participation

…and individual / community co-authorship

While maintaining virtue as a brand + consumer substrate

A Formula For Something More: VBSP= (Brand+Consumer)VBE

VBSP: Empowered Community

Gardasil

*R/GA, USA

VBSP: Empowered Community *R/GA, USA

VBSP: Crusaders Against Conformity *Rapp Collins, USA

VBSP: Have a Ball

Verb ball

*ARC Worldwide, USA

Making Movies

A common dictate to transcend the medium to values-based co-creation

Thank you