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Title: This%20presentation%20will%20be%20converted%20into%20a%20video%20with%20audio%20after%20the%20majority%20of%20feedback%20is%20in.%20Please%20forgive%20the%20manual%20engagement%20required%20by%20power%20point%20?


1
  • This presentation will be converted into a video
    with audio after the majority of feedback is in.
    Please forgive the manual engagement required by
    power point ?

2
Are you happy with the results from the way
business is done on this planet?
3
  • Presentation by Yvette Dubel

4
(No Transcript)
5
Why does your business
exist at this point and time?
6
Cultural Fusion-Art as Philosophy is an
enhancement
  • Ready to add value to each phase of your branding
    process.

7
The number of customers insisting on "Brand A
has declined.
8
Differentiating brands has become harder.
9
  • Perhaps the biggest issue at stake in this
    emerging age is the ongoing tension between
    creativity and organization. The creative process
    is social, not just individual
  • Economist - Joseph Schumpeter C

10
  • Why do you want visibility for your organization?

11
You may be thinking
  • Increase sales
  • Advertise your products or services
  • Promote your marketing message
  • Increase awareness of your brand
  • Get new leads
  • Brand building strategy

What if you could get even more?
12
If you plan on staying in business you need a
bridge between your profitability and
sustainability at the global level.
13
You will learn
  • The truth about your brand
  • Why the connection between social capital,
    creative expression, and economics matters

14
Definitions
  • The social capital of a society includes the
    institutions, relationships, attitudes and values
    that govern interactions among people and
    contribute to economic and social development. It
    is the value inherent in a system or network.
  • Advertising is the business of drawing public
    attention to goods and services
  • Marketing refers to the management process which
    identifies, anticipates and supplies customer
    requirements efficiently and profitably

15
What good is it?
  • Social capital is key to long term success
    because without it there is no customer loyalty.
  • It is what defines sustainable growth.
  • While it amplifies brand visibility and value

16
  • Can advertising and marketing guide socially
    responsible growth in the long term?

17
CSR is a subset of GSR
  • Japanese version of the Global Social
    Responsibility (GSR) scale found that the
    following constituted a construct of global
    social responsibility.
  • global altruism,
  • active involvement with society,
  • understanding of interdependence

18
  • Good deeds are seeds planted
  • The harvest can imbue your brand with social
    capital
  • Social capital can illuminate the world
  • Animation sequence

19
Whats in it for you?
  • Positively engage the public that is defining
    your brand or legacy in meaningful ways
  • Fortify your long term sales strategy
  • Reap the rewards of bridging altruism and self
    serving interests

20
Paradigm Shift in overview
  • Environmental Social issues demand solutions
  • Web 2.0 has empowered individuals
  • The public is empowered to control the shift
  • Creativity powered by technology spreads ideas
    faster than ever before
  • New technology empowers the public to compare
    brand messages to reality (business operation,
    and environment/social impact)

21
  • One Perspective for Positioning

Animation- 2 drawings-Limited vision, man with
blinders on, ocean wave rolling in on what had
been a major pedestrian center, he has a sign
saying buy here
22
An Alternative Perspective for Positioning
23
  • Rather than an absolute and irrevocable shift
    from one paradigm to another...new paradigms and
    the old exist side by sidewe can take a
    pragmatic approach on choosing from the old and
    new paradigms in addressing any problem.
  • Power of Impossible Thinking, Yoram Wind, Colin
    Crook, and Robert Gunther

24
  • Answer this question

25
What can survive without Attention?
26
Do you Know
  • What this has to do with your brand?

27
What is your brand?
Who decides?
28
  • Your Brand Is

?
29
  • Your Brand Is

Not
30
Attention from the Public
Defines Your Brand

http//comfusion.pbwiki.com/Cultural_Fusion1Brand
Identifyoldlanguage
31
5 Markers in Branding Process
32
3 Types of Attention Define Your Brand
33
(No Transcript)
34
  • I know intuitively no training can teach you
    this, it is simply a matter of feeling.

  • Robert Ryan

35
You make a difference
  • Are you ready to take your place, or fortify
  • your position, as a leader -
  • addressing real world challenges
  • as you meet your own needs?

36
We all know the problems . We all know the
problems.
  • Lets talk about Context Solutions.

37
Context
38
Reality
  • Individual emotional reactions dictate behavior
  • This can inspire creative expression
  • Web 2.0 makes creations easier to find
  • Digital creations are persistent, sharing gives
    them an extended life
  • Integrated technology makes them easier to share
    at faster speeds

39
Reality
40
Case in Point Dove-Axe Controversy
  • The days of branding have changed drastically
    since the emergence of Web 2.0.
  • Companies are not invisible entities, hiding in
    the shadows as they broadcast contradictory brand
    messages across multiple brands. Web 2.0 has
    changed that.
  • Inconsistency is a social capital detractor that
    provokes reaction

41
Do you think Desire is the key?
  • Traditional marketing wisdom teaches that inspire
    desire to buy is the goal
  • Desire is an expression of Attention, but is the
    desire to buy THE MOST Valuable form of Attention?

42
Desire and Quality of Attention
  • In the short term desire to buy can mean sales,
    but what about other forms of desire?
  • The desire to comment and share, for example, not
    even all sharing is equal.
  • Automated recommendations during registration
    dont have the same impact as inspired sharing.

43
Is all Attention Equal?
44
  • Before you can make a sale you have to get
    attention
  • All Attention is not the same, quality matters
  • Some attention diminishes your brand
  • While others can enhance it
  • You need to understand how high quality Attention
    works
  • This is where we can help

45
Who do you want to engage?
And why?
46
Gaming anyone?
  • The average age of gamer in the UK is 28!
  • 51 of the 36 to 50s play games, and that number
    is growing.
  • Different age groups make different choices about
    how, where, and what they play

47
Protest ART
Game as
Social Capital Detractors In Software art a new
genre of games is flipping that promotion on its
head. Known as "anti-advergames," the new titles
satirize big companies and question corporate
polices ranging from how cattle are raised to low
pay for workers. For decades McDonalds
corporation has been heavily criticized for his
negative impact on society and environment. There
are inevitably some glitches in our activity
rainforest destruction, livelihood losses in the
third world, desertification, precarization of
working conditions, food poisoning and so on
48
Protest ART
Game as
49
Does it matter?
McDonald's posts 806m loss
McDonald's shares fell 91 cents
McDonald's posts 711.7m loss
SP 500 futures SPc1 were down 4.40 points Dow
Jones industrial average futures DJc1 were down
29 points. Nasdaq 100 NDc1 futures were down 6.75
points.
50
Lehman Brothers declared bankruptcy and Wall
Street rival Merrill Lynch was taken over a new
financial earthquake driving a global stocks
plunge and central bank intervention. The US
Federal Reserve, European Central Bank and Bank
of England injected tens of billions of
dollars into money markets after the fall of the
finance titans under the weight of massive bad
loans. "You've probably seen more in one day of
financial history than we've seen since the great
crash of 1929,Macquarie Private Wealth associate
director Marcus Droga said. Meanwhile, The New
York Times reported that AIG was seeking a 40
billion-dollar bridge loan from the Federal
Reserve what if social responsibility is the key
to sustainability?
51
Economy in trouble? Not for games
  • Americans spent 1.19 billion on video game
    software and hardware in July, up a whopping 28
    percent from the prior year.
  • And that doesn't include computer-based games,
    according to market research firm NPD Group,
    which tracked only sales of new consoles,
    software and accessories.
  • For the year so far, video game hardware and
    software sales have soared 35 percent above the
    year-ago level, to 9.47 billion.

52
The sky may be falling on the economy, but the
art market is flying high.
  • Collectors dropped a historic 362 million at
    Sotheby's evening contemporary art auction this
    week - a sign that for dealers and gallery
    owners, good times are still rolling.
  • "The secondary art reaffirms how the art market
    is doing overall," said Aldo Castillo, 51, a
    Chicago art dealer. Sotheby's results show that
    art has kept its value even as times are bad, he
    said, with buyers likely seeing it as a better
    investment as the real estate and stock market
    suffer losses.

53
Has ART inspired transparency as a subculture?
One of the earliest titles in the nascent genre
is Persuasive's "Disaffected!," which puts
players in the role of managing a FedEx Kinko's
copy franchise. "There's lots of precedent for
this sort of speech in print, in film (and) on
the Web, but we think videogames are particularly
good at exposing the underlying logics of these
organizations--how they work and what's wrong
with it."
54
Why might Passion fueled protest creations have
longer shelf?
55

Because
  • It spreads among key Emotion-Action oriented
    groups.
  • Connects individuals geared up for inspired
    action
  • The discovery process is exciting
  • People go back to the things that have meaning
    for them
  • It is fun to be inspired and to share
    inspiration!

56
Partnering with ARTisTs
Synergy Integrated - Connects the Unconnected
(SICU) SICU Founder Cultural Fusion member,
Tom Merilahti Marketing Integrator
Communication Coordinator http//www.sicusynergy.
org/references.htm
  •  

57
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
58
The SICU Synergy Solutions Group
http//www.sicusynergy.org/sicu_ssg__mmc.htm
The SICU Synergy Solutions Group is a
Multidimensional and functional Virtual Marketing
Management organization, whose objectives are
to offer resources, and to create
cost-effectively, added value and multiplicative
effects for businesses, corporations, brands,
industries, institutions, and ultimately
consumers in diverse markets.
59
The SICU Synergy Solutions Group
http//www.sicusynergy.org/sicu_ssg__mmc.htm
A COMMERCIAL ORGANISATION AS A PROJECT
3. DISCOVER THE RESONANCES The business
environment of commercial and the operational
environment of nonprofit organizations changes
rapidly, the consumer behavior is changing
uninterrupted, the target audiences field of
interest is splintering in smaller and smaller
pieces...
60
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
  • The sponsors adopted ARS 95 and its logo and the
    visually designed and sponsor-named stripes as a
    theme in their own, larger campaigns.
    Ilta-Sanomat run ads for their paper, in turn
    advertising ARS, that cover the entire exterior
    of the city's buses, trams and bus shelters. In
    turn Finland Post run full-page ads featuring ARS
    in newspapers, like Ilta-Sanomat, for their own
    product and service marketing like stamps,
    letters and envelopes.

61
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
  • The sponsors adopted ARS 95 and its logo and the
    visually designed and sponsor-named stripes as a
    theme in their own, larger campaigns.
    Ilta-Sanomat run ads for their paper, in turn
    advertsing ARS, that cover the intire exterior of
    the city's buses, trams and bus shelters. In turn
    Finland Post run full-page ads featuring ARS in
    newspapers, like Ilta-Sanomat, for their own
    product and service marketing like stamps,
    letters and envelopes.
  • Maximedia, the countries largest leaser of
    billboard space, now know as JCdeux Finland,
    invested in printing posters and in outdoor
    advertising.

62
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
  • MTV carried a colourful live TV broadcast ( " The
    evening of Artists " ) from the exhibition and
    also put together special ad and sponsorship
    packages for ARS sponsors, as did Maximedia.
    Classic FM, a Helsinki-based (and London)
    classical commercial radiostation was running
    spots for ARS, whereby each of the sponsors were
    given the opportunity to personalize the ads with
    their own corporate voice-logo at the end of the
    spot.

63
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
  • Marimekko also did a collection of striped ARS 95
    T-shirts in the five coulours of ARS and, on
    contract, company specific ARS products for the
    other sponsors as well.
  • Together, Sokos Hotels and Finnair put together
    and ARS 95 package comprised of air travel,
    accommodation and tickets to the exhibit, which
    they are marketing out from Stockholm.

64
Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
  • Before the event, IBM also signed a contract with
    one of the ARS artists, William Latham. The
    connection was, that he had created his
    Artificial Reality -artwork ( The Garden of
    Unearthly Delights ) in one of IBMs research
    centers in England, with IBM hardware. IBM
    computers were available in the museum even for
    the public.
  • Telecom Finland Ltd., now known as Sonera,
    produced attractive telephone-cards utilizing the
    visual design of ARS 95. The phone-cards were
    sold in an limited edition trough the largest
    chain of kiosks in Finland, and become in a very
    short time very valuable for collectors.

65
Cultural Fusion Distinction
  • Sponsors Partners are collaborators that
    INSPIRE the artwork literally infusing
    passion-love and attention into each one as a CRM
    Strategy and meaningful marketing solution
  • This art series benefits , integrates operates
    as solutions for Eco-sustainability, assistance
    for AIDS orphans, deprived children, and
    community renewal beyond merely being
    fundraisers.
  • Positively engage the public that is defining
    your brand in meaningful ways
  • Humanities enrichment with attention to social
    innovation presenting an alternative to protest
    art
  • Ongoing and one time opportunities

66
What do the experts say about Art and social
capital ?
  • The arts are a superb means of building social
    capital.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
67
What do the experts say about Art and social
capital ?
  • It is tempting to see the arts as peripheral to
    rebuilding community. After all, art exists for
    its own sake valuable for what it is as much as
    for what it might do.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
68
What do the experts say about Art and social
capital ?
  • Beyond the individual effects, the arts allow for
    public celebration and exploration of the meaning
    of community.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
69
What do the experts say about Art and social
capital ?
  • The researchers have found that emotionally-
    dancing, playing music, and engaging in other
    artistic activities bring more joy than do many
    other leisure activities.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
70
What do the experts say about Art and social
capital ?
  • That joy in turn enhances our willingness to
    reach out and connect with others. At least one
    study has suggested that involvement in the arts,
    including as a spectator, can prolong your life.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
71
  • In sum, cultural endeavors offer social capital
    effects both direct and indirect, immediate and
    long lasting. The arts provide a powerful way to
    transcend the cultural and demographic boundaries
    that divide us and to find deeper connections.

Saguaro Seminar on Civic Engagement in America.
John F. Kennedy School of Government, Harvard
University, 79 JFK St., Cambridge, MA 02138
72
The Charismatic Brand
  • that ART built.
  • A charismatic brand is one for which there is no
    substitute.

73
Disney
  • Consistently maintains a loyal brand community
  • Others can compete on product to product basis-
    shallow attention
  • But it is that loyal customer base that cant
    wait for the next sequel to Cinderella that makes
    competition a non-issue

74
In the Galaxy of ComFusion there is the SoulFood
Studio (kitchen)
75
Cultural Fusion (CF) Rue or Marinade
  • Top Quality Assured Attention
  • Love Passion of
  • the purest integrity-
  • breath filtered!
  • CF-Attention Brands always include priceless
    ingredients
  • Goodwill Art, Access to Authentic SoulFood
    Tradition Recipes
  • Through Cultural Fusion Art as Philosophy
    collaboration, a plain ingredient becomes a
    SoulFood Ingredient

76
Intellectual Property Notification
  • Authentic SoulFood Tradition Recipes is a
    registered Attention Brand Intangible Asset
  • All Y.Dubel-Authenticated SoulFood Recipes
    Cultural Fusion Attention Brands are registered
    intellectual property here known as Top Quality
    Attention Products, Ingredients Intangible
    Assets
  • Cultural Fusion Art as Philosophy is a
    registered Attention Brand Intangible Asset
  • Cultural Fusion Group is a registered Attention
    Consortium with shared ownership of various
    Attention Brands or works emerging from this
    project

77
Partnering with ARTisTs
SICU Founder Cultural Fusion member, Tom
Merilahti
  •  Cultural Fusion-Art as Philosophy
  • "Global Social Responsibility and Art with a
    Purpose are great concepts connected with one
    another.

78
  • Your Bridge To
  • CSR program solutions
  • Customer Relationship Management Strategy
  • Meaningful Marketing
  • Art as Community Intervention
  • Art as Community Enrichment
  • Cultural Fusion Art Series

79
What is the right kind of art?
80
  • That depends on who you inspire.
  • Who you want to pay
    attention to.

81
Cultural Fusion Art as Philosophy
82
Offer 1
  • a) what is the art form?
  • Permanent Outdoor Installation
  • b) what is the targeted audience-

Leisure Park-goers Event attendees Tourists Virtual Reality Game Players Artists Art Enthusiasts
Business Local Business Owners Event Planners Marketers PR Firms Social Enterprise (SME Niche) Business Social Networks Associations
CSR NonProfit Transparency Resources NonProfit Program Services Delivery NonProfit Supportive Services NonProfit Coordinating Agency NonProfit Art Humanities Enrichment
83
The diagram shows one of the artists contact
network on Facebook , others not shown include
MySpace, LinkedIn, Ecademy, and many
others Ronald Wopereis co-founder is a noted
international networker and Attention
expert. Author of The Theory of Attention with
hundreds of testimonials about his
expertise. There are hundreds more well
connected international Cultural Fusion members
84
(No Transcript)
85
  • c) what is the connection with the sponsor?
  • Select name location (Sponsor immortalized by
    name display at site)
  • Sponsor recognized in PR promoting local artist
    that contribute
  • 2- 400 word articles with 4 photos distributed to
    target business social networks
  • Full page in event publications (magazine
    inserts for related events)
  • 10 VIP Tickets to events/exhibitions
  • Discounted Eco-Luxury Tour travel packages
  • 2 events promoting artwork site as a destination
  • Brand virtual 3D version to extend audience
  • Brand logo featured in professionally produced
    documentaries and short films of exhibitions
    distributed freely online (promoted through
    social networks, YouTube and other targeted video
    distribution sites)
  • Access to opt-in contacts business tools that
    evolve from the software art
  • Logo featured on registration sites and tickets
  • Press release development distribution
  •  

86
(No Transcript)
87
  • d) what is the aimed outcome ?
  • Create and share public art
  • Celebrate and promote the top sponsor with
    recognition as supporter of public art with
    purpose (CSR)
  • Promote and engage local artist, businesses, and
    associations (to collaborate on development of
    four quadrant sculpture gardens)
  • Promote eco-friendly materials (i.e. alternatives
    to concrete, uses for recycled glass)
  • Game with clues in garden creates a marketing
    tool to promote local businesses and destinations

88
Elizabeth Debold in The Business of Saving the
World
  • What if - entities, filled with the creative
    potential of thousands of human beings, were to
    awaken to this new global reality?

89
  • If businesses were to awakenit would have an
    unprecedented impacttransforming the world in
    ways we cannot even imagine.
  • In fact, some say that it would create the
    context for a new level of global consciousness.

90
  • What would it take to free the creativity ?

91
Why isnt everyone an Innovator?
  • Not all creativity is equally significant
  • The risk of being the first to explore new ideas
    can seem scary
  • The status quo and its derivatives offer the
    illusion of safety in numbers

92
Innovation requires
  • Care
  • Commitment
  • Creativity

93
  • Ocean of
    Win/Win Opportunity
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