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• 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 ?

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

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(No Transcript)
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Why does your business
exist at this point and time?
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Cultural Fusion-Art as Philosophy is an
enhancement

• Ready to add value to each phase of your branding
  process.

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The number of customers insisting on "Brand A
has declined.
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Differentiating brands has become harder.
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• 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

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• Why do you want visibility for your organization?

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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?
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If you plan on staying in business you need a
bridge between your profitability and
sustainability at the global level.
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You will learn

• The truth about your brand
• Why the connection between social capital,
  creative expression, and economics matters

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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

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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

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

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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

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

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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

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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)

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• 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
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An Alternative Perspective for Positioning
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• 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

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• Answer this question

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What can survive without Attention?
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Do you Know

• What this has to do with your brand?

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

?
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• Your Brand Is

Not
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Attention from the Public
Defines Your Brand

http//comfusion.pbwiki.com/Cultural_Fusion1Brand
Identifyoldlanguage
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5 Markers in Branding Process
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3 Types of Attention Define Your Brand
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• I know intuitively no training can teach you
  this, it is simply a matter of feeling.
• 
  Robert Ryan

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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?

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We all know the problems. We all know the
problems.

• Lets talk about Context Solutions.

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Context
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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

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Reality
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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

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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?

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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.

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Is all Attention Equal?
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• 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

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Who do you want to engage?
And why?
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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

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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
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Protest ART
Game as
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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.
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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?
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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.

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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.

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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."
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Why might Passion fueled protest creations have
longer shelf?
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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!

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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

•  

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Case study from Toms Portfolio
http//www.sicusynergy.org/ars.htm
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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.
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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...
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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.

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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.

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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.

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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.

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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.

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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

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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
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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
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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
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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
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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
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• 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
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The Charismatic Brand

• that ART built.
• A charismatic brand is one for which there is no
  substitute.

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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

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In the Galaxy of ComFusion there is the SoulFood
Studio (kitchen)
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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

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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

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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.

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

• Cultural Fusion Art Series

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

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Cultural Fusion Art as Philosophy
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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
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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
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• 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
•  

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• 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

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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?

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• 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.

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• What would it take to free the creativity ?

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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

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Innovation requires

• Care
• Commitment
• Creativity

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• Ocean of
  Win/Win Opportunity