Succinct yet powerful advice for CEOs, COOs, CMOs and CCOs in a world where nobody believes anything anymore.

1. successful brandıng
and corporate culture
ın a world where no one
belıeves anythıng anymore.
FOR CEOs COOs CMOs CCOs
the 1101 experiment
P R E S E N T E D B Y
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2. because we know how to make people
love workıng where they do
and we know how to make people
love that company, ıts brand,
and purchase ıts products and servıces.
BUT DON’T DESPAIR
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3. FIRST THE BAD NEWS
we are ın a “post-factual world”
experıencıng a rapıd erosıon
of trust, belıef and value
ın all vıdeo content, news and brands.
we are all to blame.
so let’s all get on wıth the solutıons.
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4. maxımıze the posıtıve potentıal of your
human culture – becausethatıs the real brand.
use your brand, products and servıces
to make people’s day – wıth every moment,
experıence, pıxel, word and ımage.
don’t be afraıd to stır up some shıt.
THE THREE KEY INSIGHTS/SUGGESTIONS
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5. - uncover and maxımıze
untapped, true, posıtıve behavıors
MAXIMIZE THE POSITIVE POTENTIAL OF YOUR HUMAN CULTURE
We have always discovered valuable energy when we probe beyond job descriptions
and uncover the deepest human values of life, legacies, family, love, dreams, fears and
personal meaning.
When coworkers (whether on the assembly line or in C-Level boardrooms) learn about
each other, consensus grows and for us, critical insights about the essence of the business
and brand emerge. Often, these deep human stories become the external business and
brand communications with staggeringly profitable results.
21st Century success requires financial, ethical, social and cultural attention.
And it’s so remarkable what happens when we all attend to basic human happiness in
every aspect of a business, culture and brand.
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6. - everythıng you do ıs your brand and everythıng
you do ıs a moment to turn somethıng mundane
ınto somethıng amazıng
USE YOUR BRAND, PRODUCTS AND SERVICES TO MAKE PEOPLE’S DAY
We routinely notice several key missed opportunities in most global and local brand tactics.
• Why do websites romance the viewer at the beginning and during perusal but after
the order is placed, the thrill is gone?
• Why are log-in and password boxes devoid of real branding?
• Packaging, every detail a customer sees, sells and touches is an opportunity to
differentiate, sell and be special, meaningful or inspirational. Ask Moo.
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7. - craft takes more tıme
and maybe no one wıll notıce anyway
USE YOUR BRAND, PRODUCTS AND SERVICES TO MAKE PEOPLE’S DAY
True.
Few people notice and appreciate details like nuanced typography, artistic flourishes or
elegant poetic writing.
But those who do notice and appreciate them become a special kind of customer or fan of
your brand or business.
They become an effusive human being who has just been deeply impressed by or has just
fallen in love with something you published, broadcast, shared or created.
What are those kinds of customers and fans worth to you?
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8. - ıf you love and respect your customers,
try showıng ıt.
USE YOUR BRAND, PRODUCTS AND SERVICES TO MAKE PEOPLE’S DAY
The Canadian rock band RUSH has a legion of loyal, passionate, die-hard fans that has
sustained and grown for well over 40 years. They have followed RUSH through style changes, hair
and wardrobe mishaps and more.
Why? Because of deep integrity and a steadfast refusal to bend to outside pressures.
RUSH even trusted their fans to the extent that, when their lyrics drew from Greek
mythology, Ayn Rand, French phrases and deep science fiction and fantasy authors, they simply
said “we learned about those things and so can our fans.”
That – dear CEO, COO, CMO or CCO – is pure love and respect.
That flowed both ways.
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9. - nıke. colın kaepernıck. um, you know....
DON’T BE AFRAID TO STIR UP SOME SHIT
from money.cnn.com 09.13.18
Among people ages 18 to 34, 44% supported Nike’s decision to use Kaepernick, while 32% opposed it, according
to an SSRS Omnibus poll provided exclusively to CNN. In the 35-to-44 age bracket, the decision earned support
among a majority, 52%, compared to 37% who were against it.
Older adults were less supportive of the move: Only 26% of adults over 65 backed the decision.
But they are not Nike’s base. Two-thirds of the company’s sneaker customers are younger than 35, according to
Matt Powell, a sports retail analyst at market research firm NPD Group.
Now, count how many times Nike and the spoofs showed up in your Facebook, Twitter and LinkedIn feed.
But please – don’t stir it up if you’re not a true believer in what you’re stirring.
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10. thıs ıs the page about
gen x, gen y, gen z, vr, ar and aı.
OH, WE ALMOST FORGOT
We’ll keep it quick and simple:
• Younger people like to look behind the curtain and aren’t impressed with being impressed.
• All new tools are just that. Until we all become hybrid robot/humans (and we surely will),
remember that magnifying real, meaningful human qualities will never fail your business or brand.
Technology as a means to dazzle, and deepen your brand’s essential reason for being is a potentially
powerful tactic and sometimes, (sometimes) the media can be the message.
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11. thıs ıs what we belıeve
wıth fıerce, ıntense passıon.
ıf you want our experıence,
expertıse and vısıon,
you knowwhat to do.
or we can help ınspıre/kıckthe rearends of
whoever you’re workıng wıth now.
NOW, PLEASE DO IT. OR ASK FOR HELP
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12. the1101experıment.org
GOODBYE. HELLO.
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