1. Belief Box
How to build a sacred brand ?

2. World religions are the most powerful brands
Long lasting, millions of followers worldwide, control over behaviour, loyalty
beyond reason, a strong sense of superiority, a shared belief worth fighting for, …

3. The way we process impressions of our favorite
brands is very similar to the way we experience
religious experiences
Martin Lindstrom, Buyology

4. Apple Stores: Sacred places
Genius Bar: missionaries
Macworld conferences:
Sacred moments
Apple design:
Sensory attractiveness
Fanboys:
A strong sense of belonging
Apple Packaging
Rituals
De Ipad:
Apps:
Miracle
Think different:
Meaningful symbols and signs
Powerful storytelling

5. traditional versus "
new marketing

6. old rule
Create safe, similar mass
products, communicate them
with via mass media to a
mass audience, and
differentiate them with an
USP
new rule
Orchestrate unique brand
experiences that are
attractive to share

7. the new marketing paradigma
Land of promise! Land of proof!
Traditional marketing
New marketing
! Interruption
! Collaboration
! Reach people with message
! Invite to a shared philosophy
! Turn proposition into promise
! Turn proposition into
! Create perception
demonstration
! Create transformation

8. the new CSR paradigma
Land of promise! Land of proof!
Traditional CSR
New CSR 2.0
! Philanthropic
! Collaborative
! Risk-based
! Reward-based
! Image-driven
! Performance-driven
! Specialized
! Integrated
! Marginal
! Scalable

9. Land of promise! Land of proof!
Buy attention to
Be remarkable to
do the talking
be talked about

10. Land of promise! Land of proof!
Develop a
Develop
message
a meaning

11. “Sustainability” doesn’t sell with
traditional marketing (green washing?)

12. What is a brand ?
visual
style
mission
&
company
vision
culture
tone-­‐of-­‐voice
storytelling
events
community
A brand is a cluster of consistent cultural
ideas with an intention

13. Belief Box"
9 building blocks

14. 1
clear vision"
on life that comes with a sharp commitment

15. clear vision
Goal
! Create a central philosophy and purpose for
the brand that includes your sustainability
strategy.
Supporting questions
Why ?
How ?
What ?

16. WHY: (the vision/ the
shared value) What is
our clear vision on life?
What's our belief?
HOW: (the strategy/ the
new business model)
What's our sharp
commitment to the world
to contribute to this
vision?
WHAT: (the offer/ the
benefit) What's our offer
that enables followers to
buy-in? What difference
does it makes for our
users and society?
Simon Sinek, The Golden Circle

17. WHY: Ecover believes the world
would be a better place if we would
look beyond chemical resources &
redefine cleaning standards
HOW: that’s why Ecover pioneers
and uses the power of nature to
outperform the conventional
products
WHAT: We make great products that
are tough on dirth and at the same
time soft for your health, your home
and nature

18. WHY: In everything we do,
we believe in breaking the
status-quo, we believe in
thinking differently
HOW: the way we break the
status quo is by making our
products beautifully designed,
easy to oversee and user-friendly.
WHAT: thinking like that, we just
happen to make great computers,
digital devices and services

19. WHY: We believe we can save
civilization without compromising our
prosperity
HOW: We do that by redesigning our
linear industrial production system into
closed loops of materials and energy,
just like nature does
WHAT: The result is a new practice we
call cradle to cradle that aims for
healthy products with a positive
footprint

20. 2
powerful conflict"
that defines who we are, and who we are not

21. powerful conflict
Goal
! Come up with a single-minded idea that
proves we are the only right one
Supporting questions
What other beliefs and religions are around?
How to represent our superiority towards other beliefs?

22. 3
sense of belonging"
powered by a shared purpose

23. sense of belonging
Goal
! Find ways in which you can turn a group of
followers into a supporting community
Supporting questions
How to engage stakeholders to help define our
sustainability roadmap?
How to invite others to co-create products and services?

24. 4
missionaries"
spread our gospel all over the world

25. missionaries
Goal
! Come up with ideas on how our brand
becomes contagious trough conversations
Supporting questions
How can we enlighten and empower our internal culture
with our philosophy?
How can we engage and empower followers and turn
them into missionaries?

26. 5
rituals"
help us conquer the heart and soul of the people

27. rituals
Goal
! Extend the range of sensory elements and
rituals that intensify our brand as total
experience
Supporting questions
What makes us easy to recognize?
How to involve senses and rituals to improve the brand
experience?

28. 6
storytelling"
that keeps our brand interesting and relevant

29. storytelling
Goal
! Unlock the content we posses and turn them
into captivating storytelling
Supporting questions
What interesting stories are to be found in our history,
heritage, company culture, policies, product development or
daily practice of our users?
If we start our own saga, who would be the spokesperson,
the hero, the opponent and what would be the challenge?

30. 7
miracles"
that make us larger then life

31. miracles
Goal
! find a way to be awesome and become a
media darling
Supporting questions
What events, challenges and achievements are
exceptional so they can provide us with additional
magic?
How can we depict these challenges and achievements?
How can we share them with the world?

32. 8
symbols"
that provide access to the devine

33. symbols
Goal
! Develop a visual language to demonstrate
our sustainability efforts
Supporting questions
How can we depict our key commitments towards
society trough infographics, iconography or metaphors ?

34. 9
sacred places & moments"
where we get in touch with our followers

35. sacred places & moments
Goal
! Select and create powerful touch-points where
we can reach, engage and convert people into
followers
Supporting questions
What are the most important places and moments to be
present with our gospel?
Should we create new places and moments?
How to engage people to our offering?

36. Did this Spark an idea ?
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