2. Dragon Rouge is a global
design and innovation
business. We put talent and
ideas at the centre of our
activity to deliver powerful
brand performance.
We design strategies, initiate
the creation of new products
and services, create identities
and communications – and
engage people in making
their companies great.
3. Founded in 1984 in France,
we are a leading
international group.
We combine local expertise
and consumer knowledge
with a global strategic vision
of brand management.
4. For decades, the marketing industry has been
obsessed with distilling brand management into a
science. !
!
Brands are no longer full of fluff. !
!
Brands are value-creators. They require an
objective, reliable, analytical and dispassionate
management approach. Information and insight are
the foundation of great brands. !
!
They can be measured. !
They can be compared. !
They can be ranked.!
!
They can be improved through best practice
processes and models.!
Why ‘business is beautiful’?
5. But the cracks in this approach are starting to show:
more scientific approaches do not yield consistently
better brands. !
!
Brands cannot be managed in a mechanical, cold,
statistical way.!
!
We believe that business is about people. People
who come together to achieve more than is possible
individually. Achievement is easily measured
through profit, but value is a much bigger concept.
Beyond profit, businesses have the ability to make
valuable contributions to society.
!
So the dialogue around brands is changing: the
industry is re-awakening to the potency of
imagination, creativity, personality and spontaneity.!
Why ‘business is beautiful’?
6. …because businesses rely on brands
to stimulate creativity and imagination.
This is is the role that brands play in
creating value. !
6
Why ‘business is beautiful’?
7. So we wrote a book.!
Not a book about brands, but a book
about business. !
!
More specifically, a book about what
business looks like when it"s #
done beautifully.!
!
!
7
Business is Beautiful
7
11. The book contains five chapters.!
!
Each chapter represents a different
aspect of what $Beautiful Business"
means:!
!
The five Hallmarks of #
Beautiful Business.!
!
11
Business is Beautiful
11
12. The 5 Hallmarks of Beautiful Business
Integrity
Beautiful businesses have a clear sense of purpose; a noble,
unwavering belief that translates into firm principles for how
to succeed.
12
13. The 5 Hallmarks of Beautiful Business
Integrity
Beautiful businesses have a clear sense of purpose; a noble,
unwavering belief that translates into firm principles for how
to succeed.
Curiosity
Beautiful businesses do not stand still; they are restless,
brave, intrepid and they create constant surprise.
13
14. The 5 Hallmarks of Beautiful Business
Integrity
Beautiful businesses have a clear sense of purpose; a noble,
unwavering belief that translates into firm principles for how
to succeed.
Curiosity
Beautiful businesses do not stand still; they are restless,
brave, intrepid and they create constant surprise.
Elegance
Beautiful businesses are pleasurably simple; they find
intelligent ways of doing things and they understand that
persuasive presentation is a prerequisite for performance.
14
15. The 5 Hallmarks of Beautiful Business
Integrity
Beautiful businesses have a clear sense of purpose; a noble,
unwavering belief that translates into firm principles for how
to succeed.
Curiosity
Beautiful businesses do not stand still; they are restless,
brave, intrepid and they create constant surprise.
Elegance
Beautiful businesses are pleasurably simple; they find
intelligent ways of doing things and they understand that
persuasive presentation is a prerequisite for performance.
Craft
Beautiful businesses apply consideration to every last detail,
no matter how small; beauty does not happen without
devotion.
.
15
16. The 5 Hallmarks of Beautiful Business
Integrity
Beautiful businesses have a clear sense of purpose; a noble,
unwavering belief that translates into firm principles for how
to succeed.
Curiosity
Beautiful businesses do not stand still; they are restless,
brave, intrepid and they create constant surprise.
Elegance
Beautiful businesses are pleasurably simple; they find
intelligent ways of doing things and they understand that
persuasive presentation is a prerequisite for performance.
Craft
Beautiful businesses apply consideration to every last detail,
no matter how small; beauty does not happen without
devotion.
Prosperity
Beautiful businesses have a meaningful concept of value
creation; they make positive contributions to their owners,
employees, customers, suppliers, society and the
environment.
16
17. 17
INTEGRITY
CURIOSITY
CRAFT
PROSPERITY
Caringaboutpeople
Establishingalegacy
Valuing what matters
Asserting influence
Buildingaround
apurpose
Exercising
im
agination
Pleasingthrough economy
Connecting
through stories
Embracingsacrifice
Being authentic
Com
m
ittingopenly
Applying the
human hand
Developinga
signaturestyle
Creatingasenseoftheatre
Designing
withempathy
Inviting
interpretation
Demonstratingpoise
Redefining
convention
Learning
howtofail
Autoli
b’
Interface
Icebreaker
3M
Narayana
DrIrena
Eris
vente-privée
Rabobank
Hospitals
PãodeAçucar
EGG-energy
Arup
BMWi
Rapha
CondéN
ast
Oticon
Story
Threa
dless
Zetter
KTC
Opower
ELEGANCE
Encouraging
challenge
The world of Beautiful Business
18. 18
Not your standard business book
The book is designed to
be enjoyable to read on a
long-haul flight.
It’s not a ‘how to’ manual
for creating shareholder
value.
We use ideas and cultural
references from all sorts of
areas.
19. The businesses we included
We started with the
themes we had developed
and identified over 120
businesses that were a
possible match for our
hallmarks.
We canvassed the Dragon
Rouge network for
candidates, and then
reached a shortlist that
most closely reflected
our thinking.
We chose a cross-section
of businesses from around
the world we believe help
us to represent ‘Beautiful
Business’ in action.
Big and small.
A variety of industries.
Not clients.
26. We are Beautiful
Introducing Business is BeautifulINTEGRITY
CURIOSITY
CRAFT
SPERITY
Buildingaround
apurpose
Exercising
imagination
Pleasing
through economy
gsacrifice
Beingauthentic
Committi
D
Redefining
convention
Learning
how
to
fail
Autolib’
Interfa
ce
Icebreaker
3M
yana
pitals
Opower
ELEGANCE
Encouragingchallenge
30. We are Beautiful
Introducing Business is Beautiful
INTEG
CURIOSITY
CRAFT
ITYExerci imagin
Pleasing
througheconomy
e
Designing
w
ith
em
pathy
Inviting
interpretation
Demonstrating
poise
Redefining
convention
Learning
how
to
fail
erfa
ce
Story
Threadless
Zetter
KTC
Opower
ELEGANCE
Encouragingchallenge
31. Pleasing through economy | Designing with empathy | Demonstrating poise | Inviting interpretation
34. We are Beautiful
Introducing Business is Beautiful
INTE
CURIO
CRAFT
OSPERITY
Connecting
throughstories
Applyingthe
humanhand
Developinga
signaturestyle
Creatingasenseoftheatre
Designing
withempathy
Inviting
interpretation
Demonstratingpoise
Rapha
CondéN
ast
Oticon
Story
less
ELEGANCE
35. Connecting through stories | Applying the human hand | Developing a signature style | Creating a sense of theatre
38. We are Beautiful
Introducing Business is Beautiful
INTEGRITY
CURIOSITCRAFT
PROSPERITY
Caringaboutpeople
Establishingalegacy
Valuingwhatm
atters
Assertinginfluence
Buildingaround
apurpose
Connecting
through
stories
rifice
Applyingthe
humanhand
Developinga
RabobankPãodeAçucar
EGG-energ
y
Arup
BMWi
Rapha
ELEGAN
39. Caring abour people | Establishing a legacy | Valuing what matters | Asserting influence
40.
41. We are Beautiful
Introducing Business is Beautiful
INTEGRITY
CURIOSITY
CRAFT
PROSPERITY
Caringaboutpeople
Establishingalegacy
Valuing what matters
Asserting influence
Buildingaround
apurpose
Exercising
im
agination
Pleasingthrough economy
Connecting
through stories
Embracingsacrifice
Being authentic
Com
m
ittingopenly
Applying the
human hand
Developinga
signaturestyle
Creatingasenseoftheatre
Designing
withempathy
Inviting
interpretation
Demonstratingpoise
Redefining
convention
Learning
howtofail
Autoli
b’
Interface
Icebreaker
3M
Narayana
DrIrena
Eris
vente-privée
Rabobank
Hospitals
PãodeAçucar
EGG-energy
Arup
BMWi
Rapha
CondéN
ast
Oticon
Story
Threa
dless
Zetter
KTC
Opower
ELEGANCE
Encouraging
challenge
And here is
the world of
Beautiful
Business
42. !being a beautiful business will
become a hallmark of those who will be
the most successful at standing apart in
the future.
42
And based on our conversations with businesses when writing this book:
43. Daniel Pink, New York
Times best selling
business author of Drive
and To sell is Human, has
given us an endorsement
that reflects his reading of
the book...
43
Initial feedback has been overwhelmingly positive
44. “Don’t hate a business because it’s
beautiful. Strive to be more like it, using
the guidance you’ll find in Business is
Beautiful. This lovely book is filled with
stories of companies that have been
inspired by beauty of all kinds –
aesthetic, scientific, ethical, and more.
This is a new look at the search for
excellence that I think will resonate with
many business leaders.”
44
Initial feedback has been overwhelmingly positive
45. Jonathan Porritt, Founder, Forum for the
Future has commented in an afterword
to Prosperity:
“These inspirational stories and
characters are all too obviously working
against the grain of what passes for
normal in today’s world.”
45
Initial feedback has been overwhelmingly positive
46. Zygmunt Bauman - Liquid Life
Having a perspective
Realising the hopes of the past
Equilibrium between freedom and security
Global responsibility
46
Conclusion
