Notes on Brand Building Frameworks
Chapter 1: Business Strategy
TED.com TED= technology, education, design ‘ideas worth spreading’ Set up by Chris Anderson – also started Wired Magazine TEDx= everyone can organise a TED conference
All the things that are happening in the world, are things that are strategic
Look around you, know what’s happening around you
You need to know where interesting ideas come from
Eg. Wieden Kennedy (Portland, Oregon): where Nike is. Where Nike is, adidas goes
Check out: TED talk 'First why and then trust' by Simon Sinek https://www.youtube.com/watch?v=4VdO7LuoBzM
- trust comes from a common set of values and beliefs
- biggest challenge to an organisation is 'the split' = when the 'what' (making money) and the 'why' (reason the company started, passion) start growing apart
- founders of companies often embody the reason why a company started and give others a reason to come to work
- technology fastens the split happening – it's very detrimental to human interaction and connection (which are causes of the split). You cannot find trust through the internet: you need human interaction to create empathy and feeling
- the difference between leadership and authority:
• leadership: reminds us of why we are in the organisation/why we are here in the first place; You follow a leader because you believe in them
• authority: tells us what to do, what goal to achieve. You follow someone in authority because you have to
Check out: TED talk 'How great leaders inspire action' by Simon Sinek https://www.youtube.com/watch?v=qp0HIF3SfI4
- examples: Apple, Martin Luther King, the Wright Brothers – why did they achieve what they did, when they're not the best at what they do? Why are they able to inspire when others fail?
- They all think, act and communicate in the same way – which is the exact opposite way to everyone else
- This way was codified by Sinek, he calls it The Golden Circle
- The Golden Circle= 3 concentric circles of
TED.com TED= technology, education, design ‘ideas worth spreading’ Set up by Chris Anderson – also started Wired Magazine TEDx= everyone can organise a TED conference
All the things that are happening in the world, are things that are strategic
Look around you, know what’s happening around you
You need to know where interesting ideas come from
Eg. Wieden Kennedy (Portland, Oregon): where Nike is. Where Nike is, adidas goes
Check out: TED talk 'First why and then trust' by Simon Sinek https://www.youtube.com/watch?v=4VdO7LuoBzM
- trust comes from a common set of values and beliefs
- biggest challenge to an organisation is 'the split' = when the 'what' (making money) and the 'why' (reason the company started, passion) start growing apart
- founders of companies often embody the reason why a company started and give others a reason to come to work
- technology fastens the split happening – it's very detrimental to human interaction and connection (which are causes of the split). You cannot find trust through the internet: you need human interaction to create empathy and feeling
- the difference between leadership and authority:
• leadership: reminds us of why we are in the organisation/why we are here in the first place; You follow a leader because you believe in them
• authority: tells us what to do, what goal to achieve. You follow someone in authority because you have to
Check out: TED talk 'How great leaders inspire action' by Simon Sinek https://www.youtube.com/watch?v=qp0HIF3SfI4
- examples: Apple, Martin Luther King, the Wright Brothers – why did they achieve what they did, when they're not the best at what they do? Why are they able to inspire when others fail?
- They all think, act and communicate in the same way – which is the exact opposite way to everyone else
- This way was codified by Sinek, he calls it The Golden Circle
- The Golden Circle= 3 concentric circles of