Marketing with Shared Value
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Case Study: Vaseline - Prescribe the Nation

I am an art director i work in advertising and this is my work.
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6 Ways Agencies Can Apply the “Startup Filter” To Brand Work

6 Ways Agencies Can Apply the “Startup Filter” To Brand Work | Marketing with Shared Value | Scoop.it
As a digital strategist, I’ve attended plenty of brainstorms and meetings where we talk about how we can define popular digital behaviors and mechanics introduced by startups and digital companies.
Thomas Nolle's insight:

6 valuable hints on how to plan and create "valuable" products, platforms or projects in agency processes

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Insights: Ideas for Change - Michael Porter - Creating Shared Value

http://www.weforum.org/ Michael Porter sees huge opportunities for corporations to use capitalism as a driver to tackle social problems via the creation of s...
Thomas Nolle's insight:

Starting point

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The Play Belt - The Fun Theory.

Can we ensure everyone keeps their safety belt on by making it fun to do? This is another of the ideas that made it to the final of the fun theory award, cre...
Thomas Nolle's insight:

Because people do more good deeds when it´s fun.

 

Creates Shared Value by getting people to behave more secure and environmental friendly as well as having fun doing so.

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Why Utility Is the Most Powerful Behavior Principle of All | Guest Columnists - Advertising Age

Why Utility Is the Most Powerful Behavior Principle of All | Guest Columnists - Advertising Age | Marketing with Shared Value | Scoop.it
to plan a more complete response to the new world, marketing needs to reorganize around its unifying principle: utility.
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Diesel Charity Project - Bling For Good Workshop

With the aid of young jewellery designers, Diesel presents Bling for Good workshops where it is shown, how to create individual pieces of jewellery from old ...
Thomas Nolle's insight:

Because unsalable clothing is not worthless.

 

Creates Shared Value by not shredding returns and faulty cloths but instead having young designers turn them into jewelery and donate the returns.

 

 

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Start a Meal Plan | My Special K™

Start a Meal Plan | My Special K™ | Marketing with Shared Value | Scoop.it
Start your meal plan today! With My Special K™ it’s easy to plan your meals to help maintain your weight, reach a goal weight, or get ready for a special event.
Thomas Nolle's insight:

Creates Shared Value by providing women with a doable goal in place of unreachable model figure and supporting them on every step on the road.

 

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Rescue Drive Orca Chevrolet

Client: Orca Chevrolet Agency: Monumenta Creative Director: Raphael Pontual / Ézio De Castro Copywriter: Leo Henrique Art Director: Glauber Dorotheu / Paulo ...
Thomas Nolle's insight:

When your old car breakes down Chevrolet will give you an Orca to drive home.

 

Creates Shared Value by equiping drivers with a test drive at the moment they are in need and thinking about buying a new car.

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Example from Brand-Utility.com #48 - Adidas - Runbase

Example from Brand-Utility.com #48 - Adidas - Runbase | Marketing with Shared Value | Scoop.it
Who ? We won't introduce you to the global sportswear brand, Adidas. What's the utility ? People living and working in Tokyo may have the urge to go for a run, but no place to shower, and stock the...
Thomas Nolle's insight:

Because having a busy scedule should´t prevent you from running outside.

 

Creates Shared Value by preparing a public locker, showers, running shoes rental and sport shop so busy businessmen can go running between appointments.

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Harvard Business School - Institute for Strategy and Competitiveness - Creating Shared Value

Harvard Business School - Institute for Strategy and Competitiveness - Creating Shared Value | Marketing with Shared Value | Scoop.it
Thomas Nolle's insight:

Extensive collection of literature, interviews and news around creating shared value.

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Coca-Cola Mobile Demo

Thomas Nolle's insight:

Surprise a stranger and make his day with a free coke.

 

Creates Shared Value by using mobile ads to enable users to do a good deed by sending hapiness and get the surprised feedback of a stranger.

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Brand Utility

Brand Utility | Marketing with Shared Value | Scoop.it
Another way of thinking marketing... the best examples, case studies and presentations about brand utility.
Thomas Nolle's insight:

Nice collection of best practices

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Effie Awards : Winners Showcase : 2010 : Gatorade Replay

Effie Awards : Winners Showcase : 2010 : Gatorade Replay | Marketing with Shared Value | Scoop.it
Thomas Nolle's insight:

With the right incentive everybody can regain his form.

 

Creates Shared Value by reluming the sportsmanship both in men without energy to exercice in everyday life and in Gatorade´s brand.

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aVOID Plugin

aVOID Plugin | Marketing with Shared Value | Scoop.it
Your voice against child labour. aVOID Plugin.
Katharina Kneißl's insight:

Bold step against child labour.

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Katharina Kneißl's comment, April 26, 2013 7:28 AM
Just won bronze in Digital Craft for New media Award 2013 http://www.horizont.net/aktuell/digital/pages/protected/Heimat-dominiert-beim-New-Media-Award_114274.html
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Graphic: Product Design in the P2P Age - P2P Foundation's blog

Graphic: Product Design in the P2P Age - P2P Foundation's blog | Marketing with Shared Value | Scoop.it

“Thomas Lommée, owner of the design studio Intrastructures in Brussels, believes the world has changed. The world we now live in is no longer hierarchical, it is a network society. People are not only connected to each other, but also to producers and products. Only hours, or even minutes, after a product launch, reactions and reviews are published. Today’s world is all about dialogue. Someone blogs about it, someone else reads that blog post and designs a new application for the product involved, a third person customizes, repares or hacks it, someone posts a ‘how to’ video on YouTube, etc. The essential is everyone does something with the product. Users are no longer passive receivers. Moreover, they put it online!! The beauty is the product evolves constantly without the producer interfering. A new eco-system of product development is born. But how exactly is an efficient dialogue shaped?”


Via jean lievens, Peter Post
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Peter Post's curator insight, April 25, 2013 7:52 AM

Lommee's approach is radical for physical products. Great work.

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Marketing As Service

Before [x+1] CEO John Nardone went digital, he was a brand manager for Pepsi. Watch this one-and-half minute video to find out what basic skill digital marketers…
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Glastonbury Solar Powered Concept Tent

Glastonbury Solar Powered Concept Tent | Marketing with Shared Value | Scoop.it
The UK mobile services company Orange in association with the American product design firm Kaleidoscope designed the Orange Solar Concept Tent; a high-tech tent that harnesses solar energy to charge your gadgetry through a wireless charging pouch.
Thomas Nolle's insight:

Digital Revolution of festival camping.

 

Creates Shared Value by expanding into a new business area and developing a tent that collects sun power and lets you charge your mobile devices and glows in the dark so you´ll find it easily on the camping site.

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Thomas Nolle's comment, April 24, 2013 8:51 AM
Forerunner has been the "text me home Tent" http://news.bbc.co.uk/1/hi/technology/3841819.stm
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10 Ways Silicon Valley Culture Can Reinvent Advertising

10 Ways Silicon Valley Culture Can Reinvent Advertising | Marketing with Shared Value | Scoop.it
One year into building our agency, Enso Collaborative, we’ve learned a lot from our clients in Silicon Valley--and a lot of what we’ve learned is antithetical to the traditional advertising agency model and culture.
Thomas Nolle's insight:

From "making the new thing" to making things that are useful and meaningful

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Volkswagen: The Bluemotion Label

To help promote Volkswagen's range of Bluemotion vehicles, we produced the above direct print campaign. Executive Creative Director: Chris Gotz Art Director:...
Thomas Nolle's insight:

To keep the Blue Motion promise VW decides to help with the recycling of magazines instead of spening money on magazine suplements.

 

Creates Shared Value by enabling the readers to recycle the magazines very easily in a country where there is no organized paper collection.

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Panera Cares

Panera Cares | Marketing with Shared Value | Scoop.it
Panera Cares® community cafes exist to feed each and every person who walks through our doors with dignity regardless of their means.
Thomas Nolle's insight:

Because beeing dependend on food donations doesn´t need to make anybody feel undignified.

 

Creates Shared Value by creating a comfortable place to eat with the offering to pay as much as you like or can as well as getting help while stopping food wasting.

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Modern Content Marketing: Coca-Cola's "Content 2020 Initiative"

This is the best modern content marketing (messaging) strategy video on how Coca-Cola is changing from "creative excellence" (advertising) to "content excellent"…
Thomas Nolle's insight:

Chapter 4: Live positively - Brand Value Added with clear positive orientation.

Make the brand succeed in a way that makes the world a better place.

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6 Ways Agencies Can Apply the “Startup Filter” To Brand Work

6 Ways Agencies Can Apply the “Startup Filter” To Brand Work | Marketing with Shared Value | Scoop.it
As a digital strategist, I’ve attended plenty of brainstorms and meetings where we talk about how we can define popular digital behaviors and mechanics introduced by startups and digital companies.
Thomas Nolle's insight:

Baked-In Marketing

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Example from Brand-Utility.com #37 – Ikea – The nap station

Example from Brand-Utility.com  #37 – Ikea – The nap station | Marketing with Shared Value | Scoop.it
Who ? Ikea, the famous Swedish brand. What's the utility ? With their great agency Ubi Bene, they created a nap station on the road between Paris, Lyon and then Marseille. Here is the video : It's ...
Thomas Nolle's insight:

Because IKEA improves the lifes and helps at them most stressfull moments during long trips via plane, bus and car.

 

Creates Shared Value by providing cosy beds, sofas and playful child´s furniture when they are needed the most.

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Charmin to New York: ‘Go in Style’ - New York Times

Charmin to New York: ‘Go in Style’ - New York Times | Marketing with Shared Value | Scoop.it
During the holidays Charmin will operate a public restroom in the heart of Times Square, amply stocked with Charmin Ultra — and attendants.
Thomas Nolle's insight:

Because it provides a public place to go as relaxed as at home.

 

Creates Shared value by offering christmas shoppers (and especially women - who are mostly responsible for buying toilet paper) a comfortable public toilet as well as showcasing the range of toilet paper when appreciated most.

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Nike: Find Your Greatness. — Jogger

This is Nathan. He is 12 years old. He's from London, Ohio. Greatness is not beyond his reach, nor is it for any of us. Find Your Greatness at http://nike.co...
Thomas Nolle's insight:

Because in little great things take place. Every time you don´t give up it´s greatness.


Paradigm shift by turning away from the celebrated professional athlete as sole tenant of great accomplishments.

Creates Shared Value by calling everybody without exception to get out and conquer one´s weaker self.

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