does the women's economy need branding?
TRANSCRIPT
Power Shift 2015
Does the women’s economy need branding?
10th November 2015
| Power Shift | Interbrand London | 10 November 2015
2
Agenda
1. About Interbrand, and brands2. Branding the women’s economy3. The task
| Power Shift | Interbrand London | 10 November 2015
3
ABOUT INTERBRAND
| Power Shift | Interbrand London | 10 November 2015
4
Who we are
1200 Employees32 Offices24 Countries20 Languages6 Continents1 Mindset
| Power Shift | Interbrand London | 10 November 2015
Brands have the power to change the world
5
| Power Shift | Interbrand London | 10 November 2015
6
BUT WHAT ISBRAND?
We define brand as...
A living asset, brought to life across different channels. It promotes identification, influences behaviour and creates impact.
| Power Shift | Interbrand London | 10 November 20157
Winning brands own a clear idea in our minds
The Ultimate Driving Machine
Organising the World’s
Information
Humanising Technology
Magic, Family Entertainment
Positive Impact
| Power Shift | Interbrand London | 10 November 20158
… and live above and below the surface
| Power Shift | Interbrand London | 10 November 20159
A company
A brand can be many things…
10
A geographic location
A service
An idea
A personA product
A causeA sport, an art, an entertainment
| Power Shift | Interbrand London | 10 November 2015
11
And it can be a movement
| Power Shift | Interbrand London | 10 November 2015
Movements create emotional connection
12 | Power Shift | Interbrand London | 10 November 2015
| Power Shift | Interbrand London | 10 November 2015
What do great movements look like?
13
TODAY, REAL CHANGE HAPPENSIN MOVEMENTS. NOT TOP DOWN
OR COMMAND AND FOLLOW.
IT’S MOVEMENTS THATOVERCOME INERTIA.
| Power Shift | Interbrand London | 10 November 201514
4 PRINCIPLES OF STARTING A MOVEMENT
| Power Shift | Interbrand London | 10 November 201515
MOVEMENTS ARE IGNITEDBY A PURPOSE, AN IDEA THATEXCITES AND UNITES PEOPLE.
| Power Shift | Interbrand London | 10 November 201516
MOVEMENTS CREATE PERSONALVALUE, THEY TAP INTO OUR
NEED FOR PURPOSE, MASTERYAND AUTONOMY.
| Power Shift | Interbrand London | 10 November 201517
MOVEMENTS DEMAND NEWTOOLS, INTERACTIONS
AND PRACTICES TO CREATEON-GOING MOMENTUM.
9 | Power Shift | Interbrand London | 10 November 201518
MOVEMENTS FOCUS ONPOSITIVE OUTCOMES
AND SEEK LASTING VALUE.
| Power Shift | Interbrand London | 10 November 201519
| Power Shift | Interbrand London | 10 November 2015
20
WHAT DOES THAT MEAN FOR THEWOMEN’S ECONOMY?
The women’s economy today
21
Women as…• Consumers• Workers
WHAT PEOPLE THINK
Women as…• Producers• Investors• Philanthropists
WHAT POWER SHIFT IS AFTER
| Power Shift | Interbrand London | 10 November 2015
There are lots of initiatives out there…
22
SAID Business School / University of Oxford
Power Shift
Goldman Sachs 10,000 Women initiative
Inspiring Women In Leadership and Learning (iwill)
Oxford Business Network for Women’s Leadership
Women Transforming Leadership
Forté Foundation fellowships
The Oxford Women’s Leadership Community| Power Shift | Interbrand London | 10 November 2015
But they often have different purposes and the message is dispersed
23
• Diversity
• Equality
• Access (markets, connection, financing)
• Leadership
• Safety
• Others
| Power Shift | Interbrand London | 10 November 2015
This raises a number of questions…
24
1. What are we trying to achieve?2. What are the benefits a brand can deliver to this movement?3. What are the priority issues?4. Who will make it happen? 5. What is the role of Power Shift?
| Power Shift | Interbrand London | 10 November 2015
25
What’s next
A report will be generated, from input given by the Power Shift 2015 audience, on the question of branding the women’s economy. The final report will be presented to the International Council for Women’s Business Leadership at Power Shift 2016, which will be held at Georgetown University in the United States on May 4-5, 2016.
| Power Shift | Interbrand London | 10 November 2015
Thank youInterbrand London85 StrandLondon WC2R 0DWT: +44 20 7554 [email protected]