glen barry 20yrs branding
TRANSCRIPT
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GLEN BARRY
20YRS GLOBAL BRANDING EXPERIENCE
SYD/NY/LDN
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DIGITAL FIRST
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TO CREATE A WORLD CLASS DIGITAL BUSINESS
PURPOSE
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AT THE HEART OF THE DIGITAL FIRST STORY ISTHE NOTION THAT A BETTER EQUIPPED AND
CARED-FOR EMPLOYEE WILL BETTERSERVE OUR CUSTOMERS
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DIGITALFIRST
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WORK LIFE
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EMPLOYEE CUSTOMER
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CONNECTION EMPLOYEES PLACE PLAY COMMUNICATION TIME RECHARGE
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RE-CHARGE
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RE-CHARGE
RE-CHARGE(SOLAR CHARGED BAND)
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RE-CHARGE(SOLAR CHARGED BAND)
• RE-CHARGED• HEART RATE• BLOOD PRESSURE• TEMPERATURE• MOOD
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WORK
LIFE
CONNECTED
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BAND 1 SPACE
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BAND 1 SPACE
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UNIFIED HUB PLATFORM
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5People onyour floorride therebikes toand fromwork likeyou do.Connect >
AUSTRALIAN DIGITALINNOVATION SUMMITLIVE NOW >20OCT
TH
HI KATE
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David Thodey Chief Executive Officer Telstra at
2015 AUSTRALIANDIGITAL SUMMIT200115
LIVE NOW
Special Guest SpeakerElon Musk | SPACE-X Founder + CEO
HI KATE
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DIGITALFIRST
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EI8HT BitCoin App
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Your Money(Digital Money for Everyone, Everywhere)
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BTC0.28
Done
00110088
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HELLO
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ADVANCEConnecting Australian’s Globally
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CONNECT / EXCHANGE / INSPIRE
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SCOTT
MARKADVANCE MEET UPSINGAPORE CBD9:30AM (MARK / SCOTT)
GPS LOCATIONLongitude: 103.82
Latitude: 1.2939
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ADVANCE ASIAPERSPECTIVESSERIES
HONGKONGMAY 17
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ADVANCE ASIAPERSPECTIVESSERIES
SUPPORTED BYSINGAPOREHONG KONGSHANGHAI
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3D PRINTEDWEARABLESOLUTION
AUSTRALIANNEURO SCIENTIST
IN NEW YORK
PRODUCTDESIGNERIN SYDNEY
CONNECTING AUSTRALIAN’S GLOBALLY/ Y BRAIN NEURO TECHNOLOGY
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AUSTRALIANGLOBAL AWARDS AND SUMMITSYDNEY OPERA HOUSE
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ADVANCE TECHNOLOGY PARTNER
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‘Improving how people experience the world’
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TONE OF VOICE DOC
DESIGNASSETS/LOANS
LANGUAGEPLAYBOOK
EMAILFOOTER
PPTTEMPLATE
BRANDGUIDELINES
IT CVP+
EVP
TELL THE IT STORY CONSISTENTLYThe outcome is a toolkit of consitent assets that will work hard for the entire IT team.to Simplicity + Consistency
PRESENTERGUIDELINES
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BELONG™ BRAND GUIDELINES_V1 ©2013
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CVP / ESSENCEBELONG.
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CVP
IT FEELS GOOD TO BELONG
Talks to the human truth of belonging
We make it easy to Belong
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ESSENCE
THIS IS MY NETWORK
THIS IS MY NEIGHBOURHOOD
BE PART OF IT
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TONE OF VOICE / BRAND LANGUAGE
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COMMUNITY.
This is at the heart of what makes Belong different from every other broadband provider. It is the first chance that customers can participate with a brand in helping shape the offer and services. It is about nurturing neighbourhoods and helping it’s residents connect, online and in the real world. We should encourage sharing, the local businesses, the parks and schools. Our vision that Belong becomes owned by the neighbourhoods we operate in. In this sense, we need to be the champion for local activities.
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SIMPLICITY.
This should be self-evident. Don’t complicate things. But do acknowledge that some people like detail; so always make sure there’s a path or link to further information. Simple also eludes to easy. This is not about dumbing down so be careful not to be condescending. Many of our customers are technically quite savvy.
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EASY.
This is as much about experience as tone of voice. But like simplicity, we should always make things easy for customers to do and understand. Easy is also an attitude. We can be easygoing but never slack. Simple but never stupid. It’s Easy. Approachable but never corporate. Friendly but never intimate.
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GOOD.
Good is more than product delivery or performance. It’s about being good people. Whenever we have the chance to help, we should. Good is about value. It’s not being cheap. We know for a fact if customers have a good experience then cost doesn’t become an issue. We should be a beacon of good in the community. Customers have the chance to post all the good stuff in their neighbourhood & so our brand should support that.
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