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The Best Branding Strategies for Social Enterprises - YouTube
Channel: Brandata
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what can brands do if they really want
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to support a social cause
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marketers need to be thoughtful about
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how to make a positive impact
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if we don't want to come across as tone
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deaf today
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we're going to share three big tools for
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building social enterprises that are
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sure to help you change the world for
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the better
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the the kind of main way to or the
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easiest way to think about
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innovation is really you know like how
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are you building for the user not for
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your assumptions on the user
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not for um you know the ideas that you
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came up with like oh my god i want to do
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this idea but it's really
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going back to the user understanding
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their needs their experiences what
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they're going through
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and designing a solution for them in
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this episode of growing brands
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you'll learn about how to build a
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powerful social enterprise by
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developing a strong brand framework
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creating a process for innovation
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and learning to co-create with your
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customers plus
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our guest is a senior creative strategy
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and design
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research consultant michelle aruskaita
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who's going to share three very
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important branding concepts
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for social enterprises that will make
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you much more
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user-focused as a marketer
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so what does it take to be a social
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enterprise
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no having social media accounts and
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tweeting your political beliefs
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doesn't quite count although the real
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definition is a bit broad
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the social enterprise alliance uses the
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following definition
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social enterprises are organizations
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that address
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a basic unmet need or solve a social or
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environmental problem
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through a market-driven approach from
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what we've seen
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there are three major concepts that can
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amplify the impact of a social
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enterprise
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the first is brand frameworks frameworks
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help brands know who their customers
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really are and what the brand is
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supposed to do for them
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the second is innovation as a process
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true innovation simply means solving
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problems for consumers
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better than we're doing today and can be
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learned by building
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more user-centered practices into every
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part of the business
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and third co-creation once brands learn
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to focus on customers
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they can start to co-create with them
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the more people that participate
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the bigger the potential for advancing
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the cause get one or all three wrong and
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you may come across as
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tone deaf get them all right and you
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could potentially change the world
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if you want to make sure you're
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proverbially giving the world a coke and
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not a pepsi you're going to need a plan
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for that we reached out to michelle
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arskaita a senior creative strategy and
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design
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research consultant and member of
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badassery
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this is what she said okay so you are
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running a social enterprise and you need
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to put together a brand strategy what
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are some of the top considerations that
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you should be thinking about
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yeah so the way i define and describe
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brand strategy
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is understanding how an organization
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wants to
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define itself who the organization is
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what you stand for and how you
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communicate that
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there's lots of brand strategy or
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strategy that comes out with campaigns
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and marketing and all that but
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let's think about this from a higher
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level and really think about this as
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who you are as an organization and what
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makes you distinct
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and so when you're thinking about
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developing that whether you're
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a new startup or you've you know been
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around for 10 years or 20 years and you
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need a little bit of a refresh
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there's three things to really think
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about and in that process so one is
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looking inward the second is looking
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outward
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and the third is looking at your data so
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looking inward is really about
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reflecting on who you are as an
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organization you know talking to your
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stakeholders talking to your founders
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and figuring out why did you start this
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organization
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what is it that you believe in you know
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there's there's a difference between
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what you value and what you believe in
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and i
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definitely lean more towards in the
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belief in space because you can value
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transparency but what you believe in and
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your point of view on that
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is what's going to make you distinct and
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the second looking outward
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you know i just said oh well like you
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don't want to mimic anyone else
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so then why do you need to look outward
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looking outward allows you
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and helps you to reflect on who you are
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and how you're different than your
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competitors
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looking outward also allows you to see
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how they communicate what's the status
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quo
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in the market you know what are people
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saying a lot what are some of the things
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that
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maybe are common but actually aren't
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that clear so how can you clarify
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some of those things and get really
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clear on who you are by seeing
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what your competitors are doing and not
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doing and then the last is looking at
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your data
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which what i mean by that is really
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understanding your audience
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so you know how do you look at your data
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to see who's buying right now
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to figure out what's going on and in
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your business but then
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you know wanting to have conversations
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and doing a little bit more qualitative
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research
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so you can understand why those things
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are happening and if you can start to
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understand why those things are
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happening it helps you understand
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your users on a deeper level their
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mindsets their values and their needs
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and that's important because you want to
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make sure when you're designing this
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brand strategy and
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you look inward and you look outward and
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you're like okay this is the space that
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we play in
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you want to make sure that resonates
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with your users and so
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resonating in terms of you know
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communications but also in terms of what
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what the services you're providing and
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the product you're creating like how
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how do you make sure that is actually
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serving their needs innovation is often
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seen as maybe
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serendipitous or not intentional how can
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social enterprises create programs
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uh that innovate with real purpose yeah
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yeah i loved this question i i love
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um getting that question because my
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perspective is innovation is not
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serendipitous
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at all it is it is not a matter of luck
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it is very much a practice
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um you know it this practice is really
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about helping an organization understand
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how to
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um channel the creative minds that are
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in everybody everybody has a creative
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you know spirit and creative ways of
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thinking but it's really how do you
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channel that creativity
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to solve problems for the organization
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whether it's problems that are
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holding you back from growth problems
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that are
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about the future like where can we go
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like it can be any sort of business
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problem
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but it's really about helping you figure
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out how to do that and there are a bunch
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of different methods out there there's
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different names and
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different processes but the the kind of
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main way to or the easiest way to think
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about innovation
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is really you know like how are you
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building for the user not for your
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assumptions on the user
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not for um you know the ideas that you
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came up with like oh my god i'm going to
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do this idea but it's really
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going back to the user understanding
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their needs their experiences what
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they're going through
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and designing a solution for them so
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it's really taking us out of the
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out of the picture and focusing on the
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user and the audience and really
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designing for them
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because that will allow you to to be
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able to
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create solutions that solve those
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problems because you're addressing the
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problem
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yeah i like that so it almost ends up
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being
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a process of co-creation with your users
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and which is a really powerful tool in
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in a in a sense
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how can this co-creation help um
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consumers and brands tackle
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complex or culturally taboo issues
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together
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yeah i love that question too because i
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am a big fan
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of tackling complex or taboo problems
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because i think this is the type of
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that's the type of work that can
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actually make an impact on the world and
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on society and
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culture the way i think about it is
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co-creation is bringing your audience
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into your process
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not just interviewing them and getting
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the insights and then walking away and
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saying okay we can figure this out as a
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team
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co-creation is bringing them along the
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entire process
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interviewing them getting them into the
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ideation session
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brainstorming with them because they're
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going to have insights from their lived
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experience
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they're going to have insight into some
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implicit biases that we have
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and they're going to be able to say oh
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that doesn't really sit well with me
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because
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you're it communicates this thing and
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you're like oh i hadn't thought about it
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that way before
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and so it really will will open your
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eyes to their experiences and their
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points of view
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and also gives them a sense of ownership
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as you go out and go through the process
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like
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building and testing with them they're
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more likely to use it if if you have
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their voice baked into
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the product in the service so i really
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think
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being able to have that perspective is
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so crucial when tackling things that are
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very sensitive
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tackling things that um have a stigma
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so being able to think about
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people with a sense in the lens of
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humanity
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and not being able to or being able to
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spot the biases that we have is like a
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really really
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crucial and big benefit and value of
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co-creation
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um so so that's like one of the reasons
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why i'm super excited by the space and
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being able
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for being able to implement that sure
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no that's uh it sounds like you can
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really solve some problems that maybe
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you wouldn't be able to do
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alone which is uh an important part of
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uh
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tackling social uh issues that is
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perfect information for those that are
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watching michelle thank you so much for
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your time
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thank you i appreciate you having me on
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today
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if you like this episode then take a few
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seconds to follow or subscribe to this
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channel
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or head over to branddata.com to
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download our branding tips checklist
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for social enterprises okay it's your
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turn
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what social classes are most important
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to your brand how are you leveraging
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your brand framework
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innovation and co-creation to make the
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biggest impact
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let me know by leaving a comment real
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quick before you go
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is it recording should you oh boy
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just be sh mixed mess with me
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why can't i say that flank stakes oh you
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script thingy
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would you go back in time and make sure
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that i didn't say it that way
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thank you
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