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Cannes Lions 2023: Day 4 Wrap-Up

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In this edition:

  • The purpose paradox
  • Battle of the Young Lions
  • The Big C campaign
  • Will AI steal your job?
  • Standout session

How purpose effectively fuels creativity

The concept of purpose in marketing has been a topic of debate, but Cadbury’s successful campaign at Cannes proved that purpose-driven marketing can drive performance. By focusing on spreading generosity and connecting with customers on a deeper level, Cadbury attracted 40 million new customers and added $1.4 billion in retail sales value. Adapting purpose-driven messaging to cultural contexts and leading with compassion are also essential for creating meaningful connections and impactful campaigns. Meticulous planning and understanding the human experience are key factors in crafting compelling purpose-driven marketing initiatives that leave a lasting impact.

A toast to Canada’s Young Lions

Capturing a moment of celebration at La Pizza Cresci, a popular hotspot by the scenic Cannes harbour. This photo showcases the annual lunch hosted by The Globe and Mail, honouring the 10 Canadian Young Lions winners. Joined by members of the Canadian Cannes Advisory Board, it’s a moment to unwind, connect and toast to the success of these talented individuals.

Earlier this week, the Young Lions competition unfolded. After a judging process that commenced yesterday, the winners will be unveiled on Friday morning.

Erasing the stigma of cancer at work

Imagine a world where cancer is no longer a taboo topic at work, where individuals battling this disease can openly share their experiences without fear or judgment. Now, the creative world has the chance to make this vision a reality. Publicis Group’s award-winning campaign, ‘Working with Cancer,’ invites you to help end the stigma of cancer at work.

Will AI kill your job or supercharge your creativity?

OpenAI’s DALL·E and other AI tools are shaping the future of creativity. Brad Lightcap of OpenAI sees AI as a means to enhance creativity, diversify ideas, and accelerate the creative process. While addressing concerns about job displacement, OpenAI remains committed to responsible development and setting limits for AI systems. Lightcap is optimistic about AI’s potential to accomplish extraordinary feats and fulfill its promises, such as finding cures for diseases and tackling global challenges. The discussion underscored the transformative role of AI in creativity and the importance of responsible implementation.

Standout session: Pinterest and the broken internet

Social media was intended to connect and inspire, but it has instead become divisive and distracting. The negative impact on mental health, especially among Gen Z, is a pressing concern. During a session at Cannes Lions, Pinterest’s CEO and CMO, Bill Ready and Andréa Mallard, emphasized the industry’s responsibility to fix the broken internet.

Excessive social media use has led to alarming consequences. Since the smartphone era began in 2010, in-person interactions among teens have been replaced by online engagement, resulting in rising rates of depression, suicide, anxiety and more. Social media algorithms exacerbate the problem by prioritizing negative emotions and maximizing view time, contributing to an addictive and emotionally draining experience.

Change is imperative and the industry must lead the way. The Inspired Internet Pledge unites tech companies and professionals to create a healthier and kinder digital space. The pledge emphasizes tuning for well-being, listening to user insights, and committing to openness in sharing positive well-being outcomes. By prioritizing emotional well-being, involving users in design, and redefining success beyond view time, we can transform social media into a platform that truly inspires and uplifts.

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The purpose paradox: Lessons from Cadbury’s success story

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How purpose can fuel effective creativity and why leading with compassion is essential for purpose-driven campaigns.

 

The concept of “purpose” has sparked a spirited debate in the marketing world, leaving brands wondering whether having a purpose is essential for thriving in the fast-paced 21st century or if it has diverted the attention of marketers from their core business priorities. However, the success of Cadbury’s goal to spread more generosity in the world proves that purpose isn’t just for the sake of having one—it’s purpose that drives performance.

At the Cannes festival, Mondelez, Ogilvy, and VCCP took us behind the scenes of a campaign that not only attracted 40 million new customers but also added $1.4-billion in retail sales value to the business.

During the session, the speakers explored how purpose can fuel effective creativity and discussed the strategic considerations of when and when not to use purpose in marketing initiatives.

One big takeaway was the importance of putting the customer at the centre. Instead of solely talking about themselves and their generosity, successful purpose-driven campaigns find ways to connect with customers on a deeper level. For example, Cadbury tapped into generous moments that resonated with their audience, embracing the universal desire for acts of kindness and compassion.

Another key insight was the need for differentiation. In a crowded marketplace, blending in with the competition is a grave mistake. Brands need to have the conviction to stand out. Cadbury’s campaign exemplified this principle by avoiding clichés and resisting the temptation to use excessive brand attribution. Purpose-driven marketing doesn’t always require grand gestures—it thrives on genuine connections with the audience.

The speakers also highlighted the potential for repurposing purpose platforms and positioning in different markets, while being mindful of cultural context. Cadbury’s success in India, where they tailored their purpose-driven messaging to the cricket premier league, showcased the power of adapting campaigns to resonate deeply within specific cultural contexts.

The session emphasized the importance of leading with compassion. Purpose-driven brands that genuinely tap into the human truth and show care for their customers forge profound connections that go beyond mere transactions. By infusing compassion into purpose-driven strategies, brands can create meaningful narratives that touch the hearts of their target audience.

Ultimately, the session underscored the crucial role of meticulous planning and understanding the human truth during the creative process. Taking the time to capture the essence of the human experience sets the stage for crafting compelling campaigns that leave a lasting impact.

Marcin Zerek

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Fixing the broken internet: A call for change

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Pinterest’s CEO and CMO shed light on the negative consequences of excessive screen time, the manipulation of AI algorithms and the crucial steps needed to create a kinder and healthier online environment.

 

Social media was originally intended to connect and inspire us, but instead, it has become a source of division and distraction. The detrimental impact on emotional well-being, particularly among Gen Z, is alarming. With record-high teen screen time and an all-time low in teen mental health, it’s clear that something needs to change. In a session at Cannes Lions, Pinterest’s CEO and CMO, Bill Ready and Andréa Mallard, addressed these concerns and called for the industry to take responsibility for fixing the broken internet.

The negative consequences of excessive social media use

The rise of smartphones and constant access to social media since 2010 has brought about a significant shift in social interaction. In-person hangouts among teens, which remained steady for decades, have been replaced by online interactions. While it may seem harmless, the data tells a different story. Depression, suicide, anxiety, sleep deprivation, self-harm, eating disorders and body dysmorphia are all on the rise among young people. The U.S. Surgeon General has even tied the teen mental health epidemic to the increased use of social media. Studies show that adolescents who spend more than three hours on social media are twice as likely to develop mental health problems, says Mallard.

The role of social media algorithms

Social media platforms have put AI algorithms in charge, determining what content users see. Instead of a chronological feed of posts from friends, users now receive a curated feed based on what the AI thinks will maximize their view time. Unfortunately, these algorithms often prioritize negative emotions, such as fear, anger, and envy, says Ready. The more enraged users are, the more engaged they become. Social media platforms exploit these emotions, leading to a constant barrage of negative content. This addictive and emotionally draining experience takes a toll on mental health.

The call for change

While defenders of social media claim they are simply giving users what they want, it is essential to question whether this is truly what we desire. Did users consciously choose to be bombarded with negativity? Is this what we want for ourselves and for young people? The answer is clear: change is necessary. For years, parents, researchers, whistleblowers, regulators and lawmakers have called for reform. However, the call needs to come from within the industry itself, from product designers, engineers, advertisers, agencies and media planners. The power to transform the internet lies with those who fund it and make decisions within it.

The Inspired Internet Pledge

To address the urgent need for change, the Inspired Internet Pledge has been introduced. It is a commitment by tech companies and the industry to work collaboratively toward a common goal: making the internet a healthier and kinder place for young people. The pledge outlines three key principles:

  1. Tune for well-being: Instead of focusing solely on tactics, companies must prioritize emotional well-being as a measurable outcome. It is crucial to test and measure the positive impact of online experiences.
  2. Listen and act: Designing with users rather than for them is vital. Incorporating explicit choices and insights from those who have experienced harm online is more effective in creating inspiring and empowering digital experiences.
  3. Commit to openness: The industry must share learnings, metrics, and strategies that lead to positive well-being outcomes. Relying on view time as the sole metric for success is flawed. Instead, a shift towards inspired engagements, such as saves, can provide more meaningful insights into what truly inspires and uplifts people.

The internet is broken, say Mallard and Ready, but it doesn’t have to stay that way. The negative impact of social media on mental health is clear, and it is our collective responsibility to address this issue. The Inspired Internet Pledge calls upon tech companies, industry professionals and individuals to come together and forge a new path towards a healthier and kinder digital landscape. It’s time to prioritize emotional well-being, empower users and foster positive online experiences. By joining forces, we can dismantle the harmful aspects of social media and rebuild a platform that truly connects and inspires us.

Katherine Scarrow

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Will AI kill your job or supercharge your creativity?

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From AI’s role in job displacement to concerns of homogenization, OpenAI’s Brad Lightcap offers insights on the future of creativity, the diversification of ideas and the powerful potential of AI to drive innovation.

 

Over the past year, OpenAI made waves by unveiling remarkable generative AI tools such as DALL·E and ChatGPT, opening up a whole new world of possibilities for millions of people. What once seemed like science fiction suddenly became a reality. Now, the question arises: how will this technological advancement shape the creative landscape?

In a discussion held at the Cannes Lions festival, Margaret Johnson, Chief Creative Officer of Goodby Silverstein & Partners, and Brad Lightcap, COO of OpenAI, come together to delve into the future of creativity with the increasing use of AI tools like ChatGPT.

Johnson starts the conversation by referring to a recent report from AdAge, which predicts that approximately 30,000 ad jobs will disappear by 2030, leading to concerns about AI replacing human roles. 

However, Lightcap offers a different perspective. He points out that technology has always transformed how we work, citing the example of PCs revolutionizing various industries. In the advertising field, inventions like CGI, advanced animation techniques, and sophisticated sound and video mixing have become crucial tools, and Lightcap sees AI as another powerful addition to enhance creative capabilities.

Lightcap acknowledges the need for adapting workflows and anticipates that certain tasks might require less time in the future. But he expresses unwavering confidence by making a bold bet: “In five years, this industry will be buzzing even more.” He believes that AI has the potential to amplify creativity by enabling exploration of ideas, pushing imaginative boundaries, refining concepts and accelerating the creative process. This, in his view, will lead to a remarkable surge of creativity.

Johnson raises a valid concern: if everyone relies on these creativity-enhancing tools, won’t everything start looking similar? Lightcap disagrees, emphasizing that AI will actually expand the possibilities for exploration. With AI, it becomes easier to visualize and evaluate a wide range of high-quality images, storyboards, and more, without requiring excessive resources. This, he believes, will result in a tremendous diversification of ideas.

Looking to the future, Johnson asks about upcoming projects. Lightcap reveals that OpenAI is committed to improving AI models by broadening the input used for training. They aim to diversify data, languages, and localize content to make the tools more accessible while maintaining their high quality.

Lightcap envisions people utilizing these AI tools to create highly personalized experiences. He notes that individuals desire personal connections and the ability to engage with brands, even if it means conversing with an AI. The ability to express opinions and have them acknowledged becomes feasible with AI.

Another concern raised by Johnson pertains to distinguishing between AI-generated content and human-created content. Lightcap assures that both watermarks and hashtags will likely emerge to address this issue. OpenAI is actively working on making AI outputs identifiable, with progress already made in text and easier challenges in image watermarking. Ultimately, society will need to develop approaches to handle these advancements.

Lastly, the discussion turns to the ultimate question: will AI destroy or save the world? Lightcap believes these ideas are not mutually exclusive. As AI advances, it becomes more powerful, but it is our responsibility to ensure responsible development. OpenAI prioritizes safety and alignment, striving to establish clear limits for AI systems and allowing them to seek clarification when necessary.

Lightcap’s outlook is broadly optimistic. If we navigate this path successfully, these systems can accomplish extraordinary feats. He envisions AI assisting in finding cures for diseases like cancer and tackling global issues such as climate change. OpenAI’s mission is to harness the immense potential of these systems and fulfill the promises they hold.

Katherine Scarrow

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Erasing the stigma of cancer at work

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Publicis Group’s award-winning campaign, ‘Working with Cancer,’ invites you to help end the stigma of cancer at work.

 

Imagine a world where cancer is no longer a taboo topic at work, where individuals battling this disease can openly share their experiences without fear or judgment. Now, the creative world has the chance to make this vision a reality.

One of the most inspiring sessions at Cannes Lions came from Publicis Group. Their campaign, ‘Working with Cancer,‘ received the Grand Prix for Good recognition and showed what positive change we can achieve when we come together.

Why is this competition so important? The statistics speak for themselves: a staggering 50% of people will experience cancer in their lifetime. But equally troubling is the fact that 50% of those individuals feel compelled to conceal their diagnosis at work due to the pervasive stigma associated with the disease. This must change.

Publicis took on this challenge and built the first cross-industry coalition dedicated to removing the stigma of cancer at work. President Arthur Sadoun and chief strategy officer Carla Serrano spoke on the Lumiere stage today, encouraging pledges and actions from all of us. They also announced a $100-million media campaign, inviting the creative world to participate in erasing the stigma of cancer at work. This initiative, which involves other industry leaders such as WPP, Omnicom, and Edelman is a crucial conversation that needs to happen to improve workplaces everywhere.

Cannes Lions is a place that inspires creativity, encourages new perspectives and challenges us to make a difference. By participating in this competition, we can be at the forefront of a transformative movement. Harness your imagination and marketing prowess to develop a campaign, program, or experience that will end the silence surrounding cancer in the workplace.

Shannon Lewis

Erasing the stigma of cancer at work

 

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Cannes Lions 2023: Day 3 Wrap-Up

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In this edition:

  • The festival of missing the mark?
  • Inside McDonald’s Fan-Driven Creative
  • From NFTs to AI
  • Young Lions big moment
  • The Don’t DIY movement
  • Quote round
  • Standout session

Exclusive experiences undermine festival’s message of inclusivity

Dozens of event pavilions surround the Palais, featuring marquee brands from Wall Street Journal to Amazon, Amex, Meta, Spotify, and Reddit. Surprisingly, only a few make the most of this coveted space, with many being “invitation-only” or offering a lacklustre brand experience.

The irony is undeniable at a festival that champions inclusion and world-class activation ideas. However, Pinterest stands out as a beloved hub where visual discovery ignites inspiration. Perhaps next year, brands outside the Palais will draw inspiration from within and seize the opportunity.

From Chasing Culture to Creating It

With the help of Wieden+Kennedy, McDonald’s recognized the need to reconnect with their fans and developed “fan truths” by listening to their customers, even creating a coffee table book based on these insights. This approach became the foundation of their creative strategy and inspired their global platform. It serves as a reminder that it’s never too late to reconnect with fans to build a brand and foster a vibrant culture.

Grappling with three big AI questions

Last year, Cannes Lions stages were ablaze as futurists predicted a seismic revolution driven by NFTs, the Metaverse and Web3—a future where brands would connect with consumers like never before. Yet, fast forward to the 70th Festival of Creativity, and those same stages are now witnessing a breathtaking shift in focus: AI.

Guest columnist Sonia Carreno on AI’s impact on creativity, the challenges of deep fakes and misinformation and the integration of AI in various industries.

A message to Young Lions

What a busy day it’s been for the Young Media Lions! They’ve been hard at work on a media brief for a great cause and tomorrow is the big day where they’ll present their ideas. As they finalize their ideas and prepare for their big moment, let’s wish them the best of luck! The Cannes Young Media Lions are the future of our industry, and we have no doubt that they’ll make us proud.

-Shannow Lewis, president of Canadian Medial Directors Council

The don’t do it yourself department

When life gives you lemons, you make lemonade. Or in this case you make your own Mini … out of lemons. The global supply-chain shortage of Minis spurred a phenomenon resulting in Minis crafted using things like pasta, duct tape and yarn. This movement paved the way for the clever campaign known as the “Don’t Do it Yourself Department.”

Quote roundup

“The show doesn’t go on because we’re ready. It goes on because it’s 11:30.” – Lorne Michaels, executive producer of SNL

“It’s going to be freaking awesome.” – Will.i.am on the potential of AI

Ground intelligence from Karen Howe

I hear rumours of yachts and rosé – but I’m bunkered down in the basement of the Palais reviewing shortlisted work from around the world. I’m on day three, at hour seven, because entries are up this year. Almost 100 countries are participating and the entries number over 26,000. Creativity is back in a big way and I’m dazzled. If you’re looking for me, head for the basement.

-Karen Howe

Standout session

In ‘Building Your Brand as an Operating System,’ R/GA’s chief creative officer Tiffany Rolfe and chief strategy officer Tom Morton discuss how to reimagine brands as operating systems.

Four key principles:

  1. A robust definition: Align your brand’s purpose to encompass the entire organization, unlock future potential and guide your actions.
  2. The brand as an interface: Every interaction expresses your brand’s unique identity, whether through customer service or products.
  3. A platform for innovation: Embrace a solid design system and tech stack to foster collaboration, “permission-less innovation” and scalability.
  4. Iteration and evolution: Building a brand ecosystem is an ongoing process. It adapts over time, incorporating changes driven by the economy and culture. Think of the Brand OS as flexible building blocks growing from a shared foundation.

 

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AI takes centre stage at Cannes Lions

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Deep diving into the AI revolution at Cannes Lions: From NFTs to generative AI, unraveling the possibilities and challenges.

 

Last year, Cannes Lions stages were ablaze as futurists predicted a seismic revolution driven by NFTs, the Metaverse and Web3—a future where brands would connect with consumers like never before. Yet, fast forward to the 70th Festival of Creativity, and those same stages are now witnessing a breathtaking shift in focus: AI.

What makes this year’s headlining theme so riveting is the tangible impact it has already had on the way we work and communicate. This is not about the future; this is very distinctly about the now.

Two standout presentations on the subject included a fireside chat with Jensen Huang, Founder and CEO of Nvidia, the sixth largest company in the world that focuses on computing and is a pioneer in the AI space, as well as a talk delivered by Mathias Döpfner, CEO of Axel Springer, one of the largest publishers in the world.

Together, these two influential leaders tackled the three most top-of-mind questions on everyone’s minds. With inspired insights and actionable points, they set out to quell the rising fears that cast a shadow of uncertainty over the future of our industry.

  1. Will creativity die with AI?

Will AI be the destroyer of creativity, casting an ominous shadow over the artistic process we hold dear? Or does it possess the transformative power to amplify our creative endeavours across all formats, liberating us from technical roadblocks and propelling our concepts to astonishing new heights?

The sense is that AI will remove the friction that is often caused by technical speed bumps and help concepts come to life much faster and at a greater speed. It has the power to democratize creative, not creativity.

In the context of journalism, the efficiencies will be seen in layout and quality control while progressive publishers will invest their savings in higher-quality unique content and significantly boost their journalism teams to cover more stories in more places (think local).

  1. Deep Fakes: Is society doomed to become misinformed?

This technological evolution isn’t without its perils. Enter the realm of deep fakes and authenticity, where AI’s prowess blurs the lines of reality and raises a crucial concern: Is our society doomed to drown in a sea of misinformation?

Throughout history, we’ve witnessed the rise and fall of walled gardens in response to technological advancements. However, in the case of AI, we are seeing an unprecedented level of collaboration and alignment between the most powerful industries in the world to help develop policies to protect authenticity. It’s truly in every stakeholder’s interest to create guardrails for the responsible use of AI.

From the perspective of news publishers, this represents a major opportunity for journalists who have established deep trust with society to help lead the way in creating technical mechanisms like watermarking and other solutions to help identify the origin and authenticity of content in a secure and recognizable way.

  1. Will AI be the killer app? Will it be the only app?

AI, like any other technology, has the innate power of interoperability. Content creators will find ways to seamlessly integrate AI solutions into what they offer. Publishers, for example, could offer generative AI access directly from their content pages, which creates tremendous opportunities to enhance user experiences and maximize engagement.

Agencies can integrate generative AI into their development software, which creates immense customization and differentiation opportunities, particularly when these systems are proprietary.

While AI has an unsettling effect on this creative content-producing industry, there are some very positive prospects that lie ahead. These two presentations made it clear that ownership was the only way forward for Generative AI. Audiences at Cannes and around the world are well advised to invest efforts in owning the outputs and participating energetically in the guardrails AI needs to avoid paralysis caused by worry.

Sonia Carreno is the president of The Interactive Advertising Bureau of Canada, the only trade association dedicated to the responsible growth of the digital advertising industry in Canada. With a career spanning almost 25 years, Sonia is a true digital veteran who has deep industry experience covering virtually every angle of the digital marketing sector.

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From chasing culture to creating it: Lessons from McDonald’s creative strategy

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How McDonald’s embraced fan insights to reignite their brand’s relevance, driving nine consecutive quarters of sales growth and influencing their business at every level.


When McDonald’s embraced Fan Truths as the centerpiece of their creative strategy, it not only revitalized the brand’s relevance but also generated nine consecutive quarters of same-store sales growth. This shift also had a broader impact on the business, influencing areas ranging from product innovation and menu development to restaurant design and crew training.

During the session, Marques Gartrell, creative director at Wieden+Kennedy, and Tariq Hassan, CMO of McDonald’s USA, first walked through their ABE framework:

  • Align = creative effectiveness agenda
  • Build = structure and processes (incentives and training)
  • Embed = through the organize (not just marketing)

Collaboration emerged as a recurring theme at Cannes, and this session demonstrated the power of collaboration within a defined process. When done effectively, it not only yields creative success but also delivers tangible business results.

McDonald’s recognized the need to reconnect with their fans and developed “fan truths” by listening to their customers, even creating a coffee table book based on these insights. This approach became the foundation of their creative strategy and inspired their global platform. It serves as a reminder that it’s never too late to reconnect with fans to build a brand and foster a vibrant culture.

A notable example shared was a video showing someone stealing a Travis Scott McDonald’s poster, with the brief humorously acknowledging the act as “shamelessly stolen.” By infusing unique and relatable elements into creative work, brands can capture attention, evoke emotions, and create a more engaging and memorable experience for their audience. It emphasizes the significance of paying attention to reactions and feedback and adjusting future approaches accordingly.

In summary, the session underscored the value of following a structured framework, fostering collaboration, reconnecting with customers, and infusing personality into creative strategies. By incorporating these elements, brands can enhance creative effectiveness, drive business results, foster brand loyalty and deliver a more engaging overall brand experience.

Marcin Zerek

 

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The secret to SNL’s success

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SNL stands as the epitome of the ultimate tightrope walk, where creativity and daring merge in a breathtaking display.


As Saturday Night Live embarks on its 50th year, the words of Lorne Michaels resonate deeply with me: “The show doesn’t go on because we’re ready. It goes on because it’s 11:30.”

That’s why I’ve always felt a profound connection to Michaels and SNL. In the advertising world, we also grapple with impossible timelines. However, the SNL deadlines possess its own kind of withering: a new show every 7 days, crafted from scratch with a fresh host and musical guest. Forty skits are written, but only 12 or 13 earn their spot on air. Table reads, blocking and dress rehearsals are a blur. Oh, and all of this must pack neatly into precisely 90 minutes. I feel kinship and awe in equal measure. This show has shaped our culture for half a century and it’s the ultimate creative high wire act.

Michaels says the show’s longevity boils down to two things: collaboration and trust. But when pressed for the real secret to SNL’s success? More cowbell.

Karen Howe


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The brand OS revolution

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How the world’s top brands are harnessing the potential of the OS to drive innovation, foster collaboration, and scale their presence in an ever-changing landscape.


Today, the most valuable brands have undergone transformation through technology, harnessing innovation to create value. They thrive in the realm of interfaces, expressing themselves through actions and owned media. R/GA’s chief creative officer Tiffany Rolfe and chief strategy officer Tom Morton discuss how to reimagine brands as operating systems.

Tech has become the beating heart of brands. Just look at the top five most valuable brands in the world, say Rolfe and Morton—they all hail from the tech realm, with a combined worth of over $1.4 trillion. The internet has completely disrupted how brands show up and connect with people.

If you’re building a brand, you’re likely doing it with more partners, collaboration, and user involvement. It’s become a joint production with your users, where voice control, haptic feedback, and other emerging technologies play a significant role. The next surface your brand manifests in is unknown, so adaptability is key.

When it comes to brands, the interface takes centre stage. A brand is an iterative work in progress, say Rolfe and Morton, not a finished masterpiece that requires constant protecting. It demands a model that continually evolves to stay relevant. Rolfe suggests that the metaphor of a brand bible feels outdated and fixed in today’s dynamic landscape.

In the digital universe, there’s an underlying code that powers everything—a brand’s operating system (OS). This essential program acts as a bridge between users and computers. It guides internal operations, enables applications to build upon it and work together, and continuously updates to enhance performance.

The Brand OS updates to work better over time. In a world where success stems from size and growth, it empowers your brand to scale and adapt to changing circumstances. It serves as a powerful catalyst for innovation, shaping the product roadmap and guiding company decisions. To leverage its potential, you need a clear definition of your brand’s purpose in the world, its target audience, and the value it brings to them.

The four key principles of the Brand OS:

A robust definition: Your brand’s purpose should be broad enough to align the entire organization, ambitious enough to unlock future potential, and precise enough to guide your actions.

The brand as an interface: Every interaction with your brand, whether through customer service or products, is an opportunity to express its unique identity. These touchpoints bring your brand to life.

A platform for innovation: A solid design system and tech stack are as crucial as the brand definition itself. They facilitate collaboration with partners, collaborators, and contributors, fostering a culture of “permission-less innovation” while maintaining essential guardrails. This approach empowers others to build alongside you, fueling scalability.

Iteration and evolution: Building a brand ecosystem is an ongoing process. It evolves and adapts over time, incorporating changes driven by shifts in the economy and culture. Rather than a rigid structure, think of the Brand OS as a set of building blocks that grow from a shared foundation.

How to apply the Brand OS principles to your own brand:

From talking point to starting point: Let your brand’s purpose serve as a foundational starting point for company actions, moving beyond mere messaging strategies.

From siloed to intersected: Break down barriers between teams and departments, encouraging collaboration and bringing different approaches together to create something new and innovative. Embrace intersectionality within your brand.

From controlling with rules to enabling with tools: Empower others to contribute and build upon your brand, providing a liberating toolkit for brand builders. A brand that others can shape and expand is truly valuable.

From what you have today to what you can’t imagine: Embrace the possibilities of the future and go beyond managing your current brand assets. Explore emerging technologies like voice agents, haptics, and generative AI to unlock new frontiers and unleash your brand’s potential.

Remember, striving for a perfect and unbreakable system won’t drive your brand forward. Embrace the dynamic nature of the Brand OS, allowing it to evolve and adapt as you navigate uncharted territories and seize new opportunities.

Katherine Scarrow

The brand OS revolution

 

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