PSFK Talks with Stephen Hahn- Griffiths on HumanKind: A Brand Strategy Toolbox
PSFK’s Aziz Ali talks with Leo Burnett’s Chief Strategy Officer Stephen Hahn-Griffiths on the HumanKind philosophy and how it drives participation, a key element of strategy and planning.
Be sure to check out the full interview, though here’s what Hahn-Griffiths had to say about the importance of developing “purpose-driven” ideas:
To win people’s involvement, you need a compelling purpose-driven idea that gets people to pay attention. We don’t even use words like ‘engagement’ or ‘touch points’ or ‘connections strategy,’ all of these things are still very monologue-focused.
We talk a lot about the evolution of planning (strategy is a better word) and how it points to behavioral insights, which in turn gives you permission to tap into other aspects of life that they’re consuming, like media, content, and technology, rather than simply what they are buying.
The most successful campaigns become a part of the social fabric, an extension and enabler of who people are.
To read the entire interview, visit PSFK: http://www.psfk.com/2011/10/humankind-a-brand-strategy-toolbox-inspired-by-the-need-for-change.html#ixzz1bjLa5hkW