Godina izdanja: 2010
ISBN: 978-1-57687-549-0
Jezik: Engleski
Oblast: Marketing
Autor: Strani

HumanKind Hardcover – October 26, 2010, by Tom Bernardin (Author), Mark Tutssel (Author)

Product details
Publisher: ‎ powerHouse Books (October 26, 2010)
Language: ‎ English
Hardcover: ‎ 256 pages
Item Weight: ‎ 2.2 pounds
Dimensions: ‎ 7.79 x 0.93 x 9.77 inches


In 2009 for “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet, the largest mass participation event ever.
For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people.
HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.
HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.
HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself.
Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind.
Welcome, to a HumanKind communications company. And welcome to the story that explains it all.
In 2009 for “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet, the largest mass participation event ever.

For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people.
HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.
HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.
HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself.
Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind.
Welcome, to a HumanKind communications company. And welcome to the story that explains it all.

Tom Bernardin is the chairman and CEO of Leo Burnett Worldwide. During his 30 plus years in the industry, he has worked in several countries directing the development of brands including Verizon Wireless, Bank of America, and Jeep, among others. Throughout his career, he has focused relentlessly on strong creative teams and the value of powerful ideas. This spirit continues to inspire his teams working with world-class clients such as General Motors, P&G, Kellogg, Samsung, and McDonald’s. Bernardin is a board member of the Ad Council, the Lake Forest Hospital, and the Field Museum, and is a National Trustee for The Foundation Fighting Blindness.

Mark Tutssel is the creative leader of Leo Burnett Worldwide and oversees the work of 96 global offices. Under his direction, in 2009, Leo Burnett Worldwide was the third most awarded network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. Prior to becoming Worldwide Chief Creative Officer, Mark was Executive Creative Director of Leo Burnett London. He has twice been inducted into the Clio Hall of Fame and is member of the Royal Society of Arts.

It`s refreshing to see a big network agency making the case for marketing to have a nobler role in the world (even though not all self-promoting examples in the book are living up to it).
As the authors Tom Bernardin and Mark Tutssel point out, the idea that brands need a purpose is not a new concept, but still utterly underutilized. They argue that a brand without purpose is one that will never be understood or embraced by people. And, for brands to make real, human connections, they need to have a human-centric purpose. A purpose rooted in a genuine and fundamental human need is bigger than any brand promise or positioning statement. It`s a shift from showing what a product does to what it means. A brand purpose tells people what the brand believes in and what it`s going to do about it. Brands that have a purpose have a shared set of convictions and a compulsion across the entire organization to change things for the better. When brands live with a higher purpose, they are champions of positive change, and try to close the gap between the way the world is now and how they hope it to be.
A brand purpose supersedes everything in the conventional marketing protocol. It becomes the central motivation for the brand. It drives everything a brand does, says, and offers. It taps into people`s individual, unique wants and needs to make the world a better place and life a more fulfilling experience.
As advertisers, we are masters at using creativity to transform human behavior. The authors of HumanKind remind us to make our work matter. To create marketing that respects people`s needs, ambitions, intelligence, sense of humor, and enjoyment of life. Not to interrupt people, but to involve them. Not to demand people`s attention, but rather to invite and reward participation. To deliver valuable experiences versus meaningless short-term promises. To quench peoples` thirst for creativity, imagination, and connection. For marketing to be honest, transparent, and authentic.
Much of today`s advertising is forgettable and fails to connect with people since it does not relate to people`s lives, needs, or dreams. Instead of thinking in ads, the book suggests looking at brand communications as acts. Acts that enrich peoples lives and encourage active participation. Acts that involve, invite, delight, challenge, serve, inspire, teach, protect, tempt, and ultimately chance behavior versus ads that revolve simply around propositions, promises, and messages. Acts can include ads as long they are born from a brand`s purpose. An act does not have to be big, but should contribute to society at large or even a single life. This leads to a more honest, compelling and rewarding relationship between brands and people founded on trust, authenticity, respect, and purpose. In turn, this creates sustainable business and helps people live better lives. In simplest terms, brands with a human-centric purpose make the world a better place.
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