Imagination is more important than knowledge For knowledge

‘Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution. ’ Albert Einstein In search of Infinite Possibility! 2012

? Introducing BOBI • BOBI, or the Business of Brands Institute, was started in August 2007 with the aim of building and enhancing brands and the discipline of branding: CULTURAL CODEX INFINITE POSSIBILITY Understanding the cultural and communication codes of brands, categories & consumers © 2012 Developing business & brand visions, measuring personal empowerment & designing engagement programmes to ensure meaningful BUSINESS OF BRANDSchange INSTITUTE BRANDING EQUILIBRIUM A sustainable approach to developing, managing & measuring business & brand equity

© 2012 BUSINESS OF BRANDS INSTITUTE

Which came first? A positive image of the future? Success? “Nations with vision are powerfully enabled, Nations without are at risk!” © 2012 BUSINESS OF BRANDS INSTITUTE

The importance of possibility • Educational establishments totally underestimate the importance of ‘possibility’. 2000 years ago, China was far ahead of the West in science and technology. They had rockets and gunpowder. Had China continued at the same rate of progress, then today China would easily have been the dominant power in the world. What happened? What brought progress to a halt? The Chinese scholars started to believe that you could move from ‘fact to fact’. So they never developed the messy business of possibility. As a result, progress came to a dead end! • I have held academic positions at the universities of Oxford, Cambridge, London and Harvard. I have to say that at each of these wonderful institutions the amount of time spent on the fundamental importance of possibility, was zero. Edward de Bono © 2012 BUSINESS OF BRANDS INSTITUTE

© 2012 BUSINESS OF BRANDS INSTITUTE

How energy flows through organisations? Higher Order Needs To leave a legacy Extreme PRESENCE & ACTION Unction KNOWLEDGE & INSIGHT Binah Ordination Esteem Needs Belonging Needs Hokmah Mind Ajna Hesed Will Power Vishuddha To learn Confession VISION & PURPOSE To love Gevurah LOVEMarriage & HARMONY Tif’Eret Confirmation SELF ESTEEM & SELF WORTH Hod Security Needs MASLOW Nezah Emotional Power Anahata Personal Power Manipura To live Basic Physical Needs © 2012 Spirit Sahasrara Keter COVEY Communion PARTNERSHIP & COLLABORATION Yesod Partnership Svadisthana Baptism VALUES & BELIEFS Shekhina Tribal Muladhara BUSINESS OF BRANDS INSTITUTE SACRAMENTS TREE OF LIFE CHAKRA’S

LOVE & HARMONY SELF ESTEEM & SELF WORTH VISION & PURPOSE PARTNERSHIP & COLLABORATION PRESENCE & ACTION VALUES & BELIEFS © 2012 KNOWLEDGE & INSIGHT BUSINESS OF BRANDS INSTITUTE

POSSIBILITY VISION & PURPOSE Unconsciously Empowered Consciously Empowered Unconsciously Disempowered Consciously Disempowered LOW SELF AWARENESS VALUES & BELIEFS © 2012 PARTNERSHIP & COLLABORATION BUSINESS OF BRANDS INSTITUTE scarcity KNOWLEDGE & INSIGHT LOVE & HARMONY HIGH abundance PRESENCE & ACTION Creating Personal Empowerment HIGH SELF ESTEEM & SELF WORTH

“It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change. ” Charles Darwin © 2012 BUSINESS OF BRANDS INSTITUTE

‘Conscious Empowerment’ Holding on Letting go Moving on LEVEL OF CONFIDENCE HIGH 7. Grow & Transform 2. Denial 1. Shock 6. Testing 3. Awareness 5. Understanding 4. Acceptance LOW © 2012 PROCESS OF CHANGE BUSINESS OF BRANDS INSTITUTE HIGH Source: Kubler Ross’ Change Curve

Tools for positive/proactive change? • Moving from ‘change to survive’ to ‘change to flourish’! KNOWLEDGE & INSIGHT PARTNERSHIP & COLLABORATION SOCIAL CAPITAL VALUES & BELIEFS © 2012 LOVE & HARMONY SELF ESTEEM & SELF WORTH VISION & PURPOSE BUSINESS OF BRANDS INSTITUTE CREATIVE CAPITAL PRESENCE & ACTION

How to get the system to flow? LOVE & HARMONY PRESENCE & ACTION SELF ESTEEM & SELF WORTH KNOWLEDGE & INSIGHT PARTNERSHIP & COLLABORATION VALUES & BELIEFS VISION & PURPOSE DYNAMIC EQUILIBRIUM © 2012 BUSINESS OF BRANDS INSTITUTE

Brands Empower LOVE & HARMONY PRESENCE & ACTION SELF ESTEEM & SELF WORTH KNOWLEDGE & INSIGHT PARTNERSHIP & COLLABORATION VALUES & BELIEFS VISION & PURPOSE DYNAMIC EQUILIBRIUM © 2012 BUSINESS OF BRANDS INSTITUTE

1. Defining your values & beliefs © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands have a belief set SUPPORTING THE WORK OF INSPIRING INDIVIDUALS © 2012 BUSINESS OF BRANDS INSTITUTE

2. Importance of partnership © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands partner well © 2012 BUSINESS OF BRANDS INSTITUTE

3. Understanding your contribution © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands add value DIFFERENTIATE SWEET SPOT RELEVANCE © 2012 BUSINESS OF BRANDS INSTITUTE

4. The role of love, harmony & forgiveness © 2012 BUSINESS OF BRANDS INSTITUTE

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. ” © 2012 BUSINESS OF BRANDS INSTITUTE

5. The importance of vision © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands are visionary To bring inspiration & innovation to every athlete* in the world. *If you have a body, you are an athlete. © 2012 BUSINESS OF BRANDS INSTITUTE

© 2012 everything BUSINESS. . . OF and BRANDS INSTITUTE you say & do despite yourself!

6. Knowledge, insight & innovation © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands are Glocal © 2012 BUSINESS OF BRANDS INSTITUTE

7. Towards infinite Possibility © 2012 BUSINESS OF BRANDS INSTITUTE

Empowered brands drive change • The quickest way to drive social change, is to change the way people think: FROM 1527 GUNS coupon TO 1527 TREES Turning an agent of death into an agent of life Pedro Reyes - Palas por Pistolas 2008 © 2012 BUSINESS OF BRANDS INSTITUTE

“I do not care much for a man who can only spell a word one way. ” Mark Twain Thanks 2012