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GENEROSITY LEARNING TO GIVE INSTEAD OF TAKE we are fallon

Generosity Fallon Kc

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Fallon's Director of Brand Innovation, John King, talks at Barkley's Creativity Symposium about Generosity in advertising.

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GENEROSITY

LEARNING TO GIVE INSTEAD OF TAKE

we are fallon

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Game changing strategies in commoditized categories

Creating a category of ONE

Platform creativity

Forcing reappraisal

Return on imagination

Challenger branding

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social currency solution neutral disruption

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VALUE

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entertainment brandsocial

VALUE

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Right Idea. Wrong Word.

• It’s about building an idea in the world.

• It’s about leaving something behind.

• It’s about creating win-win scenarios.

• It’s about making sure the audience is getting as much as the brand.

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Give a little bit.

Give a little bit of your love to me.

I’ll give a little bit of my life for you.

Now’s the time that we need to share.

So find yourself,

we’re on our way back home.

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GENEROSITYIt’s about

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Generosity Goes Beyond Paid Messaging.

Brand Idea

BrandBehavior

Account Planning Connection Planning

ideas

involvement

experience

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Generosity Builds Ideas In The World AndLeaves Something Behind.

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Then:

Ideas about brands.Now:

Brands about ideas.

Generosity Shifts How We Define Big Ideas.

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It Makes People And CompaniesHappy To See Each Other.

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This Isn’t Charity.Generous Brands Are Thriving Globally.

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It Scales.

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we are fallonTate Tracks

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Generosity Means Doing More.

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Generosity Is About Letting Go.

“Nothing chillin at the Holidae Inn

(Who you wit?) Me and my peeps won’tyou bring four of your friends”.

Chingy

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Generosity Changes Planning.

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Street Magician.

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Author To Editor.

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Generosity Requires New Metrics.

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Trust Identification Social Participation Ownership

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Generosity Is Better For Us.

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“Music can change the worldbecause it can change people.”

Bono