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THE NEW 7 + GPC SCALE

The Human Kind Scale

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The Human Kind scale. How it is graded and is applied to work.

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Page 1: The Human Kind Scale

T H E N E W 7+ G P C S C A L E

Page 2: The Human Kind Scale

Dream To be the world’s best creator of ideas that truly move people - bar none.

Page 3: The Human Kind Scale

You can look at a business problemas a set of numbers.

Or, you can look at it through a

more human lens.

Page 4: The Human Kind Scale

Everything that matters in our businessbegins and ends with two things:

PeopleTheir Behaviour

Page 5: The Human Kind Scale

1234567+ 8910

Creativity has the power to transform human behaviour.

Page 6: The Human Kind Scale

10 Changes the world. 9 Changes the way people live. 8 Changes the way people think and feel. 7+ An inspiring idea, beautifully crafted (HumanKind Act)

6 An intelligent idea. 5 I understand the brand’s purpose. 4 I don’t know what this brand stands for. 3 Invisible. 2 No idea. 1 Destructive.

T H E N E W 7+ G P C S C A L E

Page 7: The Human Kind Scale

1Destructive. This is a complete waste of money. People reject the brand.

Pollutes the public space. I’d be ashamed to be seen with this brand.

Page 8: The Human Kind Scale

2No idea. This concept has no thinking. Afterall, we are an “ideas” industry.

Without ideas, we have no future. Creativity is the primary asset of brands

and communication companies. Our duty as a communications agency

is to create ideas so powerful that they truly move people. People demand

to be entertained and rewarded for the time they spend with

our communication.

Page 9: The Human Kind Scale

3 Creates no human interest, no emotional connection.

Visually uninteresting. Wallpaper. Cliché.

We don’t have a divine right to people’s attention.

We have to reward them for the time they spend with our communication.

Page 10: The Human Kind Scale

4I don’t know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose

in mind. A brand without purpose is one that will never be understood

or embraced by the people.

Page 11: The Human Kind Scale

5Brand Purpose. This is not a promise. Not a position. Not a benefit. A purpose.

We’re people talking to people. In order to make real human connections,

we need to put a meaningful Human Purpose at the center of our brands

in order to truly connect with people.

Page 12: The Human Kind Scale

6An intelligent idea. An idea that treats people with intelligence. An engaging idea.

Everything we do as an Agency is rooted in the belief that creativity

is most powerful when it creates HumanKind Acts...not just advertising.

An idea that is designed entirely with the audience in mind. An idea

that is media-neutral in concept and media-infinite in execution.

Page 13: The Human Kind Scale

7+HumanKind Act. An outstanding idea. A human centered idea, brand or experience

that has the ability to transform the way a person thinks, feels

and ultimately behaves.

An idea that inspires, captivates, fascinates and activates.

And of course, is immaculate in its craft and execution.

Page 14: The Human Kind Scale

Changes the way people think and feel. We must never lose sight of the most important thing: What matters

to people. We believe creativity should enrich people’s lives. This idea

has a genuine role in people’s lives. This is content that is entertaining,

engaging, interactive, interesting, relevant and useful. And above all,

it’s brilliant in its creativity.

Page 15: The Human Kind Scale

9Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea.

A brand that has a human purpose at its core. A HumanKind Brand.

Page 16: The Human Kind Scale

10Changes the world.

Page 17: The Human Kind Scale

1234567+ 8910

Page 18: The Human Kind Scale