a finite resource
2
a new environmentalism
capitalism to save the world
finite resource
sustainable
economy
eco-design
& behaviour
change
growing population
All Rights Reserved, One Earth Innovation 2011
closed loop eco-design
Back to
soil
Product
Rethink
Redesign
Recycling
Materials
Collection
& sorting
Manufacturing
Logistics
Re-use
Staff &
Culture
Use
Sales
Accounting
Marketing
All Rights Reserved, One Earth Innovation 2011
7
The UK’s most eco-friendly bottled water
NEURO-PHYSIOLOGY OF MOTIVATION
primate
thought
mammalian
reptilian
emotion
instinct
All Rights Reserved, One Earth Innovation 2011
psychographics of green consumerism
light green
16%
dark green 4%
other
20%
blue
consumer
60%
MORI
All Rights Reserved, One Earth Innovation 2011
BRAND STRATEGY
Blue Consumers
Green Consumers
QUALITY
VALUES
Reed Paget copyright. 2010
BRAND STRATEGY
Tangible
Properties
Real &
Imagined
Physical
Attributes
Blue Consumers
Green Consumers
QUALITY
VALUES
Psychological
Benefits
Conscious and
Unconscious
Wish
Fulfillment
performance
USP’s
appearance
Tone of Voice
Personality of
the Brand
STYLE
Ecological
Values
Ethical
Values
ECOLOGY
ETHICS
status
Reed Paget copyright. 2010
PSYCHOLOGICAL BENEFITS
- Wish Fulfillment -
Conscious
Key Wish:
Additional
Wishes:
Fulfillment
of
Wishes:
Unconscious
Social Acceptance
attractiveness
Stylish life
Stylish home
Attractive friends
Beautiful world
Product or service
delivers beauty
Ultimate
Meaning:
appearance
Happiness
Sex / Love / Marriage
Children / Security
Key
Unconscious
Wish:
Immortality
Immortality
Marketing
Takeaway:
We Are Selling
Happiness & Immortality
Confidential and Proprietary to Life Water Ltd. Copyright 2003
TONE OF VOICE
- Personality of the Brand -
The Psychology of Cool
STYLISH /
COOL
Delivering Cool
Brand led name
Being Stylish / Cool
Effective Color
Self Esteem
Appearance
Beauty
Approval
Achievement
Fashionable
Ahead of Crowd
Company Attitude We are a young , hip,
cutting-edge, smart, passionate and
different: ‘The pure water people’. (Aka
‘the cool water people’.) We are not a
stiff, boring, faceless corporate giant,
P.R. We will initially be featured in cool
magazines and newspapers and get
support from the coolest celebrities.
Social Acceptance /
Security
Word of Mouth By seeding in trendy
stores, we will get the trendsetters to
discover us and spread the word,.
Immortality
ECOLOGICAL VALUES
The Psychology of Ecology
Rational/Emotional
Aesthetic
ECOLOGY
Delivering Ecology
Relevant Name
Relevant Color
Relevant Logo, Symbol & Label
safer planet
beauty
Related Tagline
Possible Kite Mark
Side Copy Explain ecological issues / mission
Less Risks
for You, Your
Family, Your
World
Cleaner
Planet
P.R. Leverage the media on issue-based
communications
Word of Mouth If messages right, people will
discuss the ecological significance of the brand.
Live Longer
More Beautiful
Life
Immortality
Happiness
Advertising Tactifully get some ‘eco’ message out
in advertising.
Reed Paget copyright. 2010
BRAND
Channel
COMMUNICATION
Message
USPs
Beauty
STRATEGY
Stylish/Cool
Ecology
Ethics
NAME
COLOR
LOGO
SYMBOL
LABEL
Mission or quality
TAGLINE
KITEMARK
1. mission-related
2. quality
SIDE COPY
Mission
Quality
Style
Engagement
PR
WORD of OF
MOUTH
WORD
MOUTH
ADVERTISING
• Excellent Water &
Design
Reed Paget copyright. 2010
tipping point dynamics
Dark Green
Light Green
Do What
I Can
Do What
I Can
My
Backyard
creating a green trend
All Rights Reserved, One Earth Innovation 2011
18
the new cool
the power of a good example
DRINK
BEFORE BELU
Blenheim
Brecon carreg
Buxton
Evian
DeCantae
Frank
Harrogate
Highland Spring
Hildon
Kingsdown
Llanllyr
Minton
One Water
San Pelligrino
Speyside
Strathmore
Tynant
Volvic
Voss
Coke
Pepsi
Nestle
Danone
Carbon
Neutral
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Before Belu
INDUSTRY BEFORE
Profits to
charity
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
promote PVCFree Caps
No Export
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Pro Tap
Water
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
BELU
Bio-plastics
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
compostable
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
SINCE BELU
Belu
Blenheim
Brecon carreg
Buxton
Evian
DeCantae
Frank
Harrogate
Highland Spring
Hildon
Kingsdown
Llanllyr
Minton
One Water
San Pelligrino
Speyside
Strathmore
Tynant
Volvic
Voss
Coke
Pepsi
Nestle
Danone
Carbon
Neutral
YES
NO
NO
NO
NO
YES
NO
NO
YES
YES
YES
YES
NO
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
Profits to
charity
YES
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
promote PVCFree Caps
No Export
YES
YES
NO
NO
NO
NO
NO
NO
NO
YES
NO
?
YES
NO
NO
?
NO
YES
NO
NO
?
NO
NO
NO
NO
?
YES
YES
NO
?
NO
NO
NO
NO
NO
?
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
Pro Tap
Water
YES
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Bio-plastics Compostable
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
YES
NO
YES
NO
YES
NO
sustainability
greener
products
innovation
greener
lifestyles
marketing
Reed Paget copyright. 2010
green behaviour change
today’s consumer
future consumer
All Rights Reserved, One Earth Innovation 2011
All Rights Reserved, One Earth Innovation 2011