betterness.

@markramseymedia

…the art of bettering prosperity so it arcs through the stratosphere of an authentically good life, bettering human potential so it… transforms

human possibility radically for the better.

Q. What makes a brand great?

It has an authentic sense of purpose

it’s a definitive statementabout the difference you aretrying to make in the world

it offers something that is hard to come byit reflects a commitment to a big ideait is intensely human

It’s not enough to be great at something or to be an expert in your field. The world is buying your bigger mission, in many cases, first.

Brands have to be multidimensional, more human. Brands have stood for simple things in the past: A better mousetrap, the highest quality widget. These things are what they make. But these days people also want to

know “why.”

Nearly 85% of consumers worldwide expect companies to become actively involved in promoting

individual and collective wellbeing; an increase of 15% from 2010

(Source: Havas Media, November 2011)

Yet only 28% of people think that companies are working hard to solve

the big social and environmental challenges.

(Source: Havas Media, November 2011)

Most people would not care if 70% of brands ceased to exist

(Source: Havas Media, November 2011)

“The real question is: can your company do anything more than just ‘business’? What can you do to inspire,

amaze, delight, surprise, elevate, enlighten, and better me, and the community around me?...

…What can you do to evoke my fuller potential, and that of the people I care about? What can you

do to authentically matter to me?”

All brands are orshould be in the life

improvement business

get out of the radio and get into the world

Are you helping consumers be Better People?

“Brands are no longer just saying things to consumers (such as, “Buy our product; it’s

sensational!”); they’re doing things…

…Things that genuinely make life easier for customers. Things that bring people together with others who share their

interests….

…Things that are just plain fun. Things that are endearing and build love between the

customer and the company.”

“brands are made through experiences, not advertising”

do not say…

How?

1. Feature a face2. Solve a problem 3. Enable a

Transformation 4. Make her the

hero of her own story

5. Dramatize the details

Feature a Face

Solve a Problem

Enable Transformation

Make Her the Hero

Dramatize the Details

Radio examples…

Radio Examples

• “When you win, someone in need wins, too”• Direct Marketing• Promoted Listening “Do X and WXXX will give $

or Benefit to Worthy Recipient”• Contests with No “Prizes” – Instead, Guarantee

that you will be a Better Person• Rewards, not “Chances to Win”• Active, not Passive – You Participate in your own

Betterness