Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
HumanKind Hardcover – October 26, 2010
Frequently Bought Together
Customers Who Bought This Item Also Bought
Click on the images below to open larger versions.
|See larger image||See larger image||See larger image|
|See larger image||See larger image||See larger image|
About the Author
Mark Tutssel is the creative leader of Leo Burnett Worldwide and oversees the work of 96 global offices. Under his direction, in 2009, Leo Burnett Worldwide was the third most awarded network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. Prior to becoming Worldwide Chief Creative Officer, Mark was Executive Creative Director of Leo Burnett London. He has twice been inducted into the Clio Hall of Fame and is member of the Royal Society of Arts.
Top Customer Reviews
Of course, it would be disingenuous to discuss a book produced by two principals of an agency, a book that discusses that agency’s unique perspective and approach, and which uses examples of its own work as a way to showcase that unique perspective – without acknowledging that, regardless of whatever benefits or insights the reader can glean from it, there is an element of the endeavor that is clearly designed to generate new business. And I don’t think Bernardin and Tutssel would dispute this. Who among us did not see the success that Kevin Roberts had with Lovemarks, a book that Humankind shares not only a publisher with, but also something of size, design and shape.
Thus, Humankind is a way for Bernardin and Tutssel (to read the rest of this review, please visit http://the-agency-review.com/humankind)
As the authors Tom Bernardin and Mark Tutssel point out, the idea that brands need a purpose is not a new concept, but still utterly underutilized. They argue that a brand without purpose is one that will never be understood or embraced by people. And, for brands to make real, human connections, they need to have a human-centric purpose. A purpose rooted in a genuine and fundamental human need is bigger than any brand promise or positioning statement. It's a shift from showing what a product does to what it means. A brand purpose tells people what the brand believes in and what it's going to do about it. Brands that have a purpose have a shared set of convictions and a compulsion across the entire organization to change things for the better. When brands live with a higher purpose, they are champions of positive change, and try to close the gap between the way the world is now and how they hope it to be.
A brand purpose supersedes everything in the conventional marketing protocol. It becomes the central motivation for the brand. It drives everything a brand does, says, and offers. It taps into people's individual, unique wants and needs to make the world a better place and life a more fulfilling experience.
As advertisers, we are masters at using creativity to transform human behavior. The authors of HumanKind remind us to make our work matter. To create marketing that respects people's needs, ambitions, intelligence, sense of humor, and enjoyment of life. Not to interrupt people, but to involve them. Not to demand people's attention, but rather to invite and reward participation. To deliver valuable experiences versus meaningless short-term promises. To quench peoples' thirst for creativity, imagination, and connection. For marketing to be honest, transparent, and authentic.
Much of today's advertising is forgettable and fails to connect with people since it does not relate to people's lives, needs, or dreams. Instead of thinking in ads, the book suggests looking at brand communications as acts. Acts that enrich peoples lives and encourage active participation. Acts that involve, invite, delight, challenge, serve, inspire, teach, protect, tempt, and ultimately chance behavior versus ads that revolve simply around propositions, promises, and messages. Acts can include ads as long they are born from a brand's purpose. An act does not have to be big, but should contribute to society at large or even a single life. This leads to a more honest, compelling and rewarding relationship between brands and people founded on trust, authenticity, respect, and purpose. In turn, this creates sustainable business and helps people live better lives. In simplest terms, brands with a human-centric purpose make the world a better place.
Hypocritically the authors said this book is not about Advertising, then what is it really about?
They also said the ads about McDonald's (their Client!) inside the book are not about advertising or selling products.
They mostly featured the ads done by their ad agency inside the book.
They tried to use a soft sell approach and call it "Humankind" to sell their agency philosophy, and then their agency, using the so called Leo Burnett's creative philosophy.
Actually Leo Burnett's creative philosophy used to be called building "inherent drama" in products.
This book reminds me about another agency portfolio book or brand book called Lovemark by one of Saatchi's top men, the CEO.
If admitting that this book is to sell its agency and its services, then this book will be more sincere and has more source credibility.
Like it or not, these authors are in the agency business, and no one actually blames you for trying to sell us something, including your agency.
But sell it with guts and candor, and be less pretentious!
The examples are fantastic, the explanations are dead-on, and the logic, based on humanism, is unquestionable. So basic and fundamental; How did we miss it??
I originally bought this book because its mimimalist/zen-like cover drew my attention as a perfect conversation & decorative piece for my living room. At half-way through, I incorporated some of the ideas into my company and saw almost instant results!
THANK YOU FOR A FANTASTIC BOOK!! WORTH 10 TIMES MORE THAN THE COVER PRICE.