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Mumbrella360 video: Brand anthropology – Sydney Water & Japanese design philosophy

Mumbrella360_Brand Anthropology_Sydney Water

In this presentation, Simon Morris, managing partner at strategic brand agency Elephant, and Catherine Payne, head of marketing and corporate public affairs at Sydney Water, discuss how a government asset more than 200 years old adapted its culture and design to feature more streamlined, community-focused ethos.

Mumbrella360 video_Sydney Water & Japanese design philosophy

Timeline of session:

  • 0:00 Introduction by Simon Morris
  • 1:00 How Sydney Water embarked on a Japanese design philosophy
  • 1:55 Elephant’s guiding philosophy – Awe & Intimacy
  • 2:30 Establishing an intimate dialogue
  • 3:24 How awe-inspiring companies can inspire intimate relationships with people
  • 4:00 An ‘unengaged culture’ – the desire for change without the means’
  • 5:40 Brain anthropology
  • 8:00 The brain as a central pivot
  • 11:00 Turning a top down approach upside down
  • 14:40 Konosuke Matsushita – Panasonic: a case study
  • 18:00 Harmony as a centre
  • 20:00 Why Sydney Water?
  • 22:00 Anthropology: How brands shape people
  • 30:00 Creation as part of a community
  • 30:30 Catherine Payne joins stage
  • 31:06 Sydney Water – born 1889; beginnings
  • 36:00 Agility and adaptation: how does brand reflect culture?
  • 37:30 What does Sydney water stand for?
  • 40:36 Customer at the heart; collaboration at the soul
  • 51:00 Presentation concludes

Visit the Mumbrella360 website via this link.

Video edited by 90 Seconds cloud video production

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