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.
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
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