3000 ADVERTS PER DAY
THE PROMISE OF
TRANSFORMATION
SYMPTOMS OF BRAND ADDICTION
COMPULSIVE SHOPPING
OBSESSION WITH BRAND VALUES
CONSUMING FOR HAPPINESS
EFFECTS OF BRAND ADDICTION
SPIRALLING DEBT
INCREASING LEVELS OF ANXIETY
OVERTLY MATERIALISTC VALUES
CAUSES OF BRAND ADDICTION
LOW SELF-ESTEEM
NEGATIVE IDENTITY
MATERIALISTIC UPBRINGING
CONSUMER-DOMINATED CULTURE
EMOTIONAL BRANDING CREATES
STATUS ANXIETY
CONUMERS MEDICATE ANXIETY BY
SHOPPING FOR HAPPINESS
BRANDS BECOME THE SOURCE
AND...
THINGS I MISS THE MOST
• BUYING LUXURY ITEMS THAT MAKE ME FEEL
SPECIAL
• THE ENTERTAINMENT OF ADVERTISING
• BEING UP ON TH...
THINGS I MISS THE LEAST
• FEELING GUILTY AFTER SPENDING MONEY
• EARNING MONEY THAT I HAVE ALREADY SPENT
• SEEING OTHER PEO...
LIVING WITHOUT LABELS
• BETTER DIET
• LESS CHEMICALS
• SUPPORTING LOCAL
PRODUCERS
• UNIQUE WARDROBE
• LESS TIME SHOPPING
•...
MATERIALISM IN THE UK
ONE THIRD OF BRITISH TEENAGERS SAID THAT
BUYING NEW CLOTHES WAS A MEANS BY WHICH
THEY CHEERD THEMSEL...
MATERIALISM IN THE UK
TEENAGERS REPLACE THEIR PHONES EVERY 11 MONTHS.
ADULTS REPLACE THERS EVERY 18 MONTHS.
2.5 MILLION TO...
NATIONAL HAPPINESS INDEX
NEW ECONOMICS FOUNDATION 2007
1 Vanuatu
2 Colombia
3 Costa Rica
4 Dominica
5 Panama
6 Cuba
7 Hond...
VOLUNTARY SIMPLICITY?
EMOTIONAL BRANDING
THE NEW BRAND VALUES
SELLING FUNCTION
NOT FEELINGS
THE NEW BRAND VALUES
SUSTAINABILITY
NOT GREENWASH
THE NEW BRAND VALUES
LOYALTY THROUGH VALUE
NOT SALESMANSHIP
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Dutchpresentation

  1. 1. 3000 ADVERTS PER DAY
  2. 2. THE PROMISE OF TRANSFORMATION
  3. 3. SYMPTOMS OF BRAND ADDICTION COMPULSIVE SHOPPING OBSESSION WITH BRAND VALUES CONSUMING FOR HAPPINESS
  4. 4. EFFECTS OF BRAND ADDICTION SPIRALLING DEBT INCREASING LEVELS OF ANXIETY OVERTLY MATERIALISTC VALUES
  5. 5. CAUSES OF BRAND ADDICTION LOW SELF-ESTEEM NEGATIVE IDENTITY MATERIALISTIC UPBRINGING CONSUMER-DOMINATED CULTURE
  6. 6. EMOTIONAL BRANDING CREATES STATUS ANXIETY CONUMERS MEDICATE ANXIETY BY SHOPPING FOR HAPPINESS BRANDS BECOME THE SOURCE AND THE CURE OF STATUS ANXIETY CLASSIC CYCLE OF ADDICTION THE CYCLE OF CONSUMER ADDICTION
  7. 7. THINGS I MISS THE MOST • BUYING LUXURY ITEMS THAT MAKE ME FEEL SPECIAL • THE ENTERTAINMENT OF ADVERTISING • BEING UP ON THE LATEST TRENDS • THE CONVENIENCE OF THE SUPERMARKETS • KRISPY KREME DONUGHTS
  8. 8. THINGS I MISS THE LEAST • FEELING GUILTY AFTER SPENDING MONEY • EARNING MONEY THAT I HAVE ALREADY SPENT • SEEING OTHER PEOPLE WEARING THE SAME STUFF AS ME • CHASING THE ZEITGEIST • STATUS ANXIETY
  9. 9. LIVING WITHOUT LABELS • BETTER DIET • LESS CHEMICALS • SUPPORTING LOCAL PRODUCERS • UNIQUE WARDROBE • LESS TIME SHOPPING • SMALLER CARBON FOOTPRINT • LOWER COST OF LIVING • HIGHER SELF ESTEEM
  10. 10. MATERIALISM IN THE UK ONE THIRD OF BRITISH TEENAGERS SAID THAT BUYING NEW CLOTHES WAS A MEANS BY WHICH THEY CHEERD THEMSELVES UP ALMOST ONE IN FOUR BRITONS ADMIT TO BEING ADDICTED TO SHOPPING TOTAL UK PERSONAL DEBT IS £1.4 TRILLION THREE-QUARTERS OF CONSUMER DEBT IS ATTRIBUTABLE TO FASHION AND GROOMING PRODUCTS
  11. 11. MATERIALISM IN THE UK TEENAGERS REPLACE THEIR PHONES EVERY 11 MONTHS. ADULTS REPLACE THERS EVERY 18 MONTHS. 2.5 MILLION TONNES OF NEW CLOTHING AND SHOES ARE SOLD IN THE UK EVERY YEAR. OVER 900,000 ITEMS OF CLOTHING ARE THROWN AWAY. 42% OF UK TOWNS ARE DOMINATED BY ONE OF FOUR MAJOR SUPERMARKET CHAINS. 30,000 INDEPENDENT RETAILERS HAVE DISAPPEARED IN THE LAST TEN YEARS.
  12. 12. NATIONAL HAPPINESS INDEX NEW ECONOMICS FOUNDATION 2007 1 Vanuatu 2 Colombia 3 Costa Rica 4 Dominica 5 Panama 6 Cuba 7 Honduras 8 Guatemala 9 El Salvador 10 Saint Vincent and the Grenadines 11 Saint Lucia 12 Vietnam 13 Bhutan 14 Samoa 15 Sri Lanka 16 Antigua and Barbuda 17 Philippines 18 Nicaragua 19 Kyrgyzstan 20 Solomon Islands 21 Tunisia 22 Sao Tome and Principe 23 Indonesia 24 Tonga 25 Tajikistan 26 Venezuela 27 Dominican Republic 28 Guyana 29 Saint Kitts and Nevis 30 Seychelles 31 China 32 Thailand 33 Peru 34 Suriname 35 Yemen 36 Fiji 37 Morocco 38 Mexico 39 Maldives 40 Malta 41 Bangladesh 42 Comoros 43 Barbados 44 Malaysia 45 Palestinian Authority 46 Cape Verde 47 Chile 48 Timor-Leste 49 Argentina 50 Trinidad and Tobago 65 Switzerland 108 United Kingdom
  13. 13. VOLUNTARY SIMPLICITY?
  14. 14. EMOTIONAL BRANDING
  15. 15. THE NEW BRAND VALUES SELLING FUNCTION NOT FEELINGS
  16. 16. THE NEW BRAND VALUES SUSTAINABILITY NOT GREENWASH
  17. 17. THE NEW BRAND VALUES LOYALTY THROUGH VALUE NOT SALESMANSHIP

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