Can Global Brands Survive the 21st Century?
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Can Global Brands Survive the 21st Century?

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  • I am very pleased to open today’s networking event, with some thoughts on the future of global brands. I spent the last two years in China working on adapting brands to a new center of gravity. My experience taught me that there are no simple static answers.

Can Global Brands Survive the 21st Century? Can Global Brands Survive the 21st Century? Presentation Transcript

  • KATERINA XIU XIU MAVROIDIS www.chameleonHI.wordpress.com
  • Can Global Brands Survive the 21st Century? 30 January 2008, London
  • WHAT GOT ME HERE ?
  • It ain’t just fish!
  • Where have you been? Where are you from? What do you eat? What do you do?
  • GLOBAL BRANDS ARE THE RESULT OF GLOBAL-MINDED PEOPLE
  • WHAT DO WE KNOW ABOUT BRANDS ? Brands = made in People
  • MY LENSE LOOKING AT BRANDS AND THE FUTURE…
  • Powerful brand identities are born from clear, heart-felt objectives Chinese mother builds brand in Greek father’s neighborhood for GreekChinese children
  • UK and Switzerland California Berkeley Architecture Ecological greenroof startup Exposure is a catalyst to the movement of ideas
  • Tuck Dartmouth, New Hampshire Saatchi & Saatchi Strategic Planning Joint-Venture DDB Guoan New York to Beijing People are as multi-layered as the worlds they touch
  • WHAT DO WE KNOW ABOUT THE FUTURE ? More global More complex More choice
    • Going to the jungle
  • “ I’ve already been to more places than my parents ever did, and I’m only 23.” -Xun, 23, Beijing “ I love to cook foods from different countries, I don’t think my parents had the opportunity to do so.” -Feng Jia-Yu, 26, Beijing More global
  • BLURRING OF ROLES AND PROCESS make the product sell the product consumer corporation More complex make the product
  • “ My parents were fixed in one location: everything from jobs to life were all set, they just had to follow it, there wasn’t much difference between people. … We are not living on fixed location, we drift outside, we compete for houses, jobs and cars.” -Wang Xue Feng, 27, Jiangsu More complex
    • Piaget
    • Omega
    • Longines
    • Breguet
    • Rolex
    • Cartier
    • Boss
    • Dunhill
    • Vacheron Constantin
    • Versace
    • Armani
    • Citizen
    • Cardin
    • Dunhill
    • Playboy
    • OLAY
    • Ferragamo
    • Mont Blanc
    “ China premium goods market could grow to 8% of population by 2010, or 100 million people.” -Morgan Stanley, China National Survey More complex
  • Influx of brands and products More choice
  • “ There are many companies asking me to work for them, but I cant decide.” -Xiong Wei-hua, 22, Jiangsu “ You do not have to stay on same job for life.” -Kang Xiao-bo, 25, Chongqing More choice
  • New York 100 years… 8 million. Shenzhen 25 years… 12 million. vs. Faster change
  • 283,000 new homes / year in Beijing Faster change
  • “ It’s pretty normal to make more money than your parents.” -Yang Jie-nan, 21, Tianjing “ I am the VP of a corporation worth 60 million RMB and I am only 26.” -Jia Shan-wei, 26, Gangxu Faster change
  • SOCIETY CHANGES The speed, scale, and nature of change varies Original artwork by Paris Mavroidis www.parismav.com
  • TO UNDERSTAND THE FUTURE OF BRANDS, WE NEED TO UNDERSTAND THE FUTURE OF PEOPLE Original artwork by Paris Mavroidis www.parismav.com
  • 200,000 years ago – homo sapiens in Africa 85,000 years ago – hunters and gathers 11,000 years ago – agriculture 6,000 years ago – Pro-states (Egypt, Mesopotamia) 2,000 years ago – Empires (Persia, Rome, China) 700 years ago – birth of the nation state (14th c) 300 years ago – industrialization (18th c) 17 years ago – free market economy (1990’s) 12 years ago – the internet takes off HUMAN HISTORY
  • everything is somehow interrelated Original artwork by Paris Mavroidis www.parismav.com
  • everything happens in cycles
  • WHAT’S NEXT ? Original artwork by Paris Mavroidis www.parismav.com
  • the tipping point…
  • the reaction…
  • the reaction…
  • the reaction…
  • WHAT’S NEXT ? Original artwork by Paris Mavroidis www.parismav.com
  •  
  • Change “ Our generation is progressing fast, fast, fast.” -Huang Jia-li, 23, Guangdong
  • “ Rebellion exists in every generation. But, I feel the new generation has a stronger will to rebel, because we are enriched by materialism and that enables us to think freely and realize our dreams.” - Apple, Beijing Punker
  • What part of globali z ation has changed us forever ? W hat part will we react against? WHAT IS THE FUTURE OF GLOBALIZATION ?
  • Multi-layer identity and delight in diversity Commitment to endless learning and exploration GLOBALIZATION TO KEEP Openness to bigger scale issues Personal development Standards of environmental protection Access to the highest common denominator C enters of excellence Local interpretations of a good ideas
  • DIVERSITY OF PERSPECTIVE AS CATALYST TO INSIGHT, CREATIVITY, AND LEADERSHIP
  • Web-enabled brokering of value-add Empowerment by wealth and technology Consumer and marketer become one – Insights found at the individual level resonate with the global community. Paolo Coehlo, Calatrava, Thomas Friedman
  • Rootless-ness Lack of commitment to a rich and deep point of view GLOBALIZATION TO REACT AGAINST Lowest common denominator Learning less when exposed to more Loss of expressive depth (language, vocabulary, knowledge)
  • PEOPLE’S PRIORITIES CHANGE But, they are always people …
    • Chameleon
    • Cross border expert:
      • Empower local teams
      • Balance local to global identity
    WHAT IS THE ROLE OF THE FUTURE MARKETEER ?
    • As human beings, our perception and ability to form emotionally potent connections is bound by the evolution of our brains – the speed of which may not match that of our technologically empowered open world as quickly as we suppose
    GET CLOSE ENOUGH SENSE EMOTIONS
  • IMMERSE, BREATHE THERE Chameleons take on the colour of their surroundings to survive. We do too, to thrive. Involve all to evolve together
  • PEOPLE ARE COMPLICATED BUT NEVER VAGUE In the same way that 1.34 can’t refer to number of people, target age ranges lead to generic descriptions
  • UNDERSTANDING PEOPLE REQUIRES CONSTANT ALERTNESS TO CHANGE AND COMMITMENT TO LEARNING Original artwork by Paris Mavroidis www.parismav.com
  • Who works the hardest in China? East Perceive to be 92% faster than the rest of China South Think they are 60% faster than the rest of China Central Assume they’re 81.8% faster than the rest of China South West Believe they’re 62.5% faster than the rest of China North: See their life being 65.02% faster than the rest of China GLOBAL WILL INCLUDE MORE KNOWLEDGE ABOUT MORE PLACES
  • HUMAN INSIGHTS for Global Brands the Chameleon Way http://www.chameleonHI.wordpress.com Original artwork by Paris Mavroidis www.parismav.com