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Trends in branding

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Two trends in branding. Some examples of those brands that have capitalised on these trends and some brands that have failed.

Two trends in branding. Some examples of those brands that have capitalised on these trends and some brands that have failed.

Published in Marketing , Technology , Business
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  • 1. TWOENDURINGSOCIAL-CULTURAL TRENDS
  • 2. STATUS ANXIETY
  • 3. PRIVACY&SECURITY
  • 4. TWORESPONSESFROMBRANDS
  • 5. PROBLEM STATUSANXIETY PRIVACY&SECURITY RESPONSE 1.POSITIVEPSYCHOLOGY 2.TRANSPARENCY
  • 6. POSITIVEPSYCHOLOGY. FROMASPIRATIONTOINSPIRATION GREATBRANDS,THOSEMOSTINTOUCHINWITHCONSUMERSENTIMENT,HAVEEVOLVEDTHEIRMESSAGEFROMONE OFASPIRATIONTOONEOFINSPIRATION.THEYAREFOCUSEDLESSONWHATTHEYCANGIVE,ANDMOREONWHAT CONSUMERSTHEMSELVESCANACHIEVE. THESEBRANDSHAVEREALIZEDTHEIRROLEISNOTTOBETHESOLUTION,BUTTOBETHEMOTIVATIONFORONE. THECALLTOACTIONISN’TMERELYTOBUYSOMETHING,BUTTOBUILDSOMETHING. OFCOURSE,SOMEBRANDSHAVEALWAYSACTEDTHISWAY,PARTICULARLYINCATEGORIESPREDICATEDON PERSONALACHIEVEMENT,LIKESPORTINGGOODS.WHAT’SINTERESTINGISHOWOTHERBRANDS,WHETHEROF STYLE,WEALTH,WISDOM,ORPOPULARITY,HAVETAKENTHESAMETACK.
  • 7. LEVIS.GOFORTH
  • 8. GOOGLECHROME.DEARSOPHIE THEGOOGLEADVERTISING,LIKE“DEARSOPHIE”AND“ITGETSBETTER”ISWIDELYPRAISED. ANDWHILETHEWORKSEAMLESSLYINCORPORATESCHROME,THEMESSAGE,“THEWEBISWHATYOUMAKEOFIT”, PUTSTHEONUSLESSONPRODUCTFEATURESORTHEGOOGLEBRAND, ANDMOREONTHECONSUMER. ITCELEBRATESTHEPOWEROFTHEINDIVIDUALTOTOUCHLIVES,BOTHTHOSEWEKNOWANDTHOSEWEDON’T.
  • 9. AXE.SUSANGLENN TRADITIONALLY,FEWBRANDSHAVEMOREAUDACIOUSLYPROMISEDTOFULFILTHEIR AUDIENCE’SDREAMSTHANAXE.BUTSUSANGLENNTURNEDTHISPROPOSITIONONITS HEAD. FORTHEFIRSTTIME,AXESUGGESTEDTHATSUCCESSINTHEMATINGGAMELAYNOT INSIDEASPRAYBOTTLE,BUTWITHINGUYSTHEMSELVES.SUSANGLENNCHALLENGED GUYSTOSTEPUPANDTAKETHEIRDESTINYINTHEIROWNHANDS.
  • 10. POSITIVEPSYCHOLOGY ISALLABOUTMOTIVATINGA CHANGEINHOWIFEEL ABOUTMYSELF WHENWEFOCUSONTHELITTLETHINGSWEDOWELL,WEFEELMORECONFIDENTINOUROWNABILITYANDHAVETHEMOTIVATIONTOSUCCEED.
  • 11. PRIVACY THEACCESSEVERYONENOWHASTOINFORMATION(DATA) MEANSPEOPLEAREWORRIEDABOUTPRIVACYANDSECURITY. BRANDSCANBENEFITFROMBEINGTRANSPARENTABOUT HOWTHEYAREUSINGTHEIRCUSTOMERSINFORMATION.
  • 12. AWARENESSOFPERSONALDATAISINCREASING$4.39(FACEBOOK’SARPU)AND$20(GOOGLE’SARPU).
  • 13. TRANSPARENCY
  • 14. THEGOOD THISCAMPAIGNFORFIRSTDIRECTRESPONDEDTO CONSUMERCRITICISMSOFTHEFINANCIALSERVICES SECTOR'SLACKOFTRANSPARENCY. THEBANKTOOKLIVE,UNEDITEDFEEDBACKFROMREAL PEOPLE-BOTHGOODANDBAD-ANDPROJECTEDITINTO ACAMPAIGNTHATUSEDALLTHELATESTDATA VISUALISATIONANDSOCIALNETWORKINGMEMESAND TECHNOLOGY.THERESULTWASASIGNIFICANTINCREASE INKEYBRANDMETRICSINCLUDINGMOMENTUMBY8%, RECOMMENDATIONBY15%ANDDIFFERENTIATIONBY 8%. THECAMPAIGNWASALSOHIGHLYSUCCESSFULIN DRIVINGCURRENTACCOUNTACQUISITIONSWITH16%OF ALLAPPLICATIONSINTHESECONDHALFOF2009 DIRECTLYDELIVEREDASARESULTOFTHECAMPAIGN. INADDITION,THELIVECAMPAIGNWAS38%MORECOST EFFICIENTTHANANYOTHERFIRSTDIRECTCAMPAIGNIN RECENTHISTORYWITHANOVERALLROIOF2.01.FINALLY, ASIGNIFICANTAMOUNTOFPOSITIVEPRWAS GENERATEDFORFIRSTDIRECTFROMTHISCAMPAIGN WITHOVER100BLOGS/FORUMPOSTSANDTWEETS.
  • 15. QANTAS#EPICFAIL THEBAD FLIGHTATTENDANTSONAUSTRALIA'SFLAGSHIPCARRIERCANNOWGETUP-TO-THE-MINUTEDATAONTHEAIRLINE'SMOSTELITEANDVALUEDFREQUENTFLYERSDISPLAYEDON THEIRONBOARDTABLETS. THEINFORMATIONISUSEFUL,HELPFULANDTHEAPPWASADIGITALINNOVATIONACTUALLYSOUGHTBYQANTASSTAFF. THEUNHAPPYCATCH?TOOMANYFLIGHTATTENDANTSSOUNDEDLIKETHEYWEREREADINGFROMASCRIPTWHENUSINGTHISINFORMATIONWITHTHESEVALUEDCUSTOMERS. THEYCOULDN'TSMOOTHLYINCORPORATETHECUSTOMIZEDDATATOAUTHENTICALLYCONNECTWITHTHEIRFREQUENTFLYERS. INSTEADOFMAKINGTHEIRBESTCUSTOMERSFEELSPECIAL,THEDATA-DRIVENAPPTOOOFTENCREEPEDTHEMOUT.
  • 16. PRIVACYCONTROVERSY1:GIRLSAROUNDMEAPP(2012) ANAPPTHATALLOWEDUSERSTOFINDNEARBYWOMENWHOHAD‘CHECKEDIN’ONASOCIALNETWORK,USING PUBLICLYAVAILABLEDATAFROMFOURSQUARE.ACCORDINGTOTHEAPP,IT“SCANSYOURSURROUNDINGSANDHELPS YOUFINDOUTWHEREGIRLSORGUYSAREHANGINGOUT.”THEAPPWASDOWNLOADEDOVER70,000TIMESFROM ITUNESBEFOREBEINGWITHDRAWN. THEAPPWASQUICKLYLABELEDASTHE‘CREEPYGIRL-STALKINGAPP’BYTHEMEDIAFOLLOWINGREPORTSTHATGIRLS AROUNDMEALLOWEDUSERSTOSTALKANDFINDOUTINFORMATIONABOUTWOMENWITHOUTTHEIRKNOWLEDGE. DESCRIBEDASTHEAPPASA‘WAKEUPCALLFORPRIVACY.’ THEDESCRIPTIONOFGIRLSAROUNDMEAPPASCREEPY,EVENTHOUGHITONLYAGGREGATEDPUBLICLYAVAILABLE DATA,SUGGESTSTHATTHECREEPINESSSTEMMEDFROMTHEUNEXPECTEDRE-USEOFGEO-LOCATIONDATA.WOMENWHO HADSHAREDTHEIRLOCATIONINTHECONTEXTOFFOURSQUARE—FORTHEPURPOSESOFLETTINGTHEIRFRIENDSKNOW WHERETHEYWEREORFORRECEIVINGDISCOUNTSFROMLOCALCOMPANIES—HADNOTEXPECTEDTHATTHAT INFORMATIONWOULDTHENBEMADEAVAILABLEINACOMPLETELYDIFFERENTCONTEXTSUCHASAMOBILEAPPUSED BYSTRANGERS. THEUGLY
  • 17. RECOMMENDATION
  • 18. Make people feel they have it in them to succeed