The Future of Branding in a Connected World

The Changing Face of Media & Branding How can Brands best use Technology? ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard

Is your Branding / Marketing / Advertising based on a Connected World or is it still based on disconnected ‘consumers’?

Broadband C u l tu r e

Connected people ‘consume’ differently

The ‘connected consumer’ challenge 100 100 50 50 10 5 Was Is Will Be Time Choices

Maybe we only needed traditional Advertising & Marketing because we were Not Connected

A Mobile, Always-on, Connected Culture

Dead & gone: one-way communications from a non-trusted source Source: Flickr.com-trustrocks

Economic Crisis Broadband Culture Global Trust Mobility Shift • This recession is not cyclical - it is generating vast structural changes: what was before is not coming back! • Social Media & Social Content inevitably brings us Social Business • We are moving from trusting companies, brands, government... to trusting ‘People like Me’ i.e. trusting who & what is in My Network

Trust Trends Source: DDB

What can we learn from this?

Trust Attraction (Magnetism) Openness

The essential choice we all face: Openness versus Control In a connected world, Openness is a decisive virtue The Degree of Openness and your Revenue Growth Rate will be directly related

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

Remember...?

Now...

Push Objects Pull Objects

Control 2.0 is...Trust From protecting the brand to projecting the brand. But Interruption only costs Money Engagement costs Control

Do we really have a choice but to trust?

So cia lB us in es s

Following: The new Marketing Paradigm

What is Marketing? Attention Transfer

New kinds of Brand Narratives...

Real-Time is becoming crucial • Don’t memorize - find! • Find: when and where you need it - not before • Location and Timing • Augmented Reality • Cloud services: links not storage!

The ‘Realtime Web’ Opportunity Here Now Personal Relevant Recommended

Imagine...Web-Native Brands

REVENUE Expect radical habit changes when the technology actually works

How long will it take for real behavior changes?

Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet

New $$$ streams Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails

Thanks for watching! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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The Future of Branding in a Connected World

by Futurist Gerd Leonhard

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