Branding unplugged. trends shaping brand behavior


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Consumers are evolving way faster than brands and they are seeking a say in everything that brands do. They play a role in the life, death and evolution of brands and reject brands that are unwilling to have conversations. They want brands to help then navigate life and expect brands to build their friendship on radically transparent terms. Consumers are excusing of brands that are honest and will hunt them down if their intentions are malafide. Experience and status are being re-designed and the brands that survive in the next decade are the ones that admire and respect the wisdom of crowds( people that sit outside the corporation)

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  • sing Microsoft's search engine Bing as web-based driver, Jay-Z's new book Decoded is being promoted via an urban, interactive game Pages from the autobiographical tome are being placed in physical locations around New York for fans to find via online clues. From outdoor billboards to suit-lining labels and pool table baise, each location is related to content within the book.Around ten pages are being released daily until the book's official publication on 16 November, with fans able to decode the location by answering a series of clue questions at the Bingmicrosite. Once the page has been found, players can download a code via smartphone or by typing it in online, with the first to find each page winning a signed copy of the book. All successful players will be entered into a draw for concert tickets to see Jay-Z and Coldplay in Las Vegas on New Year's Eve.Created by Droga 5, New York, the game will exploit hip hop's high-roller cachet with a series of yet-to-be-announced link-ups with labels and stars, placing pages in special loactions. The majority of pages will be in the form of outdoor ads.The city-wide nature of the promotion also acts as a living ad for Bing's capabilities. Content from the Bing Entertainment site, which promotes artist content, news and ticketing and merchandise, will pop up at the game site. The adventure will also make full use of Bing Maps and Streetside view.
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  • Branding unplugged. trends shaping brand behavior

    1. 1. Branding unplugged. A Close look at trends shaping the evolution of brands @jayantmurty, Tech conference, Las Vegas 2009 Trends in this power point presentation inspired by excellent work being done by
    2. 2. Big consumer trends 1. Radical transparency 2. Instant gratification 3. Be Useful 4. Co-operative consumption 5. Experience is the new product 6. Blue is the new Green 7. Demography is dead 8. Queen Trumps King 9. The world is more local 10.The Personal CRM
    3. 3. GENERATION G
    4. 4. GENERATION G
    5. 5. GENERATION G “87% of global consumers expect companies to consider societal interests equal to business interests.” Source: Edelman, November 2010
    7. 7. EMBEDDED GENEROSITY Cynthia Rowley and Johnson & Johnson
    8. 8. R.A.K. Interflora
    9. 9. R.A.K. KLM
    11. 11. EXPERIENCE IS THE PRODUCT Lifesack
    12. 12. EXPERIENCE IS THE PRODUCT Karim Rashid’s Bobble
    13. 13. EXPERIENCE IS THE PRODUCT Fashion fantasy with Helmut Newton! Helmut Newton
    14. 14. EXPERIENCE IS THE PRODUCT Silver Lining,
    16. 16. “87% of sunglasses priced between USD 100-200 have a brand name on them, only 28% of sunglasses priced over USD 600 have a brand name on them.” Source: New York Times, July 2010
    17. 17. STATUS IS EXPERIENCE Bag Borrow or Steal , Fuel, Say Yes and Go
    18. 18. STATUS IS NEW SKILLS Crush pad - make your own Ltd Edition Virgin Atlantic- Blackberry clinics Inn-hype in Rio – DJ trg in practice Landrover driving school Home Depot “Do – it - herself workshops
    20. 20. ENDORSEMENT BRAVERY Stoned Cherrie
    21. 21. SAVING THE PLANET “30% of US consumers are willing to pay up to a 20% premium on clean, green products over non-sustainable alternatives.” “Three quarters of middle and upper-income Singaporean consumers are willing to pay a bit extra – at most, an 8% price difference - for brands with a green conscience.” Sources: Mintel, 2010 and Reader’s Digest, April 2010
    22. 22. ECO-CREDENTIALS Weng Jie, Greenerator
    23. 23. ECO-GENEROSITY The Life Box
    24. 24. ECO-GENEROSITY GiveMeTap
    25. 25. ECO-SAVINGS Kimberly-Clark, Stop The water…
    26. 26. ECO-STRATEGY Nike
    27. 27. ECO-NOMICS Toyota
    28. 28. ECO-NOMICS Ford
    29. 29. ECO-NOMICS Patagonia : Reduce, Repair, Reuse, Recycle
    30. 30. ON Sign of the times
    31. 31. ONLINE OXYGEN
    32. 32. ONLINE OXYGEN 2 B Internet Users WW. 2x 5 years ago 5.3 B Mobile Subs. ~ 1B 3G Global Mobile Traffic in 2014 – 40x ‘10 2014 : 400 M Access only through Phones
    33. 33. ONLINE OXYGEN 2014 Mobile Traffic : 133 x (1980-2010) Mobile Web Page views : 148% Incr. Facebook Mobile : 200 M – 3x 2009 Mobile BB: NB – 7GB/Mo. Vs. 1.3 GB today
    34. 34. ONLINE OXYGEN 6 Trillion SMS, 200K/Sec - 3x 2007 4 on 5 in PRC, 1 in 2 in BR write a Blog MMT - 16- 24s : 51% ; 55+ : 22%
    35. 35. OFF = ON Konditor and Cook
    36. 36. OFF = ON CrowdedInk, Ellos and Electrolux
    37. 37. OFF = ON Arcosur Project
    38. 38. OFF = ON Post
    39. 39. OFF = ON Coca-Cola
    40. 40. Coke
    41. 41. OFF = ON Subaru, Nerd Merit Badges
    44. 44. PROMOTIONS WITH A TWIST Foursquare, PepsiCo & Safeway
    47. 47. GAME ON
    48. 48. PLAYSUMERS “Latin Americans spend circa USD 10 billion a year on gaming and gambling. Experts estimate than in 10 years the whole region’s external debt could be paid with the money generated from the gaming and gambling industry.” Source: Gaming Industry Wire, July 2010
    49. 49. GAME ON EpicMix
    50. 50. PLAYSUMERS
    51. 51. ENGAGE + PARTICIPATE Range Rover
    52. 52. ENGAGE + PARTICIPATE EA Games
    53. 53. GOING CUSTOM Nokia Ovi Maps
    54. 54. Orange Me
    55. 55. GOING CUSTOM Saeco
    56. 56. GOING CUSTOM Selfridges
    57. 57. GOING CUSTOM Audi
    59. 59. EXTREME UTILITY Transport for London
    60. 60. EXTREME UTILITY Delta Airlines and OTG Management
    61. 61. EXTREME UTILITY Google
    62. 62. EXTREME UTILITY Cortex
    63. 63. EXTREME UTILITY General Electric
    64. 64. EXTREME UTILITY Tesco
    65. 65. TRANSPARENCY TRIUMPH Even when considering some of the most basic purchases, over 50% of Millennials use four or more sources of information to help them make their purchase decision and about 33% use seven or more sources.” Source: Edelman, October 2010
    66. 66. TRANSPARENCY TRIUMPH Gatwick Airport
    67. 67. TRANSPARENCY TRIUMPH Whole Foods
    68. 68. TRANSPARENCY TRIUMPH Fooducate
    69. 69. CUSTOMER-DRIVEN DentBetty
    70. 70. CUSTOMER-MADE 4Food
    71. 71. CUSTOMER-CREATED Color your own case
    72. 72. CUSTOMER-DESIGNED Case-mate
    73. 73. CUSTOMER-MANAGED People’s Supermarket
    74. 74. NOW-ISM Burberry – See Hear Buy
    75. 75. NOW-ISM Kaiak
    76. 76. NOW-ISM Yokosuka Creative
    77. 77. CURATED CONSUMPTION Twinsumers
    78. 78. CURATED CONSUMPTION LikeOurselves
    79. 79. CURATED CONSUMPTION miCoach
    80. 80. WISDOM OF CROWDS One Billion Minds
    81. 81. POWER OF CROWDS Groupon, Tippr, livingsocial, DailyDeal
    82. 82. POWER OF CROWDS Nashiaotbor - Crowd funding
    83. 83. PEER TO PEER Apple, Betterfly& Vendr
    84. 84. PEER TO PEER & MESH Weeels
    86. 86. CO BRANDING ON STEROIDS Renault & Biotherm
    87. 87. CO BRANDING ON STEROIDS Continental Airlines & Chase Bank
    88. 88. CO BRANDING ON STEROIDS Asiana Airines
    89. 89. CO BRANDING ON STEROIDS Bentley & Astor and Black
    90. 90. CO BRANDING ON STEROIDS Dell & Threadless
    92. 92. A FEW MAXIMS in closing IN CLOSING A few Maxims 1. Innovate 2. Simplify and go.go.go 3. Be hugely useful 4. The consumer decides. 5. Be a sponge. 6. Evolve immediately. 7. Do the right thing. 8. Master the fundamentals. 9. Stay on the offense. Always. 10.The Bigger the risk. The bigger the return
    93. 93.