The People's Republic of Branding

The People’s Republic of Branding How social media, sustainability and CSR will change is changing how you communicate 10 September 2009 Russ Meyer, Chief Strategy Oﬃcer

Gen Y + • Mistrustful of authority ﬁgures: media, marketing, government • Embracing of diversity: experiences, people, structures, deﬁnitions • Grown up immersed in technology and marketing • Believes anyone can be a star • Believes media is interactive • Heightened desire to ‘give back’ • Link product loyalty to corporate behavior • Want socially responsible employers Page 5 © 2008 Landor Associates

Grouping – just the facts Country Ranking 263,000,000 MySpace Members 4 250,000,000 Facebook Members 5 67,000,000 Orkut Members 19 41,000,000 Twitter Members 32 32,000,000 Flickr Members 37 Page 7 © 2008 Landor Associates

Creating and sharing– just the facts 3,600,000,000 Photos on Flickr 200,000,000 Blogs in the world 100,000,000 Videos on YouTube 13,000,000 Articles on Wikipedia 1,500,000 Pieces of content shared on Facebook every day Page 12 © 2008 Landor Associates

Key themes Transparency becomes the default “Everything posted on the web is evidence.” Correlary: Everything will be on the web – whether you want it or not And its all instantly replicable, transferable, searchable, permanent Page 23 Presentation Title © 2008 Landor Associates

Key themes Being in more social networks makes us more aware of the interconnectedness of all systems Raises our expectations of others being connected and committed to the system (the whole) – both brands and others Increasingly, consumers/constituents are understanding the power of the individual and the power of their own collective: their social graph © 2008 Landor Associates

Key themes Transparency: can’t assume your vulnerabilities won’t be pointed out Customers/users increasingly feel they have ‘rights’ & responsibilities The opposition can be as (or more) sophisticated than you At a certain point, resistance is futile Are you looking at things backwards? If you change, can it provide competitive advantage? Page 37 Presentation Title © 2008 Landor Associates ## Month 200X

3.Narrative is key: the best man best storyteller will win "Tell a story. That's the most important part of every speech, more than any given line: Does it tell a story from beginning to end?” Jon Favreau, chief speech writer for Obama Page 41 © 2008 Landor Associates

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The People's Republic of Branding

by Landor Associates on Sep 10, 2009

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The People’s Republic of Branding — Presentation Transcript