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The People's Republic of Branding
 

The People's Republic of Branding

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How social media, sustainability and CSR is changing how you communicate, presented by Russ Meyer, Chief Strategy Officer, Landor

How social media, sustainability and CSR is changing how you communicate, presented by Russ Meyer, Chief Strategy Officer, Landor

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    The People's Republic of Branding The People's Republic of Branding Presentation Transcript

    • 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
    • “Revolution doesn’t happen when societies adopt new technologies. It happens when societies adopt new behaviors.” – Clay Shirky Here Comes Everybody Page 2 © 2008 Landor Associates
    • Constituent = Consumer Consumer = Constituent © 2008 Landor Associates Image from Flickr user: Gophodotcom
    • 2010-2039: Gen Y’s will dominate 2.5 Gen Y 2 Gen Z Gen X 1.5 Late BB's 1 Baby Boomers 0.5 0 1-19 20-39 40-54 55-70 71+ Global population in billions in 2019 Page 4 © 2008 Landor Associates
    • 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
    • Technology as amplifier © 2008 Landor Associates Image from Flickr user: Gophodotcom
    • 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
    • © 2008 Landor Associates
    • Page 9 © 2008 Landor Associates
    • Crowd clout: Starbucks Page 10 © 2008 Landor Associates
    • Consumer and creator © 2008 Landor Associates Image from Flickr user: Dan Zen
    • 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
    • © 2008 Landor Associates
    • On-line, real-time, amateur reporting © 2008 Landor Associates
    • Iran election protests Page 15 © 2008 Landor Associates
    • Page 16 © 2008 Landor Associates
    • Dave vs. Goliath Page 17 © 2008 Landor Associates
    • Life in public © 2008 Landor Associates Image from Flickr user: Terren in virginia
    • Everything is accessible: Wool from New Zealand Page 19 © 2008 Landor Associates
    • Strawberries from California Page 20 © 2008 Landor Associates
    • Even toxic waste Page 21 Landor Credentials © 2008 Landor Associates June 2009
    • The hottest new shopping tool: GoodGuide Page 22 © 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
    • Being connected makes us connected © 2008 Landor Associates Image from Flickr user: James Cridland
    • Brands as community hub: Pampers Page 25 © 2008 Landor Associates
    • Putting a face on energy: Windunie Page 26 © 2008 Landor Associates
    • REACH: Singapore govt. engagement Page 27 © 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
    • Coordinated revolution © 2008 Landor Associates Image from Flickr user: rmeyerca
    • Green My Apple: Where it started Aug. 2006 Page 30 © 2008 Landor Associates
    • Greenpeace as coordinator Page 31 © 2008 Landor Associates
    • Harness the PowerApp™: users Page 32 © 2008 Landor Associates
    • Not your father’s protest Page 33 © 2008 Landor Associates
    • Power of parody Page 34 © 2008 Landor Associates
    • And cause change – May 2007 Page 35 © 2008 Landor Associates
    • Then use it to your advantage Page 36 © 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
    • Now what? © 2008 Landor Associates Image from Flickr user: Jon Marshall
    • 1. You are co-creating your brand together with your constituents Page 39 © 2008 Landor Associates
    • 2. Stand for something worth getting engaged about Page 40 © 2008 Landor Associates
    • 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
    • 4. Become a platform to encourage others to participate and contribute “Message of Hope” on Flickr and You Tube Page 42 © 2008 Landor Associates
    • 5. Act authentically – show the human side of ‘institutions’ Page 43 © 2008 Landor Associates
    • Finally: You can’t control everything 12 obama apps not officially sanctioned Page 44 © 2008 Landor Associates
    • Thank you. Russ Meyer Chief Strategy Officer, Landor www.landor.com @russhmeyer on Twitter 001-415-365-3866 PDF of presentation at: http://landor.com/go/RussMeyer Page 45 © 2008 Landor Associates