Brand Evolution

I have been Previously laughed at http://www.flickr.com/photos/ivanomak/3806721674/

what could be the reason… http://www.flickr.com/photos/photoimage/588705847/sizes/o/

You too could say… stupid foolish me http://www.flickr.com/photos/purplemattfish/3404482191/sizes/o/

We may not have the same outlook towards basic social skills http://www.flickr.com/photos/kirk_thorsteinson/352823428/sizes/l/

I am not an…

I am not growing up like others around me  http://www.flickr.com/photos/37780576@N08/3767962310/in/pool-942436@N24

I am not funny enough

I am not getting the http://www.flickr.com/photos/neonihil/3294600532/

I have taken the opportunity to reflect on my own actions cause there simply wasn’t anyone else to blame http://www.flickr.com/photos/jjjohn/2387534678/

So… What’s my point?

I don’t think we spend our childhood http://www.flickr.com/photos/outragousart2008/3771455575/

or days of youth wondering what one is capable of doing http://www.flickr.com/photos/javierlopeznavarrete/3540153800/

I too have many dreams like the rest of you http://www.flickr.com/photos/34409164@N06/3207766497/

in the mean time… …I grew up http://www.flickr.com/photos/amandawoodward/3161671799/ http://www.flickr.com/photos/elninioinvisible/3442706649/

I grew up … to earn a living fill in my forms and pay taxes watch tv enjoy holidays adapt to new technology catch jargons http://www.flickr.com/photos/dum/544109285/

I have become an observer of reality (without really participating in it) http://www.flickr.com/photos/36506208@N07/3699691494/

So I was just simply wasting my time …(was I?) http://www.flickr.com/photos/30427223@N08/3361804329/

We are pretty I have been Previously laughed at close to figure out… why? http://www.flickr.com/photos/ivanomak/3806721674/

Someone out there thinks and believes that I must be a moron and I could be subjected to anything they feel like… …Well almost http://www.flickr.com/photos/aaronescobar/2170448724/sizes/l/

a buzzword in my circle of friends http://www.flickr.com/photos/liamlevitz/3297752613/

Social Media WEB 2.0 Digital technologies Buzz Natives Marketing http://www.flickr.com/photos/yosemiteindiantruths/1904439788/

I too have a profile on some of them And like many at times unaware or don’t care That so much exists around me http://www.flickr.com/photos/stabilo-boss/93136022/

In all this, 3.3 tonnes and 7 metres tall, I do sense a this Weeman represents all tension the electronic and electrical (a social one) against an waste you produce in your unknown enemy lifetime.

I was experiencing a kind of social unrest a battle to be cool and not a fool in the world of emerging media.

It had come to a point where, I was playing William Wordsmith against Smart Alec and Clever John and Chatty Jones.

It made me wonder what put me in this position in the first place

And there were a few answers to chose form or

I could take a dive into an exploratory experiment to decode some truths around communication ideas, its symbols and its manifestations

if ideas are to capture the amusement of what we often seek from brand communication …advertising today, is a bad word in that sense http://www.flickr.com/photos/cham128/2366895065

As we speak, advertising is a now a fossil of the last ice age that silently tells the story Internet advertising spending 'overtakes TV' of its decline. … internet expenditure grew to TV took 21.9 per cent of the 1.75 billion pounds making up market, with press and DM on 23.5 per cent of the total 18.5 per cent 11.5 per cent respectively. Staff, Brand Republic, 30 September, 2009 http://www.flickr.com/photos/minebilder/89489349/

Yesterday’s view for a communication programme a Big Idea an insight Business Background http://www.flickr.com/photos/john/184534580/

A perfect bite for someone who is willing to trade a few products/ services and live it out in the dog eat dog world http://www.flickr.com/ph

Giving rise to dichotomy and an erroneous battle …

explanation Vs. expression What wins here? http://www.flickr.com/photos/tonica/2068365809/

the need to explain as to why is Brand “X” better http://www.flickr.com/photos/visbeek/2348285288/

it was suicidal to have “said” than pondering upon what needs to be “spoken” to create brand love http://www.flickr.com/photos/tando/383554954/

brand communication as a function run by a marketing department, dilutes the vital insight on consumerism. http://www.flickr.com/photos/minebilder/244910027/

to dissect I had new tools as a brand planner where a simple yet powerful theme emerges… As a society that thrives on the trials of economy, brands need to evolve http://www.flickr.com/photos/dryrot/2400610219

A movement from explanation vs expression to my individuality Vs My social image http://www.flickr.com/photos/haniamir/2203455998/

As individuals, We need to think beyond the selling proposition http://www.flickr.com/photos/renmeleon/169123200/

A good starting point as guided by a basic communication principle “Its about a conversation between two individuals”

it all boils down to the collective intelligence of marketers and communication designers to http://matthewdhamilton.com/wp/wp-content/uploads/2009/06/1810357551_bd5a27da50_b.jpg

to shift from Clever messaging to productive interactions http://www.flickr.com/photos/fixe/2685248903/

…a new frontier has emerged http://www.flickr.com/photos/22042682@N04/2127868764/

the consumer has evolved From the served To the creator http://www.flickr.com/photos/smallcaps/315212671/sizes/l/

Here the consumer is the performer http://www.flickr.com/photos/toasty/2884434108/

While we await the onset of the next Ice age

Whether “analog” or “digital” True convergence has already started shaping the future

First - people were video taping the whole time. It was permitted, and the audience was respectful while taping. Second - the musicians each had a huge smile on their face throughout YouTube Symphony the entire concert. They were thrilled to be a part of this historic Orchestra at experience. Carnegie Hall Third, during intermission videos of those who did not make the ensemble were projected on the walls of the hall while members of the orchestra greeted family members at the front of the stage. Fourth, the performance of John Cage’s music by Measha Brueggerosman reminded me why I love John Cage. Fifth, the multimedia moments during the concert truly enhanced my experience. Perhaps it is time for other orchestras to consider dong the same. Sixth, I was THRILLED to see electronic music validated in the classical music world. And last, I was so happy to be a part of what I believe will go down in music history as a pivotal moment in classical music - when the spirit that inspired the great composers was embodied by a group of musicians from around the world in one concert. http://jamesfrankel.musiced.net/2009/04/16/youtube-symphony-concert-review/

crowdsourcing is more than just an effective marketing strategy; it also represents a future-proof vision for marketing itself – where marketing does its solving- peoples-problems-at-a- profit job by becoming an open platform linking creative talent with customers.

Two typographers ( Pierre & Damien / plmd.me ) and a pro race pilot (Stef van Campenhoudt) collaborated to design a font with a car. download the font here: nl.toyota.be/iqfont Watch: the making of

What’s the point here?

A new kind of alchemy of Mediums & Messages have begun to drive consumers to re-evaluate the brands they associate with

CONTENT + TECHNOLOGY BRAND + = EVOLUTION ENGAGEMENT + ENTERTAINMENT

The social tension that consumers CONTENT wish to resolve + TECHNOLOGY + ENGAGEMENT + ENTERTAINMENT

The social tension that consumers CONTENT wish to resolve + Converging Media Applications: TECHNOLOGY tools to solve, share, spread + ENGAGEMENT + ENTERTAINMENT

The social tension that consumers CONTENT wish to resolve + converging media applications: tools TECHNOLOGY to solve, share, spread + Allow the consumer to become the ENGAGEMENT protagonist for your brand + ENTERTAINMENT

The social tension that consumers CONTENT wish to resolve + converging media applications: tools TECHNOLOGY to solve, share, spread + Allow the consumer to become the ENGAGEMENT protagonist for your brand + ENTERTAINMENT If you wish for someone to notice you entertain them with anything (well almost)

It’s not the fear of end, nor will the zest of opportunism that will create brands of tomorrow, brands now grow organically, as popularity will take as back seat while familiarity will create conversations. It is time to evolve or dissolve the old identity. The final frontier http://www.flickr.com/photos/hanneorla/3802198350/

Most of the images have been sourced from flickr, I have tried to list them on each slide, some places I may have missed… Quite a few of this understanding is an overlap of experiences and observations and insight hunting over ten years of work across various brands, categories, verticals and conversations. Thanks for taking time out and reading this, you have the complete right to spread and use this presentation to express your own views. And if you have the time then do share your comments on slideshare or else write to me : flintcan@gmail.com The views expressed here are personal. It’s a wrap!

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Brand Evolution

by Arindam Sarkar on Oct 01, 2009

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Brand Evolution — Presentation Transcript