The People’s Republic of Branding
How social media, sustainability and CSR
will change is changing how you communicate
10 ...
“Revolution doesn’t
 happen when societies
 adopt new technologies.
It happens when societies
adopt new behaviors.”
– Clay...
Constituent = Consumer
  Consumer = Constituent




                                      © 2008 Landor Associates
Image f...
2010-2039: Gen Y’s will dominate
2.5
              Gen Y

 2    Gen Z

                              Gen X
1.5


         ...
Gen Y

               +
• Mistrustful of authority figures: media, marketing, government
• Embracing of diversity: experien...
Technology as amplifier




                                      © 2008 Landor Associates
Image from Flickr user: Gophodot...
Grouping – just the facts
                                        Country Ranking


263,000,000          MySpace Members  ...
© 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          ...
© 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...
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 ...
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 ...
Being connected
            makes us connected




                                         © 2008 Landor Associates
Image...
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 expectat...
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 ha...
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 Land...
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
    ...
4. Become a platform to encourage
   others to participate and contribute
        “Message of Hope” on Flickr and You Tube...
5. Act authentically – show the
   human side of ‘institutions’




                      Page 43     © 2008 Landor Associ...
Finally: You can’t control everything




          12 obama apps not officially sanctioned
                           Page ...
Thank you.

Russ Meyer
Chief Strategy Officer, Landor
www.landor.com
@russhmeyer on Twitter
001-415-365-3866
PDF of presenta...
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Sustainability And Communication

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Sustainability And Communication

  1. 1. 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
  2. 2. “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
  3. 3. Constituent = Consumer Consumer = Constituent © 2008 Landor Associates Image from Flickr user: Gophodotcom
  4. 4. 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
  5. 5. 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
  6. 6. Technology as amplifier © 2008 Landor Associates Image from Flickr user: Gophodotcom
  7. 7. 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
  8. 8. © 2008 Landor Associates
  9. 9. Page 9 © 2008 Landor Associates
  10. 10. Crowd clout: Starbucks Page 10 © 2008 Landor Associates
  11. 11. Consumer and creator © 2008 Landor Associates Image from Flickr user: Dan Zen
  12. 12. 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
  13. 13. © 2008 Landor Associates
  14. 14. On-line, real-time, amateur reporting © 2008 Landor Associates
  15. 15. Iran election protests Page 15 © 2008 Landor Associates
  16. 16. Page 16 © 2008 Landor Associates
  17. 17. Dave vs. Goliath Page 17 © 2008 Landor Associates
  18. 18. Life in public © 2008 Landor Associates Image from Flickr user: Terren in virginia
  19. 19. Everything is accessible: Wool from New Zealand Page 19 © 2008 Landor Associates
  20. 20. Strawberries from California Page 20 © 2008 Landor Associates
  21. 21. Even toxic waste Page 21 Landor Credentials © 2008 Landor Associates June 2009
  22. 22. The hottest new shopping tool: GoodGuide Page 22 © 2008 Landor Associates
  23. 23. 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
  24. 24. Being connected makes us connected © 2008 Landor Associates Image from Flickr user: James Cridland
  25. 25. Brands as community hub: Pampers Page 25 © 2008 Landor Associates
  26. 26. Putting a face on energy: Windunie Page 26 © 2008 Landor Associates
  27. 27. REACH: Singapore govt. engagement Page 27 © 2008 Landor Associates
  28. 28. 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
  29. 29. Coordinated revolution © 2008 Landor Associates Image from Flickr user: rmeyerca
  30. 30. Green My Apple: Where it started Aug. 2006 Page 30 © 2008 Landor Associates
  31. 31. Greenpeace as coordinator Page 31 © 2008 Landor Associates
  32. 32. Harness the PowerApp™: users Page 32 © 2008 Landor Associates
  33. 33. Not your father’s protest Page 33 © 2008 Landor Associates
  34. 34. Power of parody Page 34 © 2008 Landor Associates
  35. 35. And cause change – May 2007 Page 35 © 2008 Landor Associates
  36. 36. Then use it to your advantage Page 36 © 2008 Landor Associates
  37. 37. 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
  38. 38. Now what? © 2008 Landor Associates Image from Flickr user: Jon Marshall
  39. 39. 1. You are co-creating your brand together with your constituents Page 39 © 2008 Landor Associates
  40. 40. 2. Stand for something worth getting engaged about Page 40 © 2008 Landor Associates
  41. 41. 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
  42. 42. 4. Become a platform to encourage others to participate and contribute “Message of Hope” on Flickr and You Tube Page 42 © 2008 Landor Associates
  43. 43. 5. Act authentically – show the human side of ‘institutions’ Page 43 © 2008 Landor Associates
  44. 44. Finally: You can’t control everything 12 obama apps not officially sanctioned Page 44 © 2008 Landor Associates
  45. 45. 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
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