Brand success in a rapidly changing, post recession, growth focussed world Copyright Yellowwood Future Architects 2011
the age of optimism to the age of anxiety
The WORLD in 2020 Half Empty Half Full Protectionism, zero sum logic, Second brains. Augmented east versus west, Resource reality lenses. Wireless scarcity. Social unrest. intelligent embeddedUnemployment. Food shortages, biotechnology. Shared value, failing states, global warming new capitalism, Community. and failure to deal with climate Collaborative healthcare.change, energy and food security Multipolar power.crises, global struggle to control Entrepreneurship. Infinite natural resources, economic personalisation.imbalances, genetic polarisation, Regionalisation. Ubiquitous global terrorism, powerful connectivity. Centralising data. protectionism, brain jacking, Collective buying. Realtime. mechanical arbitrage, social Genetic, Urban utopia, virtual manipulation and surveillance peacekeeping, metamaterials,,states, cognitive surplus, google avatar reality stupid, nuclear proliferation
International scenarios, Mind of a fox Peak Oil
Goodbye to proof get into beta-thinkingand a rapid experiential approach to innovationand change
you have to get everything perfect.
2011 Trends and the shape of
Our Sources Inhabitat. Trendwatching. Economist.GottaQuirk. Faith Popcorn. Flux Trends.Urban Sprout. McKinsey Quarterly. JWT.TED. thecoolhunter. Bizcommunity.Harvard Business Review. Trend Hunter.Mashable. Notcot. 10and5. Cherryflava.Omnicom and TBWA Group.Our talent pool.
society adopts new tools. It happenswhen society adopts new behaviours.
View Don http://www.ericsson.com/campaign/20about2020/ (Scroll cursor over people to bring up Title)
But still a scarcity of INTELLIGENCEInfographics make it beautiful
Online culture IS the culture
set of channels. It is thecontext
Are you and your partners still looking at digital as another channel or thecontext framing and informing all behaviour?Do you truly understand what is driving your and behaviours now?Have you unpacked the mobile opportunity and challenges for thismarketing plan and brand success?Are you tapping into infinite information to increase your success and todrive value for customers?Is your brand and brand psyche an experimental one that enablesleaping and learning and a beta-state mind set?Do you still distinguish between the ON and OFF world?Are you using different media differently and providing valuablebrand content?Is your brand operating in the NOW, ON real time, constantly actions andengagement world?
part of the largest interactive, participatory campaignto date. Actor Isaiah Mustafa camped out with a filmcrew and filmed responses to reactions andsuggestions from social media platforms. More peoplewatched these videoshttp://www.youtube.com/watch?v=nFDqvKtPgZo
Consumers trust each other 500 billion online impressions on one 25% of tweets contain links.
Collectives Kickstarter enables crowdfunding of creative projects
http://www.ericsson.com/campaign/20about2020/(Scroll cursor over people to bring up Title)
Is your role to create perfection and control or have you learnedto be a shaper and sharer brand and brand builder?Do you understand your brands social quotient and social graphboth internally and externally?Are you still in monologue mode focussed on what you wantpeople to think and believe or have you started to involve ,collaborate and engage ?Does your CEO really understand that how you behave is moreimportant than what you say?Are you surrounded by communication partners obsessed aboutideas that create trans-media potential or are you stillengaging ATL and BTL?
Does your customer segmentation reflect how your customerssee themselves and organise themselves?Are your employees all empowered to be your socialambassadors and advocates?Who is in charge of your integrated customer experience?Are your differentiators authentic?Will they survive transparency tyranny?Are your marketers asking the right questions? Is live marketintelligence helping you leap and learn, tweak and beta-test?
conscious of what they actually need, and why.Coca Cola Happiness Stations and World Cuptaverns helped township dwellers whoof the 2010 World Cup Amazon encourages readers to sell back their read books, offering free postage back to AmazonPiggyMojo is a mobile service to help couplessave. Every time an impulse buy is resisted,your partner is notified of the value saved
Simply Useful Only what I valueMasterCard and Visa have both developedcontact- -and-
for years to come. The emerging world, by contrast, will be a for a disproportionate share of business innovations
Brands need to understand and encapsulate theyouthfulness and optimism of emerging markets.
Do you intimately understand your ,value trade offs and where they perceive value in your brand?Are you building Afro-optimism and entrepreneurship into yourpsyche and skills?Have you maximised the opportunity in localisation AND statusobsession?Are you looking for innovation ideas in emerging markets ordo you still think west is best?Do you understand the cost and impact of new consumerprotection acts and increased government involvement in yourbrand building and communication activities?
Business is increasingly viewed as major causesof social, environmental and economic problems.They are prospering at the expense of ourcommunity and our future
From Profit to Purpose Generosity becomes embedded and spreads beyondthe developed world. companies to consider societal interests Edelman, November 2010
Bottom Line is taking account of the full The Economist M&S encourages their shoppers to hand in old gadgets for recycling. Holiday Inn pedometers with keys to encourage walkingWater Pebble monitors water used De Vegetarische Slagerduring a shower to help you save The Vegetarian Butcher
Does your CEO believe its philanthropy or self interested tocreate economic value by creating societal value?Should you not be embedding shared value in your thinking andoperating or giving it to the CSR department?Have you discovered the profit in being sustainable and planetconscious?How generous is your mind set, culture and general ethic or isthis still a threat to margins rather than a customer growthopportunity?healthier living and reduced consumption?
2011 Learning to play
The rules of the game for 2011 Anxiety AntidoteMust be MobileInsight InsideInterconnectSeize SocialEngageDo what you say and say what you doWield your crowdCollaborateValue valueEmbrace entrepreneurialism & emerging energyDefine new prosperity pillars
The World is brand new New Technology New Thinking New Ideas New behaviours
A new era of brands and communications intimate and engaging conversations Based on dialogue, not monologue And forging a deeper relationship with the people you talk to Through participation and active involvement And being open and transparent
The future of branding is
Brands that deliver against this agenda create greater word of mouth, advocacy, sales and loyalty
This is our philosophy and we havefound an international partner thatshares our view and has developed amodel for evaluating and developing
Introducing Founded nearly 20 years ago in the UK by a planner calledMike HallNow a global boutique operating across 8 countries globally with a team of highly innovative and insight obsessed people.They have a unique set of tools and principles of branding togive a more holistic, multi-dimensional view.
And a UNIQUEUsed to identify the top ten most engaging brands in the UK, US,China and Australia and what makes them so engaging
Top 10 in UK & US
If you think it would be valuable for more people in your business to beshare it with your team. We can also facilitate a workshop to unpack theimplications for your business and brand and to brainstorm the actionsthat need to be taken to leverage the opportunities and mitigate the risks.Please contact email@example.com if you would like to arrange a session. Copyright Yellowwood Future Architects 2011