Congratulations, your brand is about to be obsolete

PRESENTS:CONGRATULATIONS!Your Brand’s About to Be Obsolete

William Charnock Andrea RingChief Strategy Officer Managing Director, Planning

The Agency for the Digital Age™

What Is A Brand?

Brand = $

Great Brands Drive Business

But Every Year Brands Fall 2002 - 32% 2003 - 16% 2004 - 15% 2005 - 9%value 2006 - 16% 2007 - 19% 2008 - 12% 2009 - 11% time

But Every Year Brands Fall 2002 - 10% 2003 - 19% 2004 - 33% 2005 - 5%value 2006 - 12% 2007 - 12% 2008 - x% 2009 - x% time

Why Did Brands Become Obsolete?

Shifts Happen

Category

Culture

Technology

Geography

Who Survived?

Channel Blockers 1900’s 1920’s 1960’sManufacture Distribute Broadcast identification differentiation perceived value

They Relied On Their SCALE And Channel DominationNumber of people time

# Scale Fail

Universal Distribution Everyone’s A Broadcaster Digital Commerce Commercialization Of Socialization

Ubiquitous information Tools Experts Data

Reality ShiftPerception Reality

Marketers Are Out OfTouch With The Real World Not real time Not real world Not real consumers

Closest point to obsolescence Stable, Defensive, ConsistentNumber of people time

Closest point to obsolescence Nimble, Competitive, EvolvingNumber of people time

The Big Symptom

Game Changing Ideas Start-Up Bank Aggregation Application StoreCollaborative Saving Video Streaming Makeup Videos Michelle Phan

The Root Cause Of Obsolescence

Onion Frame Work HeritageBrand Promise Temple Proposition Key

Rear View We’re obsessed with defining brands bywhat they were, not what they come to be.

What are you doing that’s new and interesting? + Why are you in business?

A New Model

Traditional Marketing Brand Story metaphor

Traditional Marketing Digital Marketing Brand Story Brand System metaphor information

Brand Story Brand Systemmetaphor demo apps info

Play Brand Story Brand Systemmetaphor demo play apps info

PlaygroundPeople Purpose Object

WHO Audience Participant User

WHO Audience Participant UserWHAT Intention Action Information

WHO Audience Participant UserWHAT Intention Action InformationWHY Empathy Solidarity Utility

Brand Purpose = Why You Are In Business

Products Become Obsolete

Purpose gives focus to innovation purposescale object time

mobilityscale cars time

readingscale books time

useful informationscale search engines time

performance scalescale sneakers time

Purposeful Play = $

1900’s 1920’s 1960’s 2000sManufacture Distribute Broadcast Digital Age identification differentiation perceived value

5 Rules of Play:Seeing Your Brand As A System

1. Be Interesting

2. Be irrational

3. Be Real…in Real Time (Iterative)

www.socialmediahell.com

4. Open Your Experiments

5. Shift Before Shift Happens

2006 2011

Thank You

By The Way We’re Hiring…

http://crossthebreeze.posterous.com	201
http://whiteandwong.org	32
http://paper.li	12
http://lanyrd.com	7
http://supermarkart.blogspot.com	2
https://p.yammer.com	1
http://twitter.com	1
http://www.docshut.com	1

Congratulations, your brand is about to be obsolete

by william charnock

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