Impact of conversation (REDUX)
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Impact of conversation (REDUX)

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Impact of conversation (REDUX) Impact of conversation (REDUX) Presentation Transcript

  • THE IMPACT OF CONVERSATION a quick glimpse on how brands and executives must prepare themselves for the future. Created by Marcelo Andrade Digital strategist, conceptualizer and cool hunterWednesday, April 25, 2012
  • 1 The age of conversation 2 Generation Flux 3 ResetWednesday, April 25, 2012
  • 1 The age of conversationWednesday, April 25, 2012
  • WELCOME TO THE AGE OF CONVERSATION! SOCIAL MEDIA HAS GIVEN PEOPLE A VOICE – TO TALK ABOUT THEIR PASSIONS AND EVERYTHING THAT INTERESTS AND DRIVES THEM. IT‘S A VOICE TO BE HEARD NOT ONLY BY OTHER PEOPLE BUT BY MARKETERS AS WELL. BECAUSE IT‘S A STRONG VOICE. A VOICE THAT CAN EVEN AFFECT THE FATE OF THEIR BRANDS... HTTP://FARM2.STATIC.FLICKR.COM/1189/3164963887_4CA73A3F36_O.JPGWednesday, April 25, 2012
  • IN WEB 2.0, IT‘S MORE AND MORE THE PEOPLE, THE CONSUMERS, THE BRANDS FRIENDS AND FANS, WHO PILOT THE BRANDS SUCCESS BY THE EXPERIENCES THEY SHARE AND THE STORIES THEY TELL ABOUT IT. HTTP://WWW.FLICKR.COM/PHOTOS/URBANWINDOW/3292441098Wednesday, April 25, 2012
  • TODAY, BRANDS ARE LESS ABOUT CORPORATE VOICE AND MORE ABOUT CUSTOMERS MAKING BRAND MUSIC WITH THEIR OWN VOICES. BRANDS ARE REMIX, RECHARGE, RENEW. WWW.DIEMAGAZIN.CH/BILDER/MIXTAPE.GIF TENAYAGROUP.COM/BRANDBARRIER.HTMWednesday, April 25, 2012
  • IN THIS RELATIVELY NEW COMMUNICATION ECOSYSTEM BRANDS GET MORE AND MORE IN A DILEMMA WWW.FLICKR.COM/PHOTOS/SIS/2635898654Wednesday, April 25, 2012
  • WWW.FLICKR.COM/PHOTOS/EARTHWATCHER/2299142823 ON THE ONE HAND BRANDS NEED CONSISTENCY BECAUSE THEY HAVE TO GIVE ORIENTATIONWednesday, April 25, 2012
  • ON THE OTHER HAND, THEY NEED CONSTANT RENEWAL AND EXCHANGE TO FURTHER GROW WWW.FLICKR.COM/PHOTOS/26594226@N04/3564343130Wednesday, April 25, 2012
  • THE PROBLEM: DYNAMIC BRAND ENVIRONMENT BRAND MODEL STATIC BRAND IDENTITY VS. PERPETUAL BETA WWW.FLICKR.COM/PHOTOS/SIONFULLANA/3901732211Wednesday, April 25, 2012
  • BUT: BRAND IDENTITY MEANS THAT BRANDS HAVE AN IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERY CUSTOMER, EVERY DAY. IDENTITY = IDENTICAL WWW.FLICKR.COM/PHOTOS/PAULHOLLINGWORTH/121289687Wednesday, April 25, 2012
  • WWW.FLICKR. COM/PHOTOS/ IMHARA BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.Wednesday, April 25, 2012
  • BUT HOW SHOULD YOUR FACET BE LIKE?Wednesday, April 25, 2012
  • 2 Generation FluxWednesday, April 25, 2012
  • Does the constant pressure to learn new things at your job makes you want to get up earlier or yearn for a time when you knew what to do everyday?Wednesday, April 25, 2012
  • What do you feel when you hear that “every business will have to change and adapt or become obsolete”?Wednesday, April 25, 2012
  • When you hear experts saying that it is impossible to predict where the market is going in the next five years, do you feel excited with the possibilities?Wednesday, April 25, 2012
  • IF YOU DON’T FEEL LIKE JUMPING OF A CLIFF AFTER THESE 3 LAST SLIDES, THAN YOU ARE ENTERING THE GENERATION FLUX VORTEX. Generation Flux is a term coined by FastCompany Magazine in a special report on a new breed of pioneers, who are successful in this new environment due the their ability to adapt to all the changes and evolve with the possibilities of our days. Read the full report hereWednesday, April 25, 2012
  • IT CONSISTS OF THREE MAIN CHARACTERISTICS THAT A PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE PRESENT STATE OF OUR WORLD. 1 EMBRACING INSTABILITY 2 TOLERATING AND ENJOYING CALIBRATING STRATEGIES 3 COMING UP WITH OUT OF THE BOX BUSINESS MODELS AND ASSUMPTIONSWednesday, April 25, 2012
  • IT CONSISTS ON THREE MAIN CHARACTERISTICS THAT A PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE PRESENT STATE OF OUR WORLD. 1_EMBRACING INSTABILITY 2_TOLERATING AND ENJOYING RECALIBRATING STRATEGIES 3_COMING UP WITH OUT OF THE BOX BUSINESS MODELS AND ASSUMPTIONS BUT WHY?Wednesday, April 25, 2012
  • Because the pace of change in our economy and culture is accelerating, fueled by a global adoption of social, mobile and other technologies, thus making our visibility of the future decline.Wednesday, April 25, 2012
  • From the rise of Facebook to the fall of DVD rental, from the U.S. government debt to the rise of Brazil...Wednesday, April 25, 2012
  • From the rise of Facebook to the fall of DVD rental, from the U.S. government debt to the rise of Brazil... ...PREDICTING THE FUTURE HAS BECOME HARDER.Wednesday, April 25, 2012
  • AND OF COURSE, THIS UNCERTAINTY LEADS US TO THE UNKNOWN.Wednesday, April 25, 2012
  • BUT THERE’S A WAY OUTWednesday, April 25, 2012
  • 3 ResetWednesday, April 25, 2012
  • Give yourself the permission to reset. Be the leader of this change and inspire others to collaborate. Because life is becoming a collective of unified minds, creating a cloud of Liquid and Linked ideas.Wednesday, April 25, 2012
  • Liquid: A fluid and organic idea generated by a co-creative mindset and that never stops flowing and cannot be controlled. It starts with an insight, among professionals involved with the brand, and reaches the consumer as an engaging and fresh content.Wednesday, April 25, 2012
  • Linked: Ideas strongly connected with the interests of the company, collaborators and consumers as their stories are written collaboratively by theses tree parts. Thus, entering the age of conversation and wearing a cocreated and fluid facet.Wednesday, April 25, 2012
  • So we can say that everybody connected with the brand is a spokesperson and must be engaged at one hand, but at the other, they must be ready to listen and share.Wednesday, April 25, 2012
  • OK, BUT REALLY, WHY? The information in this presentation is confidential and may be subject to legal privilege. If you are not allowed by Box, youWednesday, April 25, 2012 must not copy, use or disseminate.
  • JUST BECAUSE http://migre.me/8PizAWednesday, April 25, 2012
  • THANK YOU CREDITS Molecular Brand by Nouvé: http://www.nouve.de/ Flux Generation by FastCompany: http://migre.me/8Piku Content 2020 by Coca-Cola Company: http://migre.me/8PipG PHDWorldwide: http://migre.me/8PizA Created by Marcelo Andrade Digital strategist, conceptualizer and cool hunterWednesday, April 25, 2012