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Brand Meaning In The Age Of Macro Flux

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A new world of macro flux has suddenly emerged from the old - a world where economic, environmental and geopolitical change have come together to destroy the previous stability and drive us into a state of almost constant low-level panic. A new world where meaning and truth are being challenged like never before, and the retreat to the safety of the past is in full swing. Brands must adapt quickly, and rethink their promoter instincts and become trusted partner brands in order to build deeper bonds with their customers, and drive advocacy. Advocacy is survival in times of macro flux, and to build true advocacy in the current climate brands must fulfil the three key needs of the customer in macro flux - be useful to me, be knowledgeable of me, be integrated with me.

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Brand Meaning In The Age Of Macro Flux

  1. 1. THE FUTURE STRATEGY CLUB A Members Club For A Disrupted World
  2. 2. FUTURE STRATEGY CLUB BRAND MEANING IN THE AGE OF MACRO FLUX JUSTIN SMALL FOUNDER OF THE FUTURE STRATEGY CLUB
  3. 3. FUTURE STRATEGY CLUB SAY HI TO MACRO FLUX.
  4. 4. The pace and ferocity of innovation means continuous and rapid change is the only way companies will survive the next five years in any industry. LARRY PAGE - ALPHABET CEO
  5. 5. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB & THE END OF THE WORLD IT’S THE END OF THE WORLD AS WE KNOW IT.
  6. 6. WE ARE FACING GEOPOLITICAL CHANGE.
  7. 7. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB ECONOMIC UNCERTAINTY.
  8. 8. AND ENVIRONMENTAL ARMAGEDDON.
  9. 9. FUTURE STRATEGY CLUB THE TIPPING POINTS ARE TIPPING. *IllustrationbyDamienCorrell
  10. 10. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB IN LAYMAN TERMS…..WE’RE F#@KED.
  11. 11. Many people in the communications business instinctively fear that they have been accessories to the crimes committed by big business against our planet. JON STEEL - WPP GROUP PLANNING DIRECTOR
  12. 12. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB *From Reclaiming Agency Report (2015) by Comms Lab THE AGENCY HAS AIDED AND ABETTED THE DESTRUCTION OF THE EARTH.
  13. 13. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB THE AGENCY IS TRAINED TO MONETISE THE SHIT OUT OF EVERYTHING.
  14. 14. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB EVEN A ZOMBIE APOCALYPSE.
  15. 15. BUT IT IS ALSO BRANDS, THE ONCE GREAT HOPE FOR GOOD IN THE WORLD, WHO HAVE LET US DOWN.
  16. 16. Values are only values when they cost you money. Howard Gossage - 1960’s Ad Man
  17. 17. NIKE STEPS UP TO THE PLATE AND ASSERTS ITS VALUES.
  18. 18. BRANDS MUST PUT THEIR VALUES WHERE THEIR MOUTHS ARE AND STAND UP FOR THEIR CUSTOMERS AND THEIR COMMUNITIES OR FACE EXTINCTION.
  19. 19. WILL THE BRANDS THAT WANT TO SAVE THE WORLD PLEASE STAND UP.
  20. 20. FUTURE STRATEGY CLUB IT’S ADVOCACY OR DEATH.
  21. 21. IN TIMES OF MACRO FLUX THE DISRUPTED CUSTOMER SEARCHES OUT STABLE SANCTUARIES OF MEANING.
  22. 22. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB FAMILY FRIENDS 
 BRANDS
  23. 23. In brands, customers want trusted partners that can deliver purpose and meaning to their lives. MARK PARKER - NIKE CHIEF EXECUTIVE OFFICER
  24. 24. ADVOCACY IS THE ONLY BRAND CURRENCY IN DISRUPTED TIMES
  25. 25. FUTURE STRATEGY CLUB THE TRUSTED PARTNER PATH TO ADVOCACY TRUSTMEANING ADVOCACYPARTNERSHIP SHARED MEANING CUSTOMER BONDS CUSTOMER RETENTION + +
  26. 26. FUTURE STRATEGY CLUB of consumers say that loyalty is primarily driven by Trust Increasing customer retention by 5% can lead to a 25%-95% increase in company profits 83% Rare “ “Harvard Business Review Zuberance Brand advocates spend more than average customers on favourite brands 2x Deloitte Customers referred by other customers have a higher retention rate 37% of customers trust recommendations from people they know 92% Deloitte ADVOCACY IS SURVIVAL
  27. 27. Customer’s don’t buy brands any longer. They join them. JONATHAN IVE - APPLE CHIEF DESIGN OFFICER
  28. 28. FUTURE STRATEGY CLUB EVOLVING TOWARDS DEEPER BONDS
  29. 29. FUTURE STRATEGY CLUB THE BRAND ADVOCACY MATRIX *ResearchPending
  30. 30. FUTURE STRATEGY CLUB THE BRAND ADVOCACY MATRIX *ResearchPending
  31. 31. FUTURE STRATEGY CLUB THE BRAND ADVOCACY MATRIX *ResearchPending
  32. 32. FUTURE STRATEGY CLUB THE BRAND ADVOCACY MATRIX *ResearchPending 2000s 2010s 2020s
  33. 33. FUTURE STRATEGY CLUB DO SOMETHING MEANINGFUL.
  34. 34. of millennials don’t trust traditional advertising 84% McCarthy Group STOP BULLSHITING , AND DO SOMETHING USEFUL.
  35. 35. BRANDS MUST BEHAVE IN NEW WAYS TO SATISFY NEW NEEDS.
  36. 36. FUTURE STRATEGY CLUB BE USEFUL TO ME BE KNOWLEDGEABLE OF ME BE INTEGRATED WITH ME CUSTOMER NEEDS IN MACRO FLUX 1 2 3
  37. 37. BRANDS MUST INNOVATE TO DELIVER UTILITY, BUILD DEEP KNOWLEDGE AND DRIVE INTEGRATION WITH CUSTOMER’S DAILY LIVES.
  38. 38. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB“ UTILITARIAN Brands are now measured not by their passive perceived value as told through their marketing, but by their active experienced value as shown through their usefulness. BRANDS MUST BE
  39. 39. FROM SPORTS GEAR TO TRAINING PARTNER
  40. 40. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB“ OMNISCIENT Brands are now measured not by their ability to remember their customer’s preferences and transactions in the past, but by their ability to know their customer’s present and future wants & needs dynamically in every moment. BRANDS MUST BE
  41. 41. TOWARDS A WORLD CLASS PARK EXPERIENCE THROUGH DATA
  42. 42. FUTURE STRATEGY CLUB FUTURE STRATEGY CLUB“ SYNTHESIZE Brands are now measured not just by the quality of delivery of physical and digital products/services, but by their ability to integrate into their customer’s physical and digital lives and deliver one coherent and synthesised experience. BRANDS MUST
  43. 43. INTEGRATED DIGITAL/ PHYSICAL SHOPPING
  44. 44. FUTURE STRATEGY CLUB MACRO FLUX BRAND FRAMEWORK
  45. 45. FUTURE STRATEGY CLUB + MEANING (THROUGH USEFULNESS) + TRUST (THROUGH KNOWLEDGE) + PARTNERSHIP (THROUGH INTEGRATION) = ADVOCACY (THROUGH DEEPER BONDS) THE BRAND ADVOCACY EQUATION
  46. 46. FUTURE STRATEGY CLUB AND THE NEXT MACRO FLUX?
  47. 47. FUTURE STRATEGY CLUB BRANDS HELP US RIDE THE REVOLUTIONS, AND THOSE THAT DON’T DISAPPEAR..
  48. 48. FUTURE STRATEGY CLUB BUT WHAT WILL GET US FIRST, KILLER ROBOTS OR THE WEATHER?
  49. 49. A Members Club For A Disrupted World

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