EVERYTHING DIGITAL? learning from the bluemelhuber family
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nicolas & christian´s présentation on thé digital life in/of their family. we also link those ideas to the concept and reality of branding
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EVERYTHING DIGITAL? learning from the bluemelhuber family
- 1. ottobock.GLOBAL.FORUM.BERLIN.2012 every thing digital? and what about brands? learning from the BLUEMELHUBER FAMILY presented by nicolas & christian bluemelhuber bluemelhuber.de
- 2. Management is about the future our
- 3. Knowledge
- 4. is about
- 5. /
- 6. from
- 7. the PAST and our strategies are developed in the PRESENT
- 8. sec.brand IMAGE HON CIRCLE brands
- 9. evolution AFFICIONADOS RELATION VALUE SHIP THATS HOW YOU BUILD customer equity
- 10. leading
- 11. through hierarchy consensus competence joint focus, achievment responsible repsonsible hardworking technoy-savvy what
- 12. best
- 13. describes
- 14. gen zeitg eist during youth 1977 transformers shapes generation APPLE-II APRANET PRNET started 2004 SATNET interconnected 2003 cassette
- 15. deck 2001 princesses first
- 16. TV
- 17. ad WAR GEN MATURES BABY BOOMERS GENERATION X millennials 1946 1964 1989 speak
- 18. digital digital resident digital
- 19. Heimat digital
- 20. accent digital tourists digital anachronists avoids,
- 21. rejects
- 22. digital
- 23. YOUNG HINESLY 2012, JCM Colrective l Memo y Groups millennials pretty pink IRON WARRIOR princess AS SAVIOR archetype archetype
- 24. digital as... E D A E RN LE E NC TH RI ON _S XP E A DD- NE ITS MY _AN _A CULTURE TRADITIONAL CONNECTED TV PC DIGITAL? iPAD TV iPAD PC SMARTPHONE SMARTPHONE Wii iPOD TV iPOD DVD SKY
- 25. DIG
- 26. TV VIDEO
- 27. CAM 3
- 28. iMAC SMARTPHONE IPHONE LAPTOP
- 29. GEN MI FAC ER LL EBO AT E N N d ss OK GEN ION IA re irele wi
- 30. w ME L RESOURCES ERA DIGI TI O but eativity TAL N cr GENER GEN mult itasking ATION „PORN s ocialize ACTIVITIES “ GENERATI ON VODKA narrate
- 31. identity offline
- 35. online THE DUMBEST GEN my
- 36. friends RELATION POLYmedia F**K
- 37. ma SHIPS 1 2 PC rketi ng SMARTPHONE 3 iPAD l) own
- 38. channel ALWAYS
- 39. ON
- 40. (even
- 41. at
- 42. schoo
- 43. OUR LIVES: DIGITIZED SELF self-discovery SION The self EX PRES is
- 44. not
- 45. something
- 46. that
- 48. is
- 49. something
- 51. one CONSUMPT creates ION emergent INSPIRAT Thomas Szasz IONS life n by: Hope Jensen Schau, Mary Gilly Mary Wolfinberger, JCR 2/2009
- 52. physical
- 53. constraints
- 54. can
- 55. have
- 56. a
- 57. profound
- 58. effect
- 60. and
- 61. self-presentation these
- 62. attributes
- 63. become
- 64. flexible
- 65. in
- 66. virtual/digital
- 67. worlds multiple identities that fluidly maneuveramong various socio-cultural settings socialize (belong,
- 68. connect) quality of life (self-esteem,
- 69. positive
- 70. emotions) felt
- 71. more
- 72. “real”
- 73. in
- 74. “artificial”
- 75. lives authentic and
- 76. more
- 77. “fake”
- 78. in
- 79. their
- 80. “real”
- 81. lives study by Jonathan Cabiria wheelies identities
- 82. BRAND IDEAS digital analog REPRESENTATIVE customers FUNCTIONAL EXPERIENCE - fans - BRAND BRAND social symbolic VALUE BRAND social onal functiVALUE VALUE AS
- 83. PLATFORM IMAGE customer customers
- 84. social BRAND communities social
- 85. values LINKING VALUE le lien importe PLUS Bernard Cova QUE LE bien mediter,anean THE link IS MORE IMPORTNT THAN THE thing approach
- 86. .ottobock w ww be_my_friend .ob WHAT WE WANT A
- 87. FRIEND
- 88. NEVER
- 89. IS
- 90. INACCESSIBLE! THE DIGI TAL RESI D ENTS A
- 91. FRIEND
- 93. IS
- 94. CLOSE,
- 95. IS caring... FRIENDSHIP liking sha ring...
- 96. .ottobock w w w involve_us. .ob WHAT WE WANT THE DIGI TAL RESI DENTS
- 97. WE WANT to participate value
- 98. to
- 99. user connection to other users HIGH make it easier %
- 100. SUERS
- 101. THAT
- 102. PRODUCE comment in community consume
- 103. content follow taste expert WEB 1.0 capture
- 105. collect curated share w friends low created / SOCIAL create
- 107. share easier HARDER ABILITY
- 108. TO
- 109. PRODUCE
- 110. consumer motivation narrate ESCAPE REAL WORLD EXEMPLIFY SELF EXPRESSION identity ENJOY YOURSELF IDENTITY NARRATION ONLINE UPDATE IDENTITY SOCIAL SURVEILLANCE BELONGING MANAGE social BONDING SOCIAL NETWORK SHARE, EXPERIENCE connection WITH OTHERS BE UP-TO-DATE STAY IN TOUCH COLLECT INFORMATION SHARE OPINIONS BE A GUIDE information ENJOY VIDEOS... ACCESS REVIEWS entertainm. CONSUMPTION PATICIPATION create curate
- 111. .ottobock w w w do_your_job .ob WHAT WE WANT THE DIGI TAL RESI don´t
- 112. try
- 113. to
- 114. be *cool* DENTS fulfil our expectations first
- 115. of
- 116. all, fulfil your promise your
- 117. product MUST
- 118. WORK!
- 119. “The greatest danger in times of turbulence is not the turbulence: it is to act with yesterday’s logic.” Peter Drucker FRANK Sinatra of management
- 120. the FUTURE of brands aive version - - n
- 121. The ERA of the 30
- 122. sec TV-spot is OVER! From now on we´ll only be producing 30
- 123. sec YOUTUBE SPOTS!
- 124. a visit to the opera at night in paris in the year 2000 SUGGESTED BY ALBERT ROBIDA IN 1902
- 125. just for link to millenial for mummy´s boy understanding VERSUS the
- 126. consumer GEOX BREATHS - today - rd DO MAINATION interactive
- 127. adwo functional
- 128. values campaign clear
- 129. positioning AUDIANCE KEYWORDS NOT BRAND KEYWORDS target mothers
- 130. liquid,
- 131. hyper identity project is
- 132. digital
- 133. too
- 134. personal
- 135. ??? digital myopia MODE RNITY global experimentation serendipities digital compensation mobility stable,
- 136. sophisticated
- 137. ideas UNLEARN KISS! intellectual
- 138. m millen nials life
- 139. is
- 140. complicated, tourism socialize why
- 141. not
- 142. brands? always
- 143. on create
- 144. No One ever CAME out of a Great movie and said I
- 145. really
- 146. liked
- 147. it... It
- 148. was
- 149. really
- 150. clear.. RUSSEL DAVIES
- 151. A DIGITAL A BC AU THEN TICITY B AUTY BE CO..NG EVERYTHI . identity
- 152. rules creativity ethics co-design co-creation not
- 153. too
- 154. simplistic! co-nsuming