The Changing Face of Media & Branding
 How can Brands best use Technology?




       ‣ Futurist
       ‣ Strategist
     ...
Is your Branding / Marketing / Advertising
 based on a Connected World or is it still
  based on disconnected ‘consumers’?
Broadband
 C u l tu r e
Connected people ‘consume’ differently
The ‘connected consumer’ challenge
100                                  100




                   50
                   5...
Maybe we only needed
traditional Advertising &
   Marketing because
         we were

        Not
Connected
A Mobile, Always-on,
 Connected Culture
Dead & gone: one-way communications
  from a non-trusted source




                          Source: Flickr.com-trustrocks
Economic Crisis
Broadband Culture
                                    Global Trust
Mobility                               ...
Trust Trends




               Source: DDB
What can we learn from this?
Trust
Attraction (Magnetism)
     Openness
The essential choice we all face:
      Openness versus Control
   In a connected world,
Openness is a decisive virtue
 Th...
The switch from Closed to Open: Software
The switch from Closed to Open: News Media
Remember...?
Now...
Push Objects   Pull Objects
Control 2.0 is...Trust
   From protecting the brand to
  projecting the brand.
But
Interruption only costs Money
Engagemen...
Do we really have a choice but to trust?
So
     cia
        lB
           us
              in
                 es
                    s
Following: The new Marketing Paradigm
What is Marketing?


Attention
Transfer
New kinds of Brand Narratives...
Real-Time is becoming crucial

• Don’t memorize - find!
• Find: when and where you need
  it - not before
• Location and T...
The ‘Realtime Web’ Opportunity

           Here
     Now          Personal

       Relevant
                    Recommended
Imagine...Web-Native Brands
REVENUE
Expect radical habit changes when
  the technology actually works
How long will it
take for real
behavior
changes?
Radio TV Phone Library Message-Center
NewsReader Game-Pad Image Viewer Wallet
New $$$ streams


 Attention Kernels
Digital Breadcrumbs
  Mouse Exhaust
     Click-Trails
Thanks for watching!

★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentati...
The Future of Branding in a Connected World
The Future of Branding in a Connected World
The Future of Branding in a Connected World
The Future of Branding in a Connected World
The Future of Branding in a Connected World
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The Future of Branding in a Connected World

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The Pdf from my presentation at the Canvas8 event in London, Sept 9, see http://www.eventbrite.com/event/412941118
Topics: the trend towards Open. Social Media >> Social Business? No longer captive 'consumers'. Push objects vs Pull objects. From Control to Trust. Interruption costs Money - Engagement costs Control. Data is the new Oil. Following = the new Marketing Paradigm... and more at http://www.mediafuturist.com/branding/

Published in: Business, Technology
  • This is a great presentation but it is misleading to suggest that branding is just a communications issue. It's so much more than that - operational excellence is key to branding because the organisation is the brand.

    However, when it comes to communications and social media channels this is a thought provoking and relevant presentation.
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The Future of Branding in a Connected World

  1. 1. The Changing Face of Media & Branding How can Brands best use Technology? ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
  2. 2. Is your Branding / Marketing / Advertising based on a Connected World or is it still based on disconnected ‘consumers’?
  3. 3. Broadband C u l tu r e
  4. 4. Connected people ‘consume’ differently
  5. 5. The ‘connected consumer’ challenge 100 100 50 50 10 5 Was Is Will Be Time Choices
  6. 6. Maybe we only needed traditional Advertising & Marketing because we were Not Connected
  7. 7. A Mobile, Always-on, Connected Culture
  8. 8. Dead & gone: one-way communications from a non-trusted source Source: Flickr.com-trustrocks
  9. 9. Economic Crisis Broadband Culture Global Trust Mobility Shift • This recession is not cyclical - it is generating vast structural changes: what was before is not coming back! • Social Media & Social Content inevitably brings us Social Business • We are moving from trusting companies, brands, government... to trusting ‘People like Me’ i.e. trusting who & what is in My Network
  10. 10. Trust Trends Source: DDB
  11. 11. What can we learn from this?
  12. 12. Trust Attraction (Magnetism) Openness
  13. 13. The essential choice we all face: Openness versus Control In a connected world, Openness is a decisive virtue The Degree of Openness and your Revenue Growth Rate will be directly related
  14. 14. The switch from Closed to Open: Software
  15. 15. The switch from Closed to Open: News Media
  16. 16. Remember...?
  17. 17. Now...
  18. 18. Push Objects Pull Objects
  19. 19. Control 2.0 is...Trust From protecting the brand to projecting the brand. But Interruption only costs Money Engagement costs Control
  20. 20. Do we really have a choice but to trust?
  21. 21. So cia lB us in es s
  22. 22. Following: The new Marketing Paradigm
  23. 23. What is Marketing? Attention Transfer
  24. 24. New kinds of Brand Narratives...
  25. 25. Real-Time is becoming crucial • Don’t memorize - find! • Find: when and where you need it - not before • Location and Timing • Augmented Reality • Cloud services: links not storage!
  26. 26. The ‘Realtime Web’ Opportunity Here Now Personal Relevant Recommended
  27. 27. Imagine...Web-Native Brands
  28. 28. REVENUE Expect radical habit changes when the technology actually works
  29. 29. How long will it take for real behavior changes?
  30. 30. Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet
  31. 31. New $$$ streams Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails
  32. 32. Thanks for watching! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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