The document discusses the concept of brand devolution, which refers to collaborating with consumers to build brands. It argues that companies must find ways to devolve and allow consumers to help shape their brands. The document outlines a methodology for devolution that involves shifting from an inside-out brand-centric approach to an outside-in consumer-centric approach focused on insight, strategy, and collaborative concepts. It provides several examples of companies that have successfully engaged consumers in building their brands.

1. BRAND DEVOLUTION / JASON XENOPOULOS

2. Reference: Social
Branding
2 NET PROPHET - BRAND DEVOLUTION

3. BRANDS BANDS & FANS
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
3 NET PROPHET - BRAND DEVOLUTION

4. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
ALMOST 10 MILLION
FOLLOWERS ON TWITTER
4 NET PROPHET - BRAND DEVOLUTION

5. A BRAND IS NOT WHAT
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
YOU SAY IT IS
5 NET PROPHET - BRAND DEVOLUTION

6. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
IT’S WHAT THEY SAY IT IS
Marty Neuimeier -The Brand Gap
6 NET PROPHET - BRAND DEVOLUTION

7. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
7 NET PROPHET - BRAND DEVOLUTION

8. THE
SUMMIT
Reference: Consumer
Participation
INSERT VIDEO HERE
8 NET PROPHET - BRAND DEVOLUTION

9. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
THE BIRTH OF A CULT
9 NET PROPHET - BRAND DEVOLUTION

10. INSERT IMAGE IN BACKGROUND
DEVOLVE OR DIE
MAKE SURE IT FILLS THE SCREEN 100%
10 NET PROPHET - BRAND DEVOLUTION

11. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
PIONEERS OF CONSUMER
INVOLVEMENT
11 NET PROPHET - BRAND DEVOLUTION

12. THE LEGO HISTORY
1932 1949 1998 2003 2004 2008
Wooden Coloured Launches Sales Drop by Lego Starts Sales up by
Blocks Plastic Mindstorm 26% Listening 35%
Blocks
Starts Losing Biggest loss Profitability
Money in History all time high
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm
and judgment exceeds that of the company itself” - Bob Garfield
12 NET PROPHET - BRAND DEVOLUTION

13. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
LISTENOMICS
* Bob Garfield – Chaos Scenario
13 NET PROPHET - BRAND DEVOLUTION

14. LISTENOMICS
INSERT IMAGE IN
The art and science of cultivating BACKGROUND
relationships with individuals in a SURE IT FILLS THIS
MAKE
connected, increasingly open- SPACE 100%
source environment.
14 NET PROPHET - BRAND DEVOLUTION

15. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
15 NET PROPHET - BRAND DEVOLUTION

16. PROCTER &
GAMBLE
INSERT IMAGE IN
We were the biggest shouter in
the 20th Century.
BACKGROUND
MAKE SURE IT FILLS THIS
In the 21st Century we want to SPACE 100%
be the best listener.
16 NET PROPHET - BRAND DEVOLUTION

17. INSERT IMAGE IN BACKGROUND
THE HERD WILL
MAKE SURE IT FILLS THE SCREEN 100%
BE HEARD
17 NET PROPHET - BRAND DEVOLUTION

18. LISTENING ISIN BACKGROUND
INSERT IMAGE NOT PASSIVE.
IT’S ACTIVE
MAKE SURE IT FILLS THE SCREEN 100%
18 NET PROPHET - BRAND DEVOLUTION

19. WHEN LISTENING BECOMES ACTIVE
COMMAND & CONTROL COLLABORATION
CLOSED OPEN
19 NET PROPHET - BRAND DEVOLUTION

20. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
20 NET PROPHET - BRAND DEVOLUTION

21. THE MOVE TOWARDS OPEN BRANDS
CLOSED BRAND OPEN BRAND
WORLDVIEW WORLDVIEW
MONOLOGUE DIALOGUE
AWARENESS ENGAGEMENT
SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION
BRAND CUSTODIANSHIP BRAND STEWARDSHIP
CREATED BY MARKETERS CO-CREATED WITH CONSUMERS
21 NET PROPHET - BRAND DEVOLUTION

22. SECTION 3
DEVOLUTION
22 NET PROPHET - BRAND DEVOLUTION

23. DEVOLUTION
» Devolution is a methodology designed to help marketers
adapt to the changing needs of their increasingly
empowered consumers.
23 NET PROPHET - BRAND DEVOLUTION

24. A DEFINITION
24 NET PROPHET - BRAND DEVOLUTION

25. DEVOLUTION
» In order to remain relevant, companies must find ways to
devolve… to collaborate with consumers in building their
brands
25 NET PROPHET - BRAND DEVOLUTION

26. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
ALLOW CONSUMERS TO
HOLD & MOLD YOUR BRAND
26 NET PROPHET - BRAND DEVOLUTION

27. USER-GENERATED BRAND MESSAGING
23%
User-generated
77% Marketer-owned
77% of YouTube, Twitter and Facebook listings that appeared on Google for
brand searches were controlled by a party other than the marketer.
Research Report from 360i
27 NET PROPHET - BRAND DEVOLUTION

28. THE IMAGE IN BACKGROUND
INSERT PROSUMERS
MAKE SURE IT FILLS THE SCREEN 100%
28 NET PROPHET - BRAND DEVOLUTION

29. NOKIA
NOISETTES
Reference:
consumer co-
creation INSERT VIDEO HERE
29 NET PROPHET - BRAND DEVOLUTION

30. JIM STENGEL
PROCTER & GAMBLE
INSERT IMAGE IN
What we really need is a mindset
shift from “telling and selling” to
BACKGROUND
building relationships. MAKE SURE IT FILLS THIS
SPACE 100%
30 NET PROPHET - BRAND DEVOLUTION

31. THE EVOLUTION OF MARKETING
PRODUCT ADVERTISING BRAND ADVERTISING SOCIAL BRANDING
PRODUCT-CENTRIC BRAND-CENTRIC CONSUMER-CENTRIC
1900 1925 1950 2005
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“WHAT IT HAS” “WHAT IT DOES” “WHAT YOU’LL FEEL” “WHO YOU ARE”
31 NET PROPHET - BRAND DEVOLUTION

32. EOS
PHOTOCHAINS
Reference: Social
Branding
INSERT VIDEO HERE
32 NET PROPHET - BRAND DEVOLUTION

33. INSERT IMAGE IN BACKGROUND
EVOLUTION NOT MAKE SURE IT FILLS THE SCREEN 100%
REVOLUTION
33 NET PROPHET - BRAND DEVOLUTION

34. DEVOLUTION
» Devolution is a step-by-step approach to shifting from a brand-
out to a consumer-in way of thinking
34 NET PROPHET - BRAND DEVOLUTION

35. THE DEVOLUTION METHODOLOGY
INSIDE OUT
35 NET PROPHET - BRAND DEVOLUTION

36. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
36 NET PROPHET - BRAND DEVOLUTION

37. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
INSIGHT
37 NET PROPHET - BRAND DEVOLUTION

38. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
STRATEGY INSIGHT
38 NET PROPHET - BRAND DEVOLUTION

39. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
CONCEPT STRATEGY INSIGHT
39 NET PROPHET - BRAND DEVOLUTION

40. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
CONCEPT STRATEGY INSIGHT
CONTEXT
40 NET PROPHET - BRAND DEVOLUTION

41. THE DEVOLUTION METHODOLOGY
INSIDE OUT OUTSIDE IN
CONCEPT STRATEGY INSIGHT
CONTEXT COLLABORATION
41 NET PROPHET - BRAND DEVOLUTION

42. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
42 NET PROPHET - BRAND DEVOLUTION

43. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT
HOW DO YOU VIEW YOUR
BRAND?
43 NET PROPHET - BRAND DEVOLUTION

44. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
44 NET PROPHET - BRAND DEVOLUTION

45. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
INSIGHT
DEFINE THE GAP BETWEEN
INTENTION & REALITY
45 NET PROPHET - BRAND DEVOLUTION

46. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
INSIGHT STRATEGY
DEFINE THE GAP BETWEEN DEVELOP A “DEVOLVED”
INTENTION & REALITY STRATEGY TO BRIDGE THE GAP
46 NET PROPHET - BRAND DEVOLUTION

47. THE CONSUMER AT THE
INSERT IMAGE IN BACKGROUND
CENTER OF YOUR BRAND
MAKE SURE IT FILLS THE SCREEN 100%
47 NET PROPHET - BRAND DEVOLUTION

48. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
48 NET PROPHET - BRAND DEVOLUTION

49. 49 NET PROPHET - BRAND DEVOLUTION

50. INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THE SCREEN 100%
DEVOLVE
50 NET PROPHET - BRAND DEVOLUTION

51. THANK YOU