The document discusses the challenges that global brands face in the 21st century due to increasing globalization and complexity. It notes that people now have more choice, flexibility and exposure to different cultures and lifestyles. The future will be defined by greater diversity of perspectives, more emphasis on local interpretations, and an need for marketers to understand people as complicated individuals rather than generic groups. Constant learning and involvement with local communities will be important for brands to navigate this changing landscape.
The End of Normal: When Brands and Memes CollideBackslash
How can brands compete for attention in a world dominated by Tide Pods and Yodel Boy? Backslash speaks with TBWA's Chris Garbutt, McDonalds' Colin Mitchell, Cultural Connoisseur Sean Monahan and the Co-Founders of Meme Insider.
"The best way to predict the future, is to create it". We live in very interesting times, of radical changes whilst we try, collectively, to design a society that doesn't have the profound contradictions which are becoming increasingly obvious. What are the alternatives that are being proposed and what do each have that is viable and desirable, and for whom?
The End of Normal: When Brands and Memes CollideBackslash
How can brands compete for attention in a world dominated by Tide Pods and Yodel Boy? Backslash speaks with TBWA's Chris Garbutt, McDonalds' Colin Mitchell, Cultural Connoisseur Sean Monahan and the Co-Founders of Meme Insider.
"The best way to predict the future, is to create it". We live in very interesting times, of radical changes whilst we try, collectively, to design a society that doesn't have the profound contradictions which are becoming increasingly obvious. What are the alternatives that are being proposed and what do each have that is viable and desirable, and for whom?
"What got us here, wont get us there!" Pirelli july 2014 Mebs Loghdey
I have developed and delivered two fresh and interesting sessions for Hyper Island, Unilever, Mercer and Pirelli. These sessions were developed as a response the Innovation and Sustainability imperatives faced by most managers.
Entitled "What got us here won't get us there!", this sessions teach managers about
1. Language, metaphor and reframing
2. Q-storming - designing powerful questions
3. Systems thinking
Managers leave these sessions better equipped to engage a future that is at once digital, mobile, social, green and data rich.
For the last CS Presents of 2015 we asked top creatives to look into the future. The presentation includes:
Simon Goodall, Chief Strategy Officer, Lowe Open - Sci-Fi Trend Spotting
Rose Lewis, Co-Founder & Coach, Collider - The Future of Start-Ups
Matt Follows, Sustainable High Performance Coach, Leading Left - Future Proofing Your Brain
Lawrence Weber, Managing Partner Innovation, Karmarama - Reclaiming The Agency
Nadya Powell, MD, Sunshine - Marketing To Future Generations
Crossing the Chasm: Entrepreneurs as Agents of ChangeAnna Pollock
Presentation to the Women Chiefs of Enterprise International (WCEI) in Sydney of the key change drivers affecting consumer values and business practice
Crossing the Chasm: Entrepreneurs as Agents of ChangeConsciousTravel
Presentation given in Sydney to the Women Chiefs of Enterprise International (#WCEI2011) on key change drivers affecting consumer values and business practice
How To Deal With Disruption and How To Thrive In A Disruptive AgeFahri Karakas
We live in interesting and accelerated times. No professional today, whether in the public or private sector, can afford to be unaware of the pace of changes surrounding them. The pace of business change happening around us is relentless. The global forces of competition, innovation, and new technologies are creating new markets while eliminating others.
Multidimensional technological forces involving automation, 3D printing, augmented reality, machine learning, Industry 4.0, internet of things, and blockchain are rapidly transforming the future of work, organizations, and jobs.
We are at the beginning of the fourth industrial revolution. Developments in machine learning, robotics, nanotech, biotech, and 3D printing are all building on and amplifying one another. Technology is disruptive and it keeps transforming workplaces, business practices, and work processes. Companies are trying hard to survive — the only way to survive is to adapt, change, and innovate fast.
Companies are hungrier for smart ideas and innovations than ever before because they know they will go extinct unless they learn, improve, evolve, accelerate, and create constantly.
89% of Fortune 500 companies from 1955 are not on the list in 2014. The average age of a company listed on the S&P 500 was 67 years old in the 1920s. Right now this age is 15 years only and it keeps going down. In 2028, 40% of all S&P 500 companies are expected to disappear from this list. Similarly, 75% of S&P 500 firms are estimated to be replaced within 15 years.
In 1996, Kodak had nearly 150 thousand employees and $28 billion market cap. In 2008, the whole market was gone. The invention of digital cameras eliminated traditional camera businesses. A company that is not trying to disrupt itself is destined to be disrupted.
We are experiencing a digital revolution and the industrial paradigm is over. Mass production is becoming obsolete and 3D printers are replacing factories. Companies work in virtual networks and remote work is the order of the day.
Products are bought on demand and they are customized by default. We do not need huge scales of economy, organization charts, hierarchies, factories, standardized exams, or large production floors anymore.
We do not need cable TV, mass-market, and broadcast advertising. We are now experiencing a borderless, democratized, digital world where each individual can have a huge impact.
We can now create our own game in this world. We can design games, create our own blogs or podcasts or YouTube channel or raise funds on Kickstarter. We can write a book and explain ourselves to the world. We can create fresh and exciting digital products (training, courses, etc.) We live in a world where ideas can change people’s lives. This means all of us can create our own game.
It is impossible to imagine that the skills needed at work will remain the same in the new decade. The world is changing fast and we need to learn, re-invent, and disrupt ourselves every day.
We live in an era where there is no turning back.
I am a New York based strategist, and if there is something I do very well is to detect trends and spark new ideas. Enjoy this report and inspire yourself! Join the conversation using #UrbanStalkers and share your thoughts at abraham@urbanstalkers.com
Super-Successful GLAMs (Text version with notes)Michael Edson
Opening remarks for The Commons and Digital Humanities in Museums
Sponsored by the City University of New York Digital Humanities Initiative, November 28, 2012
Organized by Neal Stimler and Matt Gold, with Will Noel and Christina DePaolo.
http://cunydhi.commons.gc.cuny.edu/2012/11/07/wednesday-november-28-the-commons-and-digital-humanities-in-museums/
Indigenous Consciousness Presentation was presented at the First International Forum in Mountain Province was hosted by the Mountain Province State Polytechnic College and was co-hosted by Bali-based non-government organization Yayasan Global Banjar International- Wow Bali Initiative on April 4-7.
This year the theme, “Innovations for Indigenous Peoples’ Empowerment and Social Transformation!”
Eco World is set to be the worlds first Amusement Park & Education Center on Ecological
Sustainability & New Tech Enterprise. It will be located inside a greater project, funded by Hemp Inc. founder and philanthropist Bruce Perlowin, on 7000 acres in Nevada that includes eco-villages, businesses and the worlds largest animal sanctuary.
Diversity, Equity & Inclusion - Who decides what's next?Alex Nusselt
Introduction to Diversity, Equity & Inclusion during Macromedia Mentoring Program KickOff 2021
Focusing on industrialization, digitization and a changing society
Richard B. Gregg - The value of voluntary simplicityJoão Soares
Voluntary simplicity of living has been advocated and practiced by the founders of most of the great religion: Buddha, Lao Tse, Moses and Mohammed,—also by many saints and wise men such as St. Francis, John Woolman, the Hindu rishis, the Hebrew prophets, the Moslem sufis; by many artists and scientists; and by such great modern leaders as Lenin and Gandhi. It has been followed also by members of military armies and monastic orders,—organizations which have had great and prolonged influence on the world. Simplicity has always been one of the testimonies of the Mennonites and of the Society of Friends.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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I have developed and delivered two fresh and interesting sessions for Hyper Island, Unilever, Mercer and Pirelli. These sessions were developed as a response the Innovation and Sustainability imperatives faced by most managers.
Entitled "What got us here won't get us there!", this sessions teach managers about
1. Language, metaphor and reframing
2. Q-storming - designing powerful questions
3. Systems thinking
Managers leave these sessions better equipped to engage a future that is at once digital, mobile, social, green and data rich.
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Simon Goodall, Chief Strategy Officer, Lowe Open - Sci-Fi Trend Spotting
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Matt Follows, Sustainable High Performance Coach, Leading Left - Future Proofing Your Brain
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We live in interesting and accelerated times. No professional today, whether in the public or private sector, can afford to be unaware of the pace of changes surrounding them. The pace of business change happening around us is relentless. The global forces of competition, innovation, and new technologies are creating new markets while eliminating others.
Multidimensional technological forces involving automation, 3D printing, augmented reality, machine learning, Industry 4.0, internet of things, and blockchain are rapidly transforming the future of work, organizations, and jobs.
We are at the beginning of the fourth industrial revolution. Developments in machine learning, robotics, nanotech, biotech, and 3D printing are all building on and amplifying one another. Technology is disruptive and it keeps transforming workplaces, business practices, and work processes. Companies are trying hard to survive — the only way to survive is to adapt, change, and innovate fast.
Companies are hungrier for smart ideas and innovations than ever before because they know they will go extinct unless they learn, improve, evolve, accelerate, and create constantly.
89% of Fortune 500 companies from 1955 are not on the list in 2014. The average age of a company listed on the S&P 500 was 67 years old in the 1920s. Right now this age is 15 years only and it keeps going down. In 2028, 40% of all S&P 500 companies are expected to disappear from this list. Similarly, 75% of S&P 500 firms are estimated to be replaced within 15 years.
In 1996, Kodak had nearly 150 thousand employees and $28 billion market cap. In 2008, the whole market was gone. The invention of digital cameras eliminated traditional camera businesses. A company that is not trying to disrupt itself is destined to be disrupted.
We are experiencing a digital revolution and the industrial paradigm is over. Mass production is becoming obsolete and 3D printers are replacing factories. Companies work in virtual networks and remote work is the order of the day.
Products are bought on demand and they are customized by default. We do not need huge scales of economy, organization charts, hierarchies, factories, standardized exams, or large production floors anymore.
We do not need cable TV, mass-market, and broadcast advertising. We are now experiencing a borderless, democratized, digital world where each individual can have a huge impact.
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It is impossible to imagine that the skills needed at work will remain the same in the new decade. The world is changing fast and we need to learn, re-invent, and disrupt ourselves every day.
We live in an era where there is no turning back.
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Sponsored by the City University of New York Digital Humanities Initiative, November 28, 2012
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9. Powerful brand identities are born from clear, heart-felt objectives Chinese mother builds brand in Greek father’s neighborhood for GreekChinese children
10. UK and Switzerland California Berkeley Architecture Ecological greenroof startup Exposure is a catalyst to the movement of ideas
11. Tuck Dartmouth, New Hampshire Saatchi & Saatchi Strategic Planning Joint-Venture DDB Guoan New York to Beijing People are as multi-layered as the worlds they touch
12. WHAT DO WE KNOW ABOUT THE FUTURE ? More global More complex More choice
13.
14. “ I’ve already been to more places than my parents ever did, and I’m only 23.” -Xun, 23, Beijing “ I love to cook foods from different countries, I don’t think my parents had the opportunity to do so.” -Feng Jia-Yu, 26, Beijing More global
15. BLURRING OF ROLES AND PROCESS make the product sell the product consumer corporation More complex make the product
16. “ My parents were fixed in one location: everything from jobs to life were all set, they just had to follow it, there wasn’t much difference between people. … We are not living on fixed location, we drift outside, we compete for houses, jobs and cars.” -Wang Xue Feng, 27, Jiangsu More complex
19. “ There are many companies asking me to work for them, but I cant decide.” -Xiong Wei-hua, 22, Jiangsu “ You do not have to stay on same job for life.” -Kang Xiao-bo, 25, Chongqing More choice
20. New York 100 years… 8 million. Shenzhen 25 years… 12 million. vs. Faster change
22. “ It’s pretty normal to make more money than your parents.” -Yang Jie-nan, 21, Tianjing “ I am the VP of a corporation worth 60 million RMB and I am only 26.” -Jia Shan-wei, 26, Gangxu Faster change
23. SOCIETY CHANGES The speed, scale, and nature of change varies Original artwork by Paris Mavroidis www.parismav.com
24. TO UNDERSTAND THE FUTURE OF BRANDS, WE NEED TO UNDERSTAND THE FUTURE OF PEOPLE Original artwork by Paris Mavroidis www.parismav.com
25. 200,000 years ago – homo sapiens in Africa 85,000 years ago – hunters and gathers 11,000 years ago – agriculture 6,000 years ago – Pro-states (Egypt, Mesopotamia) 2,000 years ago – Empires (Persia, Rome, China) 700 years ago – birth of the nation state (14th c) 300 years ago – industrialization (18th c) 17 years ago – free market economy (1990’s) 12 years ago – the internet takes off HUMAN HISTORY
26. everything is somehow interrelated Original artwork by Paris Mavroidis www.parismav.com
36. “ Rebellion exists in every generation. But, I feel the new generation has a stronger will to rebel, because we are enriched by materialism and that enables us to think freely and realize our dreams.” - Apple, Beijing Punker
37. What part of globali z ation has changed us forever ? W hat part will we react against? WHAT IS THE FUTURE OF GLOBALIZATION ?
38. Multi-layer identity and delight in diversity Commitment to endless learning and exploration GLOBALIZATION TO KEEP Openness to bigger scale issues Personal development Standards of environmental protection Access to the highest common denominator C enters of excellence Local interpretations of a good ideas
40. Web-enabled brokering of value-add Empowerment by wealth and technology Consumer and marketer become one – Insights found at the individual level resonate with the global community. Paolo Coehlo, Calatrava, Thomas Friedman
41. Rootless-ness Lack of commitment to a rich and deep point of view GLOBALIZATION TO REACT AGAINST Lowest common denominator Learning less when exposed to more Loss of expressive depth (language, vocabulary, knowledge)
45. IMMERSE, BREATHE THERE Chameleons take on the colour of their surroundings to survive. We do too, to thrive. Involve all to evolve together
46. PEOPLE ARE COMPLICATED BUT NEVER VAGUE In the same way that 1.34 can’t refer to number of people, target age ranges lead to generic descriptions
47. UNDERSTANDING PEOPLE REQUIRES CONSTANT ALERTNESS TO CHANGE AND COMMITMENT TO LEARNING Original artwork by Paris Mavroidis www.parismav.com
48. Who works the hardest in China? East Perceive to be 92% faster than the rest of China South Think they are 60% faster than the rest of China Central Assume they’re 81.8% faster than the rest of China South West Believe they’re 62.5% faster than the rest of China North: See their life being 65.02% faster than the rest of China GLOBAL WILL INCLUDE MORE KNOWLEDGE ABOUT MORE PLACES
49. HUMAN INSIGHTS for Global Brands the Chameleon Way http://www.chameleonHI.wordpress.com Original artwork by Paris Mavroidis www.parismav.com
Editor's Notes
I am very pleased to open today’s networking event, with some thoughts on the future of global brands. I spent the last two years in China working on adapting brands to a new center of gravity. My experience taught me that there are no simple static answers.