This document discusses how emerging technologies like 5G internet, renewable energy networks, and driverless transportation could enable a new sharing economy with near-zero marginal costs of production. It argues that businesses need to understand shifts in audiences, particularly younger generations that value freedom, power and community differently. The document recommends that companies communicate their brands through immersive virtual reality experiences that engage emotions rather than just information. Several examples are provided of brands like McDonald's and Jaguar using VR to help achieve marketing goals.

1. Future branding through VR
perspective
Author: Alina Dolmate

2. Chapter 1
THE BIG PICTURE

3. “The global economy is in crisis. The exponential
exhaustion of natural resources, declining productivity,
slow growth, rising unemployment, and steep
inequality forces us to rethink our economic models.”
Where do we go from here?
J. Rifkin, social & economic theorist, 2018

4. 21st century smart digital infrastructure, emergence of
three pivotal technologies fundamentally changes the
way we manage, power and move economic life.
J. Rifkin, social & economic theorist, 2018
A New Radical Sharing Economy:

5. - ultra fast 5G communication internet
- renewable energy internet
- driverless mobility internet (GPS)
all connected to the IoT platform, embedded across society
& environment

6. sensors in
agriculture
sensors in
factories
sensors in
smart homes
smart
roads/
smart cities
sensors in
smart vehicles

7. Zero Marginal Cost society & connectivity.
We’re creating system that will allow at a very low
cost to begin directly engaging with each other,
bypassing middleman.
Major benefit:

8. 3 billion people now on internet who’re producing
and sharing virtual goods at almost zero marginal
cost disrupting entire industries, e.g. bloggers
producing own youtube videos, blogs, open
education courses.

10. thousands of startups are using this opportunity to
create platforms, analytic apps - they’re creating
connectivity
Dribbble, Sketchfab, Etsy, Taxify…

11. Daimler 300 000 trucks full of sensors on the roads,
collecting data on weather conditions, traffic, warhorse
availability - so you as SM business can be more efficient.

12. we need to understand where we are now & where
we want to go before deciding on “how-to get there”.
Innovation is the lifeblood of success, but a challenge to many.

13. Chapter 2
UNDERSTAND YOUR AUDIENCE

14. technology does not change it alone, we need a
change in mindset
Businesses are more often pressured by changing customer demands:

15. Millennial gen is now experiencing major controversies that we need to understand:
ownership access
markets networks
consumerism sustainability

16. Freedom
Power
Community
Major shift is happening in how different generations define:

17. Freedom
Power
Community
MillennialsBaby Boomers
self-sufficiency, exclusivity
pyramid, from one to many
each rely on himself
autonomy is death, inclusivity
being engaged into networks
social consciousness

18. Source: Food and Drink Futures report (UK), 2017

19. Source: Food and Drink Futures report (UK), 2017
Younger gen has access to information, follow global
trends, care about environmental change - forcing
suppliers to transform.

20. Digital Natives vs. Digital Pioneers
75% of gen Z “there are other ways of getting good education than
going to college.”
Global Citizen vs. Global Spectator
58% agree “kids today have more in common with their global peers
than they do with adults in their own country.”
Source: Sparks & Honey report, 2017

21. Culture shifting from “how-to” to “relate-to”.
From listening to authority to finding someone who
has similar values.

22. Chapter 3
FIND THE RIGHT MEANS OF COMMUNICATION

23. from text, to image, to video to immersive content that engage people
There is a major shift in communication methods:

24. what do we know about immersive?

25. ?
experience
participation
feeling
simulation
engagement
imagination
vision
meaning
empathy
participation
emotions
creating memory
footprint of
memory

26. Connecting with feelings, emotions, participation as
opposite to gadgets, interfaces, buttons, screens.
We’re not just watching it, we are in it.

27. which industries would benefit from it?

33. FB introducing interactive 3D in Newsfeed

34. Chapter 4
EBRACE BRAND AS A DRIVER OF GROWTH

35. Brand - emotion related to your product/service.
Values that your audience relate to, believe what you believe in
& vice versa.

36. Branding is like matchmaking
<3

37. 1. How my product is different?
2. What are major benefits?
Branding & Marketing before:

38. 1. How my product is different?
2. What are major benefits?
3. Emotional benefits
4. Benefits of change
5. Social benefits
Branding & Unique Selling Proposition today:

39. what about immersive content?
Helps to achieve efficiency or add emotion to your
brand.

40. First, to sum up:
- LOOK AT A BIG PICTURE (identify where you want to go to find the
right positioning)
- ANALYSE YOUR AUDIENCE (use all available SM to identify their
attitudes, values to define your Unique Selling Proposition)
- FIND RIGHT MEANS OF COMMUNICATION (strategy,
platforms, technology to communicate your USP and invest in brand)

41. let’s see some cool examples - VR cases

42. Beginning - A pencil of Promise Virtual Reality experience, 2015
Open: https://youtu.be/SelvUz8Zr3k

43. The Excedrin® Migraine Experience
https://youtu.be/SmJW8gYIN4E

45. McDonalds - Happy Goggles
https://youtu.be/bnYg752URcE

46. Jaguar creates ‘Actual Reality’
https://youtu.be/YKWI4Lbrnj8

47. The Starry Night Stereo VR experience:
Open on mobile: https://youtu.be/
G7Dt9ziemYA

48. TASK:
come up with ideas for your brand

49. Reach out to me:
alina.dolmate@gmail.com
+371 26714520
@Vividlyapp