Impact of conversation (REDUX)

THE IMPACT OF CONVERSATION
a quick glimpse on how brands and executives must prepare themselves for the future.

Created by Marcelo Andrade
Digital strategist, conceptualizer and cool hunter

Wednesday, April 25, 2012

1 The age of conversation

2 Generation Flux

3 Reset


1 The age of conversation


WELCOME TO THE AGE OF CONVERSATION!
SOCIAL MEDIA HAS GIVEN PEOPLE A VOICE – TO TALK ABOUT
THEIR PASSIONS AND EVERYTHING THAT INTERESTS AND DRIVES
THEM. IT‘S A VOICE TO BE HEARD NOT ONLY BY OTHER PEOPLE
BUT BY MARKETERS AS WELL. BECAUSE IT‘S A STRONG VOICE.
A VOICE THAT CAN EVEN AFFECT THE FATE OF THEIR BRANDS...
HTTP://FARM2.STATIC.FLICKR.COM/1189/3164963887_4CA73A3F36_O.JPG


IN WEB 2.0, IT‘S MORE AND MORE THE PEOPLE,
THE CONSUMERS, THE BRAND'S FRIENDS AND FANS, WHO
PILOT THE BRAND'S SUCCESS BY THE EXPERIENCES
THEY SHARE AND THE STORIES THEY TELL ABOUT IT.

HTTP://WWW.FLICKR.COM/PHOTOS/URBANWINDOW/3292441098


TODAY, BRANDS ARE LESS ABOUT
CORPORATE VOICE AND MORE ABOUT
CUSTOMERS MAKING BRAND MUSIC
WITH THEIR OWN VOICES.

BRANDS ARE REMIX, RECHARGE, RENEW.
WWW.DIEMAGAZIN.CH/BILDER/MIXTAPE.GIF TENAYAGROUP.COM/BRANDBARRIER.HTM


IN THIS RELATIVELY NEW
COMMUNICATION ECOSYSTEM

BRANDS GET
MORE AND MORE
IN A DILEMMA

WWW.FLICKR.COM/PHOTOS/SIS/2635898654


WWW.FLICKR.COM/PHOTOS/EARTHWATCHER/2299142823

ON THE ONE HAND

BRANDS NEED CONSISTENCY
BECAUSE THEY HAVE TO GIVE ORIENTATION


ON THE OTHER HAND,

THEY NEED
CONSTANT
RENEWAL AND
EXCHANGE
TO FURTHER GROW

WWW.FLICKR.COM/PHOTOS/26594226@N04/3564343130


THE PROBLEM:

DYNAMIC BRAND ENVIRONMENT

BRAND MODEL
STATIC BRAND
IDENTITY VS. PERPETUAL BETA

WWW.FLICKR.COM/PHOTOS/SIONFULLANA/3901732211

BUT:
BRAND IDENTITY MEANS
THAT BRANDS HAVE AN
IDENTITY, NOT THAT
THEY NEED TO BE
IDENTICAL ALL THE TIME,
TO EVERY CUSTOMER,
EVERY DAY.

IDENTITY
=
IDENTICAL
WWW.FLICKR.COM/PHOTOS/PAULHOLLINGWORTH/121289687


WWW.FLICKR.
COM/PHOTOS/
IMHARA

BRANDS NEED MANY
FACE(T)S TO CONNECT
WITH THEIR AUDIENCES.

BUT HOW SHOULD
YOUR FACET BE LIKE?


2 Generation Flux


Does the constant pressure to
learn new things at your job
makes you want to get up earlier
or yearn for a time when you
knew what to do everyday?


What do you feel when you hear
that “every business will have to
change and adapt or become
obsolete”?


When you hear experts saying
that it is impossible to predict
where the market is going in the
next ﬁve years, do you feel
excited with the possibilities?


IF YOU DON’T FEEL LIKE JUMPING OF A CLIFF AFTER THESE
3 LAST SLIDES, THAN YOU ARE ENTERING THE GENERATION
FLUX VORTEX.

Generation Flux is a term coined by FastCompany Magazine in a special report on
a new breed of pioneers, who are successful in this new environment due the their
ability to adapt to all the changes and evolve with the possibilities of our days.

Read the full report here


IT CONSISTS OF THREE MAIN CHARACTERISTICS THAT A
PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE
PRESENT STATE OF OUR WORLD.

1 EMBRACING INSTABILITY

2 TOLERATING AND ENJOYING CALIBRATING STRATEGIES

3 COMING UP WITH OUT OF THE BOX BUSINESS MODELS
AND ASSUMPTIONS


IT CONSISTS ON THREE MAIN CHARACTERISTICS THAT A
PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE
PRESENT STATE OF OUR WORLD.

1_EMBRACING INSTABILITY

2_TOLERATING AND ENJOYING RECALIBRATING STRATEGIES

3_COMING UP WITH OUT OF THE BOX BUSINESS MODELS
AND ASSUMPTIONS

BUT WHY?

Because the pace of change in
our economy and culture
is accelerating, fueled by a global
adoption of social, mobile and
other technologies, thus making
our visibility of the future decline.


From the rise of Facebook
to the fall of DVD rental, from the
U.S. government debt to the rise
of Brazil...


From the rise of Facebook
to the fall of DVD rental, from the
U.S. government debt to the rise
of Brazil...

...PREDICTING THE FUTURE
HAS BECOME HARDER.


AND OF COURSE, THIS UNCERTAINTY
LEADS US TO THE UNKNOWN.


BUT

THERE’S A WAY OUT


3 Reset


Give yourself the
permission to reset.
Be the leader of this change and inspire
others to collaborate. Because life is
becoming a collective of uniﬁed minds,
creating a cloud of Liquid and Linked ideas.


Liquid:

A ﬂuid and organic
idea generated by
a co-creative
mindset and that
never stops
ﬂowing and cannot
be controlled.

It starts with an insight, among professionals
involved with the brand, and reaches the
consumer as an engaging and fresh content.

Linked:

Ideas strongly
connected with
the interests of the
company, collaborators
and consumers as
their stories are written
collaboratively by
theses tree parts.

Thus, entering the age of conversation and
wearing a cocreated and ﬂuid facet.

So we can say that everybody
connected with the brand is a
spokesperson and must be
engaged at one hand, but at
the other, they must be ready
to listen and share.


OK, BUT REALLY,
WHY?
The information in this presentation is conﬁdential and may be
subject to legal privilege. If you are not allowed by Box, you

must not copy, use or disseminate.

JUST
BECAUSE
http://migre.me/8PizA


THANK YOU
CREDITS
Molecular Brand by Nouvé: http://www.nouve.de/
Flux Generation by FastCompany: http://migre.me/8Piku
Content 2020 by Coca-Cola Company: http://migre.me/8PipG
PHDWorldwide: http://migre.me/8PizA

Created by Marcelo Andrade
Digital strategist, conceptualizer and cool hunter


Impact of conversation (REDUX)

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