This presentation reveals an understanding of what changes, what role do they have on our lives and how it can be used in the construction of brand communication.

1. Leading the Changes

2. Changes constantly take place
around us.
You just need to catch them!

4. Change - it's more than a trend.
It's a conversion of many trends
colliding and creating a new
paradigm.

5. Let's get back to the future
and
have a look to some noticeable
changes.

6. Change @ ECO-Preoccupation
Desire of environment protecting
Ecology and safe lifestyle will remain the world's most accurate
subject for the next years. Based on their own principles, and
sometimes under the pressure of the new law, manufacturers
are inviting consumers to participate in ECO-activities:
•Recycling and re-use
•Reduction of harmful emissions to protect the environment
•Planting of greenery

7. Trend @ RECYCLING

8. 3
THE IDEA: Nike “ReUSE a
SHOE”
Idea is to take shoes and separate
the 3 main parts of the shoe and
use those parts to build tracks for
running, tennis courts, and
2
basketball courts.
THE ROLE TO TAKE:
Helping consumers recycle by taking back all
old items from customers, and then actually
doing something constructive with them.
1
THE CHANGE TO LEAD:
Consumers are increasingly concerned about environmental
issues, issues of re-use and recycling of waste products, these
concerns and needs intensified due to global economic crisis.

9. Idea @ Nike “ReUSE a SHOE”

10. Trend @ RECYCLING

11. 3
THE IDEA:
Special “Green cash-box” – in the
cashier, no free plastic bag. Instead,
the buyer can purchase a package
consisting of 40% recycled or paper
bag or re-usable bag.
2
THE ROLE TO TAKE:
Helping consumers to care about the
environment while purchasing in Auchan
stores.
1
THE CHANGE TO LEAD:
Consumers are increasingly concerned about environmental
issues, issues of re-use and recycling of waste products, these
concerns and needs intensified due to global economic crisis.
Source by - http://article.unipack.ru/39589/

12. Auchan @ “Green cash-box”

13. Trend @ Natural products inside

14. 3
THE IDEA:
“McDonald's fresh salads
billboard”
A living-billboard on which planted
the phrase "fresh salad"
2
THE ROLE TO TAKE:
Show customers naturalness of the
ingredients in McDonald's products.
1
THE CHANGE TO LEAD:
Consumers are increasingly concerned about environmental
issues, issues of reuse and recycling of waste products, these
concerns and needs intensified due to global economic crisis.

15. McDonald’s @ “Fresh salads billboard”

16. Trend @ Planting of greenery

17. 3
THE IDEA:
Coca-Cola / WWF “Plant
Billboard”
Billboard that purifies the
surrounding air.
2
THE ROLE TO TAKE:
The brand cares about environmental issues,
talks about these issues and actively uses
natural themes in its communication.
1
THE CHANGE TO LEAD:
To avoid the reduction of the number of plants
and trees. It causes ecological problems because
of the lack of transformation of CO2.

18. Coca-Cola / WWF @ “Plant Billboard”

19. Change @ Collaboration with
technologies
Technologies have become an integral part of our lives, they
get more friendly & intuitively understandable. We are
already empowered using those technologies: choice of films
and serials, navigation, searching recipes, purchasing,
recognizers of music, contacting with friends...
In a near future, we will not be able to imagine our lives
without high-technologies. This situation pushes the brands
to consider this change in their products and
communications.

20. Trend @ Experiencing a second screen

21. 3
THE IDEA: KIA - AR TVc
KIA create an unique
communication using placement
on TV and mobile application with
Augmented Reality.
2
THE ROLE TO TAKE:
Give to consumers an opportunity to use
second screen during of watching TV.
1
THE CHANGE TO LEAD:
The vast majority of American tablet owners (88%) and
smartphone owners (86%) surveyed by Nielsen in Q4 2011
said they used their device while watching TV at least once
during a 30-day period.

22. Idea @ KIA - AR TV Ads

23. Trend @ Social by Technology

24. 3
THE IDEA: Nike+ fuelband
GranataPet installed 10 billboards, when a
user checked in to the billboard on
Foursquare, it “dispensed” dog food into a
dog bowl on the ground for four-legged
friends.
2
THE ROLE TO TAKE:
Give consumers the opportunity to socialize and
experience new life-experience through the creation of
a new situation, of consumption of the product.
1
THE CHANGE TO LEAD:
People are actively using technology to socialize, talk about their
location with geo-location services, broadcast their playlists in status
of social networks and share moments of they life by using Instagram.

25. Idea @ GranataPet “Snack Check”

26. Trend @ Techno-Healthy

27. 3
THE IDEA: Nike+ fuelband
FuelBand tracks running, walking, dancing,
basketball - and dozens of everyday
actions. It also syncs up with a motivational
web and mobile experience.
2
THE ROLE TO TAKE:
Give consumers the opportunity to socialize at the
time of training, to share successes and compare the
results with friends, to make an individual and
collective training program.
1
THE CHANGE TO LEAD:
Healthy lifestyle becoming more and more relevant today,
and consumers are increasingly turning to devices for taking
their status and progress/achievements.

28. Idea @ Nike+ Fuelband

29. Trend @ Crowdsourcing

30. 3
THE IDEA: “My Starbucks idea”
Customers can contact Starbucks
representatives through the community
sites. The community has helped Starbucks
taking into account customer feedbacks and
promoting new products.
2
THE ROLE TO TAKE:
Give to consumer an opportunity of self
expression tool, communication channel with
brand and place to raise their voice.
1
THE CHANGE TO LEAD:
Consumers want participate in creation of
the products/services, they want to
contribute to a common objective.

31. Idea @ “My Starbucks idea”

32. Trend @ Crowdsourcing

33. 3
THE IDEA: “Alfa ideas”
Crowdsourcing service on Alfa-bank site
"Alpha-Idea: We hear you!" - Develop and
implement ideas to improve products and
services of the Bank.
2
THE ROLE TO TAKE:
Brand leads an active dialog with their customers,
listens to their opinions and suggestions,
implements the most successful ideas in the
opinion of consumers.
1
THE CHANGE TO LEAD:
Consumers want participate in creation of
the products/services, they want to
contribute to a common objective.

34. Idea @ “Alfa ideas”

35. Change @ Need for
Personalization
We live the same life, dressed in some stores,
buying the same thing manufactured in China, we
travel in the same place.
Every day, everybody would like to find their own
individuality through their experiences

36. Trend @ Desire of differentiation

37. 3
THE IDEA:
TV ad telling about the importance of
personification in the modern world. The
focus became the personal value of each
customer and his individuality.
2
THE ROLE TO TAKE:
The brand that appeals to the consumer in a
personal form, emphasizing the importance and
distinguishing features of each individual customer.
1
THE CHANGE TO LEAD:
Desire to stand out in small things that give them an
understanding of self-importance, to be a unique
customer

38. Idea @ “Starbucks personal touch”

39. Trend @ Desire to be different

40. 3
THE IDEA:
Social application allowing to order a
credit card with unique design, directly
from your OK profile. You can choose
any picture and create your personalized
card, online.
2
THE ROLE TO TAKE:
Provide an opportunity for personal expression
and individualization of the product. Show that
​
the brand shares the values of its customers
and ready to contribute to it.
1
THE CHANGE TO LEAD:
Desire to stand out in small things that give them an
understanding of self-importance, to be a unique
customer

41. Idea @ “Personalized design card”

42. Thank
You!