Managing brand evolution
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Using Foresight to manage Strategic Brand Evolution
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Managing brand evolution
- 1. ©LivingEnterprise,Inc.2014.Allrightsreserved Managing Brand Evolution Brands and the dynamics of change. Brands and the enterprises they represent naturally evolve over time. We will discuss how we understand and leverage change strategically.
- 2. ©LivingEnterprise,Inc.2014.Allrightsreserved Managing Brand Evolution 1. In the context of strategic brand management why is this important? 2. Why do brands evolve? What remains and what changes? 3. Understanding brands and their relationship to value and the enterprise? 4. How do we manage variation and change? 5. Managing change over time? What are some of the things we know today? 6. Understanding change in the specific context of your Brand. 7. Anticipating change – shaping the future.
- 3. ©LivingEnterprise,Inc.2014.Allrightsreserved Strategic Brand Management The time dimension To think strategically about brands requires us to think differently – about variation over time.
- 4. ©LivingEnterprise,Inc.2014.Allrightsreserved SBM and the Time dimension 1. What is a brand and what role does it play? 2. What is the typical task of brand management? 3. What does the term ‘strategic’ imply? 1. Stability and Change 2. Responding vs. Shaping 3. Intent – Purpose, Mission, Principles 4. Making an Impact with brands. 1. Instrument of change – Positive, Distinctive and Enduring Value 2. Expanding space-time. 3. Deeper, Higher, Beyond
- 5. ©LivingEnterprise,Inc.2014.Allrightsreserved Understanding Evolution The multi-dimensional context of change There is more happening than what we see and perceive. Designed change and co-evolution
- 6. ©LivingEnterprise,Inc.2014.Allrightsreserved The evolution of a Brand As manifested in its logos.
- 7. ©LivingEnterprise,Inc.2014.Allrightsreserved The evolution of a brand As manifested in the product
- 8. ©LivingEnterprise,Inc.2014.Allrightsreserved Yet another evolving logo Automobiles
- 9. ©LivingEnterprise,Inc.2014.Allrightsreserved What goes behind the evolution The many dimensions of change
- 11. ©LivingEnterprise,Inc.2014.Allrightsreserved Tim Stock – Parsons School of Design
- 12. ©LivingEnterprise,Inc.2014.Allrightsreserved Evolution is almost biological The idea of co-evolution
- 16. ©LivingEnterprise,Inc.2014.Allrightsreserved Understanding Change The larger context There are two key challenges – Managing variations now and finding the consistent core over time.
- 17. ©LivingEnterprise,Inc.2014.Allrightsreserved So What is Value? A new understanding Elke den Ouden
- 18. ©LivingEnterprise,Inc.2014.Allrightsreserved A typical business ecosystem Apple the product manufacturer? Elke den Ouden
- 19. ©LivingEnterprise,Inc.2014.Allrightsreserved Value Flows Modeling flows across the ecosystem Elke den Ouden
- 20. ©LivingEnterprise,Inc.2014.Allrightsreserved Behind the scenes The complexities we rely on.
- 21. ©LivingEnterprise,Inc.2014.Allrightsreserved A typical industry landscape Financial services
- 22. ©LivingEnterprise,Inc.2014.Allrightsreserved Industry Market Enterprise Economy Enterprise Embedded in higher-level Contexts
- 23. ©LivingEnterprise,Inc.2014.Allrightsreserved powerpoint-enemy-8x6.jpg 600×340 pixels The World outside the enterprise Some challenges are truly wicked
- 24. ©LivingEnterprise,Inc.2014.Allrightsreserved Looking at the Macro Picture Carlota Perez - Technology Revolutions
- 25. ©LivingEnterprise,Inc.2014.Allrightsreserved The Services Economy The transition to dominance 20140118_FBC169.png 580×562 pixels mnfr-shift.png 1,163×793 pixels
- 26. ©LivingEnterprise,Inc.2014.Allrightsreserved A plethora of economies Information, Knowledge, Experience…..
- 27. ©LivingEnterprise,Inc.2014.Allrightsreserved complexity-at-the-edge-how-to-maximize-the-mobile-opportunity-4-728.jpg 728×546 pixels Technology Change One of the most powerful forces
- 28. ©LivingEnterprise,Inc.2014.Allrightsreserved fairstarts_featured.png 4,158×3,064 pixels The Locus of Power is shifting New business models emerge http://www.totalpayments.org/wp-content/uploads/sites/2/2014/07/Peer- to-Peer-Lending-and-Investment-Briefing-The-Sharing-Economy.jpg
- 30. ©LivingEnterprise,Inc.2014.Allrightsreserved Brands as Platforms platformtypes_6215.png 1,400×1,300 pixels
- 31. ©LivingEnterprise,Inc.2014.Allrightsreserved Time to reframe A new transformational perspective • VUCA – World • It is time to revisit the ‘frames’ of the enterprise • The meaning of value • Value Propositions • The design of the Enterprise itself. • The role of brands in shaping and enabling the emerging enterprise.
- 32. ©LivingEnterprise,Inc.2014.Allrightsreserved Understanding Trends A disciplined approach Analyzing and understanding trends in multiple dimensions. Examples of trends in culture. All slides in this section come from Tim Stock – Professor at Parson’s School of Design.
- 35. ©LivingEnterprise,Inc.2014.Allrightsreserved Tim Stock – Parsons School of Design
- 36. ©LivingEnterprise,Inc.2014.Allrightsreserved Tim Stock – Parsons School of Design
- 37. ©LivingEnterprise,Inc.2014.Allrightsreserved Tim Stock – Parsons School of Design
- 41. ©LivingEnterprise,Inc.2014.Allrightsreserved Vectors of Change Scenarios – Finding the Common Core across a range of possible futures The forces of change are complex and many dimensional. How do we understand the future and anticipate opportunities to shape our destinies strategically.
- 42. ©LivingEnterprise,Inc.2014.Allrightsreserved Imagining the future - Mobility In contexts http://architizer.tumblr.com/post/27933396544/road-trip-architizer-audi-urban-future
- 43. ©LivingEnterprise,Inc.2014.Allrightsreserved Drivers of Change: Technology http://dupress.com/articles/future-of-mobility-transportation-technology/
- 44. ©LivingEnterprise,Inc.2014.Allrightsreserved Envisioning Urban Mobility The values perspective
- 46. ©LivingEnterprise,Inc.2014.Allrightsreserved Scenarios – understand variation in which the brand must thrive
- 49. ©LivingEnterprise,Inc.2014.Allrightsreserved Strategic Brand Management The time dimension To think strategically about brands requires us to think differently – about variation over time.
- 50. ©LivingEnterprise,Inc.2014.Allrightsreserved Managing Brand Evolution 1. In the context of strategic brand management why is this important? 2. Why do brands evolve? What remains and what changes? 3. Understanding brands and their relationship to value and the enterprise? 4. How do we manage variation and change? 5. Managing change over time? What are some of the things we know today? 6. Understanding change in the specific context of your Brand. 7. Anticipating change – shaping the future.