The Future Of Branding

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Introducing the future of branding. A presentation on the death of 'masstige' marketing and the birth of simplux branding.

Published in: Economy & Finance, Business
  • Thanks Will - glad you found it interesting... As we plunge into recession i truly believe we see a return to humanism and ethics...not a flight from it... t
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  • very, very.... very good thinking
    & has given me much to ponder on
    Thanks Tim!
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The Future Of Branding

  1. Ethical Consumers, Simplux brands and Social Communication October 2008
  2. <ul><li>“ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race. </li></ul><ul><li>And then see if I can get them mass-produced in plastic. ” </li></ul><ul><li>Woody Allen </li></ul>
  3. Transparency
  4. Remember The Good Old Days? $5 What is it? Who made it? What’s it made from? What does it taste like? Where does it come from? How can I get one more cheaply? Who would drink a beer like this?
  5. 1950s-70s. The Opacity System…Focused on features and benefits. A great model for an industrial economy. <ul><li>Opaque customers – marketing is based on inspired guesswork </li></ul><ul><li>Opaque products – any colour you like, as long as it’s what we have in stock </li></ul><ul><li>Opaque organisations – a golden age for conglomerates and aspiring monopolists </li></ul><ul><li>Opaque markets – persuasion ethos. Consumers trapped by choice, location, transportation and social class </li></ul>
  6. Brand value = Opacity Premium (n) Branding: the art of making money by concealing knowledge from targeted customers
  7. Opacity heroes…
  8. The 80s and 90s. The Translucency system. Focused on experiences. A great model for the service-economy. <ul><li>Translucent customers – guesswork replaced by data-driven speculation. The rise, demise and repr i se of CRM … </li></ul><ul><li>Translucent products – previously hidden ingredients and processes move ‘front of brand ‘(wholegrain, small batch, gluten-free, low fat, freshly-baked, in store…) … </li></ul><ul><li>Translucent organisations – TBL/ESG reporting, philanthropy, and community appeasement programmes… </li></ul><ul><li>Translucent markets – challenges to supplier-fixed pricing, price comparison sites, widespread re-intermediation… </li></ul>
  9. Brand value = Translucency Premium (n) Branding: the art of making money by selectively sharing knowledge with self-nominating customers
  10. Translucency heroes…the master storytellers…
  11. The Marketisation of everything The Socialisation of everyone The New “Social Market” Osmotic Individuals Porous Organisations The age of transparency
  12. (n) Branding: the art of making money by improving decision quality for any stakeholder
  13. Transparency heroes…the social marketers…
  14. Ethics
  15. Oh…my…god It’s all just too depressing…
  16. And much too big for me to tackle…
  17. So let me start somewhere…
  18. Source: AccountAbility/NCC Consumer Accountability could change the world…
  19. Source: AccountAbility/NCC Consumers are actively seeking engagement…
  20. Source: AccountAbility/NCC They want to trust you…
  21. Source: AccountAbility/NCC And are prepared to reward you…
  22. Transparency meets Ethics Rethinking brands?
  23. Historically, fashion has successfully navigated two countervailing trends…
  24. Simplicity <ul><li>Universal </li></ul><ul><li>Seasonal </li></ul><ul><li>Low cost </li></ul><ul><li>Easycare </li></ul><ul><li>Flexible </li></ul><ul><li>Replaceable </li></ul><ul><li>Disposable </li></ul>
  25. <ul><li>Extreme quality </li></ul><ul><li>Aesthetic appeal </li></ul><ul><li>Expensiveness </li></ul><ul><li>Scarcity </li></ul><ul><li>Superfluousness </li></ul><ul><li>Time incorporation </li></ul>Dubois and Paternault via: http://www.janusthinking.com/2006/12/what-is-luxury-the-no-need-need/
  26. Convergence? Simplicity ?
  27. Route 1. Make simplicity feel more luxurious … <ul><li>Universal => Restricted runs </li></ul><ul><li>Seasonality => Micro-seasonality </li></ul><ul><li>Low cost => High Value </li></ul><ul><li>Easycare => Action-wear </li></ul><ul><li>Flexibility => Continuity </li></ul><ul><li>Replaceability => Durability vs Fragility </li></ul>
  28. What happens when we make the Simple more Luxurious? Masstige Simplicity Michael Silverstein and Neil Fiske “Luxury for the masses”
  29. Masstige brands
  30. BUT … generally, the “ Masstige ” solution involves… <ul><li>Remote manufacture </li></ul><ul><li>Low cost materials </li></ul><ul><li>Built-in obsolescence </li></ul><ul><li>Unsustainable processes </li></ul><ul><li>‘ Over-marketing’ </li></ul><ul><li>Gratuitous consumption … </li></ul><ul><li>… it’s hardly “ethical”… </li></ul>
  31. Is there another way? Simplicity ?
  32. Is there another way? Simplicity Simplux?
  33. Simplux. The Examined brand. Sharing what’s inside … Address Ethics. Embrace Transparency. And Socialise … <ul><li>Aesthetic appeal => Craftsmanship </li></ul><ul><li>Quality => Integrity </li></ul><ul><li>Scarcity => Originality </li></ul><ul><li>Expensiveness => Equity </li></ul><ul><li>Time incorporation => Authenticity </li></ul><ul><li>Superfluousness => Altruism </li></ul>
  34. Craftsmanship
  35. Integrity
  36. Originality
  37. Equity
  38. Authenticity
  39. Altruism
  40. Bringing it all together: Social Communication
  41. Social Communication Limitless extension Validation Sharing Show me Rich detail Remove barriers Assurance Real time!
  42. A parting thought… <ul><li>Transparency changes everything. </li></ul><ul><li>Are you ready? </li></ul>
  43. Speaker biography <ul><li>Tim Kitchin, Partner </li></ul><ul><li>Brand Strategist </li></ul><ul><li>Tim Kitchin is a broad-based branding expert with extensive experience of CSR, environmental and policy-making arenas. </li></ul><ul><li>His passion is to help brands build social capital . </li></ul><ul><li>Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility, </li></ul><ul><li>He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards. </li></ul><ul><li>He was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative; and was special editor of the journal of brand management for its first issue on CSR. </li></ul><ul><li>He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page). </li></ul><ul><li>Contact: [email_address] </li></ul>

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