Congratulations, your brand is about to be obsolete

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Presented by William Charnock and Andrea Ring at SXSW. Why the traditional marketing approach for brands no longer works in the fast changing digital age. The presentation suggests a new model for brand communications based around the concept of play.
Podcast recording of presentation available here:
http://schedule.sxsw.com/events/event_IAP7110

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Congratulations, your brand is about to be obsolete

  1. 1. PRESENTS:CONGRATULATIONS!Your Brand’s About to Be Obsolete
  2. 2. William Charnock Andrea RingChief Strategy Officer Managing Director, Planning
  3. 3. The Agency for the Digital Age™
  4. 4. What Is A Brand?
  5. 5. Brand = $
  6. 6. Great Brands Drive Business
  7. 7. But Every Year Brands Fall 2002 - 32% 2003 - 16% 2004 - 15% 2005 - 9%value 2006 - 16% 2007 - 19% 2008 - 12% 2009 - 11% time
  8. 8. But Every Year Brands Fall 2002 - 10% 2003 - 19% 2004 - 33% 2005 - 5%value 2006 - 12% 2007 - 12% 2008 - x% 2009 - x% time
  9. 9. Why Did Brands Become Obsolete?
  10. 10. Shifts Happen
  11. 11. Category
  12. 12. Culture
  13. 13. Technology
  14. 14. Geography
  15. 15. Who Survived?
  16. 16. Channel Blockers 1900’s 1920’s 1960’sManufacture Distribute Broadcast identification differentiation perceived value
  17. 17. They Relied On Their SCALE And Channel DominationNumber of people time
  18. 18. # Scale Fail
  19. 19. Universal Distribution Everyone’s A Broadcaster Digital Commerce Commercialization Of Socialization
  20. 20. Ubiquitous information Tools Experts Data
  21. 21. Reality ShiftPerception Reality
  22. 22. Marketers Are Out OfTouch With The Real World Not real time Not real world Not real consumers
  23. 23. Closest point to obsolescence Stable, Defensive, ConsistentNumber of people time
  24. 24. Closest point to obsolescence Nimble, Competitive, EvolvingNumber of people time
  25. 25. The Big Symptom
  26. 26. Game Changing Ideas Start-Up Bank Aggregation Application StoreCollaborative Saving Video Streaming Makeup Videos Michelle Phan
  27. 27. The Root Cause Of Obsolescence
  28. 28. Onion Frame Work HeritageBrand Promise Temple Proposition Key
  29. 29. Rear View We’re obsessed with defining brands bywhat they were, not what they come to be.
  30. 30. What are you doing that’s new and interesting? + Why are you in business?
  31. 31. A New Model
  32. 32. Traditional Marketing Brand Story metaphor
  33. 33. Traditional Marketing Digital Marketing Brand Story Brand System metaphor information
  34. 34. Brand Story Brand Systemmetaphor demo apps info
  35. 35. Play Brand Story Brand Systemmetaphor demo play apps info
  36. 36. PlaygroundPeople Purpose Object
  37. 37. WHO Audience Participant User
  38. 38. WHO Audience Participant UserWHAT Intention Action Information
  39. 39. WHO Audience Participant UserWHAT Intention Action InformationWHY Empathy Solidarity Utility
  40. 40. WHO Audience Participant UserWHAT Intention Action InformationWHY Empathy Solidarity Utility
  41. 41. Brand Purpose = Why You Are In Business
  42. 42. Products Become Obsolete
  43. 43. Purpose gives focus to innovation purposescale object time
  44. 44. mobilityscale cars time
  45. 45. readingscale books time
  46. 46. useful informationscale search engines time
  47. 47. performance scalescale sneakers time
  48. 48. Purposeful Play = $
  49. 49. 1900’s 1920’s 1960’s 2000sManufacture Distribute Broadcast Digital Age identification differentiation perceived value
  50. 50. 5 Rules of Play:Seeing Your Brand As A System
  51. 51. 1. Be Interesting
  52. 52. 2. Be irrational
  53. 53. 3. Be Real…in Real Time (Iterative)
  54. 54. www.socialmediahell.com
  55. 55. 4. Open Your Experiments
  56. 56. 5. Shift Before Shift Happens
  57. 57. 2006 2011
  58. 58. Thank You
  59. 59. By The Way We’re Hiring…

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