Brand  success  in  a  rapidly  changing,    post  recession,  growth  focussed  world  

Copyright Yellowwood Future Architects 2011

the age of optimism to

the age of anxiety

The  WORLD  in  

Protectionism, zero sum logic, east versus west, Resource

scarcity. Social unrest. Unemployment. Food shortages, failing states, global warming and failure to deal with climate

change, energy and food security crises, global struggle to control

natural resources, economic imbalances, genetic polarisation,

global terrorism, powerful protectionism, brain jacking, mechanical arbitrage, social

manipulation and surveillance states, cognitive surplus, google

stupid, nuclear proliferation  

2020

Second brains. Augmented reality lenses. Wireless intelligent embedded

biotechnology. Shared value, new capitalism, Community.

Collaborative healthcare. Multipolar power.

Entrepreneurship. Infinite personalisation.

Regionalisation. Ubiquitous connectivity. Centralising data.

Collective buying. Realtime. Genetic, Urban utopia, virtual peacekeeping, metamaterials,,

avatar reality

Half  Full  Half  Empty  

 

Peak  Oil  International  scenarios,  Mind  of  a  fox  

Goodbye to proof get into beta-thinking and a rapid experiential approach to innovation and change

you have to get everything perfect.

2011  Trends   and the shape of

Our  Sources  

Inhabitat. Trendwatching. Economist. GottaQuirk. Faith Popcorn. Flux Trends. Urban Sprout. McKinsey Quarterly. JWT. TED. thecoolhunter. Bizcommunity. Harvard Business Review. Trend Hunter. Mashable. Notcot. 10and5. Cherryflava. Omnicom and TBWA Group.

Our talent pool.

society adopts new tools. It happens when society adopts new behaviours.

View  Don      http://www.ericsson.com/campaign/20about2020/      (Scroll  cursor  over  people  to  bring  up  Title)  

Waytag is a South African mobile location-based service to help users find each other

Infographics make it beautiful

But still a scarcity of INTELLIGENCE

Online culture IS the culture

set of channels. It is the context

 

Are you and your partners still looking at digital as another channel or the context framing and informing all behaviour?

Do you truly understand what is driving your and behaviours now?

Have you unpacked the mobile opportunity and challenges for this marketing plan and brand success?

Are you tapping into infinite information to increase your success and to drive value for customers?

Is your brand and brand psyche an experimental one that enables leaping and learning and a beta-state mind set?

Do you still distinguish between the ON and OFF world?

Are you using different media differently and providing valuable brand content?

Is your brand operating in the NOW, ON real time, constantly actions and engagement world?

&  Participation  

part of the largest interactive, participatory campaign to date. Actor Isaiah Mustafa camped out with a film crew and filmed responses to reactions and suggestions from social media platforms. More people watched these videos

http://www.youtube.com/watch?v=nFDqvKtPgZo

Consumers  trust  each  other  

500 billion online impressions on one

25% of tweets contain links.

your  crowd

Collectives  

Kickstarter enables crowdfunding of creative projects

social production

http://www.ericsson.com/campaign/20about2020/ (Scroll  cursor  over  people  to  bring  up  Title)  

Transparency  

 

Is your role to create perfection and control or have you learned to be a shaper and sharer brand and brand builder?

Do you understand your brands social quotient and social graph both internally and externally?

Are you still in monologue mode focussed on what you want people to think and believe or have you started to involve , collaborate and engage ?

Does your CEO really understand that how you behave is more important than what you say?

Are you surrounded by communication partners obsessed about ideas that create trans-media potential or are you still engaging ATL and BTL?

 

Does your customer segmentation reflect how your customers see themselves and organise themselves?

Are your employees all empowered to be your social ambassadors and advocates?

Who is in charge of your integrated customer experience?

Are your differentiators authentic? Will they survive transparency tyranny?

Are your marketers asking the right questions? Is live market intelligence helping you leap and learn, tweak and beta-test?

conscious of

what they actually need, and why.

PiggyMojo is a mobile service to help couples save. Every time an impulse buy is resisted, your partner is notified of the value saved

Amazon encourages readers to sell back their read books, offering free postage back to Amazon

Coca Cola Happiness Stations and World Cup taverns helped township dwellers who

of the 2010 World Cup

Simply  Useful  

MasterCard and Visa have both developed contact- -and-

Only what I value

for years to come. The emerging world, by contrast, will be a

for a disproportionate share of business innovations

Brands need to understand and encapsulate the youthfulness and optimism of emerging markets.

GOVERNMENT

 

Do you intimately understand your , value trade offs and where they perceive value in your brand?

Are you building Afro-optimism and entrepreneurship into your psyche and skills?

Have you maximised the opportunity in localisation AND status obsession?

Are you looking for innovation ideas in emerging markets or do you still think west is best?

Do you understand the cost and impact of new consumer protection acts and increased government involvement in your brand building and communication activities?

Business is increasingly viewed as major causes of social, environmental and economic problems. They are prospering at the expense of our community and our future

From  Profit  to  Purpose  

Generosity becomes embedded and spreads beyond the developed world.

Edelman, November 2010

companies to consider societal interests

M&S encourages their shoppers to hand in old gadgets for recycling.

Water Pebble monitors water used during a shower to help you save

The Economist

Bottom Line is taking account of the full

De Vegetarische Slager The Vegetarian Butcher

Holiday Inn pedometers with keys to encourage walking

 

Does your CEO believe its philanthropy or self interested to create economic value by creating societal value?

Should you not be embedding shared value in your thinking and operating or giving it to the CSR department?

Have you discovered the profit in being sustainable and planet conscious?

How generous is your mind set, culture and general ethic or is this still a threat to margins rather than a customer growth opportunity?

healthier living and reduced consumption?

2011  Learning  to  play

The  rules  of  the  game  for  2011  

Anxiety Antidote Must be Mobile Insight Inside Interconnect Seize Social Engage Do what you say and say what you do Wield your crowd Collaborate Value value Embrace entrepreneurialism & emerging energy Define new prosperity pillars

                                       one  

The  World  is  brand  new  

New Technology New Thinking New Ideas New behaviours

A  new  era  of  brands  and  communications  

intimate and engaging conversations

Based on dialogue, not monologue

And forging a deeper relationship with the people you talk to

Through participation and active involvement

And being open and transparent

The future of branding is

Brands that deliver against this agenda

create greater word of mouth,

advocacy, sales and loyalty

This is our philosophy and we have

found an international partner that

shares our view and has developed a

model for evaluating and developing

Introducing  

Founded nearly 20 years ago in the UK by a planner called Mike Hall

Now a global boutique operating across 8 countries globally  with a team of highly innovative and insight obsessed people.

They have a unique set of tools and principles of branding to give a more holistic, multi-dimensional view.

And a UNIQUE

Used to identify the top ten most engaging brands in the UK, US, China and Australia and what makes them so engaging

Top  10  in  UK  &  US  

   If you think it would be valuable for more people in your business to be

share it with your team. We can also facilitate a workshop to unpack the implications for your business and brand and to brainstorm the actions that need to be taken to leverage the opportunities and mitigate the risks. Please contact sonjal@ywood.co.za if you would like to arrange a session.                            

Copyright Yellowwood Future Architects 2011