Counsel New Value Shift

LOWE AND PARTNERSLOWE COUNSELNEW VALUE ShifTSUMMER 2012

New Value Shift:Rethinking Traditional Value Models

New ValueShift:Rethinking TraditionalValue Models

Summer 2012

Written by Zoe Lazarus Designed by Frazer Smith www.lowecounsel.com/blog

LOWE AND PARTNERSLOWE COUNSEL

NEW VALUE ShifTSUMMER 2012

5LOWE AND PARTNERSLOWE COUNSELNEW VALUE ShifTSUMMER 2012

4 What is Counsel? Counsel Methodology

The marketing industry now accepts the significance of leading-edge intelligence in determining future consumer tastes and behaviour. Globalisation has created an environment where new ideas and behaviours are generated and adopted on a global level.

Certain cities and countries act as leaders of emerging trends and can provide insight into those yet to enter the mainstream. A combination of these forces and the reality that most product development and marketing planning processes are timed in years

rather that months means brands and marketers need to be in touch with emerging Future Signs in popular culture. Finding a way of seeing into the future has become the aim of brands wanting to build successful consumer relationships. Being able to provide consumers with what they want, when they want it, communicated to them in a way that is relevant to them is one of the key challenges for contemporary brands. To do this successfully they need to be one step ahead.

Counsel is Lowe and Partners cultural insight and analysis consultancy.

Counsel is dedicated to identifying and understanding global and local emerging shifts in consumer attitudes and behaviour. By identifying key cultural and behavioural foresights (Future Signs) we help frame and shape the development of our clients brand and communication strategies. Our data analysis capabilities enable us to also help clients predict and evaluate the effectiveness of those strategies.

Extensive experience working with many of the worlds leading brands is augmented by our network of over 3000 leading edge and mainstream consumers in over 55 key cities around the world. Accessing our global Thought Leader network helps clients to navigate and prepare in the ever-changing business and consumer landscape. Coupled with research, econometric and quantitative analysis skills, Counsel is uniquely placed to help our clients understand their target consumers and markets.


6 New Value ShiftWhat is a Future Sign?

Lowe Counsel Future Signs provide a window onto the future direction of the mainstream, six months to two years ahead. These can represent macro shifts in consumer behaviour and attitudes or micro shifts relating to a specific category, territory or target audience group.

Our Future Signs series of publications provides colleagues and clients with implications on how a specific Future Sign will impact consumer and category behaviour.

Counsel monitors these changes as they emerge and charts their evolution and impact on the mainstream. Not only do Counsel Future Signs represent the evolution of existing macro trends, but they also represent the seeds of future mainstream attitudes and behaviour. In a world of information overload, access to accurate and concise trend information and new ideas contained within offer valuable insight, which can create a business advantage. Being able to respond appropriately to emerging trends can enable brands to gain relevance, build connection and ultimately become part of the contemporary culture context.

All Counsel Future Signs are supported by statistical and other quantifiable data, which provide additional evidence of how the influence of individual trends is manifested by consumer attitudes and purchase decisions.

One of the more positive effects of the current global economic situation has been the extent to which traditional value models are being challenged and rewritten. In this Future Sign we explore how the combination of the online revolution and global recession is causing people to re-think the fundamental principles of economics and shared worth.

What businesses and individuals value is now seen to represent a much broader spectrum of associations, from being focused purely on profit at all costs to recognising the monetary value of things outside of the traditional economic sphere. This gradual shift in what people value most will have a significant impact on how people live their lives and what they consume.

New Value Shift: Rethinking Traditional Value Models




10 The Death of Business as Usual

Rethinking Capitalism

There is much serious talk about rethinking or rebooting capitalism.

Michael E Porter, the Dean of Corporate Strategy at Harvard has pronounced the need to reinvent capitalism around the concept of shared value which focuses on the connection between societal and economic progress and has the power to unleash the next wave of global growth. Shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve value. (7) Another approach to capitalism gathering momentum is assessing a countrys or societys progress and

value in terms of levels of happiness and well being. Previously unheard of outside of extreme liberal circles, and countries such as Bhutan, the theory is gradually gaining support from business strategy and government policy units, who see it as a useful way of redefining economic and social success in a post growth world. According to the UK Prime Minister David Cameron: We will start measuring our progress as a country not just by how our economy is growing, but by how our lives are improving, not just by our standard of living, but by our quality of life. (8)

The current technology revolution is overturningso many traditional business models that we are in the midst of a consumer revolution which is changing the future of business, media and culture. Leading business theorists such as Brian Solis argue that it is this end of Business as Usual, which is causing many people to challenge current value models. What is clear is that the future of business will be different from the past. According to Solis:

This transformation is partly due to social media, but mostly this revolution is led by the rising tide of new consumerism and flooded by the perception of brand oppression and the disregard of customer value from a human perspective. (4)

This revolution is led by the rising tide of new consumerism and flooded by the perception of brand oppression and the disregard of customer value from a human perspective.

The concept of shared value - which focuses on the connection between societal and economic progress and has the power to unleash the next wave of global growth.

Brian Solis, Forbes Magazine. Michael E Porter, Dean of Corporate Strategy, Harvard

Previous page: The new value shift (1) Above: The future of business is changing (2) Below: Brian Soliss book The End of Business as Usual analyses the challenges facing business in the modern technological revolution (3)

Above: Shared value looks to create value for society (5) Below: Mountain temple, Bhutan (6)




12

In 2012, UK Think Tank Demos released a paper entitled Good Growth based on a large-scale survey of the U.K. population and what it would like to see from economic policy, described as The Work and Money Side of Life. The results show that even in these tough economic times income and jobs only account for a third of what the public think is important when considering what they want for their lives.

If the recession has taught us one thing, it is that money is not always the root to happiness and fulfillment.

According to Demos: We are seeing a resurgence of an age-old debate on happiness and wellbeing, and a questioning of the relevance of GDP growth and prosperity as the be-all and end-all of economic progress. (12)

Rise of Good Growth

Evolution of Value Models

Above: in tough economic times traditional growth is not necessarily the path to prosperity (9) Below: Demos Good Growth study (10) Bottom: Good growth can help to fix capitalism (11)

If traditional economic value has been rooted in production functions such as labour, capital, materials and energy, new value represents a relationship with more diverse stakeholders.

Above: Companies will have to think more laterally as value becomes decentralised (13)

We are seeing a resurgence of an age-old debate on happiness and wellbeing, and a questioning of the relevance of GDP growth and prosperity as the be-all and end-all of economic progress. www.demos.co.uk

ETRADITIONALE

EVALUEE

ENEWE

EVALUEETraditional production functions [labour, capital, materials and energy; knowledge and technology]

Profit maximisation

Managerial Capitalism / Creating Value for shareholders

Optimising short term financial performance

Profit at expense of community

Outsourcing, downsizing, relocating and globalising

Decentralised value generation

Relationship with a diverse stakeholder community

[employees, customers, suppliers]

Focus on broader influences to determine success [assessing the

monetary value of things outside the traditional economic sphere]

Connection between competitive advantage and social issues

Dealing with wider external factors [Social and environmental impact]

The Prime Minister, paraphrasing Robert Kennedy in aspeech last November, said that GDP measureseverything except that which makes life worthwhile.Yet policy-makers and commentators remain fixed onGDP and growth above all else. The Government hasasked the Office for National Statistics to discover howhappy the population are to measure generalwellbeing but there is no clear policy agenda tofollow from the results.

Good Growth goes a step further. The analysis inthis pamphlet is a first in the measurement of nationalprogress asking people their opinion on matters ofpolicy, rather than just inquiring about their subjectiveexperience. It finds that wider issues such as work-lifebalance, health and housing are viewed by the publicas critical components of good economic performance,on top of raw GDP. Through extensive polling andconjoint analysis, which forces participants to maketrade-offs between factors, this pamphlet reveals whatpeople value when push comes to shove.

It recommends that at the same time as trackingGDP the Government should adopt the good growthindex, so that economic policy decisions are alignedwith citizens wishes. Only with this insight can policy-makers build the type of economy the public wants tosee.

John Hawksworth is the Chief Economist at PwC. Nick C Jones is Director of PwC's Public Sector ResearchCentre. Kitty Ussher is an associate of Demos.

Good

Grow

th |John H

awksw

orth Nick C

Jones Kitty U

ssher

good growth a demos andpwc report on economicwellbeing

John HawksworthNick C JonesKitty Ussher

ISBN 978-1-906693-87-9 10 Demos 2011

Good growth cover 2/11/11 7:42 PM Page 1

The Prime Minister, paraphrasing Robert Kennedy in aspeech last November, said that GDP measureseverything except that which makes life worthwhile.Yet policy-makers and commentators remain fixed onGDP and growth above all else. The Government hasasked the Office for National Statistics to discover howhappy the population are to measure generalwellbeing but there is no clear policy agenda tofollow from the results.

Good Growth goes a step further. The analysis inthis pamphlet is a first in the measurement of nationalprogress asking people their opinion on matters ofpolicy, rather than just inquiring about their subjectiveexperience. It finds that wider issues such as work-lifebalance, health and housing are viewed by the publicas critical components of good economic performance,on top of raw GDP. Through extensive polling andconjoint analysis, which forces participants to maketrade-offs between factors, this pamphlet reveals whatpeople value when push comes to shove.

It recommends that at the same time as trackingGDP the Government should adopt the good growthindex, so that economic policy decisions are alignedwith citizens wishes. Only with this insight can policy-makers build the type of economy the public wants tosee.

John Hawksworth is the Chief Economist at PwC. Nick C Jones is Director of PwC's Public Sector ResearchCentre. Kitty Ussher is an associate of Demos.

Good

Grow

th |John H

awksw

orth Nick C

Jones Kitty U

ssher

good growth a demos andpwc report on economicwellbeing

John HawksworthNick C JonesKitty Ussher

ISBN 978-1-906693-87-9 10 Demos 2011

Good growth cover 2/11/11 7:42 PM Page 1




14 Rise of Constructive Capitalism

Corporate multinationals are gradually beginning to adapt to changing demands from consumers.

Almost every Global Fortune 250 Company now reports its corporate responsibility activity, with the UK topping the global ranking for sustainability disclosure.

Examples like the 2011 launch of Unilevers Sustainable Living Plan show a commitment to creating products that broaden the definition of value by genuinely improving peoples lives.

According to Unilever: We have to develop new ways of doing business which will increase the social benefits from Unilevers activities while at the same time reducing our environmental impacts. (19)

We have to develop new ways of doing business which will increase the social benefits from Unilevers activities...

We need a better economics that create thicker value: value thats meaningful to humans - not just value that pumps up spreadsheets and bonuses.

UnileverUmair Haque, New Capitalist Manifesto.

Above: Unilevers Sustainable Living Plan (17) Below: Marks and Spencer is working with Oxfam for the Shwop project, to resell, reuse or recycle shoppers old clothes (18)

Business in a New Value world

New Value also reflects a more long- term relationship between competitive advantage and social issues with far less emphasis on optimising profit for the few in the short term. Progressive economists and business analysts are now championing the theory of new value as a solution to many of the challenges facing corporations and governments. Constructive Capitalism, outlined by Harvard Business Reviews Umair Haque in his recent book, redefines the value equation at the heart of capitalism. He argues that: we need a better economics that create thicker value: value thats meaningful to humans - not just value that pumps up spreadsheets and bonuses. (16)

Tech guru Tim OReilly in his keynote speech at this years South-by-South West Interactive Festival echoed this idea with a parallel concept of creating more than you capture. Evidence like this suggests there will be a gradual change in how we define prosperity, progress, success and wealth in the current post-/ low-growth world.

Above: Lisa Sorsas illustration of Tim OReillys theory of creating more value than you capture (14) Below: Umair haques book The New Capitalist Manifesto analyzes the crisis of institutions-ideals inherited from the industrial age (15)




16 Recognising the Rise of Personal Online Value

Individuals are beginning to recognise that new value may come from alternative sources such as the value of the data they generate from search and social networks.

This personal online behaviour is so valuable to brands and marketers that in the future they will pay to access personal recommendation and publicity via social networks. Contemporary theorists such as Douglas Ruskoff are particularly vocal in their

pronouncement that when it comes to Facebook and LinkedIn, users are the product not the consumer. As Rushkoff explains: The hours Facebook users put into their profiles and lists and updates is the labour that Facebook then sells to the market researchers and advertisers it serves.This highlights the value exchange at the heart of the brand. (23)

Above: facebook generates huge profits from the sale of user-generated content (20) Below and Bottom right: UGC infographics by MyCube (21) (22)

With this in mind a whole new industry is emerging to provide people with the tools to control and leverage their online data currency.

A recent World Economics Forum Report described personal data as a new economic asset class, touching all aspects of society. . . Granting individuals control over their data is necessary to create a balanced personal data ecosystem. (27) Services like Personal Inc. give people power to demand that companies play by a fair and transparent set of rules if they want to access your data. A new user-centric marketplace is emerging that respects the sanctity of your data, time, privacy and identity with

anonymity as the default. (A theme explored in more detail in our accompanying Future Sign, Data Dimension: Brave New Data World).

Above: Personal data is seen as the new asset class (24) Below: Mark Zuckerberg, co-founder of facebook (25) Bottom: Klout ascribes users a score based on their social influence online (26)

Granting individuals control over their data is necessary to create a balanced personal data ecosystem.

World Economics Forum Report, 2011.

Leveraging Personal Online Value


18 ImplicationsRefocusing on What is Important

All around the world there is evidence that people are questioning and reprioritising what is most valuable to them. In So Paulo an underground movement has emerged around the theme of lack of love questioning the values of the citys workaholic society, where time spent in traffic jams reduces time spent with the family.

The disconnection that comes from ever-longer hours in front of screens or commuting is making people think about what is really important in their lives.

According to a Counsel Thought Leader in So Paulo: The workaholic life and time spent in traffic jams made people very anxious and aggressive in So Paulo. So a concept of lack of love was born. Its not related to a specific brand, but involves an iconic product that represents the haters from So Paulo such as owners of SUVs.

Above: Graffiti in So Paulo reads love is important. Damn. (28) Below: The lack of love movement questions societal values (29) (30) (31)

2120IMPLICATIONS IMPLICATIONS




Buy Less, Buy Used

Brands like Patagonia are taking the new value approach to business one step further.

Their (Patagonias) Common Threads Initiative challenges traditional models by asking its customers to buy less, buy used.

Reinventing the traditional value model, the brand has set up an online marketplace in collaboration with eBay where customers can buy and sell used and unwanted products. According to Yvon Chouinard, Patagonias founder

and owner, the program first asks customers to not buy something if they dont need it. If they do need it, we ask that they buy what will last a long time - and to repair what breaks, reuse or resell whatever they dont wear any more. And, finally, recycle whatevers truly worn out. (35) A similar approach is also being offered by French fashion brand A.P.C who will buy back used denim for resale when no longer wanted. This resale model looks set to become an industry standard in the future with both Amazon and leading UK online fashion retailer ASOS recognising the value of allowing customers to resell goods.

Above / Below / Bottom: Patagonias Common Threads initiative in partnership with eBay (32) (33) (34)

If they do need it, we ask that they buy what will last a long time - and to repair what breaks, reuse or resell whatever they dont wear any more. And, finally, recycle whatevers truly worn out.Yvon Chouinard, Patagoniss founder and owner.

The implications of the new value shift are widespread but its looks increasingly likely that we are entering a new value era of more human brands and businesses. Increasing accessibility, facilitated by the advent of social media interaction, has encouraged brands to become a bit more human in the age of new value. Honesty and transparency are important in a world where consumers doubt the motives and integrity of business. Examples include Dominos Pizza, which has recently taken brand transparency to a new level by running an unfiltered customer feedback billboard in Times Square, broadcasting both positiveand negative reviews.

People will support companies who are able to demonstrate authenticity, humanity and a commitment to adding value to a wider list of deliverables.

We will see more examples like the aptly titled Honest By, set up by former Hugo Boss chief Bruno Pieters as the first 100% transparent company. According to the brands website: Honest By is the first company in the world to share the full cost breakdown of its productsevery part of the collaboration process is transparent including store mark up. (40)

Honestby.com

Honest By is the first company in the world to share the full cost breakdown of its products

Above: Dominos Pizza Times Square Billboard showing unfiltered customer reviews (36) Below: honest.By - The worlds first 100% transparent company (37) (38) Bottom: honest Tea encourages the value of honesty in society (39)

Welcome to a New Era of More Human Brands





One for One One for One

The emergence of the One for One business model, which offers an alternative value model that addresses and successfully balances profit with sustainability.

Brands like TOMS and Warby Parker are leading a growing band that are reinventing the rules of what constitutes business success. TOMS donate a pair of shoes for every pair bought and each week they give one customer a ticket to give by paying for them to see how their purchase helps those in the developing world. It is interesting to see how the model is being applied to other categories. According to Warby Parker co-founder David Gilboa a huge driving force for our entire

founding team has been this concept of really being a force for good in the world. (44) Examples like the One brand demonstrate the future possibilities of the model. Based on the premise that 100% of the profit from every product goes to changing the lives of those in the developing world, One have developed a range of over 100 products - from bottled water which supports clean water projects to band aids that fund first aid bikes and kits.

Above: Warby Parker Buy a Pair Give a Pair scheme provides visual aid to developing countries (41) Below: Do one good thing donates 100% of product profits to the developing world (42) Below right: Toms Shoes mission (43)

Top: Toms Eyewear One for One scheme (45) Above left: Toms Shoes (46) Above: Baby Teresa One for One baby clothing scheme (47) Bottom left: One Difference helps children in the developing world (48)

A huge driving force for our entire founding team has been this concept of really being a force for good in the world.Warby Parker Co-founder David Gilboa.





New Value Movements - Embracing Happiness

New Value Movements -Embracing Happiness

Another approach to the New Value debate is to focus on ways of monitoring and increasing personal happiness levels by finding out what truly makes us happy.

From cars free days to the sponsoring of green spaces, governments and brand are seeking alternative ways of boosting happiness levels, particularly for those living in the worlds cities.

Urban planners are taking the idea of sustainability in the suburbs a step further by designing entire car-free communities to encourage suburbanites to use more sustainable types of transportation. Brands are also becoming involved in the need to find

new ways to spread a little happiness, restoring the feel good factor by promoting the values of well being and sociability. This is particularly relevant for recession hit young people and marketers need to be sensitive about how they promote to this group. By offering some services free of charge and emphasising the sociability element, marketers can keep young people engaged regardless of their income levels.

Ciclova (a weekly, city-wide, car-free day in Bogot) is one of the few places where Colombians of different classes mix. Rich and poor only meet as workers and employees in Colombia - janitor and bank manager, maid and home- owner. But the Ciclova is democratic. Here, everyones on a bicycle, mixing, meeting on an equal level. (52)

- Mike Ceaser, who owns a bike rental business, Bogot Bike Tours.

Above: Brands are finding new ways to spread a little happiness (49) Below: Car free days encourage happiness and sustainability (50) Bottom: Poster for World Car free Day (51)

Top: Urban farms are increasing in popularity (53) Left: Car-free day Bogot (54) Above: fOOD from the SKY a food growing initiative on the roof of Thorntons Budgens supermarket (55)Mike Ceaser, Bogot Bike Tours.

Ciclova (car-free day in Bogot) is one of the few places where Colombians of different classes mix.





Some brands are now introducing a pay with a tweet button to their websites to enable people to use the facility more easily. According to Springwise, the international new business venture website: Traditional advertisings impact has been fading for some time now, but this is one of the first attempts weve seen to make social medias value explicit. (62) Springwise.com

South African beverage brand Bos has taken the concept a step further and integrated it into its Iced Tea vending machine. Controlled by a friendly robot interface, called Bev, the machine acknowledges you with a relevant greeting and hashtag which users then tweet in order to receive a complimentary beverage.

Expect this to be the start of a whole new system of paying for goods and services as companies acknowledge new value models.

Rewarding Personal Online Value

In terms of individuals recognising their personal online value, we are already seeing examples of brands leveraging this.

More brands are now helping customers leverage their social capital by rewarding them for promoting through their social networks.

Examples like Uniqlos Lucky Counter system continue to extend the possibilities with the more tweets, the lower the price while American Express recently

introduced the social credit card, which syncs to twitter to enable savings. With the partnership Amex helps build on its foundation as the credit card for the social media generation by offering more than traditional reward points. The brands partnership with twitter enables its card members in the US to check in via foursquare and selected venues and retailers in return for discounts and rewards. What is clear is that the future will be different as people expect companies to acknowledge and demonstrate a better value exchange at all levels of their business.

Above: American Express tweet your way to savings (56) Below / Bottom right: Uniqlo Lucky Counter offers discounts for tweets (57) (58)

Above: innocent Drinks tweet for seats promotion (59) Below: Bos ice Tea twitter vending machine, South Africa (60) (61)

Ed Gilligan, Vice Chairman of American Express. (63)

American Express is turning Twitter content into commerce by connecting card members to merchants and delivering real world value to both.

Rewarding Personal Online Value




28

How is your product, service or business genuinely improving the lives of your consumers in its broadest sense?

Are you considering the full impact and potential benefits of your business not just on shareholders and consumers but also with a broader set of stakeholders and the community?

Implementing sustainable business practices can no longer be seen as a luxury; most consumers now consider sustainability to be a hygiene factor and expect brands to be doing the right thing.

Have you considered implementing new criteria of measuring success, outside of the traditional one based on monetary value?

Think about the lifecycle of your product. Are there ways in which you could extend your involvement post-purchase?

Are you adequately incentivising your consumers to spread the word about your brand or communication?

Introduce greater transparency; consider sharing negative as well as positive aspects of your brand behaviour as a trust

building strategy.

Could you introduce a post sale exchange program to enable customers to trade or exchange your product when they no

longer have use for it?

How human are you as a brand? How could you demonstrate greater honesty and respect for your consumers

and the environment?

Brand Challenges Brand Challenges


30 Credits

1. Cloud (Counsel archive)

2. Skyline (flickr.com)

3. Brian Solis (2011) The End of Business as Usual (endofbusiness.com)

4. Dan Schawbel (2011) The End of Business As Usual (forbes.com)

5. Euros (flickr.com)

6. China (Counsel archive)

7. Michael Porter (2012) Creating Shared Value (hbr.org)

8. Hlne Mulholland and Nicholas Watt (2010) David Cameron defends plans for wellbeing index (guardian.co.uk)

9. Prosperity (newthoughtgeneration.com)

10. Demos (2011) Good growth: a demos and pwc report on economic wellbeing (demos.co.uk)

11. Table (prote.in)

12. Demos (2011) Good Growth (demos.co.uk)

13. Price tag (inmagine.com)

14. Liisa Sorsa (ogilvynotes.com)

15. The Capitalist Manifesto (borders.com)

16. Umair Haque (2009) The Case for Constructive Capitalism (blogs.hbr.org)

17. Unilever (unilever.com)

18. M&S Shwop (marksandspencer.com)

19. Unilever (2010) Unilever Sustainable Living Plan (unilever.com)

20. Facebook (gogadgit.com)

21. 22. MyCube (2011) how Much is Your User Generated Content (UGC) Worth? (blog.mycube.com)

23. Douglas Rushkoff (2011) You Are Not facebooks Customer (rushkoff.com)

24. World Economic Forum (2011) Personal Data: The Emergence of a New Asset Class (weforum.org)

25. Mark Zuckerberg (cnbc.com)

26. Klout (klout.com)

27. World Economic Forum (2011) Personal Data: The Emergence of a New Asset Class (weforum.org)

28. So Paulo (Counsel archive)

29. 30. 31. So Paulo (Counsel archive)

32. 33. 34. Patagonia (patagonia.com)

35. Warren McLaren (2011) Patagonia Says, Buy Our Stuff On eBay (treehugger.com)

36. Dominos Pizza (trendwatching.com)

37. 38. Honest.by (honestby.com)

39. Honest Tea (honesttea.com)

40. Honest.by (2012) (honestby.com)

41. Warby Parker (warbyparker.com)

42. Do one good thing (onedifference.org)

43. Toms (toms.com)

44. Noah Robischon (2011) The Vision Thing: Warby Parkers David Gilboa Disrupted An industry And improved The Worlds Sight (fastcompany.com)

45. Toms Eyewear (toms.co.uk/eyewear)

46. Toms Give (bexbrands.com)

47. Baby Teresa (iddictive.com)

48. One Difference (onedifference.org)

49. Smiley faces (Counsel archive)

50. Pedestrians (Counsel archive)

51. World Car Free Day (worldcarfree.net)

52. Mike Power (2010) Bogots Ciclovia could teach Boris Johnson how to run a car-free capital (guardian.co.uk)

53. Roof farm (nourishtheplanet.com)

54. Car free city (flickr.com)

55. Budgens (foodfromthesky.org.uk)

56. American Express (sync.americanexpress.com)

57. 58. Uniqlo Lucky Counter (uniqlo.com)

59. Innocent Drinks tweet for seats promotion (innocentdrinks.co.uk)

60. 61. Bos vending machine (digitaltrends.com)

62.Springwise (2012) Selling products for the price of a tweet (springwise.com)

63. Jennifer Van Grove (2012) American Express transforms Twitter hashtags into savings for cardholders (venturebeat.com)

Counsel would like to thank the following people for their help and support:

Tony Wright, Charlotte Rivers, Sami Fehmi, Dominic Scriven, Richard Welch, Mihir Warty, Karen Eriksen, Jeani Rodgers.

This publication is made to you strictly on the following understandings. All rights and copyright are reserved to Lowe Counsel. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Lowe Counsel. This publication contains material which is of a confidential nature which is property of Lowe Counsel and you will not divulge any of the contents to any person other than to your employees or advisers who are required as a matter of necessity in the course of their duties to receive and consider the same for the purposes of evaluating Lowe Counsel, its presentation and any related proposals and they will be informed by you of the confidential nature of the material. You will not use or exploit any of the contents of this publication for any purpose other than to evaluate Lowe Counsel, its publication and any related proposals and in particular any designs, ideas or concepts put forward by Lowe Counsel may not be used by you as part of any subsequent advertising campaign without the express written consent of the Lowe Counsel.

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