What people want from brands and how they engage with them is very different today than even 5 years ago. The result: planners have to approach brand building and consumer engagement very differently. But it's as important to consider what hasn't changed in what we do.
15. Controlled content
Dictated access
Marketers used to
Filtered the ‘chatter’
have it all
Marketed at people
Consumer as object
16.
17. produce
Controlled content
open
Dictated access
Power to the unfiltered
People Filtered the ‘chatter’
by
Marketed at people
subject
Consumer as object
33. It fundamentally changes how
building brands is approached
• What people find vs • What we dictate
Enabling Proselytize
• One thing that’s flexible vs • One thing that’s rigid (brand
(platform) position)
• Inside and outside vs • Outside the company
34. 5000
songs, shuffle
Design
“People define their own
narrative through their playlist”
35. function technology individuality
Not ‘or’
but ‘and’
(and all)
form style belonging
42. It creates new challenges
brand coherence
conversational continuity
orchestration
43. TV RETAIL
spots point of purchase
PRINT
Newspaper PRODUCT
magazine DESIGN
print partnership
CONSUMER INVOLVEMENT
PR Word of mouth
Consumer generated PACKAGING
Bee Boards
Research Grants Viral
EVENTS INTERACTIVE GUERILLA
Urban community Online ads Street teams
gardens, schools, website Sampling
farms viral video
social networking sites
Paid search
47. We shape relationships that matter
They anchor ideas about who we are
and where we get meaning
48. Culture Beauty is youthful perfection
delivered through stereotypes
Brands Top brands leverage the rules in
promoting their image
Woman Feels beauty is a club she
doesn’t belong to, her body
let’s her down
What products do - convergence Who creates them How they are distributed How word spreads Who and how influence is driven Culturally, shifts in what guides behavior Wealth of Information available to inform decisions Time of not been slaves to accepted wisdoms and practices of previous generations
Fire is primitive. A good reminder that despite how the way we live has bee transformed Essence of human condition has changed very little, across milenia. Human nature and need has evolved very little.