consumer trends in 2011
TRANSCRIPT
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Brand success in a rapidly changing, post recession, growth focussed world
Copyright Yellowwood Future Architects 2011
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the age of optimism to
the age of anxiety
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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
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Peak Oil International scenarios, Mind of a fox
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Goodbye to proof get into beta-thinking and a rapid experiential approach to innovation and change
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you have to get everything perfect.
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2011 Trends and the shape of
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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.
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society adopts new tools. It happens when society adopts new behaviours.
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View Don http://www.ericsson.com/campaign/20about2020/ (Scroll cursor over people to bring up Title)
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Waytag is a South African mobile location-based service to help users find each other
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Infographics make it beautiful
But still a scarcity of INTELLIGENCE
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Online culture IS the culture
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set of channels. It is the context
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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?
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& Participation
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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
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Consumers trust each other
500 billion online impressions on one
25% of tweets contain links.
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your crowd
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Collectives
Kickstarter enables crowdfunding of creative projects
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social production
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http://www.ericsson.com/campaign/20about2020/ (Scroll cursor over people to bring up Title)
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Transparency
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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?
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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?
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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
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Simply Useful
MasterCard and Visa have both developed contact- -and-
Only what I value
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for years to come. The emerging world, by contrast, will be a
for a disproportionate share of business innovations
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Brands need to understand and encapsulate the youthfulness and optimism of emerging markets.
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GOVERNMENT
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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?
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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
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From Profit to Purpose
Generosity becomes embedded and spreads beyond the developed world.
Edelman, November 2010
companies to consider societal interests
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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
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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?
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2011 Learning to play
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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
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one
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The World is brand new
New Technology New Thinking New Ideas New behaviours
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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
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The future of branding is
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Brands that deliver against this agenda
create greater word of mouth,
advocacy, sales and loyalty
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This is our philosophy and we have
found an international partner that
shares our view and has developed a
model for evaluating and developing
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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.
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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
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Top 10 in UK & US
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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 [email protected] if you would like to arrange a session.
Copyright Yellowwood Future Architects 2011