cultureoffuture.com: meaningful branding

40
Meaningful Brand: Brand LoveMarks* Through Meaningful Contribution [email protected] *Saatchi & Saatchi, Kevin Roberts

Upload: jody-turner

Post on 15-Jan-2015

2.556 views

Category:

Business


0 download

DESCRIPTION

A presentation showing how times have changed, inspirational connection with citizenry is now about contribution. From big to small, eveyone is moving in this direction. It is an exciting time of challenge and change.

TRANSCRIPT

Page 1: CultureofFuture.com: Meaningful Branding

Meaningful Brand: Brand LoveMarks* Through Meaningful Contribution

[email protected]

*Saatchi & Saatchi, Kevin Roberts

Page 2: CultureofFuture.com: Meaningful Branding

We are in the middle of redesigning

how we live, work and play...

Brands have changed, countries and communities

have changed, consumers have changed.

Ex:

-  H&M Karl Lagerfield runway fashion show on Great Wall

-  Book “Here Comes Everybody”, world has taken over the world online

-  CarrotMob.org, flash mob local consumers creating change

-  Coke hiring bloggers to travel and report back on happiness

Page 3: CultureofFuture.com: Meaningful Branding

you must have

HAVE money

to DO

what you love

to

BE who you are supposed to be

Older Western Economic Cultural Model

who you are DO HAVE

Newer Economic Cultural Model Of The NEXT GENERATION

BOOMER INDUSTRIAL TO GENX CREATIVE CULTURE

BE what you love what you need.

Page 4: CultureofFuture.com: Meaningful Branding

Talking Head Broadcast To

SOCIAL INTERACTIVE  

Segmented Message

To INVITATION  

Product Based To

STORY & BACK STORY  

Quick Consumption To

LONG TERM SUPPORT  

Aspirational Life To

CO-CREATED REALITY  

Idealized To

DELIVERED  

NEW WORLD COMMUNICATIONS

Page 5: CultureofFuture.com: Meaningful Branding

-An early Steve Jobs (80s) kicks off grunge tech -Daniel Coleman helps us understand ourselves as emotionally intelligent (late 90s) - Daniel Pink (00s) ushers in the Creative Culture mind

Other influencers: - 70s-80s: Architecture glut creates mall/retail, consumption boom -   80s-90s: Graphic designer glut results in the web boom -   90s-00s: Product designer glut creates focus on branding/research -   Current focus is on social innovation, meaning and contribution through the glut of NGO, .ORGs and social entrepreneurs.  

CONTEXT

Page 6: CultureofFuture.com: Meaningful Branding

Moving From ME Branding.

“EGONOMICS” – Individuation

-Economy geared to self -Body: Healthstyle-Selfstyle focus, Earth Separated From Me As ‘The Environment’

-Security: Elite Exclusion -Relationships: Performance Driven -Recognition: Reputation Driven -Self Actualization: Seeking/Reaching For

To WE Branding.

“ETHONOMICS” – Group

-Economy geared to solutions -Body: Earthwell-Selfwell Focus, “Earth as my body” -Security Means: Community Inclusion - ‘My town does well, I do well’ -Relationships: Co-Creation of New -Recognition: Contribution of Skill Sets -Self Actualization: Inhabiting Life, I am enough

Credit: Trendburo Munich and Cultureoffuture.com  

Industrial to Creative Social Model

Page 7: CultureofFuture.com: Meaningful Branding

CRISIS? .

OPPORTUNITY?

Crisis Brings The Masses Into Reinvention*

Credit: Trendwatching.com  

*Some worry the shift to a new economy may not happen before recovery occurs.  

Page 8: CultureofFuture.com: Meaningful Branding

Opportunity  Spaces:  

Redesigning  How    We  

Live,  Work  and  Play.  

Sharing  &  TransformaCon.  Provide  content  through  the  sharing  of  inspiraCon,  wonderment,  evoluCon  and  enlightenment.  To  be  anywhere  today  you  must  be  everywhere.  Ex: National Geo Travel Store London, National Geo All Roads Project

Mutual  ContribuCon.  Solving  problems  for  the  consumer  is  key.  Give  them  something  to  feel  good  about,  share  with  others  -­‐  build  your  lovemark.    Project Red, Dell Lounge, Am Ex Entrepreneurial Programs, Texting help to Haiti

Opportunity  Behaviors:  

Community  Building.  Consumer  is  looking  to  connect  with  their  passion  people,  express  them-­‐selves  and  build  mulCple  communiCes  of  support  around  their  skill  sets.    Converse 100 Artists, Threadless.com, GAP Vote Campaign  

Movement Toward Meaning

Page 9: CultureofFuture.com: Meaningful Branding

Meaningful Brands. Generous shoes for the world: TOMSSHOES.COM

Meaningful Lifestyle. Surfing hits Japan, and the world because people want to commune with nature.

Meaning Expression. Creativity on everything:

Plank canvases – Artists and

consumer art on snowboards.

Meaningful Tech. Serious play for consumer –

iPhone aps… run business,

learn languages, have fun.

Mean Recognition.

Two sisters reuse industrial

material metals and make high-

end art to wear.

Customization + Creative =

Contribution

Meaningful Change. Creative reuse, small is the new big. Reuse hotels: 747s, pipes, trains, etc.

Meaningful Branding

How Are They Doing It

Page 10: CultureofFuture.com: Meaningful Branding

Who’s Supporting Creative Contributions?

Share designs, vote, sell it, learn how, eco product support, creative community recognition

Page 11: CultureofFuture.com: Meaningful Branding

Who’s Supporting EXPLORATIONS Into Better Living?

Page 12: CultureofFuture.com: Meaningful Branding

Infographics Capturing Citizenry Directions

www.wefeelfine.org  

Page 13: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: CONTRIBUTION

Page 14: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: CONTRIBUTION

Page 15: CultureofFuture.com: Meaningful Branding

Credit: Trendwatching.com  

MEANING FOR CITIZENRY: CONTRIBUTION

Page 16: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: SUPERUSE & REUSE

Page 17: CultureofFuture.com: Meaningful Branding

Online Social Information For Citizenry

Page 18: CultureofFuture.com: Meaningful Branding

Converse 1HUND(RED) Artists Exhibition

MEANING FOR CITIZENRY: CREATIVITY

Page 19: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: CREATIVITY

Page 20: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: CREATIVITY

Page 21: CultureofFuture.com: Meaningful Branding

Artists In Participatory Roles - Media Enables Effective Outreach

MEANING FOR CITIZENRY: CREATIVITY

Page 22: CultureofFuture.com: Meaningful Branding

Media Enabling Effective Outreach

MEANING FOR CITIZENRY: CREATIVITY

Page 23: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: SOCIAL INFLUENCE

Page 24: CultureofFuture.com: Meaningful Branding

Sundance 2010 – Films playing concurrently across America, Redford as moderator.

Redford Foundation 2010 in BrowerCenter.org

MEANING FOR CITIZENRY: SOCIAL INFLUENCE

Page 25: CultureofFuture.com: Meaningful Branding

INFLUENCERS: Everything Now About Social Innovation

Page 26: CultureofFuture.com: Meaningful Branding

INFLUENCERS: Everything Now About Social Innovation

Page 27: CultureofFuture.com: Meaningful Branding

London National Geographic Store Come dig through actual expedition charts/maps, try on expedition gear, purchase items from actual villages while you contribute to and learn about them directly, make plans to travel with National Geo right there with their travel agents..  

INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.

Page 28: CultureofFuture.com: Meaningful Branding

Conversational Bank: Out of Work – Work Spaces Innovation Lounge built on community ideals with a coffee bar, large community computer wall, comprehensive work stations.

INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.

Page 29: CultureofFuture.com: Meaningful Branding

W+K ADVERTISING PORTLAND, OR Out of Work – Work Spaces: W+K invited out of work creatives to work in their spaces.  

MEANING FOR CITIZENRY: SUPPORT

Page 30: CultureofFuture.com: Meaningful Branding

"Shine A Light” Now more than ever, people cherish the small businesses in their neighborhood,

and through this program, they can spotlight small business owners for all that they do, and the role they play in

driving economic recovery.

MEANING FOR CITIZENRY: SUPPORT

Page 31: CultureofFuture.com: Meaningful Branding

MEANING FOR CITIZENRY: SUPPORT

Page 32: CultureofFuture.com: Meaningful Branding

MEANING & GREENING INNOVATION

Page 33: CultureofFuture.com: Meaningful Branding

MEANING & GREENING INNOVATION

Page 34: CultureofFuture.com: Meaningful Branding

Radio Dada Singapore, Ultimate Starting out as a gelato store, it quickly became an inspirational center for the community via the resources provided. The internal sound studio allowed people to record and live stream their performances on internet radio feeding people’s talents and community shared expressions.  

MEANINGFUL SOCIAL CREATIVITY

Page 35: CultureofFuture.com: Meaningful Branding

MEANINGFUL SOCIAL CREATIVITY

Page 36: CultureofFuture.com: Meaningful Branding

TWITTER  LISTS  1.  Experts  Want  to  follow  only  the  most  influen8al  in  tech?  Look  to  Robert  Scoble’s  TwiBer  List  of  the  most  influen8al  in  tech:  @scobleizer/most-­‐influenCal-­‐in-­‐tech,  or  follow  Danny  Sullivan’s  list  of  influen8al  search  engine  marketers:  @dannysullivan/searchmarkeCng,  or  Maria  Popova’s  list  of  TEDsters:  @brainpicker/TEDsters.  2.  Brand  Consolida8on  Many  companies  now  have  mul8ple  TwiBer  accounts.  Wired,  for  example,  has  12  blogs  currently,  and  each  has  a  TwiBer  account.  They’ve  consolidated  the  ability  to  follow  all  12  with  a  single  TwiBer  List:  @wired/wiredblogs.  Our  Home  Depot  client  is  another  great  example,  as  they  have  created  one  loca8on  where  mul8ple  Interna8onal  TwiBer  accounts,  such  as  Canada  and  Mexico  can  be  found,  along  with  deals  and  customer  service:  @homedepot/homedepot.  3.  Employee  Lists  For  those  few  brands  who  have  really  embraced  social  media  and  are  willing  to  let  their  employees  speak  on  their  behalf,  TwiBer  Lists  are  a  great  way  to  aggregate  the  true  footprint  of  a  brand  in  TwiBer  by  linking  to  employee  accounts.  The  New  York  Times  is  a  great  example,  having  used  one  of  the  18  lists  they’ve  created  to  be  a  “staff”  list:  @nyCmes/staff.  Zappos,  who  have  been  encouraging  employees  to  be  ac8ve  in  social  media,  have  also  created  an  employees  list:  @zappos/employees.  If  you’d  like  to  explore  some  of  the  best  TwiBer  Lists  currently  out,  Listorious.com.  

MEANINGFUL SOCIAL KNOWING

Page 37: CultureofFuture.com: Meaningful Branding

MEANINGFUL SOCIAL KNOWING

Page 38: CultureofFuture.com: Meaningful Branding

MEANINGFUL SOCIAL KNOWING

Page 39: CultureofFuture.com: Meaningful Branding

INFLUENCERS: Meaningful Media MEANINGFUL SOCIAL MEDIA

Page 40: CultureofFuture.com: Meaningful Branding

For More Information Contact [email protected]

+1 310 584 1021

For Resources, Blog, etc Visit CultureofFuture.com