impact of conversation (redux)

THE IMPACT OF CONVERSATION a quick glimpse on how brands and executives must prepare themselves for the future.

Created by Marcelo AndradeDigital strategist, conceptualizer and cool hunter

Wednesday, April 25, 2012

23

Generation Flux

Reset

1 The age of conversation


1 The age of conversation


HTTP://FARM2.STATIC.FLICKR.COM/1189/3164963887_4CA73A3F36_O.JPG

WELCOME TO THE AGE OF CONVERSATION!SOCIAL MEDIA HAS GIVEN PEOPLE A VOICE – TO TALK ABOUT THEIR PASSIONS AND EVERYTHING THAT INTERESTS AND DRIVES THEM. IT‘S A VOICE TO BE HEARD NOT ONLY BY OTHER PEOPLE BUT BY MARKETERS AS WELL. BECAUSE IT‘S A STRONG VOICE. A VOICE THAT CAN EVEN AFFECT THE FATE OF THEIR BRANDS...


IN WEB 2.0, IT‘S MORE AND MORE THE PEOPLE, THE CONSUMERS, THE BRAND'S FRIENDS AND FANS, WHO PILOT THE BRAND'S SUCCESS BY THE EXPERIENCES THEY SHARE AND THE STORIES THEY TELL ABOUT IT.

HTTP://WWW.FLICKR.COM/PHOTOS/URBANWINDOW/3292441098


TODAY, BRANDS ARE LESS ABOUT CORPORATE VOICE AND MORE ABOUT CUSTOMERS MAKING BRAND MUSIC WITH THEIR OWN VOICES.

BRANDS ARE REMIX, RECHARGE, RENEW.

TENAYAGROUP.COM/BRANDBARRIER.HTMWWW.DIEMAGAZIN.CH/BILDER/MIXTAPE.GIF


WWW.FLICKR.COM/PHOTOS/SIS/2635898654

IN THIS RELATIVELY NEW COMMUNICATION ECOSYSTEM

BRANDS GET MORE AND MORE

IN A DILEMMA


ON THE ONE HAND

BRANDS NEED CONSISTENCYBECAUSE THEY HAVE TO GIVE ORIENTATION

WWW.FLICKR.COM/PHOTOS/EARTHWATCHER/2299142823


ON THE OTHER HAND,

THEY NEEDCONSTANT

RENEWAL AND EXCHANGETO FURTHER GROW

WWW.FLICKR.COM/PHOTOS/26594226@N04/3564343130


BRAND IDENTITY PERPETUAL BETAVS.STATIC BRAND MODEL

DYNAMIC BRAND ENVIRONMENT

WWW.FLICKR.COM/PHOTOS/SIONFULLANA/3901732211

THE PROBLEM:


BRAND IDENTITY MEANS THAT BRANDS HAVE AN

IDENTITY, NOT THAT THEY NEED TO BE

IDENTICAL ALL THE TIME, TO EVERY CUSTOMER,

EVERY DAY.

IDENTITY

IDENTICAL=

WWW.FLICKR.COM/PHOTOS/PAULHOLLINGWORTH/121289687

BUT:


WWW.FLICKR.

COM/PHOTOS/

IMHARA

BRANDS NEED MANY FACE(T)S TO CONNECT WITH THEIR AUDIENCES.


BUT HOW SHOULD YOUR FACET BE LIKE?


2 Generation Flux


Does the constant pressure to learn new things at your jobmakes you want to get up earlier or yearn for a time when you knew what to do everyday?


What do you feel when you hear that “every business will have to change and adapt or become obsolete”?


When you hear experts saying that it is impossible to predict where the market is going in the next five years, do you feel excited with the possibilities?


IF YOU DON’T FEEL LIKE JUMPING OF A CLIFF AFTER THESE 3 LAST SLIDES, THAN YOU ARE ENTERING THE GENERATION FLUX VORTEX.

Generation Flux is a term coined by FastCompany Magazine in a special report on a new breed of pioneers, who are successful in this new environment due the their ability to adapt to all the changes and evolve with the possibilities of our days.

Read the full report here


http://www.fastcompany.com/magazine/162/generation-flux-future-of-business

http://www.fastcompany.com/magazine/162/generation-flux-future-of-business

1 EMBRACING INSTABILITY

2 TOLERATING AND ENJOYING CALIBRATING STRATEGIES

3 COMING UP WITH OUT OF THE BOX BUSINESS MODELS AND ASSUMPTIONS

IT CONSISTS OF THREE MAIN CHARACTERISTICS THAT A PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE PRESENT STATE OF OUR WORLD.


1_EMBRACING INSTABILITY

2_TOLERATING AND ENJOYING RECALIBRATING STRATEGIES

3_COMING UP WITH OUT OF THE BOX BUSINESS MODELS AND ASSUMPTIONS

IT CONSISTS ON THREE MAIN CHARACTERISTICS THAT A PERSON OR A COMPANY MUST HAVE TO EVOLVE IN THE PRESENT STATE OF OUR WORLD.

BUT WHY?Wednesday, April 25, 2012

Because the pace of change in our economy and cultureis accelerating, fueled by a global adoption of social, mobile and other technologies, thus making our visibility of the future decline.


From the rise of Facebook to the fall of DVD rental, from the U.S. government debt to the rise of Brazil...


From the rise of Facebook to the fall of DVD rental, from the U.S. government debt to the rise of Brazil...

...PREDICTING THE FUTURE HAS BECOME HARDER.


AND OF COURSE, THIS UNCERTAINTY LEADS US TO THE UNKNOWN.


BUT

THERE’S A WAY OUT


3 Reset


Give yourself the permission to reset.Be the leader of this change and inspire others to collaborate. Because life is becoming a collective of unified minds, creating a cloud of Liquid and Linked ideas.


A fluid and organic idea generated by a co-creative mindset and that never stops flowing and cannot be controlled.

Liquid:

It starts with an insight, among professionals involved with the brand, and reaches the consumer as an engaging and fresh content.


Ideas strongly connected with the interests of the company, collaborators and consumers as their stories are written collaboratively by theses tree parts.

Linked:

Thus, entering the age of conversation and wearing a cocreated and fluid facet.


So we can say that everybody connected with the brand is a spokesperson and must be engaged at one hand, but at the other, they must be ready to listen and share.


The information in this presentation is confidential and may be subject to legal privilege. If you are not allowed by Box, you

must not copy, use or disseminate.

OK, BUT REALLY, WHY?


JUST BECAUSEhttp://migre.me/8PizA


http://migre.me/8PizA


http://www.youtube.com/watch?v=P81bb0Tzwbo

http://www.youtube.com/watch?v=P81bb0Tzwbo

THANK YOU

CREDITSMolecular Brand by Nouvé: http://www.nouve.de/Flux Generation by FastCompany: http://migre.me/8PikuContent 2020 by Coca-Cola Company: http://migre.me/8PipGPHDWorldwide: http://migre.me/8PizA

Created by Marcelo AndradeDigital strategist, conceptualizer and cool hunter


http://www.nouve.de/

http://www.nouve.de/

http://migre.me/8Piku

http://migre.me/8Piku

http://migre.me/8PipG

http://migre.me/8PipG



impact of conversation (redux)

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