the future of branding in a connected world

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The Changing Face of Media & Branding How can Brands best use Technology? Futurist Strategist Author & Blogger www.mediafuturist.com twitter.com/gleonhard

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The Pdf from my presentation at the Canvas8 event in London, Sept 9, see http://www.eventbrite.com/event/412941118 Topics: the trend towards Open. Social Media >> Social Business? No longer captive 'consumers'. Push objects vs Pull objects. From Control to Trust. Interruption costs Money - Engagement costs Control. Data is the new Oil. Following = the new Marketing Paradigm... and more at http://www.mediafuturist.com/branding/

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Page 1: The Future of Branding in a Connected World

The Changing Face of Media & BrandingHow can Brands best use Technology?

‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Page 2: The Future of Branding in a Connected World

Is your Branding / Marketing / Advertising based on a Connected World or is it still

based on disconnected ‘consumers’?

Page 3: The Future of Branding in a Connected World

Broadband Culture

Page 4: The Future of Branding in a Connected World

Connected people ‘consume’ differently

Page 5: The Future of Branding in a Connected World

The ‘connected consumer’ challenge

Was Is Will Be5

50

100100

50

10

TimeChoices

Page 6: The Future of Branding in a Connected World

Maybe we only needed traditional Advertising &

Marketing because we were

Not Connected

Page 7: The Future of Branding in a Connected World

A Mobile, Always-on, Connected Culture

Page 8: The Future of Branding in a Connected World
Page 9: The Future of Branding in a Connected World

Dead & gone: one-way communications from a non-trusted source

Source: Flickr.com-trustrocks

Page 10: The Future of Branding in a Connected World

Global Trust Shift

• This recession is not cyclical - it is generating vast

structural changes: what was before is not coming back!

• Social Media & Social Content inevitably brings

us Social Business

• We are moving from trusting companies,

brands, government... to trusting ‘People like

Me’ i.e. trusting who & what is in My Network

Economic CrisisBroadband CultureMobility

Page 11: The Future of Branding in a Connected World

Trust Trends

Source: DDB

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What can we learn from this?

Page 13: The Future of Branding in a Connected World

OpennessAttraction (Magnetism)

Trust

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Page 15: The Future of Branding in a Connected World

The essential choice we all face: Openness versus Control

In a connected world, Openness is a decisive virtue The Degree of Openness and

your Revenue Growth Rate will be directly related

Page 16: The Future of Branding in a Connected World

The switch from Closed to Open: Software

Page 17: The Future of Branding in a Connected World

The switch from Closed to Open: News Media

Page 18: The Future of Branding in a Connected World
Page 19: The Future of Branding in a Connected World

Remember...?

Page 20: The Future of Branding in a Connected World

Now...

Page 21: The Future of Branding in a Connected World

Push Objects Pull Objects

Page 22: The Future of Branding in a Connected World

Control 2.0 is...TrustFrom protecting the brand to

projecting the brand.

Interruption only costs MoneyEngagement costs Control

But

Page 23: The Future of Branding in a Connected World

Do we really have a choice but to trust?

Page 24: The Future of Branding in a Connected World
Page 25: The Future of Branding in a Connected World

Social Business

Page 26: The Future of Branding in a Connected World

Following: The new Marketing Paradigm

Page 27: The Future of Branding in a Connected World

AttentionTransfer

What is Marketing?

Page 28: The Future of Branding in a Connected World

New kinds of Brand Narratives...

Page 29: The Future of Branding in a Connected World

• Don’t memorize - find!• Find: when and where you need

it - not before• Location and Timing• Augmented Reality• Cloud services: links not storage!

Real-Time is becoming crucial

Page 30: The Future of Branding in a Connected World

The ‘Realtime Web’ Opportunity

Now Personal

Relevant

Here

Recommended

Page 31: The Future of Branding in a Connected World

Imagine...Web-Native Brands

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Expect rad ica l habi t changes when the techno logy actua l l y works

REVENUE

Page 33: The Future of Branding in a Connected World

How long will it take for real behavior changes?

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NewsReader Game-Pad Image ViewerTVRadio Phone Message-CenterLibrary

Wallet

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New $$$ streams

Attention KernelsDigital Breadcrumbs

Mouse ExhaustClick-Trails

Page 36: The Future of Branding in a Connected World
Page 37: The Future of Branding in a Connected World

★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for watching!