y2 k84 think like the sun rev
DESCRIPTION
This is Tim Love's second lecture at Oxford University. The first, titled "Advertising & Universal Compatibility, Think Like the Sun," was given March, 2007. Access the transcript at: http://www.timlovesworld.com/files/oxfordlecture2.pdfTRANSCRIPT
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Y2K84
Tim LoveVice Chairman
Omnicom Group28 February 2008
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Apple 1984 video
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Wealth of NationsAdam Smith
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An Economy needs 4 types of capital
• Human capital – labor, intelligence, culture and organization.
• Financial capital – cash, investment and monetary instruments.
• Manufactured capital – infrastructure, machines, tools and factories.
• Natural capital – resources, living systems and ecosystem services.
“Natural Capitalism” by Paul Hawkin, Amroy Lovins and Hunter Lovins
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Changing View of Nature
Era Kind of Nature Philosophies Focus of ControlPrimitive Organic Natural:
natural worldExternal control
Renaissance Mechanism Mechanical: technical world
Internal control
Modern Cybernetic Scientific: social world
Reconciliation of internal/ external
Source: Trompenaars & Hampden-Turner
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Definition: Universal Compatibility
“compatibility between disparate services in a communications or information processing
network used by a plurality of participants.”
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“The Medium is the Message: An Inventory of Effects” 1967
“War and Peace in The Global Village” 1968
“The Mechanical Bride: Folklore of Industrial Man” 1951
“The Gutenberg Galaxy: The Making of Typographic Man” 1962
“Understanding Media: The Extensions of Man” 1964
Marshall McLuhan:The Effect of Communications Technology
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Marshall McLuhan:“Understand media/understand man”
Predicted Massive Social & Economic Change
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We don’t know who discovered water, but we’re pretty sure it wasn’t the fish.
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The Media Is Now Truly Globally Dispersed
Supercharging Perception
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Control Of Information Control Of Information Is More IndividualizedIs More Individualized
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A New Intercultural Global Society
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A World Where: BORDERS
+NATIONS
are less relevant
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Huge Gap In Understanding
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1. Influences of Context2. Dynamics of Culture3. Network Effects
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New media technologies are creating:
A global economy of inclusion
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These technologies have changedthe context brands or any other organizing concept
functions.
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“SECOND-HAND CULTURE”
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Amora Hot Ketchup
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Unobjective Frame Of Reference
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• Only 20% of Americans have a Only 20% of Americans have a passportpassport• 86% traveled to Mexico & 86% traveled to Mexico & CanadaCanada
US Bureau of Transportation ServicesUS Bureau of Transportation Services
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UTOPIA 1516
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AOL “Bad/Good”
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“There is nothing more dangerous than to build a society, with a large segment of people in that society, who feel that they have no stake in it; who feel that they have nothing to lose.
People who have a stake in their society, protect that society, but when they don’t have it, they unconsciously want to destroy it.
”—Martin Luther King
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The developing markets are predominantly a “youth culture” where Word-of-Mouth, the most persuasive media ever, is being fueled by new media technologies.
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Source: Learning to Hate AmericansSource: Learning to Hate Americans
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World Economic PyramidAnnual Per Capita
Income*Tiers Population in Millions
More than $20,000 75-100
$1,500-$20,000 1,500,1750
Less than $1,500 4,0004
1
2 & 3
*Based on purchasing power parity in US$ Source: U.N.World Development Reports
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100 People in the World If the earth’s population were a community of one hundred people:
60 from Asia21 from China17 from India14 from Africa12 from Europe8 from Latin American5 from the U.S./Canada
22 who speak a Chinese dialect9 who speak English8 who speak Hindi
67 non-Christians33 Christians20 Muslims6 Buddhists
14% unable to read 67% are women.
2004 Business For Diplomatic Action
World Citizens Guide
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Projected World Illiteracy Rates to 2015
http://en.wikipedia.org/wiki/Image:World-Literacy-Rate-1970to2015.TC.png
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World Illiteracy Rates by Region and Gender (2000)
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Consequences of Illiteracy‘Educate a boy and you educate a man. Educate a girl
and you educate a generation.’
• Literate women avg 2 children; illiterate women have 6–8
• 1% rise in women's literacy, 3X more likely to reduce deaths in children, than 1% rise in #doctors. (UN study 46 countries)
• For women, 4 to 6 years education led to 20% drop in infant deaths (Based on the same UN study)
• Stronger/safer economy and healthier children
Source: SIL International, http://www.sil.org/literacy/wom_lit.htm
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One of This Era’s Key Marketing Trends
47
53
67Word-of-mouthAdvertisingEditorial
1977: Word-of-mouth valued somewhat more
40
50
92Word-of-mouthAdvertisingEditorial
2003: Word-of-mouth far more
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Truth video
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Merkley Partners
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1. Influence of Context
2. Dynamics of Culture3. Network Effects
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LanguageEnvironment
Symbols
ReligionHistory
CustomsValues /
Attitudes
What is Culture?
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Japanese
German
English
“Latin”
Language: How people communicate
I
II
III
IV
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ATTENTIONECONOMY
THE
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Race For Ideas
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LANGUAGESPOPULATION
(MM)GEO WEB
(MM)1 Mandarin 836 1.1-billion
2 Hindi 333 250
3 Spanish 332 300
4 English 322 330
5 Bengali 189 185
6 Arabic 186 n/a
7 Russian 170 n/a
8 Portuguese 170 n/a
9 Japanese 125 n/a
10 German 98 n/a
11 French 72 n/a
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CULTURE
Switzer-land
USA
Sweden
Germany
FinlandUK
SpainItaly France
IndiaBrazil
Mexico
Russia
Arab World
China
Japan
Low Context High Context
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Lewin’s Psychological “Life Space/Personality” Levels
German
Public
Private
Public
Private
American
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Lewin’s Psychological Circles “Life Space/Personality” Levels
American GermanDANGER
ZONE
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Regional Cultural DifferencesNeutral
DiffuseSpecific
Affective
USA (East Coast),Scandinavia,
Northern Europe
APPROVAL, DISAPPROVAL(around specific causes)
Japan, SE AsiaEast Africa
RESPECT/ESTEEM,DISRESPECT
USA (West Coast)Canada
SYMPATHY,OUTRAGE
(around specific causes)
Latin, Arab,South America,
Southern Europe
LOVE, HATE
Source: Talcot Parsons, The Social Systems, The Free Press, New York 1951
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1. Influence of Context2. Dynamics of Culture
3. Network Effects
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Bioscience of Ideas
“Ideas, the building blocks of culture … evolve and propagate like genes.”
R. Dawkins“The Selfish Gene”
1976
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MemesBuilding Blocks of Ideas/Culture
Propagate by leaping from brain to brain
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“The most important choice one can make is to choose whether the universe is friendly or not.”
Quantum Theory
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NETWORK EFFECTSMETCALF’S LAW
1 2 3
4 5
31 6 10 15
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NETWORK EFFECTS
1 2 3
4
5
125
1694
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NETWORK EFFECTS
1 2 3
4
5
225
1694
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1Adopt a new frame of reference
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Think Global – Act LocalAct Global – Think Local
What We’ve Been Doing
“ ”Helped get us to see the importance of looking outside our own borders
However, it’s a geographic concept, does not provide an ideal perspective for brand-building globally today
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Why Think Like The Sun?
It requires us to focus on brands, markets and to act as global citizens
Multiculturalism: Where global brand-building is headed
of the effect media is having on brands globally
Because…
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2Symbols, sounds and visuals will have more value in communicating ideas
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Adidas presenta “Flying Ball” de super Estrellas en final de Copa America
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3Collaboration
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Shift
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Sony Play StationSony Playstation
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Amnesty Signatures
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Whales
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GE Eco-System
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Y2K84
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Apple Think Different
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THINK LIKE THE SUN©
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Thank you