The document discusses the future of global brands and how they must understand the changing nature of people in the 21st century. It notes that people today have more global exposure, complex roles, and choices. Brands need to recognize that people have multi-layered identities and are constantly learning and exploring new ideas. To be successful, brands must immerse themselves in local cultures and empower local teams, while also balancing local and global identities. They must understand that people are complicated but priorities still revolve around being human.
9. Powerful brand identities are born from clear, heart-felt objectives Chinese mother builds brand in Greek father’s neighborhood for GreekChinese children
10. UK and Switzerland California Berkeley Architecture Ecological greenroof startup Exposure is a catalyst to the movement of ideas
11. Tuck Dartmouth, New Hampshire Saatchi & Saatchi Strategic Planning Joint-Venture DDB Guoan New York to Beijing People are as multi-layered as the worlds they touch
12. WHAT DO WE KNOW ABOUT THE FUTURE ? More global More complex More choice
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14. “ I’ve already been to more places than my parents ever did, and I’m only 23.” -Xun, 23, Beijing “ I love to cook foods from different countries, I don’t think my parents had the opportunity to do so.” -Feng Jia-Yu, 26, Beijing More global
15. BLURRING OF ROLES AND PROCESS make the product sell the product consumer corporation More complex make the product
16. “ My parents were fixed in one location: everything from jobs to life were all set, they just had to follow it, there wasn’t much difference between people. … We are not living on fixed location, we drift outside, we compete for houses, jobs and cars.” -Wang Xue Feng, 27, Jiangsu More complex
19. “ There are many companies asking me to work for them, but I cant decide.” -Xiong Wei-hua, 22, Jiangsu “ You do not have to stay on same job for life.” -Kang Xiao-bo, 25, Chongqing More choice
20. New York 100 years… 8 million. Shenzhen 25 years… 12 million. vs. Faster change
22. “ It’s pretty normal to make more money than your parents.” -Yang Jie-nan, 21, Tianjing “ I am the VP of a corporation worth 60 million RMB and I am only 26.” -Jia Shan-wei, 26, Gangxu Faster change
23. SOCIETY CHANGES The speed, scale, and nature of change varies Original artwork by Paris Mavroidis www.parismav.com
24. TO UNDERSTAND THE FUTURE OF BRANDS, WE NEED TO UNDERSTAND THE FUTURE OF PEOPLE Original artwork by Paris Mavroidis www.parismav.com
25. 200,000 years ago – homo sapiens in Africa 85,000 years ago – hunters and gathers 11,000 years ago – agriculture 6,000 years ago – Pro-states (Egypt, Mesopotamia) 2,000 years ago – Empires (Persia, Rome, China) 700 years ago – birth of the nation state (14th c) 300 years ago – industrialization (18th c) 17 years ago – free market economy (1990’s) 12 years ago – the internet takes off HUMAN HISTORY
26. everything is somehow interrelated Original artwork by Paris Mavroidis www.parismav.com
36. “ Rebellion exists in every generation. But, I feel the new generation has a stronger will to rebel, because we are enriched by materialism and that enables us to think freely and realize our dreams.” - Apple, Beijing Punker
37. What part of globali z ation has changed us forever ? W hat part will we react against? WHAT IS THE FUTURE OF GLOBALIZATION ?
38. Multi-layer identity and delight in diversity Commitment to endless learning and exploration GLOBALIZATION TO KEEP Openness to bigger scale issues Personal development Standards of environmental protection Access to the highest common denominator C enters of excellence Local interpretations of a good ideas
40. Web-enabled brokering of value-add Empowerment by wealth and technology Consumer and marketer become one – Insights found at the individual level resonate with the global community. Paolo Coehlo, Calatrava, Thomas Friedman
41. Rootless-ness Lack of commitment to a rich and deep point of view GLOBALIZATION TO REACT AGAINST Lowest common denominator Learning less when exposed to more Loss of expressive depth (language, vocabulary, knowledge)
45. IMMERSE, BREATHE THERE Chameleons take on the colour of their surroundings to survive. We do too, to thrive. Involve all to evolve together
46. PEOPLE ARE COMPLICATED BUT NEVER VAGUE In the same way that 1.34 can’t refer to number of people, target age ranges lead to generic descriptions
47. UNDERSTANDING PEOPLE REQUIRES CONSTANT ALERTNESS TO CHANGE AND COMMITMENT TO LEARNING Original artwork by Paris Mavroidis www.parismav.com
48. Who works the hardest in China? East Perceive to be 92% faster than the rest of China South Think they are 60% faster than the rest of China Central Assume they’re 81.8% faster than the rest of China South West Believe they’re 62.5% faster than the rest of China North: See their life being 65.02% faster than the rest of China GLOBAL WILL INCLUDE MORE KNOWLEDGE ABOUT MORE PLACES
49. HUMAN INSIGHTS for Global Brands the Chameleon Way http://www.chameleonHI.wordpress.com Original artwork by Paris Mavroidis www.parismav.com
Notas del editor
I am very pleased to open today’s networking event, with some thoughts on the future of global brands. I spent the last two years in China working on adapting brands to a new center of gravity. My experience taught me that there are no simple static answers.
