1. The People’s Republic of Branding
How social media, sustainability and CSR
will change is changing how you communicate
10 September 2009
Russ Meyer, Chief Strategy Officer

2. “Revolution doesn’t
happen when societies
adopt new technologies.
It happens when societies
adopt new behaviors.”
– Clay Shirky Here Comes Everybody
Page 2 © 2008 Landor Associates

3. Constituent = Consumer
Consumer = Constituent
© 2008 Landor Associates
Image from Flickr user: Gophodotcom

4. 2010-2039: Gen Y’s will dominate
2.5
Gen Y
2 Gen Z
Gen X
1.5
Late BB's
1
Baby
Boomers
0.5
0
1-19 20-39 40-54 55-70 71+
Global population in billions in 2019
Page 4 © 2008 Landor Associates

5. Gen Y
+
• Mistrustful of authority figures: media, marketing, government
• Embracing of diversity: experiences, people, structures, definitions
• Grown up immersed in technology and marketing
• Believes anyone can be a star
• Believes media is interactive
• Heightened desire to ‘give back’
• Link product loyalty to corporate behavior
• Want socially responsible employers
Page 5 © 2008 Landor Associates

6. Technology as amplifier
© 2008 Landor Associates
Image from Flickr user: Gophodotcom

7. Grouping – just the facts
Country Ranking
263,000,000 MySpace Members 4
250,000,000 Facebook Members 5
67,000,000 Orkut Members 19
41,000,000 Twitter Members 32
32,000,000 Flickr Members 37
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8. © 2008 Landor Associates

9. Page 9 © 2008 Landor Associates

10. Crowd clout: Starbucks
Page 10 © 2008 Landor Associates

11. Consumer and creator
© 2008 Landor Associates
Image from Flickr user: Dan Zen

12. Creating and sharing– just the facts
3,600,000,000 Photos on Flickr
200,000,000 Blogs in the world
100,000,000 Videos on YouTube
13,000,000 Articles on Wikipedia
1,500,000 Pieces of content shared
on Facebook every day
Page 12 © 2008 Landor Associates

13. © 2008 Landor Associates

14. On-line, real-time, amateur reporting
© 2008 Landor Associates

15. Iran election protests
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16. Page 16 © 2008 Landor Associates

17. Dave vs. Goliath
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18. Life in public
© 2008 Landor Associates
Image from Flickr user: Terren in virginia

19. Everything is accessible:
Wool from New Zealand
Page 19 © 2008 Landor Associates

20. Strawberries from California
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21. Even toxic waste
Page 21 Landor Credentials © 2008 Landor Associates
June 2009

22. The hottest new shopping tool:
GoodGuide
Page 22 © 2008 Landor Associates

23. Key themes
Transparency becomes the default
“Everything posted on the web is evidence.”
Correlary: Everything will be on the web – whether you want it or not
And its all instantly replicable, transferable, searchable, permanent
Page 23 Presentation Title © 2008 Landor Associates

24. Being connected
makes us connected
© 2008 Landor Associates
Image from Flickr user: James Cridland

25. Brands as community hub: Pampers
Page 25 © 2008 Landor Associates

26. Putting a face on energy: Windunie
Page 26 © 2008 Landor Associates

27. REACH: Singapore govt. engagement
Page 27 © 2008 Landor Associates

28. Key themes
Being in more social networks makes us more aware of the
interconnectedness of all systems
Raises our expectations of others being connected and
committed to the system (the whole) – both brands and others
Increasingly, consumers/constituents are understanding
the power of the individual and the power of their own collective:
their social graph
© 2008 Landor Associates

29. Coordinated revolution
© 2008 Landor Associates
Image from Flickr user: rmeyerca

30. Green My Apple: Where it started Aug. 2006
Page 30 © 2008 Landor Associates

31. Greenpeace as coordinator
Page 31 © 2008 Landor Associates

32. Harness the PowerApp™: users
Page 32 © 2008 Landor Associates

33. Not your father’s protest
Page 33 © 2008 Landor Associates

34. Power of parody
Page 34 © 2008 Landor Associates

35. And cause change – May 2007
Page 35 © 2008 Landor Associates

36. Then use it to your advantage
Page 36 © 2008 Landor Associates

37. Key themes
Transparency: can’t assume your vulnerabilities won’t be pointed out
Customers/users increasingly feel they have ‘rights’ & responsibilities
The opposition can be as (or more) sophisticated than you
At a certain point, resistance is futile
Are you looking at things backwards? If you change, can it provide
competitive advantage?
Page 37 Presentation Title © 2008 Landor Associates
## Month 200X

38. Now what?
© 2008 Landor Associates
Image from Flickr user: Jon Marshall

39. 1. You are co-creating your brand together
with your constituents
Page 39 © 2008 Landor Associates

40. 2. Stand for something worth getting
engaged about
Page 40 © 2008 Landor Associates

41. 3.Narrative is key:
the best man best storyteller will win
"Tell a story. That's the most
important part of every speech,
more than any given line: Does
it tell a story from beginning to
end?”
Jon Favreau,
chief speech writer for Obama
Page 41 © 2008 Landor Associates

42. 4. Become a platform to encourage
others to participate and contribute
“Message of Hope” on Flickr and You Tube
Page 42 © 2008 Landor Associates

43. 5. Act authentically – show the
human side of ‘institutions’
Page 43 © 2008 Landor Associates

44. Finally: You can’t control everything
12 obama apps not officially sanctioned
Page 44 © 2008 Landor Associates

45. Thank you.
Russ Meyer
Chief Strategy Officer, Landor
www.landor.com
@russhmeyer on Twitter
001-415-365-3866
PDF of presentation at: http://landor.com/go/RussMeyer
Page 45 © 2008 Landor Associates