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Brand  success  in  a  rapidly  changing,    
post  recession,  growth  focussed  world  




Copyright Yellowwood Future Architects 2011
the age of optimism
          to
 the age of anxiety
The  WORLD  in  2020

      Half  Empty                            Half  Full  
 Protectionism, zero sum logic,        Second brains. Augmented
    east versus west, Resource           reality lenses. Wireless
      scarcity. Social unrest.            intelligent embedded
Unemployment. Food shortages,         biotechnology. Shared value,
 failing states, global warming       new capitalism, Community.
 and failure to deal with climate       Collaborative healthcare.
change, energy and food security            Multipolar power.
crises, global struggle to control      Entrepreneurship. Infinite
  natural resources, economic                personalisation.
imbalances, genetic polarisation,      Regionalisation. Ubiquitous
    global terrorism, powerful       connectivity. Centralising data.
  protectionism, brain jacking,        Collective buying. Realtime.
   mechanical arbitrage, social       Genetic, Urban utopia, virtual
 manipulation and surveillance       peacekeeping, metamaterials,,
states, cognitive surplus, google              avatar reality
   stupid, nuclear proliferation
                    
 




International  scenarios,  Mind  of  a  fox     Peak  Oil  
Goodbye to proof             get into beta-thinking
and a rapid experiential approach to innovation
and change
you have to get everything perfect.
2011  Trends  
and the   shape of
Our  Sources  

Inhabitat. Trendwatching. Economist.
GottaQuirk. Faith Popcorn. Flux Trends.
Urban Sprout. McKinsey Quarterly. JWT.
TED. thecoolhunter. Bizcommunity.
Harvard Business Review. Trend Hunter.
Mashable. Notcot. 10and5. Cherryflava.
Omnicom and TBWA Group.

Our talent pool.
Consumer Trends in 2011
Consumer Trends in 2011
society adopts new tools. It happens
when society adopts new behaviours.
View  Don                                                  
http://www.ericsson.com/campaign/20about2020/  
  
  
(Scroll  cursor  over  people  to  bring  up  Title)  
Consumer Trends in 2011
Consumer Trends in 2011
But still a scarcity of INTELLIGENCE




Infographics make it beautiful
Online culture IS the culture
Consumer Trends in 2011
set of channels. It is the
context
 
Are you and your partners still looking at digital as another channel or the
context framing and informing all behaviour?
Do you truly understand what is driving your               and
            behaviours now?
Have you unpacked the mobile opportunity and challenges for this
marketing plan and brand success?
Are you tapping into infinite information to increase your success and to
drive value for customers?
Is your brand and brand        psyche an experimental one that enables
leaping and learning and a beta-state mind set?
Do you still distinguish between the ON and OFF world?
Are you using different media differently and providing valuable
brand content?
Is your brand operating in the NOW, ON real time, constantly actions and
engagement world?
Consumer Trends in 2011
Consumer Trends in 2011
&  Participation  
part of the largest interactive, participatory campaign
to date. Actor Isaiah Mustafa camped out with a film
crew and filmed responses to reactions and
suggestions from social media platforms. More people
watched these videos




http://www.youtube.com/watch?v=nFDqvKtPgZo
Consumers  trust  each  other  


       500 billion online impressions on one




                   25% of tweets
              contain links.
your  crowd
Collectives  




                Kickstarter enables crowdfunding
                of creative projects
social production
http://www.ericsson.com/campaign/2
0about2020/

(Scroll  cursor  over  people  to  bring  up  Title)  
Transparency  
Consumer Trends in 2011
Consumer Trends in 2011
 
Is your role to create perfection and control or have you learned
to be a shaper and sharer brand and brand builder?
Do you understand your brands social quotient and social graph
both internally and externally?
Are you still in monologue mode focussed on what you want
people to think and believe or have you started to involve ,
collaborate and engage ?
Does your CEO really understand that how you behave is more
important than what you say?
Are you surrounded by communication partners obsessed about
ideas that create trans-media potential or are you still
engaging ATL and BTL?
 

Does your customer segmentation reflect how your customers
see themselves and organise themselves?
Are your employees all empowered to be your social
ambassadors and advocates?
Who is in charge of your integrated customer experience?
Are your differentiators authentic?
Will they survive transparency tyranny?
Are your marketers asking the right questions? Is live market
intelligence helping you leap and learn, tweak and beta-test?
Consumer Trends in 2011
conscious of
                                        what they actually need, and why.




Coca Cola Happiness Stations and World Cup
taverns helped township dwellers who

of the 2010 World Cup
                                                Amazon encourages readers to sell back
                                                their read books, offering free postage
                                                back to Amazon


PiggyMojo is a mobile service to help couples
save. Every time an impulse buy is resisted,
your partner is notified of the value saved
Simply  Useful  
Only what I value




MasterCard and Visa have both developed
contact-        -and-
for years to come. The emerging world, by contrast, will be a

    for a disproportionate share of business innovations
Brands need to understand and encapsulate the
youthfulness and optimism of emerging markets.
GOVERNMENT
 
Do you intimately understand your                             ,
value trade offs and where they perceive value in your brand?
Are you building Afro-optimism and entrepreneurship into your
psyche and skills?
Have you maximised the opportunity in localisation AND status
obsession?
Are you looking for innovation ideas in emerging markets or
do you still think west is best?
Do you understand the cost and impact of new consumer
protection acts and increased government involvement in your
brand building and communication activities?
Consumer Trends in 2011
Business is increasingly viewed as major causes
of social, environmental and economic problems.
They are prospering at the expense of our
community and our future
From  Profit  to  Purpose  
Generosity becomes embedded and spreads beyond
the developed world.


                    companies to consider societal interests



                                        Edelman, November 2010
Bottom Line is taking account of the full



                                                                            The Economist

                                     M&S encourages their
                                     shoppers to hand in old
                                     gadgets for recycling.


                                   Holiday Inn pedometers with
                                   keys to encourage walking




Water Pebble monitors water used
                                                                 De Vegetarische Slager
during a shower to help you save                                 The Vegetarian Butcher
 
Does your CEO believe its philanthropy or self interested to
create economic value by creating societal value?
Should you not be embedding shared value in your thinking and
operating or giving it to the CSR department?
Have you discovered the profit in being sustainable and planet
conscious?
How generous is your mind set, culture and general ethic or is
this still a threat to margins rather than a customer growth
opportunity?


healthier living and reduced consumption?
2011  
Learning  to  play
The  rules  of  the  game  for  2011  
Anxiety Antidote
Must be Mobile
Insight Inside
Interconnect
Seize Social
Engage
Do what you say and say what you do
Wield your crowd
Collaborate
Value value
Embrace entrepreneurialism & emerging energy
Define new prosperity pillars
 
                        
  
  
             one  
The  World  is  brand  new  


New Technology   New Thinking   New Ideas   New behaviours
A  new  era  of  brands  and  communications  


          intimate and engaging conversations
       Based on dialogue, not monologue
       And forging a deeper relationship
          with the people you talk to
  Through participation and active involvement
        And being open and transparent
The future of branding is
Brands that deliver against this agenda
    create greater word of mouth,
     advocacy, sales and loyalty
This is our philosophy and we have
found an international partner that
shares our view and has developed a
model for evaluating and developing
Introducing  




Founded nearly 20 years ago in the UK by a planner called
Mike Hall

Now a global boutique operating across 8 countries globally  
with a team of highly innovative and insight obsessed people.

They have a unique set of tools and principles of branding to
give a more holistic, multi-dimensional view.
And a UNIQUE




Used to identify the top ten most engaging brands in the UK, US,
China and Australia and what makes them so engaging
Top  10  in  UK  &  US  
Consumer Trends in 2011
 
  
If you think it would be valuable for more people in your business to be

share it with your team. We can also facilitate a workshop to unpack the
implications for your business and brand and to brainstorm the actions
that need to be taken to leverage the opportunities and mitigate the risks.

Please contact sonjal@ywood.co.za if you would like to arrange a session.
                        
  
  




Copyright Yellowwood Future Architects 2011

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Consumer Trends in 2011

  • 1. Brand  success  in  a  rapidly  changing,     post  recession,  growth  focussed  world   Copyright Yellowwood Future Architects 2011
  • 2. the age of optimism to the age of anxiety
  • 3. The  WORLD  in  2020 Half  Empty   Half  Full   Protectionism, zero sum logic, Second brains. Augmented east versus west, Resource reality lenses. Wireless scarcity. Social unrest. intelligent embedded Unemployment. Food shortages, biotechnology. Shared value, failing states, global warming new capitalism, Community. and failure to deal with climate Collaborative healthcare. change, energy and food security Multipolar power. crises, global struggle to control Entrepreneurship. Infinite natural resources, economic personalisation. imbalances, genetic polarisation, Regionalisation. Ubiquitous global terrorism, powerful connectivity. Centralising data. protectionism, brain jacking, Collective buying. Realtime. mechanical arbitrage, social Genetic, Urban utopia, virtual manipulation and surveillance peacekeeping, metamaterials,, states, cognitive surplus, google avatar reality stupid, nuclear proliferation  
  • 4.   International  scenarios,  Mind  of  a  fox   Peak  Oil  
  • 5. Goodbye to proof get into beta-thinking and a rapid experiential approach to innovation and change
  • 6. you have to get everything perfect.
  • 7. 2011  Trends   and the shape of
  • 8. Our  Sources   Inhabitat. Trendwatching. Economist. GottaQuirk. Faith Popcorn. Flux Trends. Urban Sprout. McKinsey Quarterly. JWT. TED. thecoolhunter. Bizcommunity. Harvard Business Review. Trend Hunter. Mashable. Notcot. 10and5. Cherryflava. Omnicom and TBWA Group. Our talent pool.
  • 11. society adopts new tools. It happens when society adopts new behaviours.
  • 12. View  Don       http://www.ericsson.com/campaign/20about2020/       (Scroll  cursor  over  people  to  bring  up  Title)  
  • 15. But still a scarcity of INTELLIGENCE Infographics make it beautiful
  • 16. Online culture IS the culture
  • 18. set of channels. It is the context
  • 19.   Are you and your partners still looking at digital as another channel or the context framing and informing all behaviour? Do you truly understand what is driving your and behaviours now? Have you unpacked the mobile opportunity and challenges for this marketing plan and brand success? Are you tapping into infinite information to increase your success and to drive value for customers? Is your brand and brand psyche an experimental one that enables leaping and learning and a beta-state mind set? Do you still distinguish between the ON and OFF world? Are you using different media differently and providing valuable brand content? Is your brand operating in the NOW, ON real time, constantly actions and engagement world?
  • 23. part of the largest interactive, participatory campaign to date. Actor Isaiah Mustafa camped out with a film crew and filmed responses to reactions and suggestions from social media platforms. More people watched these videos http://www.youtube.com/watch?v=nFDqvKtPgZo
  • 24. Consumers  trust  each  other   500 billion online impressions on one 25% of tweets contain links.
  • 26. Collectives   Kickstarter enables crowdfunding of creative projects
  • 32.   Is your role to create perfection and control or have you learned to be a shaper and sharer brand and brand builder? Do you understand your brands social quotient and social graph both internally and externally? Are you still in monologue mode focussed on what you want people to think and believe or have you started to involve , collaborate and engage ? Does your CEO really understand that how you behave is more important than what you say? Are you surrounded by communication partners obsessed about ideas that create trans-media potential or are you still engaging ATL and BTL?
  • 33.   Does your customer segmentation reflect how your customers see themselves and organise themselves? Are your employees all empowered to be your social ambassadors and advocates? Who is in charge of your integrated customer experience? Are your differentiators authentic? Will they survive transparency tyranny? Are your marketers asking the right questions? Is live market intelligence helping you leap and learn, tweak and beta-test?
  • 35. conscious of what they actually need, and why. Coca Cola Happiness Stations and World Cup taverns helped township dwellers who of the 2010 World Cup Amazon encourages readers to sell back their read books, offering free postage back to Amazon PiggyMojo is a mobile service to help couples save. Every time an impulse buy is resisted, your partner is notified of the value saved
  • 36. Simply  Useful   Only what I value MasterCard and Visa have both developed contact- -and-
  • 37. for years to come. The emerging world, by contrast, will be a for a disproportionate share of business innovations
  • 38. Brands need to understand and encapsulate the youthfulness and optimism of emerging markets.
  • 40.   Do you intimately understand your , value trade offs and where they perceive value in your brand? Are you building Afro-optimism and entrepreneurship into your psyche and skills? Have you maximised the opportunity in localisation AND status obsession? Are you looking for innovation ideas in emerging markets or do you still think west is best? Do you understand the cost and impact of new consumer protection acts and increased government involvement in your brand building and communication activities?
  • 42. Business is increasingly viewed as major causes of social, environmental and economic problems. They are prospering at the expense of our community and our future
  • 43. From  Profit  to  Purpose   Generosity becomes embedded and spreads beyond the developed world. companies to consider societal interests Edelman, November 2010
  • 44. Bottom Line is taking account of the full The Economist M&S encourages their shoppers to hand in old gadgets for recycling. Holiday Inn pedometers with keys to encourage walking Water Pebble monitors water used De Vegetarische Slager during a shower to help you save The Vegetarian Butcher
  • 45.   Does your CEO believe its philanthropy or self interested to create economic value by creating societal value? Should you not be embedding shared value in your thinking and operating or giving it to the CSR department? Have you discovered the profit in being sustainable and planet conscious? How generous is your mind set, culture and general ethic or is this still a threat to margins rather than a customer growth opportunity? healthier living and reduced consumption?
  • 47. The  rules  of  the  game  for  2011   Anxiety Antidote Must be Mobile Insight Inside Interconnect Seize Social Engage Do what you say and say what you do Wield your crowd Collaborate Value value Embrace entrepreneurialism & emerging energy Define new prosperity pillars
  • 48.                                        one  
  • 49. The  World  is  brand  new   New Technology New Thinking New Ideas New behaviours
  • 50. A  new  era  of  brands  and  communications   intimate and engaging conversations Based on dialogue, not monologue And forging a deeper relationship with the people you talk to Through participation and active involvement And being open and transparent
  • 51. The future of branding is
  • 52. Brands that deliver against this agenda create greater word of mouth, advocacy, sales and loyalty
  • 53. This is our philosophy and we have found an international partner that shares our view and has developed a model for evaluating and developing
  • 54. Introducing   Founded nearly 20 years ago in the UK by a planner called Mike Hall Now a global boutique operating across 8 countries globally   with a team of highly innovative and insight obsessed people. They have a unique set of tools and principles of branding to give a more holistic, multi-dimensional view.
  • 55. And a UNIQUE Used to identify the top ten most engaging brands in the UK, US, China and Australia and what makes them so engaging
  • 56. Top  10  in  UK  &  US  
  • 58.     If you think it would be valuable for more people in your business to be share it with your team. We can also facilitate a workshop to unpack the implications for your business and brand and to brainstorm the actions that need to be taken to leverage the opportunities and mitigate the risks. Please contact sonjal@ywood.co.za if you would like to arrange a session.                             Copyright Yellowwood Future Architects 2011