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
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.
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
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
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