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Leading the
Future
Simon Mainwaring
CEO, We First
@SimonMainwaring
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
1. The New Normal
Change as new fears
Change as new behaviors
Change as new opportunities
Fears: Pace of change
Fears: Range of change
Fears: Scale of change
Fears: Acceleration of change
TheSecondMachineAge
Fears: Compounding change
Wetp@int
Fears: Depth of change
Behaviors: Younger demographics
HavasMedia,‘MeaningifulBrandsReport’2015
EliteDaily‘MillennialStudy’,2015
Behaviors: Younger demographics
Behaviors: Younger demographics
Behaviors: Generation App
Opportunities: Story vs. data
Opportunities: Story transcends tech
Opportunities: Expert storytellers
Leading The Future
1.  The New Normal
Fears. Behaviors. Opportunities.
Leading The Future
1.  The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
3. Cultural Leadership
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Brand Positioning
Singularity
Celebrant
Consistency
HavasMedia,‘MeaningifulBrandsReport’2015
1. OWN A FUNDAMENTAL HUMAN PROPERTY
Brand Positioning: Singularity
HavasMedia,‘MeaningifulBrandsReport’2015
CLARITY BUILDS COMMUNITY
clarity
message community
MARKETING
AMPLIFICATION
Brand ...
HavasMedia,‘MeaningifulBrandsReport’2015
CELEBRATING CUSTOMERS
Brand Positioning: Celebrant
Self-directed/Celebrity.
Self-directed storytelling.
1. CONSUMER-DIRECTED PURPOSE STORYTELLING
BRAND
Community-facing/Celebrant.
Brand Positioning: Consistency
Brand Positioning: Consistency
Takeaway 1:
Your brand must own a fundamental
human property.
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Consumer Engagement
Co-ownership
Co-authorship
Co-creation
UNILEVER - SUSTAINABILITY INTEGRATION
Employee Engagement & Activation
Co-ownership: Unilever/Employees
Co-ownership: Levi’s/Consumers
Co-ownership: VMA’s
Co-authorship: Patagonia
Co-authorship: REI Members
Co-authorship: Dove/TOMS
Co-creation: AirBnb
Co-creation: Sport England/Always
Co-creation: Starbucks/GAP
2. Brand Transformations
Brand Positioning
Consumer Engagement
Community Architecture
Community Architecture
Strategy
Collaboration
Content
Strategy: Mission
Strategy: Tactics
Strategy: Upgrades
Strategy: Rewarding engagement
Strategy: Upgrades
Community Architecture
Strategy
Collaboration
Content
Collaboration: Values
Collaboration: Outside of industry
Collaboration: Sector-wide
Community Architecture
Strategy
Collaboration
Content
Content: GE
Content: TOMS
Content: Illy/Patagonia
Takeaway 2:
Brands must be the celebrant, not
celebrity, of their customer community.
Leading The Future
1.  The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
Positioning: Singularity. ...
Leading The Future
1. The New Normal
2. Brand Transformations
3. Cultural Leadership
Cultural Leadership
Leading change
Leading conversations
Leading culture
Leading change: Existing Products
Leading change: New Products
Leading change: Industry-wide
Leading conversations: Patagonia
Time	
  
ThemesandTactics	
  
Conversationleadership	
  
Different tactics
accumulate over time
to define, shape and lead
th...
Time	
  
SustainabilityImpactPrograms	
  
Conversationleadership	
  
Impact investments, initiatives and
programs implemen...
Leading conversations: Dove
Leading conversations: Dove
Time	
  
Tacticsandconversationthemes	
  
Conversationleadership	
  
Different tactics accumula...
Leading conversations: Starbucks
Starbucks – Shared Planet.
Shared
Planet
Different themes
establish, maintain and
expand consumer
engagement around
your co...
Crowded Space
Focus: The Solution or End State
(Strategic)
Focus: The Problem
(Tactical)
White Space
Where the opportunity...
THE CONVERSATION GOLD RUSH
THE CONVERSATION GOLD RUSH
Conversation gold rush.
Leading culture: Tesla
Leading culture: Patagonia/REI
Leading culture: Starbucks
Takeaway 3:
Brands must transcend their
products, services and categories
to positively shape culture.
Leading The Future
1.  The New Normal
Fears. Behaviors. Opportunities.
2. Brand Transformations
Positioning: Singularity. ...
1.  Own a fundamental human property.
2.  Be the celebrant, not celebrity, of your
customer community.
3.  Define, frame a...
Thank you.
@SimonMainwaring
WeFirstBranding.com
Slides: Simon@WeFirstBranding.com
Viacom Meeting Keynote: Simon Mainwaring - November 17, 2015
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Viacom Meeting Keynote: Simon Mainwaring - November 17, 2015

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"Leading the Future"

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Viacom Meeting Keynote: Simon Mainwaring - November 17, 2015

  1. 1. Leading the Future Simon Mainwaring CEO, We First @SimonMainwaring
  2. 2. Leading The Future 1. The New Normal 2. Brand Transformations 3. Cultural Leadership
  3. 3. Leading The Future 1. The New Normal 2. Brand Transformations 3. Cultural Leadership
  4. 4. 1. The New Normal Change as new fears Change as new behaviors Change as new opportunities
  5. 5. Fears: Pace of change
  6. 6. Fears: Range of change
  7. 7. Fears: Scale of change
  8. 8. Fears: Acceleration of change
  9. 9. TheSecondMachineAge Fears: Compounding change
  10. 10. Wetp@int Fears: Depth of change
  11. 11. Behaviors: Younger demographics HavasMedia,‘MeaningifulBrandsReport’2015
  12. 12. EliteDaily‘MillennialStudy’,2015 Behaviors: Younger demographics
  13. 13. Behaviors: Younger demographics
  14. 14. Behaviors: Generation App
  15. 15. Opportunities: Story vs. data
  16. 16. Opportunities: Story transcends tech
  17. 17. Opportunities: Expert storytellers
  18. 18. Leading The Future 1.  The New Normal Fears. Behaviors. Opportunities.
  19. 19. Leading The Future 1.  The New Normal Fears. Behaviors. Opportunities. 2. Brand Transformations 3. Cultural Leadership
  20. 20. 2. Brand Transformations Brand Positioning Consumer Engagement Community Architecture
  21. 21. Brand Positioning Singularity Celebrant Consistency
  22. 22. HavasMedia,‘MeaningifulBrandsReport’2015 1. OWN A FUNDAMENTAL HUMAN PROPERTY Brand Positioning: Singularity
  23. 23. HavasMedia,‘MeaningifulBrandsReport’2015 CLARITY BUILDS COMMUNITY clarity message community MARKETING AMPLIFICATION Brand Positioning: Singularity
  24. 24. HavasMedia,‘MeaningifulBrandsReport’2015 CELEBRATING CUSTOMERS Brand Positioning: Celebrant
  25. 25. Self-directed/Celebrity.
  26. 26. Self-directed storytelling. 1. CONSUMER-DIRECTED PURPOSE STORYTELLING BRAND Community-facing/Celebrant.
  27. 27. Brand Positioning: Consistency
  28. 28. Brand Positioning: Consistency
  29. 29. Takeaway 1: Your brand must own a fundamental human property.
  30. 30. 2. Brand Transformations Brand Positioning Consumer Engagement Community Architecture
  31. 31. Consumer Engagement Co-ownership Co-authorship Co-creation
  32. 32. UNILEVER - SUSTAINABILITY INTEGRATION Employee Engagement & Activation Co-ownership: Unilever/Employees
  33. 33. Co-ownership: Levi’s/Consumers
  34. 34. Co-ownership: VMA’s
  35. 35. Co-authorship: Patagonia
  36. 36. Co-authorship: REI Members
  37. 37. Co-authorship: Dove/TOMS
  38. 38. Co-creation: AirBnb
  39. 39. Co-creation: Sport England/Always
  40. 40. Co-creation: Starbucks/GAP
  41. 41. 2. Brand Transformations Brand Positioning Consumer Engagement Community Architecture
  42. 42. Community Architecture Strategy Collaboration Content
  43. 43. Strategy: Mission
  44. 44. Strategy: Tactics
  45. 45. Strategy: Upgrades
  46. 46. Strategy: Rewarding engagement
  47. 47. Strategy: Upgrades
  48. 48. Community Architecture Strategy Collaboration Content
  49. 49. Collaboration: Values
  50. 50. Collaboration: Outside of industry
  51. 51. Collaboration: Sector-wide
  52. 52. Community Architecture Strategy Collaboration Content
  53. 53. Content: GE
  54. 54. Content: TOMS
  55. 55. Content: Illy/Patagonia
  56. 56. Takeaway 2: Brands must be the celebrant, not celebrity, of their customer community.
  57. 57. Leading The Future 1.  The New Normal Fears. Behaviors. Opportunities. 2. Brand Transformations Positioning: Singularity. Celebrant. Consistency Engagement: Co-ownership. Co-authorship. Co-creation. Architecture: Strategy. Collaboration. Content.
  58. 58. Leading The Future 1. The New Normal 2. Brand Transformations 3. Cultural Leadership
  59. 59. Cultural Leadership Leading change Leading conversations Leading culture
  60. 60. Leading change: Existing Products
  61. 61. Leading change: New Products
  62. 62. Leading change: Industry-wide
  63. 63. Leading conversations: Patagonia
  64. 64. Time   ThemesandTactics   Conversationleadership   Different tactics accumulate over time to define, shape and lead the conversation. 2005 Common Threads Recycling Program   2007 Footprint Chronicles   2010 Common Threads 5R Program   2011 Don’t Buy This Jacket  2009 Sustainable Apparel Coalition   2013 Worn Wear   2015 Worn Wear Tour   Leading conversations: Patagonia
  65. 65. Time   SustainabilityImpactPrograms   Conversationleadership   Impact investments, initiatives and programs implemented over time build social proof and demonstrate The conversation ‘in-action’ 2009 Sustainable Apparel Coalition   2013 $20 Million & Change Fund / Patagonia Works 2014 Patagonia Park 2014 DamNation 1985 Environmental Grants Program: 1% of Sales   2006 Ambassadors   Leading conversations: Patagonia
  66. 66. Leading conversations: Dove
  67. 67. Leading conversations: Dove Time   Tacticsandconversationthemes   Conversationleadership   Different tactics accumulate over time to define, shape and lead the conversation. 2006 Model transformations Self-esteem fund   2005 Real bodies   2004 Vote for real beauty   2007 Beauty comes of age Unrealistic beauty   2010 Self-esteem mentors Self-perception   2015 Choose beautiful  
  68. 68. Leading conversations: Starbucks
  69. 69. Starbucks – Shared Planet. Shared Planet Different themes establish, maintain and expand consumer engagement around your conversation. Gridlock in Congress Job Creation Boycott Political Donations Same Sex Marriage Post-Traumatic Stress Disorder Online Employee Education Racism What Starbucks Knows About America
  70. 70. Crowded Space Focus: The Solution or End State (Strategic) Focus: The Problem (Tactical) White Space Where the opportunity is.
  71. 71. THE CONVERSATION GOLD RUSH THE CONVERSATION GOLD RUSH Conversation gold rush.
  72. 72. Leading culture: Tesla
  73. 73. Leading culture: Patagonia/REI
  74. 74. Leading culture: Starbucks
  75. 75. Takeaway 3: Brands must transcend their products, services and categories to positively shape culture.
  76. 76. Leading The Future 1.  The New Normal Fears. Behaviors. Opportunities. 2. Brand Transformations Positioning: Singularity. Celebrant. Consistency Engagement: Co-ownership. Co-authorship. Co-creation. Architecture: Strategy. Collaboration. Content. 3. Cultural Leadership Change. Conversations. Culture.
  77. 77. 1.  Own a fundamental human property. 2.  Be the celebrant, not celebrity, of your customer community. 3.  Define, frame and lead a conversation that shapes culture. Leading the future: 3 Takeaways
  78. 78. Thank you. @SimonMainwaring WeFirstBranding.com Slides: Simon@WeFirstBranding.com

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