The document summarizes that brands are becoming obsolete more quickly as the pace of technology and culture changes accelerates. It argues that brands need to shift from traditional branding based on stories and metaphors to an open, iterative brand system focused on useful information, apps, demos and play. The key is for brands to focus on their purpose to drive innovation and shift before disruption happens. It provides 5 rules for conceptualizing the brand as a system, including being interesting, irrational, real in real time through iteration, open with experiments, and shifting before change happens.

1. PRESENTS:
CONGRATULATIONS!
Your Brand’s About to Be Obsolete

2. William Charnock Andrea Ring
Chief Strategy Officer Managing Director, Planning

3. The Agency for the Digital Age™

5. What Is A Brand?

6. Brand = $

7. Great Brands Drive Business

8. But Every Year Brands Fall
2002 - 32%
2003 - 16%
2004 - 15%
2005 - 9%
value
2006 - 16%
2007 - 19%
2008 - 12%
2009 - 11%
time

9. But Every Year Brands Fall
2002 - 10%
2003 - 19%
2004 - 33%
2005 - 5%
value
2006 - 12%
2007 - 12%
2008 - x%
2009 - x%
time

10. Why Did Brands Become
Obsolete?

11. Shifts Happen

12. Category

13. Culture

14. Technology

15. Geography

16. Who Survived?

17. Channel Blockers
1900’s 1920’s 1960’s
Manufacture Distribute Broadcast
identification differentiation perceived value

18. They Relied On Their SCALE
And Channel Domination
Number of people
time

19. # Scale Fail

20. Universal Distribution
Everyone’s A Broadcaster
Digital Commerce
Commercialization Of Socialization

21. Ubiquitous information
Tools
Experts
Data

22. Reality Shift
Perception Reality

23. Marketers Are Out Of
Touch With The Real World
Not real time
Not real world
Not real consumers

24. Closest point to obsolescence
Stable, Defensive, Consistent
Number of people
time

25. Closest point to obsolescence
Nimble, Competitive, Evolving
Number of people
time

26. The Big Symptom

27. Game Changing
Ideas Start-Up
Bank Aggregation
Application Store
Collaborative Saving
Video Streaming
Makeup Videos Michelle Phan

28. The Root Cause Of
Obsolescence

29. Onion
Frame Work
Heritage
Brand Promise
Temple
Proposition
Key

30. Rear View
We’re obsessed with defining brands by
what they were, not what they come to be.

31. What are you doing that’s new
and interesting?
+
Why are you in business?

32. A New Model

33. Traditional Marketing
Brand Story
metaphor

34. Traditional Marketing Digital Marketing
Brand Story Brand System
metaphor information

35. Brand Story Brand System
metaphor demo apps info

36. Play
Brand Story Brand System
metaphor demo play apps info

37. Playground
People Purpose Object

38. WHO Audience Participant User

39. WHO Audience Participant User
WHAT Intention Action Information

40. WHO Audience Participant User
WHAT Intention Action Information
WHY Empathy Solidarity Utility

41. WHO Audience Participant User
WHAT Intention Action Information
WHY Empathy Solidarity Utility

42. Brand Purpose = Why You Are In Business

43. Products Become Obsolete

44. Purpose gives focus to innovation
purpose
scale
object
time

45. mobility
scale
cars
time

46. reading
scale
books
time

47. useful information
scale
search engines
time

48. performance
scale
scale
sneakers
time

49. Purposeful Play = $

50. 1900’s 1920’s 1960’s 2000s
Manufacture Distribute Broadcast Digital Age
identification differentiation perceived value

51. 5 Rules of Play:
Seeing Your Brand As A System

52. 1. Be Interesting

58. 2. Be irrational

59. 3. Be Real…in Real Time (Iterative)

60. www.socialmediahell.com

62. 4. Open Your Experiments

64. 5. Shift Before Shift Happens

65. 2006 2011

67. Thank You

68. By The Way We’re Hiring…