cultureoffuture.com: meaningful branding
DESCRIPTION
A presentation showing how times have changed, inspirational connection with citizenry is now about contribution. From big to small, eveyone is moving in this direction. It is an exciting time of challenge and change.TRANSCRIPT
Meaningful Brand: Brand LoveMarks* Through Meaningful Contribution
*Saatchi & Saatchi, Kevin Roberts
We are in the middle of redesigning
how we live, work and play...
Brands have changed, countries and communities
have changed, consumers have changed.
Ex:
- H&M Karl Lagerfield runway fashion show on Great Wall
- Book “Here Comes Everybody”, world has taken over the world online
- CarrotMob.org, flash mob local consumers creating change
- Coke hiring bloggers to travel and report back on happiness
you must have
HAVE money
to DO
what you love
to
BE who you are supposed to be
Older Western Economic Cultural Model
who you are DO HAVE
Newer Economic Cultural Model Of The NEXT GENERATION
BOOMER INDUSTRIAL TO GENX CREATIVE CULTURE
BE what you love what you need.
Talking Head Broadcast To
SOCIAL INTERACTIVE
Segmented Message
To INVITATION
Product Based To
STORY & BACK STORY
Quick Consumption To
LONG TERM SUPPORT
Aspirational Life To
CO-CREATED REALITY
Idealized To
DELIVERED
NEW WORLD COMMUNICATIONS
-An early Steve Jobs (80s) kicks off grunge tech -Daniel Coleman helps us understand ourselves as emotionally intelligent (late 90s) - Daniel Pink (00s) ushers in the Creative Culture mind
Other influencers: - 70s-80s: Architecture glut creates mall/retail, consumption boom - 80s-90s: Graphic designer glut results in the web boom - 90s-00s: Product designer glut creates focus on branding/research - Current focus is on social innovation, meaning and contribution through the glut of NGO, .ORGs and social entrepreneurs.
CONTEXT
Moving From ME Branding.
“EGONOMICS” – Individuation
-Economy geared to self -Body: Healthstyle-Selfstyle focus, Earth Separated From Me As ‘The Environment’
-Security: Elite Exclusion -Relationships: Performance Driven -Recognition: Reputation Driven -Self Actualization: Seeking/Reaching For
To WE Branding.
“ETHONOMICS” – Group
-Economy geared to solutions -Body: Earthwell-Selfwell Focus, “Earth as my body” -Security Means: Community Inclusion - ‘My town does well, I do well’ -Relationships: Co-Creation of New -Recognition: Contribution of Skill Sets -Self Actualization: Inhabiting Life, I am enough
Credit: Trendburo Munich and Cultureoffuture.com
Industrial to Creative Social Model
CRISIS? .
OPPORTUNITY?
Crisis Brings The Masses Into Reinvention*
Credit: Trendwatching.com
*Some worry the shift to a new economy may not happen before recovery occurs.
Opportunity Spaces:
Redesigning How We
Live, Work and Play.
Sharing & TransformaCon. Provide content through the sharing of inspiraCon, wonderment, evoluCon and enlightenment. To be anywhere today you must be everywhere. Ex: National Geo Travel Store London, National Geo All Roads Project
Mutual ContribuCon. Solving problems for the consumer is key. Give them something to feel good about, share with others -‐ build your lovemark. Project Red, Dell Lounge, Am Ex Entrepreneurial Programs, Texting help to Haiti
Opportunity Behaviors:
Community Building. Consumer is looking to connect with their passion people, express them-‐selves and build mulCple communiCes of support around their skill sets. Converse 100 Artists, Threadless.com, GAP Vote Campaign
Movement Toward Meaning
Meaningful Brands. Generous shoes for the world: TOMSSHOES.COM
Meaningful Lifestyle. Surfing hits Japan, and the world because people want to commune with nature.
Meaning Expression. Creativity on everything:
Plank canvases – Artists and
consumer art on snowboards.
Meaningful Tech. Serious play for consumer –
iPhone aps… run business,
learn languages, have fun.
Mean Recognition.
Two sisters reuse industrial
material metals and make high-
end art to wear.
Customization + Creative =
Contribution
Meaningful Change. Creative reuse, small is the new big. Reuse hotels: 747s, pipes, trains, etc.
Meaningful Branding
How Are They Doing It
Who’s Supporting Creative Contributions?
Share designs, vote, sell it, learn how, eco product support, creative community recognition
Who’s Supporting EXPLORATIONS Into Better Living?
Infographics Capturing Citizenry Directions
www.wefeelfine.org
MEANING FOR CITIZENRY: CONTRIBUTION
MEANING FOR CITIZENRY: CONTRIBUTION
Credit: Trendwatching.com
MEANING FOR CITIZENRY: CONTRIBUTION
MEANING FOR CITIZENRY: SUPERUSE & REUSE
Online Social Information For Citizenry
Converse 1HUND(RED) Artists Exhibition
MEANING FOR CITIZENRY: CREATIVITY
MEANING FOR CITIZENRY: CREATIVITY
MEANING FOR CITIZENRY: CREATIVITY
Artists In Participatory Roles - Media Enables Effective Outreach
MEANING FOR CITIZENRY: CREATIVITY
Media Enabling Effective Outreach
MEANING FOR CITIZENRY: CREATIVITY
MEANING FOR CITIZENRY: SOCIAL INFLUENCE
Sundance 2010 – Films playing concurrently across America, Redford as moderator.
Redford Foundation 2010 in BrowerCenter.org
MEANING FOR CITIZENRY: SOCIAL INFLUENCE
INFLUENCERS: Everything Now About Social Innovation
INFLUENCERS: Everything Now About Social Innovation
London National Geographic Store Come dig through actual expedition charts/maps, try on expedition gear, purchase items from actual villages while you contribute to and learn about them directly, make plans to travel with National Geo right there with their travel agents..
INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.
Conversational Bank: Out of Work – Work Spaces Innovation Lounge built on community ideals with a coffee bar, large community computer wall, comprehensive work stations.
INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.
W+K ADVERTISING PORTLAND, OR Out of Work – Work Spaces: W+K invited out of work creatives to work in their spaces.
MEANING FOR CITIZENRY: SUPPORT
"Shine A Light” Now more than ever, people cherish the small businesses in their neighborhood,
and through this program, they can spotlight small business owners for all that they do, and the role they play in
driving economic recovery.
MEANING FOR CITIZENRY: SUPPORT
MEANING FOR CITIZENRY: SUPPORT
MEANING & GREENING INNOVATION
MEANING & GREENING INNOVATION
Radio Dada Singapore, Ultimate Starting out as a gelato store, it quickly became an inspirational center for the community via the resources provided. The internal sound studio allowed people to record and live stream their performances on internet radio feeding people’s talents and community shared expressions.
MEANINGFUL SOCIAL CREATIVITY
MEANINGFUL SOCIAL CREATIVITY
TWITTER LISTS 1. Experts Want to follow only the most influen8al in tech? Look to Robert Scoble’s TwiBer List of the most influen8al in tech: @scobleizer/most-‐influenCal-‐in-‐tech, or follow Danny Sullivan’s list of influen8al search engine marketers: @dannysullivan/searchmarkeCng, or Maria Popova’s list of TEDsters: @brainpicker/TEDsters. 2. Brand Consolida8on Many companies now have mul8ple TwiBer accounts. Wired, for example, has 12 blogs currently, and each has a TwiBer account. They’ve consolidated the ability to follow all 12 with a single TwiBer List: @wired/wiredblogs. Our Home Depot client is another great example, as they have created one loca8on where mul8ple Interna8onal TwiBer accounts, such as Canada and Mexico can be found, along with deals and customer service: @homedepot/homedepot. 3. Employee Lists For those few brands who have really embraced social media and are willing to let their employees speak on their behalf, TwiBer Lists are a great way to aggregate the true footprint of a brand in TwiBer by linking to employee accounts. The New York Times is a great example, having used one of the 18 lists they’ve created to be a “staff” list: @nyCmes/staff. Zappos, who have been encouraging employees to be ac8ve in social media, have also created an employees list: @zappos/employees. If you’d like to explore some of the best TwiBer Lists currently out, Listorious.com.
MEANINGFUL SOCIAL KNOWING
MEANINGFUL SOCIAL KNOWING
MEANINGFUL SOCIAL KNOWING
INFLUENCERS: Meaningful Media MEANINGFUL SOCIAL MEDIA
For More Information Contact [email protected]
+1 310 584 1021
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