michael.ericsson@creuna.se @michaelericsson

MICHAEL ERICSSON

FUTURE BRANDSCAPE

450

BE LIKE

BE LIKE LIKE MIKE

DR?

Dieter !Rams

Those who centre their business on improving people´s lives have a growth rate triple that of their competitors, and they

outperform the market by a huge margin.

Jim Stengel

BINTERNALSTAKEHOLDERS

EXTERNAL STAKEHOLDERS

PROJECTOR

LENS

FUTURE BRANDSCAPE

7 77

Source: Holly Godier/BBC 2012

2006 2013

TECH SAVVY

PASSIONATESIMPLE

STORY

Products/Services Trade Secrets Inside Stories

Skills Tools

Insights Guidance

Market Places

Money Effort Ideas New Production New Strategies New Network New Commitment

E N G A G E

CHANGE

NEW RELATIONS

PURPOSE

DEMOCRACY

RESHAPE

TIME

A company without story is a company without a strategy

Ben Horowitz

B R

SIMPLEPASSIONATE STORY

michael.ericsson@creuna.se @michaelericsson

THAT’S MY STORY

SLIDESFuture Brandscape - The role and challenges of brands in the post-consumer society.A fundamental aspect of predicting the future is to know you history. Here is mine.#2

#4 People need heroes, I am no exception, when growing up I wanted to become Tom Cruise

#5 I have always been a team player so during a part in my life I wanted to become “Like Mike”and play basketball. Play together to achieve success.

#6 I have always been a humanist, and through influences and experiences I wanted to become a Doctor. To give something back to the ones needing it most.

#7 Moved to Stockholm and rediscovered old heroes of pop-culture - Peter Saville. Iconic designer within Factory Records. I put the focus on becoming doctor on hold to enter the creative world of communication.

#8 I have always had a passion for design, but finally had the opportunity to delve into it. Creativity was my new urge. And over the years it have gradually shifted from just being a expression moving into processes, thinking and innovation.

SUMMARY#1 Intro

Grew up in a small town outside of Umeå. O N L Y 450 people living there.#3

SLIDES One other key influencers so far in my career have been this man: Dieter Rahms.He dictated the 10 Principles of Design. Rules that it not just applicable on design butalso on brands.

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#10 MOVIE: Ten design principles of design by Dieter Rahms. (Available through Youtube or Vimeo)

#11 This a quote from Jim Stengel (P&G former global marketing Officer). A statement that motivates me, this is a statement from one of the biggest brands in the world. Clearly stating that there are other dimensions to companies then making money. I dwelled even further into this. Lets talk about my view on brands.

#12 This is very simplified way I see a brands role today. The intersection between the internal and external stakeholders that makes everything easier, more understandable to interact with people. I will break it down into main views.

#13 The brand PROJECTOR: The brand as the projector, where it focuses on internal influences and through the brad projectsthem to people outside the company. The inside outside perspective.

#14 The brand LENS: The brand as the lens also focuses on outside influences in order to make the brand more clearly. The outside inside perspective.

SUMMARY

SLIDES So with that stated we now move on in the story into todays topic. “The future brandscpape”, People are turning away from the consumer society, creating new relations and engagements. Times have never been more challenging nor more exciting or suited for brands. How could one adapt to this future brand scape? 

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#16 Consumption has been a fundamental aspect of business for decades, But something has shifted. We are entering the post-consumer society. Where mind wins/challenges over matter everyday.

#17 Let's break it down into statistics, back in 2006 only 7% of the Internet users created content. The same figure in 2013 is a staggering 77%. That is challenging and if you act and interpret this correctly - you will win.

#18 So how about the target group? Very diverse, very hard to pin-point. It could be a old lady creating online content about cat food in Tokyo on,a teenager in Oslo being a driving force in social media within fashion or a small group of people in Rwanda creating their own shapeshifting products for their communities bypassing larger corporations.

#19 Brands can become the Joint property in this new relation. So what are the components of the modern innovative brand?

#20 My view on creating a modern innovative brands. Three major components:

PASSIONATE: Passionate about the people you want to attract.Passionate about your products/servicesPassionate both outside and inside the company.Passionate about your vision.!!

SIMPLE: Your brand need to be easy to understand from the inside out.Your brand need to be easy to interact withYour brand need to be easy to create a relationship with.Above all reach an instans approval from the people.!

STORY:: YOU NEED A STORY!RelevantAuthenticExist outside a commercial perspectiveEngage and moves people

SUMMARY

A couple of examples some of them you might have seen before:

SLIDES SIMPLE: In order to be relevant you need to focus on engaging people be open with what your brand stands for.Create a give give scenario where you place your brand as a sharing simple company where you open up for the exchange with your consumer, Offer them things and you will be rewarded.

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#22 PASSIONATE: In order to achieve change you need to take stand, real stand BE PASSIONATE ABOUT SOMETHING. All your commitments as a brand need to be democratic, honest,and transparent otherwise they will be left out of the loop the sole purpose is not just make money, but also doing good. Example TOM´s eyewear.

#23 STORY: Let people create their own stories through your brand. Create or rebrand your brand as one as create relationships of fair exhange.AIRNBNB, enable people from all over the world, live stay and exploring other peoples homes and by that bypassing the hotel market.Creating unrivalled storytelling values to your brand.

#24SIMPLE: Purpose before profit. NIKE extended their reach in a open storytelling manner with achieve you Greatness campaigns. They lifted a target group of 800 million obese people creating a huge possibility in making millions of new stories that really made a differenceand in the same time extending its core to be a game changing part of more peoples life rather than a small category of people.MOVIE: Nike “Achieve Your Greatness” Available through Youtube and Vimeo.

#25 PASSIONATE STORIES ICT provider in Bangladesh, a new brand in a region that never quite experienced transparency, simplicity, honesty and respect. The create everyday stories for millions. The are here for everyoneThey even democratised one of the strongholds of brand their identity. With creating a open playful way of identity where people can create their own way ot OLLO. Open Passionate and Democratic and user centered.

#26 STORY, Be passionate where others aren’t. Give people relevant platforms, Ex ZOPA p2p plattform for loaning from peers. Excludes the bank system.

SUMMARY

SLIDESSIMPLE: Respect your customers, don´t waste their time.Time is money and consumers are picky with their time and so are you.

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#28 We began talking about heroes of mine in the beginning. Anyone knows to recognise this man?This is investor side of thing, Ben Horowitz from Andreassen & Horowitz (Venture capitalist)Capitalists often tend to drop very low on peoples list of inspiring people, For me this is one of my current Tom Cruises, Michael Jordans or Peter Savilles.An innovative, big-hearted smart investor. He has invested in Facebook, Skype, AIRBNB and many morenew companies!A quote by him, one that really inspires me and got me interested. Even for this type of modern entrepreneur a story is one of the most important parts when scouting fornew business opportunities. Take that with you to the next boardroom meeting.!In today’s turbulent times, leaders must take special care to define a clear vision, instill a strong sense of purpose, and reaffirm a core set of values.

#29 LAST BUT NOT LEAST: When creating or recreating your future brand, in the post-consumer societyPlease B !SIMPLE: In order to be understood and relevant. PASSIONATE: In order to attract and retain people STORY: In order to get that emotional bond that focus both purpose for people and profit that has a bigger meaning.

SUMMARY

SLIDES That’s my simple, passionate story about the future brand scape. #30

SUMMARY