A Hundred Years in a Decade

Brand success in a rapidly changing,
post recession, growth focussed world

Copyright Yellowwood Future Architects 2011

the age of optimism
to
the age of anxiety

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

Assuming we continue on this path…

International scenarios, Mind of a fox Peak Oil

Goodbye to proof get into beta-thinking
and a rapid experiential approach to innovation
and change

“Jump in and move quickly. It‟s not that
you have to get everything perfect.
Perfect can be the enemy of the good.”

2011 Trends
and the shape of
things to come…

Our Sources

Inhabitat. Trendwatching. Economist.
GottaQuirk. Faith Popcorn. Flux Trends.
Urban Sprout. McKinsey Quarterly. JWT.
TED. thecoolhunter. Bizcommunity.
Harvard Business Review. Trend Hunter.
Mashable. Notcot. 10and5. Cherryflava.
Omnicom and TBWA Group.
Our clients‟ wisdom and experience.
Our talent pool.

“A revolution doesn‟t happen when
society adopts new tools. It happens
when society adopts new behaviours.”

View Don Tapscott’s “Growing Up Digital” at Ericsson 2020
http://www.ericsson.com/campaign/20about2020/

(Scroll cursor over people to bring up Title)

But still a scarcity of INTELLIGENCE

Infographics make it beautiful

“Digital is not a set of channels. It is the
context for all of our marketing”

Key questions to be asking yourself…
• 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 customers‟ and
employees‟ behaviours now?
• Have you unpacked the mobile opportunity and challenges for this year‟s
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 team‟s 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?

“Watch the final video of the Old Spice response,
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
in 24 hours than saw Obama‟s presidential victory
speech.”

http://www.youtube.com/watch?v=nFDqvKtPgZo

Consumers trust each other

“Each year, consumers make more than
500 billion online impressions on one
another about products and services.”

“Roughly 25% of tweets
contain links.”

Collectives

Kickstarter enables crowdfunding
of creative projects

“Social networking is becoming
social production”

View “The Power of Collaboration”
by Michael Dell at Ericsson 2020”
http://www.ericsson.com/campaign/2
0about2020/

(Scroll cursor over people to bring up Title)

• 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?


• 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?

“Consumers are still buying things,
but they‟re becoming more conscious of
what they actually need, and why.

Coca Cola Happiness Stations and World Cup
taverns helped township dwellers who
couldn‟t afford tickets to enjoy the experience
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

Simply Useful
Only what I value

MasterCard and Visa have both developed
contact-free, „tap-and-go‟ payment systems

“The rich world will continue to suffer from anaemic growth
for years to come. The emerging world, by contrast, will be a
whirling hub of dynamism and creativity… And it will account
for a disproportionate share of business innovations

Brands need to understand and encapsulate the
youthfulness and optimism of emerging markets.

• Do you intimately understand your customers’ value equation,
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?

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

From Profit to Purpose
Generosity becomes embedded and spreads beyond
the developed world.

“87% of global consumers expect
companies to consider societal interests
equal to business interests.”

Edelman, November 2010

“Only a company that produces a Triple
Bottom Line is taking account of the full
cost involved in doing business.“

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

• 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?
• Will your industry need to respond to a consumers‟ desire for
healthier living and reduced consumption?

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

and…

one more thing…

The World is brand new

New Technology New Thinking New Ideas New behaviours

A new era of brands and communications

It‟s about 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

Brands that deliver against this agenda
create greater word of mouth,
advocacy, sales and loyalty

This is our philosophy and we have
found an international partner that
shares our view and has developed a
model for evaluating and developing
effective engagement…

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.

And a UNIQUE tool called…

Used to identify the top ten most engaging brands in the UK, US,
China and Australia and what makes them so engaging

Thank you for your time…
If you think it would be valuable for more people in your business to be
exposed to the trends, we’d be very happy to come to your offices and
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

A Hundred Years in a Decade

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