Attribute 1:

Based onHuman insight

Next Generation BrandsQuick snippets from today’s brand leaders at Cannes

Lions 2011

Intriguing parallel between brands and religion. Both rely on elaborate story-telling and both lean on detailed symbols and imagery that carry the brand's (or religion's) story forward for years on end.

http://www.martinlindstrom.com/

It was found via MRI scans conducted in six countries, that the regions that were activated by the exposure to relevant religious symbols were the same as those activated by exposure to brands!

Brands with great story-telling are typically associated with grandeur, vision, a clear enemy and a certain degree of mystery.

“When consumers make these associations, the brand's story tends to outlast that of its competitors. Little wonder then, that brands like Apple have such strong brand stories that aid long-term branding. Users, at an unconscious level, associate the brand and all its products with grandeur and mystery. Such brands are called 'Smashables'. They have 'smashing' brand stories

“

US$3 million 'Word-of-Mouth' study

The results of a recent

that tested the '1:9:90' theory showed that when people were, in casual face-to-face conversations, exposed to certain brands, they were 49 per cent more attentive to those brands later, while interacting with other people online.

Hum

an insi

ght

One person is sufficient to plant the idea in others' minds. Then starts the process of incubation of the brand's name and the ultimate spread of the same.

““

Lindstorm thus insisted that true, powerful social media is offline, not online, as it starts at the face-to-face level.

Attribute 2:

From Channelto Content

Next Generation BrandsQuick snippets from today’s brand leaders at Cannes

Lions 2011

Brands can up the longevity of their story on the multiple media platforms that are accessible in today's times

“Sports brands Adidas and Nike have capitalized on the online space and have cashed in on their association with football to extend their respective stories.

Today it is not sufficient to just have a "brand destination" and that a brand needs to also have, a "brand distribution" plan that can help etch its story-telling in users' minds.

“This is because since 2006, until last year, consumer involvement with brands online, has shot up. "It has become a 'world of demand, Consumer empowerment has increased of late"

Nike successfully built engagement online and added years to its brand story during a time when Adidas had more market share.

v/s

Th

e

Ch

an

gin

g

Bu

sin

ess

Brands are what people say they are.

www.lbi.co.uk

“Invest in content rather than the channel.In resources which have viral potential. Investing in customer education leads to Advocacy –> is a true Crowd built brand.

Earned and owned media

Paid Media

Won’t buy a product if they cant find the right information online

43%WORDOF MOUTH

SAMPLES

Transformation Case Study:Jonnie Walker

From

Channel

to C

onte

nt

Identified underlying, global human truth – men desire to progress (e.g. be successful, achieve more, etc.) [refer attribute #1]

Translated this truth into positioning – Johnnie Walker inspires men to progress

Progress is a global concept while ‘success’ has become hollow in many cultures

Localization of Content and Design: Localization keeps it personal, relevant and deepens relationships

Keep Walking campaign

Consistent campaign for 25+ years

Uses the same insight and tailors it for local inventiveness in both copy and design

China: Success lounge and experiencesUK: GolfKenya : Football Reality ShowIsrael : Army

Attribute 3:

Social by Design

Next Generation BrandsQuick snippets from today’s brand leaders at Cannes

Lions 2011

People live in networksFacebook: Opportunity to capture and place advertising close to recommendations And moving away from measuring the number of fans = 2x the level of engagement

Seeding and enabling stories from internal people

Design for networks and communities

of mobile web users watch TV with there digital devices in hand

86%

are using them for social networking

40%HUMANITY + TECHNOLOGY:

Brands should feel like there are people behind them

Attribute 4:

Driven by Innovation

Next Generation BrandsQuick snippets from today’s brand leaders at Cannes

Lions 2011

Transformation case Study:Google

Dri

ven b

y

Innovati

on

Be human – find which applications are right for your customers – right place, right time[refer attribute #1]

Get creative with technology platforms: – There are 4 billion handsets and 1 billion enabled TVs

Adopt new approaches - Mobile first then scale to web, bring back personal engagement.

Google Beach Engagement

Technology experiences delivered with free smoothies - from t-shirts built with android to live voice enabled games, Google beach is engagement par excellence

Google beach setup

Showcasing what's new…

Humanity + Technology

Words trendingthe nextgeneration…

www.samirbains.in