brands in the social age of transparency

BRANDS IN THESOCIAL AGE OF TRANSPARENCY.Presented by Brook Calverley & Doug Hewett

SUPER-POWERSIN THE TRANSPARENT AGE CONSUMERS HAVE

· MASSIVE CHOICE · INSTANT ACCESS· COMPARES THE MARkET· SAVVY AND SCEPTICAL · BELIEVES IT WHEN THEY SEE IT· GROWN USED TO A DIGITAL REALM TAILORED TO THEM

Ernst&Young, 2012

ONLY

OF PEOPLE RATED BRAND AS A PURCHASING DRIVER.

28%

Havas, 2012

MOST PEOPLE WOULDN’T CARE IF

70%OF BRANDS DIDN’T ExIST.

THE NAkED BRAND.

· MILLIONS OF FORENSIC ACCOUNTANTS, SOCIAL WATCHDOGS AND ACTIVISTS CAN SEE INSIDE YOUR BUSINESS· MISTAkES GO VIRAL WITH FRIGHTENING SPEED · TRUST HAS DIMINISHED· CRISES AS LIkELY TO ORIGINATE INSIDE AS OUTSIDE

WHAT DOES THIS MEAN FOR US?

GET CLOSER.

YOUR CEO REGARDS GETTING CLOSER TO CUSTOMERS AS ONE OF THREE PRE-REqUISITES FOR SUCCESS IN THE TWENTY-FIRST CENTURY.

IBM, 2012

THE BRAND IS WHAT THE BRAND DOES.

YOU NEED AN INTERNAL CULTURE THAT’S TRUE TO THE BRAND.

INTRODUCING: THE CHIEF CULTURE OFFICER.With the customer relationship hanging in the balance your business can no longer afford to let your culture – and therefore your brand - be shaped by HR

Forging stronger alliances with CIO and HRD

SHIFTING FOCUS FROM OUTSIDE TO INSIDE.

THE PRIZE.

PROTECTS AND ENHANCES BRAND REPUTATIONOPENS WAYS TO INCREASE CUSTOMER ENGAGEMENT CREATES MORE AUTHENTIC ExPERIENCESENABLES INNOVATION INSIDE THE BUSINESSCREATES CONSISTENCY THROUGH A SINGLE VIEW OF THE BRAND

A MORE HUMAN BRAND.

THE NExT GENERATION WINNERS.

THE FUTURE BELONGS TO BRANDS THAT ARE TRUE TO THEMSELVES AND TO THE PEOPLE INSIDE THEM.

THOSE ABLE TO CREATE CONNECTIONS THAT ARE HUMAN AND REAL.

GENEROUS.HELPING CLEAN UP SOMEONE ELSE’S MESS

Patagonia

HONEST.PUTTING ITS MONEY WHERE ITS MOUTH IS

Barclays

GENUINE.LETTING THE RIGHT ONE IN

Zappos

LISTENING.TURNING DRIVERS INTO ELECTRONAUTS

BMW

CURIOUS.CAN YOU SEE WHAT IT IS YET?

Lego

WHAT’S COMMON TO ALL IS AN AUTHENTIC BRAND THAT’S DEFINED AND SUPPORTED BY A CULTURE THAT BRINGS IT TO LIFE.

THANkS.

People-Made

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