brand talk ( your social evolution of brands ) - peter quinn
TRANSCRIPT
BRAND THINKING
Vol. 1 Peter Quinn
Made in the mind
and expresses the true value, personality, and promise of the company and its people.
It creates a visceral connection.
TRUST
Strong brands are built for the long haul.
Campaigns are for the quick shot.
A BRAND IS THE MEANING BEHIND THE BUSINESS.
A CAMPAIGN IS THE WAY TO CONNECT.
IT’S ABOUT BUILDING THE RIGHT CHEMISTRY
WITH THE RIGHT PEOPLE
IN A WAY THAT IS EASY AND MEANINGFUL FOR THEM
SOCIALLY POLITICALLY ENVIRONMENTALLY CULTURALLY ECONOMICALLY
SOCIALLY POLITICALLY ENVIRONMENTALLY CULTURALLY ECONOMICALLY
THE EVOLUTION OF BRAND
How did we get here?
?!
1890 1940 1960 1980 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
Where Is it heading?
THE EVOLUTION OF BRAND
?!
1890 1940 1960 1980 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
THE EVOLUTION OF BRAND
?!
1890 1940 1960 1980 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
THE EVOLUTION OF BRAND
?!
1890 1940 1960 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
1980
THE EVOLUTION OF BRAND
?!
1890 1940 1960 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
1980
THE EVOLUTION OF BRAND
?!
1890 1940 1960 1980 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
THE EVOLUTION OF BRAND
?!
1890 1940 1960 1980 2005 2017
Label of Authenticity
Industrial Revolution
Focus on Naming /
Logo & Mark
Simulated Relationships
Responding to the
disconnect of mass
production saw a rise
in archetypal
personas
Product Benefits
Differentiating
products by their
ability to work better,
taste better, become
more reliable and
enjoyable
Identity Projection
Moving away from
the practical value to
the intrinsic value due
to crowded product
market
Tribal Alliance Brands not only a
symbol for identity,
but fulfill a need for
meaning and
belonging
Social Significance It’s OK to belong,
If it accomplishes
something
THE EVOLUTION OF BRAND
WE MOVE FROM
PUSHED SHARED to
WE MOVE FROM
BUYING BELONGING to
WE MOVE FROM
CUSTOMERS TRIBES to
WE MOVE FROM
PRODUCT IDEA to
WE MOVE FROM
CONSUMER BELIEVER to
WE MOVE FROM
MAKER LEADER to
BRAND As brands attract believers
and earn social equity, the
more the power is co-owned
with its tribe.
POV
WITH GREAT POWER COMES GREAT RESPONSIBILITY
WITH GREAT POWER COMES GREAT RESPONSIBILITY
Brands are now expected to weigh-in on
issues historically left to public figures.
As a result, like public
figures, they are held
more accountable for their point-of-view and
their actions.
socia
l equity
governance - +
+
-
While mobile has become a great point of access for brands, it has also become a powerful tool for consumers with a real-time speed of response.
Power In The Hands Of The Believer
The more a corporation scales into the public space, the more its brand and business strategy needs to adopt a shared mission with public need.
Shared Value
PUBLIC
NEED
CORPORATE
INVESTMENT solution
EARLY ADOPTERS SEE THIS AS AN OPPORTUNITY
Shared Value
LAGGING BRANDS WILL GET LEFT BEHIND >
$Value Projections Sustainability Reputation Ubiquity Engagement Social Impact
How your brand will be measured
J
WHERE IS YOUR BRAND HEADING? WHERE IS YOUR BRAND HEADING?
SpecialThanksto:
StevenKostantNaomiKleinofNoLogoBrandIndex
PeterQuinnCrea?veDirector/CulturalAgent©2017Nottoberepurposed,altered,orusedwithoutexpressedpermissionfromPeterQuinnContactMeOnLinkedin