brands for the future - santosh desai, future brands at the indiasocial summit 2012
DESCRIPTION
Santosh Desai’s presentation on the Keynote: Brands for the Future at the IndiaSocial Summit 2012TRANSCRIPT
![Page 1: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/1.jpg)
Brands of the Future
New Delhi, 3rd April 2012
![Page 2: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/2.jpg)
At one level, we all know this particular story
![Page 3: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/3.jpg)
Ceding control
EngagementPurpose
ListeningCommunities
Collaborative
AdvocatesCrowdsourcing
Belief
Acting, not speaking
![Page 4: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/4.jpg)
For all the thrall with which we behold change, we tend to underestimate its
sweeping power
![Page 5: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/5.jpg)
The digital world and social media are not media evolutions, but social revolutions
![Page 6: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/6.jpg)
The world of brands is deeply rooted in the assumptions of an earlier time, and resists
attempts at fundamental change
![Page 7: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/7.jpg)
The brands of the future will need to be evolved around a new mental model, not just of themselves, but the world they live
in
![Page 8: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/8.jpg)
A deeper explorationThe familiar made unfamiliar, then made
familiar againA look at some key drivers of change
![Page 9: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/9.jpg)
The change in the dominant media form
![Page 10: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/10.jpg)
Why is media so central?
Technologies that immortalise the mind and its output – make thoughts alive and
imperishableAllow for storage, transmission,
multiplication of ideas
![Page 11: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/11.jpg)
“We become what we behold. We shape our tools and then our tools shape us”-
McLuhan
![Page 12: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/12.jpg)
When dominant media change, they help change everything else
• Oral= Emotion, Participation, Unity • Print= Memory, Separation, Logic• TV= Transience, Desire, Currency• Digital= ?
![Page 13: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/13.jpg)
The digital mode
Individual minds connected & multiplied- now
DemocraticCollaborativeConnected
Simultaneous(Secondary Orality- Walter Ong)
![Page 14: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/14.jpg)
The Increasing Focus on the Mind
The internet as playground of the mindThe body made recreational, almost vestigialA complementary virtual world with its own
codesThe new source of wealth/value creation
![Page 15: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/15.jpg)
Shift in balance of power
New imaginations, new vocabulariesCultural flows
![Page 16: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/16.jpg)
The Fault line
De-centralising pull of media/technology v/s centralising grip of power structures
-corporations, governments, brands
![Page 17: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/17.jpg)
The Brand Disconnect
Imagined as a centrally controlled transmission
The ability to make people listen and actConsumers as interlopers
![Page 18: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/18.jpg)
Brands of the Future?
![Page 19: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/19.jpg)
Rivers, not lakes
![Page 20: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/20.jpg)
Community owned v/s company owned
![Page 21: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/21.jpg)
Being managed by the brand v/s Managing a brand
![Page 22: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/22.jpg)
Brand dissolution v/s brand building
![Page 23: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/23.jpg)
Creating a meaning surplus- more idea per square inch of thing
![Page 24: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/24.jpg)
Sustainability = Meaning-rich /resource-poor brands
![Page 25: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/25.jpg)
Simultaneous, seamless existence in physical and virtual spaces
![Page 26: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/26.jpg)
Brand as truth that cannot hide v/s mask that cannot be penetrated
![Page 27: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/27.jpg)
The brand of tomorrow needs the organisation of tomorrow
The organisation of tomorrow needs a new mental model of business
![Page 28: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/28.jpg)
Re-integration of the market with society
![Page 29: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/29.jpg)
“ we are primitives of an unknown culture”Gary Snyder
![Page 30: Brands for the Future - Santosh Desai, Future Brands at the IndiaSocial Summit 2012](https://reader033.vdocument.in/reader033/viewer/2022061220/54bbb6cf4a795937768b45da/html5/thumbnails/30.jpg)
Thank You