Download - The Future Of Branding
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Ethical Consumers,Simplux brands and Social Communication
October 2008
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“ My heart’s desire is to forge in the smithy of my soul the uncreated conscience of my race.
And then see if I can get them mass-produced in plastic. ”
Woody Allen
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Transparency
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Remember The Good Old Days?
$5
What is it?Who made it?What’s it made from?What does it taste like?Where does it come from?How can I get one more cheaply?Who would drink a beer like this?
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1950s-70s. The Opacity System…Focused on features and benefits. A great model for an industrial economy.
• Opaque customers – marketing is based on inspired guesswork
• Opaque products – any colour you like, as long as it’s what we have in stock
• Opaque organisations – a golden age for conglomerates and aspiring monopolists
• Opaque markets – persuasion ethos. Consumers trapped by choice, location, transportation and social class
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Brand value = Opacity Premium(n) Branding: the art of making money by concealing knowledge from targeted customers
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Opacity heroes…
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The 80s and 90s. The Translucency Translucency system. Focused on experiences. A great model for the service-economy.
• TranslucentTranslucent customers – guesswork replaced by data-driven speculation. The rise, demise and reprise of CRM…
• TranslucentTranslucent products – previously hidden ingredients and processes move ‘front of brand ‘(wholegrain, small batch, gluten-free, low fat, freshly-baked, in store…) …
• TranslucentTranslucent organisations – TBL/ESG reporting, philanthropy, and community appeasement programmes…
• TranslucentTranslucent markets – challenges to supplier-fixed pricing, price comparison sites, widespread re-intermediation…
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Brand value = TranslucencTranslucencyy Premium(n) Branding: the art of making money by selectively sharing knowledge with self-nominating customers
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TranslucencyTranslucency heroes…the master storytellers…
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The Marketisation of everything
The Socialisation of everyone
The New “Social Market”
Osmotic Individuals
Porous Organisations
The age of The age of transparenctransparencyy
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(n) Branding: the art of making money by improving decision quality for any stakeholder
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TransparencyTransparency heroes…the social marketers…
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Ethics
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Oh…my…god
It’s all just too depressing…
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And much too big for me to tackle…
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So let me start somewhere…
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Source: AccountAbility/NCC
Consumer Accountability could change the world…
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Source: AccountAbility/NCC
Consumers are actively seeking engagement…
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Source: AccountAbility/NCC
They want to trust you…
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Source: AccountAbility/NCC
And are prepared to reward you…
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Transparency meets EthicsRethinking brands?
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Historically, fashion has successfully navigated two countervailing trends…
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Simplicity
Universal Seasonal Low cost Easycare Flexible Replaceable Disposable
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Extreme quality Aesthetic appeal Expensiveness Scarcity Superfluousness Time incorporation
Dubois and Paternault via: http://www.janusthinking.com/2006/12/what-is-luxury-the-no-need-need/
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Convergence?
Simplicity?
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Route 1. Make simplicity feel more luxurious…
Universal => Restricted runs Seasonality => Micro-seasonality Low cost => High Value Easycare => Action-wear Flexibility => Continuity Replaceability => Durability vs Fragility
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What happens when we make the Simple more Luxurious?
MasstigeSimplicity
Michael Silverstein and Neil Fiske “Luxury for the masses”
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Masstige brands
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BUT… generally, the “Masstige” solution involves… Remote manufacture Low cost materials Built-in obsolescence Unsustainable processes ‘Over-marketing’ Gratuitous consumption…
… it’s hardly “ethical”…
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Is there another way?
Simplicity?
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Is there another way?
Simplicity
Simplux?
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Simplux. The Examined brand. Sharing what’s inside…
Address Ethics. Embrace Transparency. And Socialise…
Aesthetic appeal => Craftsmanship Quality => Integrity Scarcity => Originality Expensiveness => Equity Time incorporation => Authenticity Superfluousness => Altruism
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Craftsmanship
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Integrity
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Originality
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Equity
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Authenticity
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Altruism
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Bringing it all together:Social Communication
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Social CommunicationLimitless extension
Validation
Sharing
Show me
Rich detail
Remove barriers
Assurance
Real time!
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A parting thought…
Transparency changes everything.Are you ready?
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Speaker biographyTim Kitchin, PartnerBrand StrategistTim Kitchin is a broad-based branding expert with extensive
experience of CSR, environmental and policy-making arenas. His passion is to help brands build social capital.
Tim is a founding partner of Glasshouse Partnership and an associate senior adviser to the ethical thinktank AccountAbility,
He is also a member of brand think-tank, the ‘Medinge Group’, responsible for the annual ‘Brands with a Conscience’ awards.
He was a member of the international advisory panel for the UN Environment Programme’s ‘Talk the Walk’ initiative; and was special editor of the journal of brand management for its first issue on CSR.
He was a co-author of ‘Managing Corporate Reputations’ and ‘Beyond Branding’ (both Kogan Page).
Contact: [email protected]