Sinnfabriken – Marken als Produzenten von Moral und Bedeutung

Sinnfabriken – Marken als Produzenten von Bedeutungund Moral in der ÜberflussgesellschaftTim Leberecht

“Hyper-connectivity is the single mostimportant trend in the world today.“Thomas Friedman

Transformation und die Moral von derGeschichte

Disconnections

Microsoft KINECT Ready to be hacked

Wertebasierte Kooperationanstelle von “Alone Together”

“Market systems are justified notbecause of efficiencies and profits,but because humans are first andforemost social and emotionalbeings, and markets provide asympathetic community for socialexchange.”Robert C. Solomon

“It’s the job of business to make meaning, not money.” John Hagel

“In the old days, brands wanted everybody to pay attention to them. Now brands need to payattention to everybody else.” Umair Haque

Ihre Marke ist, was andere über Sie sagen, wenn Sie nicht im gleichen Raum sind.

“Wired to care, wired to share.”

Crowdsourcing

Collaborative Consumption

Offenheit

“Create more value than you capture.”Tim O’Reilly

1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz

1. Disruption

Mash-up

Unvorsehbarkeit ist die neue Konsistenz.

Zufallsprinzip

Überraschung

Überraschung

“Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, its no longer what you do that matters most but how you do it.”Werte

Altruism-hack

Speed-meet

2. Knappheit

Democratic exclusivity

ComplexityDemocratic exclusivity

3. Soziale Intelligenz

“Sensing” Real-time Feedback Constant Adaptation Selbst-OrganisationSmarte Systeme

Adaptation

Super-flexibility

Marketing Hardware Marketing SoftwareBrand architecture Live brandsMessages ConversationsSales brochures EndorsementsFeature lists ExpertiseDestination sites Distributed/social webTradeshows Community gatheringsTrademarks GoodwillPush PullPackaging RevelationsOut-of-the-box InsightsStatus ExperiencePoint-of-sale Point-of-viewsClosed Open-sourceLook and feel InteractionDirect mailing ConnectionsBillboards/ads Customer servicePrint collateral Apps………. ……….

AnonymousHacks

Distributed presence

Random actsof kindness

Social Shopping: Vonder Interaktion zurTransaktion

Social Shopping: Von der Transaktion zurInteraktion

4. Transzendenz

Happiness

Microsoft KINECT

Von Effizienz zu Exzellenz zu Bedeutung

Zum Schluss

1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz

MISSION [Transzendenz] MARKETING = THE MEANING OFFICE Internal PRODUKT/SERVICE Externalbrandholders [Seltenheitswert] brandholders GO-TO-MARKET [Disruption] COMMUNITY [Soziale Intelligenz] Real-time conversations Micro-content Open collaboration

Marketing with MeaningSMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLEMicro Making sense Connecting Listening Making you think Doing good CommunityCustomizable Cohesion Empathy Disruption Political BelongingRelevant Convergence Identity Adaptive Divergence Socially responsibleActionable Morale Like-minded Changing messages Deconstruction Eco-friendlyEye-to-eye Consistency Affinity Two-way Surprise EthicalDirect Imagination New people Let go of control Shock Human rights StatusInstant Entertainment Open Unexpected Values CompassionAccessible Cultural Fun Respect Unlikely FamilySharable relevance Love Flow Challenging NationAtomized Characters Friendship Topical status quo Common Good Suspense Hobbies Point-of-view Unique Earth Comedy Fans Attention-grabbing Tragedy Different Identification In your face Proprietary & Confidential. ©Aricent Group 2011 66

Traditionelle Marken Meaningful BrandsProzess PrinzipienJahr/Quartal täglichROI BedeutungKontrolle Permanente KriseKonsistenz ZufallBig Data Big IntuitionSchnelligkeit Real-timeZentralisiertes Wissen Dezentralisiertes WissenTop-down NetzwerkeGo-to-market “Distributed presence”Strategie WertePlan Aktivismus

Die Marken von morgen

Microsoft KINECT Ready to be hacked

@timleberechttim.leberecht@frogdesign.com