brands for the future - santosh desai, future brands at the indiasocial summit 2012
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Santosh Desai’s presentation on the Keynote: Brands for the Future at the IndiaSocial Summit 2012TRANSCRIPT
Brands of the Future
New Delhi, 3rd April 2012
At one level, we all know this particular story
Ceding control
EngagementPurpose
ListeningCommunities
Collaborative
AdvocatesCrowdsourcing
Belief
Acting, not speaking
For all the thrall with which we behold change, we tend to underestimate its
sweeping power
The digital world and social media are not media evolutions, but social revolutions
The world of brands is deeply rooted in the assumptions of an earlier time, and resists
attempts at fundamental change
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
A deeper explorationThe familiar made unfamiliar, then made
familiar againA look at some key drivers of change
The change in the dominant media form
Why is media so central?
Technologies that immortalise the mind and its output – make thoughts alive and
imperishableAllow for storage, transmission,
multiplication of ideas
“We become what we behold. We shape our tools and then our tools shape us”-
McLuhan
When dominant media change, they help change everything else
• Oral= Emotion, Participation, Unity • Print= Memory, Separation, Logic• TV= Transience, Desire, Currency• Digital= ?
The digital mode
Individual minds connected & multiplied- now
DemocraticCollaborativeConnected
Simultaneous(Secondary Orality- Walter Ong)
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
Shift in balance of power
New imaginations, new vocabulariesCultural flows
The Fault line
De-centralising pull of media/technology v/s centralising grip of power structures
-corporations, governments, brands
The Brand Disconnect
Imagined as a centrally controlled transmission
The ability to make people listen and actConsumers as interlopers
Brands of the Future?
Rivers, not lakes
Community owned v/s company owned
Being managed by the brand v/s Managing a brand
Brand dissolution v/s brand building
Creating a meaning surplus- more idea per square inch of thing
Sustainability = Meaning-rich /resource-poor brands
Simultaneous, seamless existence in physical and virtual spaces
Brand as truth that cannot hide v/s mask that cannot be penetrated
The brand of tomorrow needs the organisation of tomorrow
The organisation of tomorrow needs a new mental model of business
Re-integration of the market with society
“ we are primitives of an unknown culture”Gary Snyder
Thank You