Can Global Brands Survive the 21st Century?

KATERINA XIU XIU MAVROIDISwww.chameleonHI.wordpress.com

Can GlobalBrands Survive the 21st Century?

30 January 2008, London

WHAT GOT ME HERE?

It ain’t just fish!

Where have you been?

Where are you from?

What do you eat?

What do you do?

GLOBAL BRANDS ARE THE RESULT OF GLOBAL-MINDED PEOPLE

WHAT DO WE KNOW ABOUT BRANDS ?

Brands = made in People

MY LENSE LOOKING AT BRANDS AND THE FUTURE…

Powerful brand identities are born from clear, heart-felt objectives

Chinese mother builds brand inGreek father’s neighborhood forGreekChinese children

UK and Switzerland California Berkeley ArchitectureEcological greenroof startup

Exposure is a catalyst to the movement of ideas

Tuck Dartmouth, New Hampshire Saatchi & Saatchi Strategic Planning Joint-Venture DDB Guoan New York to Beijing

People are as multi-layered as the worlds they touch

WHAT DO WE KNOW ABOUT THE FUTURE ?

More globalMore complexMore choice

Going to the jungle

“ I’ve already been to more places than my parents ever did, and I’m only 23.”

-Xun, 23, Beijing

“I love to cook foods from different countries, I don’t think my parents had the opportunity to do so.”

-Feng Jia-Yu, 26, Beijing

More global

BLURRING OF ROLES AND PROCESS

make the product sell the product

consumercorporation

More complex

make the product

“ My parents were fixed in one location: everything from jobs to life were all set, they just had to follow it, there wasn’t much difference between people.

…We are not living on fixed location, we drift outside, we compete for houses, jobs and cars.”

-Wang Xue Feng, 27, Jiangsu

More complex

Piaget

Omega

Longines

Breguet

Rolex

Cartier

Boss

Dunhill

Vacheron Constantin

Versace

Armani

Citizen

Cardin

Dunhill

Playboy

OLAY

Ferragamo

Mont Blanc

“China premium goods market could grow to 8% of population by 2010, or 100 million people.”

-Morgan Stanley, China National Survey

More complex

Influx of brands and products

More choice

“There are many companies asking me to work for them, but I cant decide.”

-Xiong Wei-hua, 22, Jiangsu

“ You do not have to stay on same job for life.”

-Kang Xiao-bo, 25, Chongqing

More choice

New York100 years… 8 million.

Shenzhen25 years… 12 million.vs.

Faster change

283,000 new homes / year in Beijing

Faster change

“It’s pretty normal to make more money than your parents.”

-Yang Jie-nan, 21, Tianjing

“I am the VP of a corporation worth 60 million RMB and I am only 26.”

-Jia Shan-wei, 26, Gangxu

Faster change

SOCIETY CHANGES

The speed, scale, and nature of change varies

Original artwork by Paris Mavroidis www.parismav.com

TO UNDERSTAND THE FUTURE OF BRANDS, WE NEED TO UNDERSTAND THE FUTURE OF PEOPLE


200,000 years ago – homo sapiens in Africa85,000 years ago – hunters and gathers11,000 years ago – agriculture6,000 years ago – Pro-states (Egypt, Mesopotamia) 2,000 years ago – Empires (Persia, Rome, China)700 years ago – birth of the nation state (14th c)300 years ago – industrialization (18th c)17 years ago – free market economy (1990’s) 12 years ago – the internet takes off

HUMAN HISTORY

everything is somehow interrelated


everything happens in cycles

WHAT’S NEXT?


the tipping point…

the reaction…

WHAT’S NEXT?


Change

“ Our generation is progressing fast, fast, fast.”

-Huang Jia-li, 23, Guangdong

“ Rebellion exists in every generation. But, I feel the new generation has a stronger will to rebel, because we are enriched by materialism and that enables us to think freely and realize our dreams.”

- Apple, Beijing Punker

What part of globalization has changed us forever?

What part will we react against?

WHAT IS THE FUTURE OF GLOBALIZATION?

Multi-layer identity and delight in diversityCommitment to endless learning and exploration

GLOBALIZATION TO KEEP

Openness to bigger scale issuesPersonal development Standards of environmental protection

Access to the highest common denominator Centers of excellenceLocal interpretations of a good ideas

DIVERSITY OF PERSPECTIVEAS CATALYST TO INSIGHT, CREATIVITY, AND LEADERSHIP

Web-enabled brokering of value-addEmpowerment by wealth and technology

Consumer and marketer become one – Insights found at the individual level resonate with the global community. Paolo Coehlo, Calatrava, Thomas Friedman

Rootless-nessLack of commitment to a rich and deep point of view

GLOBALIZATION TO REACT AGAINST

Lowest common denominator Learning less when exposed to moreLoss of expressive depth (language, vocabulary, knowledge)

PEOPLE’S PRIORITIES CHANGE

But, they are always people…

Chameleon

Cross border expert:•Empower local teams •Balance local to global identity

WHAT IS THE ROLE OF THE FUTURE MARKETEER?

As human beings, our perception and ability to form emotionally potent connections is bound by the evolution of our brains – the speed of which may not match that of our technologically empowered open world as quickly as we suppose

GET CLOSE ENOUGH SENSE EMOTIONS

IMMERSE, BREATHE THEREChameleons take on the colour of their surroundings to survive. We do too, to thrive.

Involve all to evolve together

PEOPLE ARE COMPLICATED BUT NEVER VAGUEIn the same way that 1.34 can’t refer to number of people, target age ranges lead to generic descriptions

UNDERSTANDING PEOPLE REQUIRES CONSTANT ALERTNESS TO CHANGE AND COMMITMENT TO LEARNING


Who works the hardest in China?

EastPerceive to be 92% faster than the rest of China

South Think they are 60% faster than the rest of China

CentralAssume they’re 81.8% faster than the rest of China

South WestBelieve they’re 62.5% faster than the rest of China

North:See their life being 65.02% faster than the rest of China

GLOBAL WILL INCLUDE MORE KNOWLEDGE ABOUT MORE PLACES

HUMAN INSIGHTS for Global Brands

the Chameleon Wayhttp://www.chameleonHI.wordpress.com


Can Global Brands Survive the 21st Century?

Business

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