Future of Comm

8/2/2019 Future of Comm

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The future of communication.


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I need to pee

I just peed

This is where I pee

Why am I peeing?

Look at this pee!

Im good at peeing


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If you dont like ch

you are going to

irrelevance even


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We are living in transformational tim


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The power has changed.


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Egypt, T

China: Another


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Fears of a double dip recession.

Mixed feelings in Asia.

Terror inverts Maslows hierarchy.


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The faces have changed.


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The best idea is b


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Its not about author as celebrity, its about idea as connector. Idea as king.


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The language has changed.


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The pace has changed.


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Decreasing power distance

Ruler Vs Ruled

Developed Vs Developing

Protected Vs Vulnerable

Rising activism

Fragile resilience

A world with many more questions th


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With choice growing exponentially

and the world all but digitized,
http://fasterthanlightdotme.files.wordpress.com/2011/12/radiosilence-by-tatiana-plakhova.jpg


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..the Self is now a Cloud.
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Brands today can shout

with no guarantee that anyone is listeni
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Advertising

2012


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The traditional model of marketing

is still grappling with this change


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The 30s spot is great with emotion.


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Nothing works in a vacuum anymore


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Enter the 4Cs.


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1.

Context.


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People dont buy stuff.They buy what stuff does for them.

The what stuff does for them is Conte


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Yesterday

Age of Differentiation

Creative Agencies

Big Idea

Context

Today

Age of Discov

The People

(whatever meaning th

Context
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Wh

Blackberry, it(BBM) wa

When you

evolved

protocols

defunct tech

In the 1

reinvented
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You have a choice.

Allow or act.


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Real-time opportunities.

Finnairs India Republic Day


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Finnair s India Republic Day


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South Africas 8ta


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A POV on society.

A consumer plan not a marketing plan

ROM


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2.

Content.


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The power of Content is in helping th

consumer tell their own story.


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In the digital age, people have the ability to contrmeaningfully to projects, products and marke

We operate in a Cognitive Surplus of ideas, influe

and innovation that can be harnessed by partner

Clay

Marmites The Marmarati
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Content is about interaction not instruc


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Mini Cooper Getaway Stockholm


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3.

Community.


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Build your fans a home: community, project or c

House the dialogue and

allow them to create their own Context.

Connect them with each other and step back
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Starbucks Take the Pledge


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4.

Connection.


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At best, any one brand can

only a small part of a person

and the pressure it exerts will de

the frequency o

and the degree to whic

experience a con

Sue Elms, Mill
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Maximise the impact of every contac


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Coke Content 2020


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Location agnostic.

Time agnostic.

Lacta Mobile App


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Is it share-worthy?


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They dont call it viral for nothing.

Old Spice Response Campaign
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The new standard is their standard.


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The Future:Context.

Content.

Community.

Connection.
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Brands are not made up of the stories the

but the stories that are told about th

Future of Comm

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