Can Global Brands Survive the 21st Century?
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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
Original artwork by Paris Mavroidis www.parismav.com
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
Original artwork by Paris Mavroidis www.parismav.com
everything happens in cycles
WHAT’S NEXT?
Original artwork by Paris Mavroidis www.parismav.com
the tipping point…
the reaction…
the reaction…
the reaction…
WHAT’S NEXT?
Original artwork by Paris Mavroidis www.parismav.com
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
Original artwork by Paris Mavroidis www.parismav.com
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
Original artwork by Paris Mavroidis www.parismav.com
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