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Connecting Brands to Culture

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Cultural intelligence reveals how and why consumers think, act and feel – now and in the future. The interaction between culture, people and trends is the driving force behind influential brands. How do we harness these cultural signals and our creative abilities to shape how brands can not only participate in, but contribute positively to, the cultural zeitgeist? This is the fifth in a series of quarterly presentations on cultural intelligence from AMV’s Head of Cultural Strategy, Gerard Crichlow and Cultural Strategist, Maxwell McBride-Peterson

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Connecting Brands to Culture

  1. 1. AMV April 2018 culture watch
  2. 2. 2AMV W A R M U P in one word, how would you define ‘culture’
  3. 3. 3AMV what’s driving ‘culture’ today?
  4. 4. AM V 4
  5. 5. 5AMV THE INTERSECTION OF TECHNOLOGY AND HUMANITY IS INFLUENCING HOW WE BEHAVE TODAY 5
  6. 6. AM V OUR RELATIONSHIPS WITH BRANDS WILL BE DIFFERENT 6
  7. 7. 7AMV OUR RELATIONSHIPS WITH BRANDS WILL BE DIFFERENT WHAT GOT US HERE, WON’T TAKE US THERE….
  8. 8. AM V THE COMPANIES AND CULTURE OF TOMORROW IS BEING SHAPED TODAY 8
  9. 9. AMV 9 C U L T U R A L S T R A T E G Y GENERATING IDEAS THAT CONNECT BRANDS WITH CULTURE BUILD BRANDS & BUSINESSES BY
  10. 10. AMV 10 C U L T U R E THE WAY OF LIFE FOR AN ENTIRE SOCIETY DEFINES WHAT MAKES US A COMMUNITY FUELS OUR EVERYDAY CONVERSATIONS -WIKIPEDIA-
  11. 11. AMV 11 BRAND AGNOSTIC HUMAN ATTITUDES FRINGE CULTURE FOR THE FUTURE M E T H O D O L O G Y
  12. 12. AMV :
  13. 13. AMV : / 1 / ROBOTS WILL ACTUALLY ENHANCE OUR LIVES / 2 / BRANDS WILL HAVE A MORE ACTIVE ROLE IN PEOPLE’S LIVES / 3 / THE HOME WILL BE THE NEW BATTLEGROUND / 4 / PHYSICAL SPACES WILL BE DESIGNED FOR ONLINE SHARING / 6 / WE’LL OPTIMISE OUR MINDS / 5 / ISOLATION IS THE NEW LUXURY / 7 / TRANSACTIONS WILL BE MORE TRANSPARENT 2018 BETS 13
  14. 14. 14AMV THE INTERSECTION OF TECHNOLOGY AND HUMANITY IS INFLUENCING HOW WE BEHAVE TODAY
  15. 15. AMV :AMV : / 1 / ROBOTS WILL ACTUALLY ENHANCE OUR LIVES
  16. 16. AMV 16 DRONES AS UTILITY
  17. 17. AMV 17 VOICERY STARTUP Voicery’s AI-synthesized voices sound human enough to convey carefully designed emotions that can act as an extension of a company’s brand. As more of our interactions with companies shift away from the visual and toward the verbal–whether thanks to Echo and Google Home or automated customer service systems–the tone, quality, and cadence of a company’s voice is becoming the new face of the brand.
  18. 18. AMV 18 FUTURE BURGER FOR $1.99
  19. 19. AMV :AMV : / 2 / BRANDS WILL HAVE A MORE ACTIVE ROLE IN PEOPLE’S LIVES
  20. 20. AMV 20 MAKEUP FOR MEN
  21. 21. AMV 23 BOYS CLUB NO MORE
  22. 22. AMV 24 PYNK POWER
  23. 23. AMV 25 PHLUID PROJECT
  24. 24. AMV 26 INCLUSIVE OF DISABILITY
  25. 25. AMV 27 NEW FORMATS
  26. 26. AMV 28 #1 WORST SOCIAL NETWORK
  27. 27. AMV 29 FB IS LIFE
  28. 28. AMV :AMV : / 3 / THE HOME WILL BE THE NEW BATTLEGROUND
  29. 29. AMV 31 REAL-TIME BODY DOUBLE
  30. 30. AMV 32 ANTI-ISOLATION ROBO Fribo spies on you and a few connected friends by listening in on what’s happening in your apartment–and by doing so, it can facilitate communication between the group based on what’s going on.
  31. 31. AMV 33 FOOD IS AN UNSTRUCTURED DOMAIN Grubhub had 14million menu items and the only thing they had in common was that sometimes people ate them.
  32. 32. AMV :AMV : / 4 / PHYSICAL SPACES WILL BE DESIGNED FOR ONLINE SHARING
  33. 33. AMV 35 SELF-CARE ON THE ROAD
  34. 34. AMV 36 INSTA-SPACES
  35. 35. AMV 37 INTEGRATED EXPERIENCES
  36. 36. AMV 38 ANTI-SOCIAL
  37. 37. AMV :AMV : / 5 / ISOLATION IS THE NEW LUXURY
  38. 38. AMV 40 ISOLATED LUXURY
  39. 39. AMV 41 THE OPT-IN NETWORK
  40. 40. AMV 42 PREMIUM ISOLATION EXPERIENCES
  41. 41. AMV :AMV : / 6 / WE’LL OPTIMISE OUR MINDS
  42. 42. AMV 44 BRAIN RECOVERY
  43. 43. AMV 45 BEAUTY BOOST FROM WITHIN
  44. 44. AMV 46 ONE PLATFORM, INFINITE VARIETY
  45. 45. AMV 47 DISTRIBUTION TO GO MAINSTREAM
  46. 46. AMV 48 MAINSTREAM VEGAN Social media has spread the word with incredible speed, via Twitter hashtags, thriving “wellness” and cookery YouTube vloggers and Instagram influencers - there are 57 million #vegan posts on Instagram
  47. 47. AMV 49 BUG GRUB “Hot dogs made of spirulina. Burgers made of bugs. Ice cream made from salad. This is the fast food of the future, people.”
  48. 48. AMV 50 FUTURE BURGER FOR $1.99
  49. 49. AMV :AMV : / 7 / TRANSACTIONS WILL BE MORE TRANSPARENT
  50. 50. AMV 52 FIGHT FOR TRANSPARENCY
  51. 51. AMV 53 DIGITAL COMPLIANCE
  52. 52. AMV 55 ACCESSIBLE MENTAL HEALTH Inside the packets are a variety of physical objects, mostly cards. Structure has productivity tips, Friendship has 10 daily activities to keep in touch with old acquaintances. Spontaneity tells you to open the bag, blow in it, and pop it next to someone’s ear.
  53. 53. AMV :AMV : JUST BECAUSE …THE INTERNET MEME OF THE MOMENT
  54. 54. AMV 59
  55. 55. AMV : TO…
  56. 56. 61 … AND I’M OUT
  57. 57. AMV thank yacrichlowg@amvbbdo.com mcbride-petersonm@amvbbdo.com

Remarques

  • Count off 1-4.
    Break off into 4 groups and everyone decide on the one word.
    Share your one word with the Group
  • https://www.youtube.com/watch?v=kpW9JcWxKq0
    view up the :30 mark
  • The Fourth Industrial Revolution— is characterized by the marriage of physical and advanced digital technologies such as analytics, artificial intelligence and the internet of things—affects most aspects of life today. 

    The melding of technology and humanity is changing how we behave today
  • It’s changing our behaviour. How we interact with the world and each other

    We Distrust brands, We’re Seeking new experiences, Trust credible sources with authenticity. Technology plays a massive role
  • Principles for content we create
  • The Fourth Industrial Revolution— is characterized by the marriage of physical and advanced digital technologies such as analytics, artificial intelligence and the internet of things—affects most aspects of life today. 

    The melding of technology and humanity is changing how we behave today
    the intersection of technology and humanity
  • Dedicated to people of colour wearing the brands' products. Before her initial Glossier purchase, she looked on social media to find women of colour giving their own testimonials to the now-ubiquitous pink-and-white bottles.
  • At Apple, we believe that technology should be accessible to everyone and should provide an experience that serves individual needs. Adding emoji emblematic to users’ life experiences helps foster a diverse culture that is inclusive of disability
  • Grubhub had 14million menu items and the only thing they had in common was that sometimes people ate them. They set out to build a taxonomy of food that brought together chef, diner vocabulary and order vocabulary to create data relationships with food.
  • Drivers can choose from seven “nature inspired” hues chosen by Pantone and designed to put the driver at ease.
  • Screen Shot 2018-04-16 at 14.34.02
  • “People are seeking more variety, and this platform can provide it. . . . The taste and habits and even ingredients will have to evolve.”
  • t’s not just the obvious clean-eating celebrities and channels that have taken up the subject: even Unilad, a site not exactly known as a bastion of compassion and political sensitivity, commissioned a powerful 20-minute documentary, Meat the End, about “the horror and abuse” of animal agriculture.
  • Screen Shot 2018-04-16 at 12.44.33
  • Screen Shot 2018-04-16 at 12.44.33
  • Screen Shot 2018-04-16 at 15.03.48
  • NikePlus members in New York City will be able to purchase Nike’s first-ever connected sneaker, called AF1 NikeConnect QS NYC, via the Nike SNKRS app.

    (NFC) chip embedded into the shoe will activate exclusive members-only opportunities when scanned with a user’s smartphone. Among the primary opportunities will be access to a program called “The Choice,” which gamifies the shoe-buying experience by offering users access to hot footwear drops around the city. When scanning the chip, users will be shown two products but will only be able to choose one. Members will also gain access to exclusive events in NYC and content.
  • 11-year-old Mason Ramsey.
  • ×