A new world of macro flux has suddenly emerged from the old - a world where economic, environmental and geopolitical change have come together to destroy the previous stability and drive us into a state of almost constant low-level panic. A new world where meaning and truth are being challenged like never before, and the retreat to the safety of the past is in full swing. Brands must adapt quickly, and rethink their promoter instincts and become trusted partner brands in order to build deeper bonds with their customers, and drive advocacy. Advocacy is survival in times of macro flux, and to build true advocacy in the current climate brands must fulfil the three key needs of the customer in macro flux - be useful to me, be knowledgeable of me, be integrated with me.
5. The pace and ferocity of innovation means continuous
and rapid change is the only way companies will
survive the next five years in any industry.
LARRY PAGE - ALPHABET CEO
12. Many people in the communications business
instinctively fear that they have been accessories to the
crimes committed by big business against our planet.
JON STEEL - WPP GROUP PLANNING DIRECTOR
27. FUTURE STRATEGY
CLUB
THE TRUSTED PARTNER PATH TO ADVOCACY
TRUSTMEANING ADVOCACYPARTNERSHIP
SHARED
MEANING
CUSTOMER
BONDS
CUSTOMER
RETENTION
+ +
28. FUTURE STRATEGY
CLUB
of consumers say that
loyalty is primarily
driven by Trust Increasing customer
retention by 5% can lead
to a 25%-95% increase
in company profits
83%
Rare “
“Harvard Business Review
Zuberance
Brand advocates spend
more than average customers
on favourite brands
2x
Deloitte
Customers referred by
other customers have a
higher retention rate
37%
of customers trust
recommendations from
people they know
92%
Deloitte
ADVOCACY IS SURVIVAL
29. Customer’s don’t buy brands any longer.
They join them.
JONATHAN IVE - APPLE CHIEF DESIGN OFFICER
42. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB“
OMNISCIENT
Brands are now measured not by their ability to remember
their customer’s preferences and transactions in the past, but
by their ability to know their customer’s present and future
wants & needs dynamically in every moment.
BRANDS MUST BE
44. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB“
SYNTHESIZE
Brands are now measured not just by the quality of delivery of
physical and digital products/services, but by their ability to
integrate into their customer’s physical and digital lives and
deliver one coherent and synthesised experience.
BRANDS MUST