This document discusses the theme of meaningful relationships between brands and consumers in today's digital age. It notes that lines are blurring as consumers generate and share content, and that winning brands focus on interactions rather than just transactions. Meaningful relationships require constant listening to consumers and being helpful beyond just product benefits. It then introduces the related theme of "As You Like It," where brands are letting consumers customize their experiences by providing a base of content and tools that allow experiences to be designed according to individual preferences. Examples are given of brands allowing personalization and customization.

1. DECEMBER 2014
MEANINGFUL RELATIONSHIPS
AS YOU LIKE IT

2. INTRODUCTION
2
LHBS constantly tracks change and collects signs of changing
behavior in the areas around people, markets & technology.
On the basis of signs published in our internal LHBS Inspiration-
Hub in the past few months, we have identified several themes
that all fall under one bigger idea: Meaningful Relationships.

3. In an age of hyper connectivity, unprecedented choice and
consumer empowerment, the lines between us them, brand
and consumer are getting fuzzier and more blurred. Brands
generate content, people generate it as well, brands promote
messages, consumers proactively react, comment and share
opinions. The line that used to mark a transaction, ‘I made it
you buy it’ is getting thinner and thinner as consumers
become more demanding, more wooed and more involved.
Winning brands are those that focus on interactions rather
than transactions and sometimes letting consumers get in on
the game on their own terms, not just the brand’s terms.
Meaningful interactions are those that are human, personal,
user led rather not just marketing led and those that allow
organic discovery - letting people find you where they are and
from those that they listen to.
Relationships are subtle and fragile, they need constant
cultivating through listening, putting the consumer at the
center, being helpful and useful beyond the product benefit.
MEANINGFUL
RELATIONSHIPS

4. MEANINGFUL RELATIONSHIPS
4
We would like to present
another theme that follows
Meaningful Relationships and
that is: As You Like It
Meaningful
Relationships:
Blurred Lines
THE INSIDERS
YEARNING TO
DISCOVER
REALITY
AS YOU LIKE IT
ME-CENTRICITY
CONSUMER
PROTAGONISTS
LIGHT WEIGHT
LIFE
USEFULNESS

5. AS YOU LIKE IT
ME Centricity

6. WHAT IS HAPPENING

7. AS YOU LIKE IT
7
Brands are setting the stage to create our own unique and customized experience – we can have
it the way we want it.
It’s all about experiencing the reality based on our personality, our behavior and our needs.
Brands are offering us a solid and abundant base of content or actions to make us interact with
them. But how we want to consume and enjoy it — that’s our call. We are given useful tools to
design and navigate through the experiences according to our wishes with just little tips, hints
and recommendations from brands to make it just a little bit better.
Technology, attitudes, needs and wants are making the ‘end of mass’ a closer reality.
THE NARRATIVE

8. 8
To help promote their new album, Linkin Park
teamed up with Microsoft to create an interactive
music video that users can remix and recreate from
the ground up.
Linkin Park Custom Video Levi’s Stadium App Personality-based Travel Guide
AS YOU LIKE IT
THE INSPIRATION-HUB SIGNS
The app has features including mobile tickets and
parking passes, mobile ordering of food and
beverages to their booked seats, way-finding to
navigate around the building, and a 'game
center' for high-definition video replays.
DELI Amsterdam invites users to take short
personality test to find out which places will meet
their preferences in the famous city.
MAKE YOUR OWN MIX ALL IN ONE WHAT DO I STAND FOR?

9. 9
Mercedes-Benz lets you build your customized
GLA on Instagram.
Mercedes-Benz GLA on Instagram Honda’s Double-Sided Story News for Millennials
AS YOU LIKE IT
THE INSPIRATION-HUB SIGNS
Honda Germany has come up with a 'double-sided'
story on their YouTube channel to celebrate their
Civic and Civic Type R models.
A news app shows top news from around the world
in a ranked, aggregated news feed to target
especially Millennials.
PICK & CHOOSE IN CONTROL ONLY WHAT I NEED

10. WHY IS IT RELEVANT

11. 11
The youth like to personalize themselves with tattoos and body art.
This is a generation of digital natives who have grown up having the world at their fingertips, with instant
access to information that is customized to their specific wants and needs. Offering them a ‘one size fits all’
just does not cut it anymore.
‘Millennials, that next great wave of consumer power, are known for their fickle tastes and aversion to big brands. They want
points of affinity in the products they choose. Millennials want engagement. They want the possibility to customize and
make the brand their own somehow.’
40%
75%
medium is
the message
Believe that they are totally unique and special.
They customize their persona
with the use of media channels.
http://www.woofound.com/blog/posts/why-almost-everything-is-personalized-for-millennials
http://www.ideastogo.com/6-millennial-insights-you-cant-ignore

12. GET IN TOUCH
12
If you would like to learn more about our theme of ‘Meaningful
Relationships’, opportunities for your brand and business or
our Inspiration-Hub please get in touch.
LHBS Consulting Berlin GmbH
Köpenickerstrasse 154
10997 Berlin
Germany
www.lhbs.com
Joanna Bakas
jb@lhbs.com
+49 151 646 20741
Fabiola Lewandowska
fl@lhbs.com
+49 151 649 66539

13. Impressum
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
lhbs.com