This talk was delivered to heads of agencies and other senior agency professionals at Goa,India in 2012 at the Annual conclave. It takes a fresh look at the meaning of 360 degree branding and attempts to inform the process of making smart choices , thereby surrounding the consumer with coherent signals instead of a whole lot of noise. Brands should work to solve large problems that face humanity in an open and collaborative way. Good brands leave wide open spaces for the world to participate.Human generosity when combined with technology unleashes amazing and irreversible change

1. BUILDING BRANDS IN AN ERA OF MULTIPLE DEGREES OF FREEDOM
@Jayant Murty . Intel Corporation

2. THIS CHANGES EVERYTHING . THE INDUSTRY IS DEAD

3. I.A.E.B

4. There should never be
a conflict between
a better world and a better
place”
Not some truffle covered
delicacy from France or
pricey sea urchin from
Japan but a plate of
scuttling Danish ants

6. “Brian Stelter was a robot
Assembled to destroy me”
“My 16 year old reads more
news than I ever read at his
age and he never ever goes
to a brand” - Jarvis

7. Twitter has become my
Primary news source but
when I know something
has happened it makes
me turn on a TV set
Piers Morgan : CNN Host

9. SLOW

11. [But] it’s not about creating a mythology around the way a product was created, so
it’s no longer “these
were cookies made by elves in a hollow
tree.” That’s not the value of the brand. The value of the brand is where did this
actually come from? What’s in this cookie? Who made it? Are Malaysian
children losing their fingers in the cookie press or is this
being made by happy cookie culture people? At that point, all
these companies come to people like me saying we want to become transparent

12. 100 % drop in TV Budgets in 5 yrs
+ 30 National teams
+ 200 Club teams
+ 500 Athletes
55% drop in TV Budgets in 10 yrs
+ 10,000 pieces of content
6 hubs. 1 Academy

13. “We spend most of the money
we'd spend on paid advertising
and put it into the customer experience
and let them do the word-of-mouth
marketing for us”

14. Brand 360: Brands should create spaces, channels, platforms

16. Cognitive Surplus
“Soak up leisure without
tangible results”
US : TV: 200 B hrs / year
2000 X Total Wikipedia Hours

17. Digital Technology
+
Human Generosity

18. Consumers are much more
interested in their own lives
than they are in brands
…And they are much more interested in BRANDS
than they are in ADVERTISING

19. BE REMARKABLE. BE DIFFERENT

22. Generosity
TRENDS TO
Experience
Status
CONSIDER IN 360
THINKING
Utility
Transparency
ECO
Sensitivity

23. Think 360 DON’T Act 360
ACT MORE . BE REMARKABLE. PLAN FOR WIDE GAPS . TRUST IN HUMANITY

24. DON’T THINK 360. THINK SCREENS. MEDIUMS CONSTRAIN THINKING

25. LIN 360
COACH . ACADEMIA . CHINESE . PRESIDENTIAL . VALUATION . NY
LIN SANITY

26. Apple 360
FANS . OTAKUS . STAY CULT . BE MASS . FOCUS ON #2

27. Craig 360
PHILANTHROPHY . INDIE CINEMA . PROSTITUTION . RIGHTS. SHY

28. A lesson in Strategy
A lesson in Serendipity
BRANDING AT THE SPEED OF THOUGHT : TIMING GIVES YOU 360 SCALE
# “Our new looks are
dropping faster than the
world trade center
A lesson in Speed
A lesson in Taste
# “People of Haiti fall in
to our store for earth
shattering discounts”

29. Josh Bell
$ 3.5 M
RICHER THE CONTEXT , DEEPER THE CONNECTION
Scored
background for
the ‘Red Violin’
$ 1000 / minute
BEST IN THE
WORLD

30. LINEARITY IN 360 IS DEAD
CAN LAUNCH FROM ANYWHERE. YOU HAVE PARTIAL CONTROL
COHERENT NOT CONSISTENT
AGILE PLANNING AND PRODUCTION
CAMPAIGNS MAY OR MAY NOT END. SO EVOLVE

31. REAL TIME . DYNAMIC USE OF DATA: A CRUCIAL ELEMENT IN 360

32. 0
360 SMARTS BEYOND THE COMPANY. HARNESS IT. THRIVE ON IT

34. CURATION. CO-CREATION. FUTURE PLATFORMS

35. GATHERING
VERIFYING
FAIRNESS
EDITING
THE NEWS INDUSTRY
THINK 360 ACT 180 : ABSTRACTING BRANDS AND PRIORITIZING ACTION
FILTERING
TARGETING
PUBLISH’G
MARKET’G

36. World 360
SOLVE BIG PROBLEMS. THINK PROJECTS . NOT CAMPAIGNS.

37. IN CLOSING
SOLVE BIG PROBLEMS . CURATE
DON’T INSTITUTIONALIZE. WORK ON OPEN COLLABORATION
TECHNOLOGY UNLEASHES CREATIVITY. MASTER ITS USE
BE USEFUL . LEAVE THE PLANET IN BETTER SHAPE

38. IN CLOSING
BRANDS ARE CONVERSATIONS. LISTEN. RESPOND
STAND FOR SOMETHING. HAVE A LARGER PURPOSE
PLAN FOR BIG GAPS. DON’T FILL THEM
MASS STARTS WITH NICHE. IDENTIFY THE BELIEVERS AND ENGAGE

39. “Anything invented
before you were 18 has
been there forever.
Anything that turns up
before you're 30 is new
and exciting.
Anything after that is a
threat to the world and
must be destroyed.”
Douglas Adams / How to Stop Worrying and Learn to Love the Internet

40. Thank You
@jayantmurty
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