ShiftWhat next for brands?
Stephen Stokes, Strategy Director @StephenStokes
Brands are in a state of crisis
Perceptions of brand
quality down 24%
Source: Y&R Brand Asset Valuator (20011 vs 2005)
Big shifts in trust across the board
People looking for different qualities from brands
New purchasing habits
Seven principles for brands in a new era
Classic Brands
Conspicuous Offering
Past Glories
Corporate Behaviour
Appear Authentic
Myth
Service Image
Savvy Offering
Defining the Future
Human Values
Prove Authentic
Truth & Transparency
Be Useful
Modern Brands
Act Big & Global Act Small & Local
1. Savvy Offering
2. Defining the Future
John Lewis Christmas
4. Prove Authentic
5. Truth & Transparency
Dominos Times Square
Evans Cycles bike pump
British Gas heating app
Sherwin-Williams Colorsnap
7. Act Small & Local
Coke vending machines
Personalised Coke
Starbucks name on your cup
Royal Mail Gold post boxes
Classic Brands
Conspicuous Offering
Past & Present Glories
Corporate Behaviour
Appear Authentic
Myth
Service Image
Savvy Offering
Defining the Future
Human Values
Prove Authentic
Truth & Transparency
Be Useful
Modern Brands
Act Big & Global Act Small & Local
@StephenStokes
Stephen Stokes,
Comms Strategist & Brand Planner