Post Gutenberg Era @Kiev

27
BRANDFLIGHT FULL POTENTIAL BRANDING !" . #$%&'()*'+ © ,-&./0 2010, 1$.+ !"#$% '()*+ ,-.+$/+0123 "$.+024."5$().% 424 .0+.%+ "#6+0+$"+ 4(66-$"427"8 !"#$"% '( )*+#,-./,0 !"# %&'()*+,-. / 0,1'+*(,-2- 3-1%4' 5*)61*6) !6#)6"67 289+6. :: ;< '=16"# /;;> 2-!' 1

description

My thought on 21st century and communication philosophy

Transcript of Post Gutenberg Era @Kiev

Page 1: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

!"#$%&'()*+&,-.+$/+0123&"$.+024."5$().%&424&.0+.%+&"#6+0+$"+&4(66-$"427"8

!"#$"%&'(&)*+#,-./,0

!"#$%&'()*+,-.$/$0,1'+*(,-2-$3-1%4'$5*)61*6)$!6#)6"67

289+6.$::$;<$'=16"#$/;;>$2-!'$

1

Page 2: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

!""#$%&!!'#(()"!'%&!!

*#$+,+"!+

2

Page 3: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

<>>;6 ,<>>;?@/;;A /;;A@*8.1 B%!%C66

!1"2"/*"&-,345.

b-2-cc-2-n

b-2-n

bc

3

Page 4: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

6/+"#/"+&5+.7&+.3*18&

3.3*1&"$,&9.:41;0.7*&

5,9:.+"7*(((

4

Page 5: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

<=>?@ABCDEDF=>GHB>>

3,1I./*J&*&,K;L/;%&L"7,0"3&D&M+,&

7*NO&:0.&4L.5+/*3.&,K2"/*J

3,114/*3.P**&D&@HDQGHB8&.&/"&

$,:,0,%&I7./

$#.R:./53.J&R4#/.7*5+*3.&/.&

51"/4&1":*.1.$/.+.1

HSCC@TUS>VHW&/.&51"/4&K#,:3.5+*/$

.4:*+,#*J&D&05"&3+,&*1""+&:,5+4I&0&

5"+O&X3&YZYZ&$,:4&K,7""&[&17#:&

L"7,0"3\

5

Page 6: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

!"#$%&'()*'+&%,*'-"./'01&)/'*23%&)+14'1'$%'*)5%-/$*'6"+73"8'

*9,1$"#:4'*231;3"8&<'=*&9%5&)+*:'9%>-1:?@@@

6

Page 7: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

7

Page 8: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

8

Page 9: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

A)*'"#:%$"-*&/'&%,*5$<B

C$)%91>)"+$*&)/

D)>9?)*&)/

E%)%+?%'&)97>)79?

9

Page 10: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

F'*)-"0"%'*)')*+19*+4'*,91$"0%$$*&)/'5*&)7=1'>'>*)*9?:'7+%-"0"+1%)'"G'

H%$$*&)/4'5-<'"$I*9:1H""'H%$$*&)/'&*&)*")'+'>*-"0%&)+%')%G'

>*:7'*$1'"#+%&)$1

10

Page 11: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

J-*21-/$?%'>*9=*91H""'91#+"+1;)&<'#1'&0K)':1-*,*'2"#$%&1'

&I*>7&"9*+1$$*,*'$1'$".%+?%'"$$*+1H""'"'

"#*29%)%$"<

11

Page 12: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

12

Page 13: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

LMNO',*5

13

Page 14: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

POLO',*5

14

Page 15: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

15

Page 16: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

E>*9*&)/'*2*910"+1%:*&)"'"$I*9:1H""'*=9%5%-<%)'

(II%>)"+$*&)/'91#+")"<'*23%&)+1

16

Page 17: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

17

Page 18: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

18

Page 19: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

19

Page 20: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

E*+9%:%$$?8')%G$*-*,""'>*::7$">1H"8'51-"'

+*#:*6$*&)/'D!QRSTEU4'1'$%'>*::7$"H"9*+1)/@@@

20

Page 21: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

F?&*>1<'"$)%91>)"+$*&)/'&*+9%:%$$?G''

>*::7$">1H"8'+%5K)'>'=*<+-%$";'=*$<)"<''VWXYZW['\]W]^[\[W_

21

Page 22: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

A)*')1>*%'29%$5B

>*::7$">1H""

5%$/,"

(II%>)"+$*&)/'7=91+-%$"<

@@@597621'4'1'"$*,51'"'@@@'-;2*+/

24

Page 23: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

!9%$5'*)$*.%$"8''''

25

Page 24: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

@@@()*'$%',97==1'+'&*H"1-/$*8'&%)"

@@@()*'$%'+1.'+%2X&18)

@@@()*'$%'21$%9$1<'"-"'>*$)%>&)$1<'9%>-1:1'

!`abcd'F'EaSC

26

Page 25: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

!" #$%&' ()*$%$+#* ,% -.)%/" .01(+2$3)04, #1%)$50/". 60,107/0#$+ 089%$+#* # &28"1 :3&043.01 ', &280; $0:.' 1')% /% #%101 <3&3 0$=:%3$ /%# 0$ '#$'//0>0 0893/'*, .0><% $" 09=9%3?+ #083#3</'.% 4#31' (*$+2 :=4#$4%1'

@%)',1= &'<3)% /340,107/0 (3)3<%$+ #)3<#$4%1' $3&3.011=/'.%A'; - (0-$01= (=$+ 0<'/ - 4#$)3:%;$3#+ # &2<+1' :%93!

!" 2D #!$$%&'#()'* # 3D !+,-&'.

27

Page 26: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

E-*6$*&)/'$%'+')*:4'>1>'29%$57'=*=1&)/'+'VWXYZW[4'

1'+')*:4'>1>'$%'#1)%9<)/&<'+'VeXYZW[

28

Page 27: Post Gutenberg Era @Kiev

BRANDFLIGHT FULLPOTENTIALBRANDING !

".#

$%&

'()*

'+

© ,-&

./0

2010

, 1$.+

$]BCWBG(^G?C@_SH@`abCSHcdGWe?(U@A&&&&&&&&

fg&hZi&gY[iYhj

?TGkBC(U@Al>BAYZYi

TTT(bCSHcdGWe?(U@AlC=lTTT(ABcGHWB(@CW

!"#$%&'( Brandflight )*+% ",&"-%&% - 1997 ."/0 1"#%,"# 23/"# ' ,4."/&( - &%546 7"#%&/4 25 84+"-47. Brandflight '#449 ":',* - ;"&/"&4, <",7-4 (, 2004 ."/%), =9"7."+>#4, 2%#)0?.4, @%?'A4 ' B"C%&&4,)0?.4, &%5' $%?9&4?* &%C"/(9,( $" -,4#0 #'?0.@4?4/ 94#, 7%7 &%8%9> ,-"6 ,"),9-4&&*6 )'D&4,, 1"#%, 23/ ?%)"9%+ , 9%7'#' 7"#$%&'(#', 7%7 Nokia, Volvo, Ikea, Saab, Procter & Gamble, Compaq ' Microsoft. @?'#4?"# 4." 9-"?84,7"6 /4(94+>&",9' (-+(49,( ,"D/%&'4 D&%#4&'9"." /4-'D% 7"#$%&'' E Nokia – «Connecting People» (="4/'&(( ;F/46). @"#'#" ?%)"9* , 7"?$"?%G'(#', 1"#%,% 8%,9" $?'.+%5%F9 - 7%84,9-4 $4?,"&%+>&"." 7"&,0+>9%&9% ' #4&9"?% ?07"-"/'94+' -4/0H'C 7"?$"?%G'6.Brandflight ,$4G'%+'D'?0F49,( &% ,9?%94.'84,7"# ?%D-'9'' )?4&/%, )?4&/-'&&"-%G'(C, ,+'(&'(C ' $".+"H4&'(C, % 9%7A4 9?%&,:"?#%G'' 07"?4&'-5'C,( )?4&/"-. I'D&4, 7"#$%&'' $",9?"4& &% #4A/0&%?"/&" $?'&(9"# #49"/4 4D I?4&/'&.% 1"#%,% 23/%. J9"9 #49"/ )*+ "$0)+'7"-%& - 7&'.4 4D I?4&/'&.. J9" +4.7" $?'#4&'#%(, -/"C&"-+(FH%( ' 7?4%9'-&%( 94C&"+".'(, 7"9"?%( -"-+47%49 - $?"G4,, ,"D/%&'( /'::4?4&G'%G'' )?4&/% 7%7 ?07"-"/,9-", 9%7 ' ",9%+>&*C ,"9?0/&'7"- 7"#$%&''.

29