ShiftWhat next for brands?

Stephen Stokes, Strategy Director @StephenStokes

Brands are in a state of crisis

A “perfect storm”

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

Dacia Duster

H&M Partnerships

2. Defining the Future

Apple launches

Chipolte

3. Human Values

John Lewis Christmas

P&G Paralympics

4. Prove Authentic

Red Bull

Gatorade

Moleskine insert

5. Truth & Transparency

Dominos Times Square

M&S We boobed

6. Be Useful

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